Best Digital PR Campaigns: 20 Amazing Examples

Crafting a successful digital PR campaign is equal parts art and strategy. 

When done right, the impact can be astounding, earning coveted backlinks, building brand authority, and driving meaningful engagement. 

Below, we’ll dive into how brands can master this craft and share standout campaigns that have nailed the execution.

But first, let’s tackle the basics.

What is digital PR? What are its most reliable frameworks? And why do certain campaigns stand out while others fizzle out? 

Let’s dig in.

Digital PR: The What and the Why

At its core, digital PR is about building visibility through content creation and distribution. Success hinges on securing mentions and links from high-authority websites. 

These aren’t just for SEO kudos; they bring your brand to the forefront of the conversation, where your audience already is.

As search engines evolve, particularly with updates like Google’s Helpful Content guidelines, the emphasis has shifted toward people-first content and brand authority.

That means brands must balance SEO best practices with user-focused, engaging content, and use digital PR strategy to increase search engine visibility.

Borrowing Smart: Building on Ideas with Creativity

Creatives have always drawn inspiration from others, and digital PR is no different.

The goal isn’t to copy but to adapt successful ideas to suit your brand. Analysing standout campaigns helps spark fresh concepts and refine strategies.

Great campaigns share key traits:

• Authority: Align with the brand’s expertise.
• Topical: Blend evergreen or trending themes.
• Timely: Leverage seasons or current events.
• Engaging: Include visuals or interactive elements.
• Data-Driven: Use reliable or proprietary data.
• Attention-Grabbing: Feature notable topics or figures.
• Unique: Offer a distinct perspective.

These elements build trust, generate buzz, and make campaigns unforgettable.

Reliable Frameworks for Digital PR

Using frameworks ensures consistency while leaving room for creativity. 

Here are a few time-tested structures:

• Maps and City Studies
  This method visually compares data across cities, states, or countries, making it highly effective for securing regional and national news coverage.

• Data-Led Campaigns
  These campaigns turn complex datasets into engaging, shareable stories that highlight valuable insights and trends within an industry or niche with data-led ideas.

• Interactive Campaigns
  High-effort content such as quizzes, calculators, or games actively engages audiences, encouraging participation and increased sharing.

• Reactive Campaigns
  By responding to trending news or events, these campaigns connect a brand to current conversations, enhancing relevance and visibility.

When paired with compelling content, these techniques create campaigns that resonate with audiences and secure meaningful results.

City & Geographic Studies

City-based campaigns are a goldmine for both local and national coverage. Whether quirky or serious, they offer endless opportunities to highlight unique data.

Examples:

1. Best BBQ Cities in America (Lawnstarter)
   Timed perfectly for July 4th, this campaign ranked cities by their BBQ credentials. Coverage spanned foodie sites like Eat This, Not That! and dad-friendly hubs like Fatherly.com.
2. Most Populated U.S. Cities in 2100 (moveBuddha)
   Predicting that Dallas will overtake New York as the largest city by 2100, this campaign paired futuristic data with visually stunning concepts. Media outlets like the Houston Chronicle and NBC Austin ate it up.
3. Best- & Worst-Run Cities in America (WalletHub)
   WalletHub’s ranking of city efficiency attracted local and national media alike, with coverage from SFGATE to hyper-local blogs.

Maps

Maps distill complex data into easy-to-read visuals, making them a journalist favourite.

Examples:

1. The Most Googled Artist Worldwide (Ken Bromley Art Supplies)
   Art-focused outlets like CreativeBloq and DesignTaxi loved this simple yet effective map.
2. Around the World in Perfect Weather (Reservations)
   This dream travel map paired weather data with a budget breakdown, earning placements on Lonely Planet and MarketWatch.

Surveys

Original data collected through surveys has an edge: exclusivity. It also allows brands to shape the narrative.

Examples:

1. College Students Overestimate Salaries by $50,000 (Real Estate Witch)
   This campaign hit a nerve with media outlets like Business Insider and Fortune, thanks to a compelling story and eye-catching charts.
2. Zoom Anxiety Survey (Buffalo 7)
   Timely during 2020’s Zoom boom, this survey resonated with outlets like Healthline and TechRadar.
3. Houzz & Home Study
   Surveying over 46,000 users, Houzz delivered actionable insights on renovation trends, earning features in The New York Times and Apartment Therapy.

Dream Job Campaigns

Some call this approach old news, but the results say otherwise. Dream job campaigns are a surefire way to generate buzz.

Examples:

1. Chief Taco Officer (Favor Delivery)
   A $10,000 payday to eat tacos? This campaign not only generated over 100 DR 50+ backlinks but also trended on social media.
2. Professional Spa-ologist (SpaSeekers)
   A luxury spa gig captured the attention of Fox News and Business Insider, making this campaign a two-for-one win.

Data-Led Studies & Analysis

Data-driven stories are media catnip. The more niche and unique, the better.

Examples:

1. Branded in Memory (Signs.com)
   How well do people remember logos? This study was a global hit, with coverage on niche design blogs and mainstream outlets.
2. The Most Popular Thanksgiving Side in Every State (Zippia)
   Using Google Trends data, this campaign earned mentions on Thrillist and foodie blogs.
3. Best Cities for Pizza (Pizzello)
   Pizzello’s ranking of cities renowned for their pizza appealed to foodies and travelers alike. This data-driven campaign used compelling statistics to secure coverage from both lifestyle and food-centric publications.

4. UGC Statistics (Billo)
   Billo compiled over 40 data points on user-generated content (UGC) from publicly available sources, creating a valuable resource for marketers. By consolidating diverse statistics, the article provided insights into the impact of UGC on social media ads, resonating with media outlets and marketing professionals.

Interactives

Interactive tools are engaging, useful, and shareable, making them magnets for backlinks.

Examples:

1. Car Affordability Calculator (The Zebra)
   A tool that answers a common question, it secured hundreds of backlinks and rave reviews.
2. How Old Are Your Reactions? (Just Park)
   A game that tests reaction times, this campaign gained coverage across 20+ languages.
3. Savings Calculator (Bankrate)
   Bankrate created an interactive tool that allowed users to calculate potential savings. This practical and engaging campaign generated backlinks from finance and personal development sites, boosting both traffic and brand trust.

Visual Experiments

These campaigns lean into the unexpected, pairing strong visuals with unique angles.

Examples:

1. If Wes Anderson Designed The Simpsons (HomeAdvisor)
   This campaign mashed up iconic aesthetics, earning love from design-focused outlets.
2. Coca-Cola’s Year 3000 Generative AI (Coca-Cola)
   Coca-Cola blended nostalgia with cutting-edge tech, creating a buzzworthy campaign.

Seasonal Campaigns

Seasonal tie-ins are tricky to time but, when done well, can deliver evergreen results.

Examples:

1. Most Haunted States in the U.S. (moveBuddha)
   Refreshed annually, this campaign highlights spooky locations and remains a Halloween staple.
2. National Rosé Day Cocktails (Winc)
   Combining timely recipes with gorgeous visuals, this annual campaign keeps earning links.

Our Favourite Digital PR Campaigns

Here are two standout campaigns that delivered impressive results through creative strategies and precise execution:

Lifespan Fitness: Top Fitness Trends Using TikTok Data

Lifespan Fitness leveraged TikTok data to highlight trending workouts like “cosy cardio” and “shy girl workouts.”

By crafting press releases tailored to niche audiences and targeting fitness and lifestyle publications, the campaign secured 14 high-authority links (DR 90 max), boosting SEO while increasing global exposure.

Evolve Skateboards: Electric BMX Launch

Evolve Skateboards promoted their Electric BMX with a dual campaign: product-led PR and data-driven analysis of Australia’s best bike trails.

Combining manual trail data collection and precise outreach, the campaign secured 9 high-DR links (DR 90 max) and coverage in global outlets like TimeOut and Bike Biz.

Tools of the Trade for Digital PR

A winning digital PR campaign relies on creativity and the right tools to streamline workflows and deliver results. Here’s an essential toolkit to get you started.

Data Resources

• Statista provides a wealth of industry statistics for creating compelling campaigns.
• The U.S. Census Bureau offers geographic and demographic insights to target audiences effectively.

Creative Inspiration

• Dribbble showcases stunning design concepts to enhance visuals.
• Pinterest serves as a rich source of ideas for campaign themes.

Media Outreach Platforms

• Cision supports global media outreach and tracks campaigns efficiently.
• Muck Rack simplifies journalist research, pitching, and performance tracking.
• Prowly is an affordable solution for managing outreach and integrating SEO tools.

With these digital PR tools, you can save time, enhance targeting, and ensure measurable outcomes for your digital PR efforts.

Final Word

Struggling to stand out online? Digital PR works best when your content builds authority and keeps audiences engaged.

Think about what makes your content worth linking to. Publications love sharing material that boosts their credibility. When your content is insightful and relevant, they’ll want to link to it, giving your brand more visibility and better rankings.

Want to see the difference strong digital PR can make? Contact StudioHawk today and let us help your brand rise above the competition.