December: Happy New Year! In a month filled with cheese, gifts, chocolate, alcohol and all things Christmas 🎄🎅, December can be tough for PRs trying to push campaigns, particularly if they don’t necessarily have a festive angle. Despite this, there were plenty of great digital PR campaigns to choose from that managed to make the cut.
So, here are some of our favourites. As always, we’ll be exploring what these brands did, why their campaigns were a success, and the coverage they gained as a result.
Wallace & Gromet: Battersea Power Station takeover
Battersea Power Station had a ‘cracking’ makeover, thanks to the creators behind Wallace & Gromit and Apple.
Every day from 5 pm up until 10.30 pm throughout December to New Year’s Eve, a pair of Christmas trees will light up the two towers on the landmark’s river-facing side. In a short animation, visitors to the power station will see the two iconic characters decorate their giant trees in their styles. Aardman, the studio and creator of Wallace & Gromit, paired up with Apple and used an iPhone 16 Pro Max to create the short.
Despite launching in December alongside tons of other festive campaigns, the campaign managed to secure over 70 pieces of coverage in major national and trade publications.
Standout coverage
- LondonWorld (DA 53) See the epic Wallace & Gromit installation at Battersea Power Station this Christmas
- Installation International (DA 49): Wallace and Gromit bring Christmas good cheer to Battersea Power Station
- Marketing Beat (DA 40): Wallace & Gromit light up Battersea Power Station for Christmas
- Daily Mirror (DA 94): Giant Wallace & Gromit take over London’s skyline using just an iPhone
- Hypebeast (DA 88): Apple and Aardman Bring ‘Wallace & Gromit’ to Life in London
- Phone Arena (DA 90): Apple projects Wallace & Gromit animation where once Pink Floyd floated a pig
Why it worked
This campaign was not only unique, but also memorable, interesting and attention-grabbing. Wallace & Gromit are a much-loved iconic duo so it’s no surprise this campaign was a success.
The fact that there was a brand new Wallace & Gromit film airing Christmas Day, meant Apple could capitalise on the marketing that the show was already receiving. Shooting a short stop motion animation using an iPhone, and then projecting it on to the iconic Battersea Power Station, makes it a completely unique campaign and the reason why it managed to secure so much coverage in a usually quiet month.
Big PR stunts like this work too because they’re able to create moments and capture attention. Not only can it attract the interest of journalists, but it gives people something to share across social media too and creates a perfect festive picture moment.
Vinted: The Wardrobe Edit
To coincide with the hotly anticipated sequel, Gladiator II, Paul Mescal, and his stylist Felicity Kay, have collaborated with second-hand fashion platform, Vinted, to sell items from his personal wardrobe that he wore throughout the press tour for Gladiator II. Who wouldn’t want a piece of the style icon’s clothing?
A variety of pieces, such as a baseball cap, boots and jeans, were available to buy from 16th December 2024 with all proceeds going to the Irish charity Pieta. Felicity also shared her top tips for shopping designer labels on Vinted along with her favourite pieces.
The campaign managed to secure over 50 links in a variety of top-tier national and lifestyle titles such as The Independent, Elle UK, Daily Mail and The Guardian.
Standout coverage
- Evening Standard (DA 93): Paul Mescal is selling his pre-worn clothes on Vinted today, here’s how to buy
- Esquire (DA 90): Paul Mescal is Selling His “Gladiator II” Wardrobe on Vinted
- Elle (DA 91): You Can Now Shop Paul Mescal’s Actual ‘Gladiator II’ Press Tour Wardrobe
- The Independent (DA 91): Paul Mescal sells his Gladiator II wardrobe on Vinted
- The Guardian (DA 95): Paul Mescal sells clothes on Vinted to raise money for Irish charity
- Grazia Daily (DA 74): PSA: Paul Mescal’s Wardrobe Is Now On Vinted – Here’s What’s Included And How Much They Cost
Why it worked
This campaign coincided with the release of the much-anticipated sequel, Gladiator II. It was also launched to raise money and awareness for an Irish charity, which gave it a great angle nationally and regionally. This angle meant that charity publications, as well as Irish media, could publish the story.
By offering fans the chance to wear some of Paul Mescal’s actual clothes, Vinted gave fans a chance to be closer to him while also raising money for charity and keeping clothes out of landfills.
Alongside this, with only a limited number of items on sale, the campaign created a sense of urgency, encouraging fans to act quickly if they wanted to purchase a piece of the style icon.
Plus, this was the perfect type of campaign for social media, with fans eagerly sharing the link across social media to share the cost of some of the items and what pieces people could pick up. Despite the pieces being sold on a second-hand platform, they still cost a fair amount, with costs ranging from £168.70 to £592.25. However, the clothes are still lower than the RRP.
Kate Moss x Zara
Christmas came early for Kate Moss and Zara fans as they teamed up to create a range of Partywear just in time for the festive season 😍. The supermodel, who isn’t new to a high-street collection, has put together a special range of partywear inspired by some of the most iconic pieces from her personal archive.
The debut collection was launched for Fall/Winter 24/25 and aims to get you ready from day to night with ease. The collection features everything from party dresses, jackets, coats, shoes and accessories. She has even recreated that iconic sparkly gold dress that she wore to Glastonbury in 2005! Kate Moss worked with renowned stylist Katy England on the collab, so it’s a real treat for fashion lovers.
Unsurprisingly, the collaboration was featured in major publications and online news outlets, along with links to some of the more iconic pieces in the collection.
Standout coverage
- RED (DA 65): Kate Moss x Zara: Our favourite pieces from the partywear edit of the season
- Harper’s Bazaar (DA 90): Kate Moss launches Christmas clothing collection with Zara
- Elle UK (DA 91): Kate Moss Created a Supermodel Chic Party Collection for Zara
- Women & Home (DA 67): Calling all fans of Kate Moss for Topshop – her new high street collaboration just landed online
- Daily Mail (DA 94): ‘Christmas has come early!’ Stylists hail Kate Moss’s Zara party collection and say it will be an ‘instant sell out’
- Evening Standard (DA 93): Glastonbury look for Christmas partywear Zara collection
Why it worked
This not only had the seasonal angle but the celebrity branding too. Not only would fans of Kate Moss flock to pick up pieces from the collection, but it was launched with Zara which enjoys its own success. Both brands, Zara and Kate Moss, have their own mass followers so can leverage their star power to create immediate buzz, drive sales and boost media attention and coverage.
With some of the items being remakes of iconic pieces Kate Moss has worn in the past, it helped tap into nostalgia marketing: a strategy that uses people’s positive memories of the past to create a connection with the brand or product. For example, the iconic gold dress worn by Kate at Glastonbury 2005 – it was a big moment in fashion and with the festival getting more popular each year, it’s a great piece to update for the collection while tapping into the nostalgia of people who were growing up at that time.
On top of this, it was launched at the perfect time. With work Christmas parties, the festive season and New Years’ celebrations, this is when people are actively looking for new, sparkly partywear to wear over the holidays.
