Community Building PR Moves

When executed with the target audience's needs in mind, public relations (PR) campaigns can be transformative, influential and meaningful in the wider public consciousness.

In this year alone, we have seen an array of ingenious marketing strategies on our social media feeds. Just reading that last sentence, you probably thought of one, or two memorable campaigns that have caught your attention. Let's recap some of the most impactful launches to date and talk about why they have been so successful.

Keeping It Real At "Harry's House"

The mural on Melrose and North Stanley Ave. in Los Angeles. Photo courtesy of Twitter.

To build anticipation toward the release of his new album, "Harry's House," Harry Styles held personalized pop-up shops in Los Angeles, New York, Berlin, Chicago, Paris, Amsterdam, London, Dallas and Toronto. Attendees had the chance to purchase city-specific merchandise, special edition clothing items, a limited zine and an exclusive orange vinyl of the album.

In addition, this campaign included a one-night-only concert in the UBS Arena, Twitter Murals in Los Angeles and New York, and a music video filmed on The Late Late Show with James Corden. Not to mention, Styles was the cover star of the June Better Homes and Gardens magazine, which also happened to be the publication's 100th-year anniversary edition.

As for Twitter connectivity, a specialized hashtag was created for Styles. It was labeled the #HarrysHouse hashtag, with mini emoji of the artist attached to the end. And Twitter itself even got involved with the release! The platform went out of its way and customized the like button on "Harry's House" tweets, so when clicked it turned into an image of "Harry's House."

The effectiveness of "Harry's House" is unquestionable. Not only did fans get to walk through Styles' living space, but they were part of an immersive online conversation as well. This activation was highly accessible, interactive and relatable.

Certainly, as can be seen, by Twitter's enthusiastic reaction to the album release, the combination of the performer's laid-back style with his signature comforting brand tone made this campaign one for the books! Now the question to ask is: What will Styles' PR team do next? When the day comes, it will be time to take notes.

It's Okay To Be A Little Bit "SOUR"

Rodrigo sits on top of a car for her film poster. Photo courtesy of Disney Plus.

At this point, you must have heard about the legendary events from Olivia Rodrigo's branding team. To jog your memory, for her "SOUR" album it produced a themed car wash, partnered with Vevo Originals for live recordings, recorded an NPR tiny desk concert at the DMV, released animated "brutal" masks with Apple Music, and dropped Casetify phone cases.

Plus, Rodrigo did a promotional video with Dolby Atmos, made a specialty "SOUR" Depop shop, came out with her own limited edition Sour Patch Kids, performed on a handful of award shows and made a guest appearance on Saturday Night Live. To add, she also hosted and live-streamed a "SOUR" Prom, made an appearance on a bevy of popular talk shows, was photographed for the covers of renowned magazines, and had a merchandise bus for fans while on tour among other examples.

Most recently, the ball was kept rolling with the release of the singer's documentary, "OLIVIA RODRIGO: driving home 2 u (a SOUR film)" on Disney Plus. Leading up to the screening, Rodrigo appeared heavily on YouTube video advertisements, billboards and Disney promotional materials. When the film's release day finally came around, it was accompanied by its own theatrical event. In fact, there was an exclusive showing, which consisted of a purple carpet premiere followed by a Route 66-themed after-party for attendees.

From sour candy to re-recorded performances, it's apparent that Rodrigo's "SOUR" marketing has made a lasting impression on fans worldwide. Her strategic branding initiatives have proven to be far-reaching especially when it comes to engagement, connection and authenticity––likely a few key reasons for her well-deserved stardom at such a young age!

Finding Calm After the Storm with Shawn Mendes

Shawn on Calm with his Breathe Into It Series. Photo courtesy of Calm.

The internet's best friend, Shawn Mendes, knows a thing or two about dealing with mental health issues. Just like anyone else, he needs support to counter everyday stressors, and that's why he collaborated with the Calm app on the intimate, Breathe Into It, guided meditations. In the 11-part series, Mendes walks listeners through the coping mechanisms he uses before, during, and after live shows, and in his daily life.

Looking from a wider angle, it follows the momentum of the singer's many mental health-focused media interviews. For instance, in the past, he's talked in detail about his struggles with anxiety, written a guest piece for TIME magazine about self-care, and discussed the power of vulnerability with GQ.

In the the series, Mendes expands the conversation and opens up about making connections that count, being genuine and asking for help when needed. Most notably, he provides those who tune in with specific tips from his personal wellness journey on how to make small changes over time that have a larger impact on the mind, body and spirit.

Since its launch in 2021, Breathe Into It has undoubtedly reached listeners of all ages and backgrounds on the app. What's more, it has encouraged important conversations around mental health and well-being online.

To this day, the series remains active on the Calm app. Whether it's used for stress relief, or mindfulness practice, the series surely gets top marks for providing support––like that of a close friend––and reassurance at the touch of a finger. Here's to hoping that Mendes releases another series soon! Finger crossed.

Did you take part in any of these campaigns? Maybe you went to the "Harry's House" wall, attended a "SOUR" event, or streamed the Breathe Into It series. And if not, you more than likely have interacted with one, or more of them online. Well, that's the magic of a powerful and innovative PR team for you!