PR creative in the real world
Fresh on maternity leave, Lucy Mae Turner, creative at Ogilvy UK, has turned her attention to the campaigns she might have otherwise missed.
As creatives, we’re all guilty of enjoying the thrill that comes with seeing your work recognised or even admired by fellow industry professionals.
Who amongst us can claim to have never shared a press link with your parents, showing off your latest campaign, only to have them baffled at being locked out of that rock-solid paywall.
It’s lovely to get a nod from your trade press peers, but it isn’t the point. Is it?
The point of creative comms work is to be seen by normal people. People whose life doesn’t revolve around LinkedIn shoutouts, scouring obscure news sites for brand mentions or checking whether anyone other than your colleagues has commented on the latest sponcon (sponsored content) post.
Having recently begun maternity leave, I have come that much closer to the world of a non-PR person. I no longer scroll LinkedIn daily (some might say the biggest perk of mat leave, beyond the baby obvs), I’m locked out of emails, no longer knowledge-sharing with colleagues and just generally getting on with other things.
In this world, what’s fascinating to find out is what actually makes it off the trade pages and into the wider collective consciousness.
What got shared in WhatsApp groups, discussed at dinner tables, flagged up to friends with a “did you see this cool thing?”.
In case an outsider’s POV can offer some new perspective to those still fully immersed within the industry, here’s what a new mum noticed on mat leave...
The return of SUBO
The one, the only, is making a comeback and she’s having Just One Cornetto. There’s nothing I enjoy more than when a brand ambassador choice displays a clear sense of humour or an appreciation of camp and this has both in spades. A brilliant example of how the metrics of influence (followers, engagement, etc.) can be dashed out the window when you hit the right earned notes of talkability, timing and a touch of the unexpected.
Subway Sleeping Baguette
Some may scoff at the ‘traditional’ nature of this campaign, but most would also admit there’s something pleasing, and effective, about a good old pun-tastic piece of brand merch. Topicality in festival season + talkable research + that pun we mentioned earlier = daytime TV gold.
No ‘The Ordinary’ Bus
A bit of a boomerang here… the bus initially launched to global positive press. According to its released quote, “the project is an extension of its broader philosophy around accessibility. The brand has built its reputation on offering straightforward skincare products at relatively affordable prices, and it says the bus is intended to bring that same idea into the physical world.”
So far, so fab. Unfortunately, 3 days later, they pulled all journeys until further notice with rumours spreading that they had not procured the correct permits. A disappointment for Brooklyn-ites, but did result in another round of headlines for the brand. A win, if you believe the old adage that all press is good press.
National Trust Pokemon Trails
Similarly, the National Trust rode the rage-bait clicks to score wall-to-wall coverage of its otherwise fairly pedestrian Pokemon offering. Its director of comms has proffered her thoughts, but mine would be that the more swipes they receive from the more hateful end of the media, the more determined the general public are to support.
Embrace the haters!
And finally…
Charli XCX album rollout
When the rest of the world goes left, Charli turns… Rock? From the brilliant genre faux-pivot to the Scorsese-led album cover reveal, Charli continues to prove herself a master of keeping us talking all (Brat) summer.
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