November: ‘Twas the month before Christmas 🎄🎅
Between Bonfire night celebrations, preparing for the holidays and the U.S. election results plus two big blockbusters finally hitting our screens (have you seen Gladiator 2 or Wicked yet?), November was a big month. There were, as always, plenty of great digital PR campaigns to choose from.
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.
KFC: Lickable wrapping paper
It wouldn’t be a November Digital PR round-up without a Christmas campaign would it? And this one’s a cracker (sorry).
A festive treat that was on everyone’s lips… literally. KFC launched a limited edition wrapping paper, designed by emerging artist, SOLDIER. With the taste of KFC’s Original Recipe Chicken, a hit of cranberry sauce and a pinch of sage and onion stuffing, it’s the ultimate gift for any KFC fan. It was available to order – for free – directly from the KFC website, but has already sold out.
Unsurprisingly, the campaign was a huge success, and secured over 70 pieces of coverage in major national and trade publications.
Standout coverage
- Retail Wire (DA 63) KFC Is Reportedly Debuting Lickable Wrapping Paper. Here’s What We Know.
- Daily Mail (DA 94): KFC launches LICKABLE festive wrapping paper that tastes exactly like signature burger
- GRM Daily (DA 55): KFC ANNOUNCE CHICKEN-FLAVOURED LICKABLE WRAPPING PAPER
- Famous Campaigns (DA 53): KFC has Christmas all wrapped up with their lickable paper
- TrendHunter (DA 81): Lickable Wrapping Paper
- Yahoo (DA 93): KFC releases lickable wrapping paper
Why it worked
The brand is known for its wild stunts and big campaigns and this one was no different. It’s weird enough to get people talking and the limited edition aspect created a sense of urgency and exclusivity among consumers and KFC lovers. Resulting in the product selling out pretty quickly. Linking to Christmas made it a success too – as journalists love a festive campaign, especially one that’s a little bit quirky.
While many people may not want to actually taste it or even use it as wrapping paper, the brand is banking on the chicken shop’s popularity and Christmas. Hoping people want to pick it up as a weird gift for friends and family or simply keep it in the hope that it could be worth something in future.
Finally, it’s clickbaity. Journalists just know that this kind of thing gets clicks, and that’s what KFC was keen to capitalise on. This is why it was covered in top tier titles such as Daily Mail, Famous Campaigns and Trendhunter.
Airbnb: House sit for Paddington and The Browns
This campaign is giving ✨ dream job vibes ✨.
To coincide with the release of the hotly anticipated Paddington in Peru, Airbnb gave three families the chance to celebrate the release of the film and have a sleepover in The Browns’ home in London. They could live like Paddington for the day too – complete with marmalade sandwiches and afternoon tea. The stay was up for £0 and opened at the beginning of November.
While the campaign didn’t get as many links as I expected – it did generate a few great results in top tier titles such as, Time Out and Country and Town House. It also created a bit of a buzz on social media as people tried to secure the chance to sleep in the Windsor Gardens home.
Standout coverage
- Country and Town House (DA 61): Step Inside Paddington Bear’s London Home
- Time Out (DA 92): You can now stay in Paddington’s London family home on Airbnb
- LondonWorld (DA 53): Paddington Bear’s London home is on Airbnb – here’s how you can book a stay
- Secret Ldn (DA 62): Paddington Bear’s London Home Is Now Available On Airbnb – And Here’s How You Can Stay There For Free
- Ideal Home (DA 66): Paddington bear has opened his home for overnight stays with Airbnb – and yes, it’s the house from the film
Why it worked
This campaign perfectly aligned with the release of the much-anticipated Paddington in Peru. By offering fans the chance to live like Paddington himself, Airbnb tapped into the nostalgia and charm of the iconic bear. Alongside this, the limited-time nature of the offer created a sense of urgency, encouraging fans to act quickly.
Plus, this was the perfect type of campaign for social media, with fans eagerly sharing the news and speculating about the winners. While the number of links might not have been as high as expected, the quality of the coverage was impressive.
Bumble: 2025 Dating Trends
If there’s anyone known for dating, it’s got to be Bumble. The women-first dating app has released its annual report on dating trends, based on a survey of over 40,000 Gen Z and millennial members worldwide.
So what did they find? A rise in micro-romance, the importance of shared interests and a growing desire for emotional stability in relationships. The report also highlights the influence of social media on dating behaviours and the evolving expectations for men.
The report’s findings have been featured in major publications and online news outlets, sparking conversations about the evolving nature of modern dating. It’s secured 16 links to its landing page, but countless more pieces of unlinked coverage.
Standout coverage
- Mashable (DA 93): Tinder’s top dating trends and predictions for 2025
- Indy 100 (DA 80): What is male-casting? Bumble reveals its 2025 dating trend predictions
- Stylist (DA 77): Dating in 2025: women are embracing ‘micro-mance’ and relying on their guy best friends
- Hypebae (DA 78): Bumble Shares Dating Trends To Look Out for in 2025
- Daily Star (DA 93): Bumble release 2025 dating trends as ‘male-casting’ on the rise
- Body+Soul (DA 66): Bumble reveals the 5 biggest dating trends for 2025
Why it worked
By tapping into the popular topics of modern dating and pairing it with data, this campaign generated significant buzz and media coverage. A campaign based on dating has universal appeal as it’s a valuable resource for anyone navigating the complex world of dating.
On top of this, it’s been released at the perfect moment, aligning with the annual end-of-year reflection and goal-setting period. I predict it’ll continue to gain coverage at the beginning of the New Year.
Trust comes into play, too. Bumble, as a leading dating app, has already established itself as a trusted authority in the world of dating. With data from an impressive 40,000 users, the report provided credible and actionable insights that resonated with both media and the public.
Plus, they do this every year, making it a highly anticipated piece of content. This consistent approach has made the report a highly anticipated event in the industry, with journalists likely eagerly awaiting each year’s insights. By consistently delivering valuable content, Bumble made it even easier to secure coverage and generate buzz.
