Each week the Sunny Bird PR team research PR campaigns that have made their way into the media and choose one to share that demonstrates effectiveness, reach, simplicity, message and in some cases the opposite – how not to execute a PR campaign. Every month the team chooses their personal favourites and here we deliver them - The Good, The Bad and The Viral from the PR Campaign world.
This month we present a fashion designer using a dating app to showcase his latest collection, a florist attacking the big apple with guerrilla bouquets and some uncomfortable seating options on Mexico City’s pubic transport.
Fashion Show Livestreamed on… Grindr
British fashion label, J.W. Anderson, is known as the darling of London Collections Men and has a reputation for the unexpected but no one saw this partnership coming: J.W. Anderson announced that he would be livestreaming his latest collection for the very first time and exclusively on the infamous male only dating app, Grindr.
Although this move is a first from the fashion world and most definitely daring, when you think about it, it makes perfect sense. Grindr has an impressive seven million users across 192 countries who were all directed from the app to a digital destination where the video of the latest collection was shown live. Compare this to the last showing of J.W. Anderson’s that aired on YouTube and only achieved five thousand views over six months.
According to Grindr, the show was watched by hundreds of thousands of men with about a third of them viewing the live event and the rest watching the loop which was available for 24 hours afterward. As well as reaching a much larger audience for his fashion show, J.W. Anderson also achieved coverage in a multitude of titles as the news of his partnership hit the media. The New York Times was the publication primed to ‘break’ the news with others following suit including Vogue, The Guardian, Event Magazine, the Drum and many more to boot.
There is another element to this PR campaign that helped make it a success, both J.W. Anderson and Grindr are represented by the same PR agency highlighting an often overlooked reason to employ a PR agency rather than taking it in house – agencies will have connections with other brands that can work well together with you and yours.
‘Flowers For The People’ - Thistle Brighten Your Day!
If only we lived in New York and could experience this fabulous display on our commute to work! It’s certainly an Instagram-able image for any creative in New York to take a snap or cheeky selfie… and that’s exactly what the mastermind behind this idea wants you to do.
If you live in New York, chances are you’ve come across these large bold, colourful flower arrangements in random locations around the city. These eye catching installations are so striking and ‘banksey-esque’ that they’ve got curious New Yorkers thinking on who’s behind the guerrilla bouquets.
The mystery is now solved, Lewis Miller is the florist responsible for the city's recent rash of "Flower Flashes," a series of decorative floral arrangements that have popped up in places ranging from city landmarks, such as Central Park, to more surprising spots, like a public bin. Miller’s goal? To simply bring joy to citizens daily commutes: “Gifting flowers to New Yorkers is a simple idea that I have been thinking about for years,” Lewis says, “I am in the business of fantasy and flowers, and it’s my job to transform key moments in my clients’ lives into joyful, everlasting memories. I wanted to recreate a similar feeling for the everyday city-dwellers and tourists of New York City.”
The initial idea began when Miller and his team placed over 2,000 flowers at the John Lennon Memorial in Central Park. They were delighted with the response when strangers stopped to appreciate the arrangement. "That was my goal, my vision. Create an emotional response through flowers. And in this age of social media, we saw the fruits of our labour and were instantly rewarded via Instagram and other social media platforms. We got to see how our idea translated in real time with hundreds of selfies and photographs documenting the flowers throughout the course of the day. It was one of the most rewarding and gratifying 'events' I have produced," Miller said.
Not only is this campaign eye-catching but there is no sign of it stopping. Miller has said that he wants to expand his creations and hopes to share them with all corners of the Earth. The floral campaign has already been covered by Vogue and Architectural Digest this week and images of his creations have been shared on Instagram with the hashtag #LMDxNYC
To find out more about Lewis’s idea behind ‘Flowers For The People’ check out his blog post about their first ever ‘Flower Flash’ here!
PR Stunt Highlights Sexual Assault On Public Transport
A new style of train seat has suddenly appeared on Mexico City’s metro system and it was instantly labelled as inappropriate, uncomfortable and embarrassing. The seat was designed purely to raise this reaction and to highlight how often women are subjected to sexual assault and harassment whilst using the transport system.
The Metro seat was moulded into the shape of a man’s chest and penis. Underneath the seat there was a label that read: "It is uncomfortable to sit here, but that is nothing compared to the sexual violence that women suffer on their daily journeys."
The seat is not a permanent fixture, but part of a campaign launched by UN Women and the Mexico City authority and a video showing the reactions from the general public has received over 900,000 views and has been shared worldwide. Many people have praised the idea, while others called it "sexist" and unfair to men as it paints all men as potential perpetrators. Regardless, this simple PR stunt has certainly raised awareness for a widespread problem and has sparked interest across the world with an attention-grabbing video and a controversial subject.