September: The month of back-to-school, the return of cooler weather (we miss you already, summer), and of course, plenty of brilliant digital PR campaigns. Let’s dive into our top picks from last month. As always, we’ll explore what these brands did, why their campaigns were successful, and the coverage they gained as a result:
Gatsby Charitable Foundation: Three-quarters of parents think kids have no chance of making it in creative industries
September is almost a New Year in itself, with the kids going back to school and the teens heading back to uni.
That’s why the Gatsby Charitable Foundation, a UK-based philanthropic organisation that supports scientific research and education, chose the month to release the result of a survey based on parents’ opinions on their children’s chances of succeeding in the creative industries.
And you guessed it – the poll, which surveyed 2,000 parents, revealed that while 66% liked the idea of their kids landing creative roles, a whopping 73% felt that the pathways and opportunities in these industries were too elusive.
This campaign secured 13 pieces of coverage in major UK publications and was syndicated across the Reach PLC website.
Standout coverage
- Mirror (DA 94): Three quarters of parents think kids have no chance of making it in creative industry
- The Sun (DA 94): WORK IT OUT Three-quarters of parents say their kids only have ‘slim chance’ of having career in creative industry
- Daily Express (DA 93): 6 in 10 parents support creative careers but fear opportunities for their kids are limited
- Daily Star (DA 93): Parents doubt kids have any chance of making it in the creative industry without contacts
- Wales Online (DA 90): Three quarters of parents think kids only have a ‘slim chance’ of securing a creative job
- Hull Daily Mail (DA 82): Parents worry about their kids choosing a path in the creative industry
Why it worked
The Gatsby Charitable Foundation’s survey on young people’s prospects in the creative industries was well-timed for September, which is the back-to-school season – a time when parents are naturally thinking about education and career paths for their kids (and the kids are wishing it could just be July again).
While parents were generally optimistic about their children’s chances, a significant 73% expressed concerns about the perceived lack of opportunities and support within these industries. The survey’s findings aligned with current discussions about the skills gap in the creative sector.
It also benefited from endorsements by well-known figures like Alesha Dixon and Sara Davies, increasing its public appeal. These factors, combined with the timely release and alignment with the foundation’s mission, contributed to the survey’s success in generating media coverage.
Overall, the survey is a good example of how a charitable organisation can use research to generate media coverage and promote its mission.
Pizza Hut: ‘ResZAmes’: A Pizza Box That Doubles as a Resume
Did someone say pizza?! Yep, Pizza Hut launched a new service called ‘ResZAmes’, which allowed job applicants to send their resumes to potential employers via specially designed Pizza Hut pizza boxes. These boxes could be delivered to the headquarters of the applicant’s choice for a limited time.
According to Pizza Hut, September is coined the ‘September Surge,’ where there is a notable increase in job opportunities across industries at the start of Q4, which led them to help job seekers grab the attention of employers and deliciously differentiate themselves in a crowded job market.
Unsurprisingly, this creative stunt was a hit, with over 30 pieces of coverage in major US publications, including national, lifestyle, HR, marketing and food trade titles.
Standout coverage
- Investopedia (DA 93): In New York City, You Can Get a Resume Delivered With Your Cheese Pie
- Entrepreneur (DA 92): Tired of Your Resume Being Ignored? Pizza Hut Will Deliver it — With a Free Pizza.
- CNBC (DA 93): Pizza Hut will print job seekers’ resumes on pizza boxes and deliver to employers in ‘the toughest job market’
- Food & Wine (DA 87): Pizza Hut Is Helping Job Hunters With Its Latest Promotion — a Pizza Box That Doubles as a Resume
- Marketing Dive (DA 82): Pizza Hut puts resumes on boxes to help job seekers get noticed
Why it worked
A pizza box… as a CV? It’s fair to say that this creative campaign was both unusual and attention-grabbing, helping to pique the interest of journalists looking for interesting and offbeat stories.
Its quirkiness also meant it went viral on social media, attracting even more media attention. The campaign encouraged users to share their own ‘ResZAmes’ on social media, creating a sense of community and involvement.
It was timely, too. Similar to the back-to-school buzz, September is generally known as a peak time for job applications and opportunities. Many companies start their new fiscal year in September or October, which often means new budgets and hiring needs.
Lastly, the campaign’s appeal extended beyond the food industry. Its focus on job-seeking and community engagement made it relevant to HR and recruitment outlets, as well as local news sources. This helped to expand the campaign’s potential audience and increase its chances of being covered by a variety of media outlets.
GoCompare: Boozing on Board: How Many Passengers Have Been Drunk on a Flight?
Airlines and drunken fliers – not exactly a recipe for a smooth journey. GoCompare, the well-known UK travel insurance comparison website, tapped into this ‘turbulent’ (see what we did there?) issue with their Boozing on Board campaign.
The campaign explored passenger experiences and statistics surrounding drunken behaviour on flights. Their survey revealed that while 57% were against strict alcohol bans on planes, almost half admitted knowing someone who had gotten seriously drunk on a flight.
This campaign secured around 10 pieces of coverage in travel, national and local news sources across the UK.
Standout coverage
- The Mirror (DA 94): EasyJet leads as UK’s top airline for flight disruptions due to drunk passengers
- MSN (DA 94): The UK budget airline tops list for most drunken flight disruptions, study reveals
- Express (DA 93): Worst airline for drunken disruptions named – and it’s not Ryanair
- Daily Star (DA 93): Airline with most drunk passenger rows from ‘pooing on floor’ to ‘boozy assault’
- Time Out (DA 92): These are officially the worst airlines for drunken disruption
- Devon Live (DA 79): The UK budget airline tops list for most drunken flight disruptions, study reveals
Why it worked
The campaign was released in August, likely with media outreach in September. This timing might have been strategic, as it came towards the end of the UK’s peak travel season. With journalists potentially overwhelmed by travel-themed press releases during the busier months of June, July, and August, GoCompare’s campaign may have stood out more in September, whilst still being relevant.
It also discusses a topic that Brits stereotypically love: booze. It leaves people curious, too, with most probably presuming Ryanair would take the top spot—when, in fact, EasyJet was the winner. This was likely to spark discussions and debates, making it attractive to media outlets looking for engaging, click-bait content.
In addition, the campaign also offered a commentary on the culture of excessive alcohol consumption and the challenges airlines face in managing disruptive passengers. This social angle made the story more thought-provoking and likely to generate interest.
Lastly, as a popular and recognisable travel insurance comparison website, GoCompare is well-positioned to provide insights and advice on travel-related issues. This instantly gave the Boozing on Board campaign credibility with journalists.
