What Unconventional PR Strategy Worked Well for Your Brand?
To uncover unconventional PR strategies that have significantly enhanced brand images, we asked public relations professionals to share their experiences. From focusing on real people and stories to promoting sustainability through free repairs, here are six unique strategies these experts have successfully implemented.
- Focus on Real People and Stories
- Share Personal Stories and Moments
- Target Tech and Music Audiences
- Use Guerrilla Marketing in Unusual Places
- Share Raw Entrepreneurial Journey
- Promote Sustainability Through Free Repairs
Focus on Real People and Stories
We once worked with a natural-supplement brand that was struggling to break through the crowded market. We decided to ditch the tired 'miracle cure' narrative and focus on real people, real stories. We partnered with everyday health enthusiasts, not just influencers, to share their authentic experiences with the supplement. We created a community of support and education, empowering customers to make informed choices about their health. This genuine, people-focused approach resonated with consumers, driving engagement and ultimately, doubling their sales within six months.
Share Personal Stories and Moments
We decided to try something different by having our employees share personal stories and behind-the-scenes moments. This approach allowed our audience to see the real people and passion behind our brand. By highlighting these authentic voices, we connected with our audience on a deeper level. The feedback was incredible—people appreciated the transparency and felt more connected to our mission. It showed us that sometimes, the best way to enhance your brand’s image is to let your team do the talking.
Target Tech and Music Audiences
San Francisco Ballet ushered in its 2024 season with a splashy world premiere examining the complex relationship between humanity and technology, also featuring original music by a world-renowned electronic music producer. Recognizing the Bay Area's tech-savvy demographic, we targeted outlets focusing on technology, business, and artificial intelligence to draw in the greater tech community.
By crafting narratives that highlighted the integration of AI in the storyline and stage production, we not only uplifted the innovative aspects of our show, but also positioned SF Ballet as a forward-thinking organization. We simultaneously targeted the electronic music scene via publications focused on music coverage to engage another different audience than your usual ballet-goers.
This, alongside social media buzz sparked by a unique marketing activation at a big-name music festival, attracted new audience members and demonstrated the Ballet’s versatility by integrating contemporary music styles into a classical art form. The dual approach of targeting both tech and electronic music audiences for the first time proved successful. The production received extensive media coverage, reaching diverse and previously untapped audience segments.
This unconventional PR strategy not only enhanced our brand’s image by portraying it as innovative and inclusive, but also resulted in increased ticket sales and broader audience engagement.
Use Guerrilla Marketing in Unusual Places
As the owner of a recruiting firm specializing in the tech sector, I'm often pushing my PR team to think outside the box. Top-talent candidates are rarely impressed by the typical, so unique strategies are key if I want to stand out.
Recently, we brainstormed a guerrilla marketing campaign that paid off in a big way. Best of all, it was low-cost.
First off, we printed a lot of stickers with our logo, tagline, and website. Then, we enlisted students at colleges around the country to get to work, placing them not on campus, but in local dive bars frequented by the computer science crowd. Because these students had intimate knowledge of the popular hangouts, they knew where to go, and for their trouble, we paid a few dollars for every sticker they put somewhere worthwhile.
Soon-to-be graduates are used to being headhunted in the classroom and online, but they're rarely thinking about their future career when grabbing a beer. Putting our name in these places caught them off guard and ensured they remembered the name when it came time to start job-hunting.
Share Raw Entrepreneurial Journey
Back in 2016, when I was just getting Dreamstarters Publishing off the ground, I decided to break away from traditional PR strategies. Instead of press releases and formal announcements, I took a more personal and direct approach by sharing raw, unfiltered stories about my entrepreneurial journey on social media. I talked about my failures, the debt I incurred, and the relentless grind to escape the corporate world.
This transparency resonated deeply with aspiring entrepreneurs and created a genuine connection. People saw my authenticity and related to my struggles and triumphs, which significantly boosted my brand’s image. The unconventional strategy of embracing vulnerability and authenticity not only garnered a loyal following but also positioned my brand as one that truly understands and champions the entrepreneurial spirit.
Promote Sustainability Through Free Repairs
We were competing in a crowded market where the bigger players dominated the traditional PR channels like magazine features and influencer partnerships. Instead of trying to outspend the competition, we decided to take a more grassroots, community-driven approach that would resonate deeply with our target audience.
We launched a "Repair, Don't Replace" campaign that encouraged customers to bring in their old or damaged clothes, regardless of the brand, for free repairs. The idea was to promote sustainability and the brand’s commitment to reducing waste. We hosted pop-up repair events in various cities, partnering with local tailors and seamstresses, and invited customers to share their stories about why they wanted to extend the life of their favorite garments. These events were small, but they generated a lot of word-of-mouth buzz and local media coverage.
The unconventional aspect of this strategy was that it wasn’t directly about selling more products; instead, it was about aligning the brand with the values of sustainability and community. This approach not only enhanced the brand's image but also built a loyal customer base that appreciated our authenticity and commitment to a cause. The campaign went viral on social media, with customers sharing before-and-after photos of their repaired clothes, which further amplified our message. In the end, this grassroots effort not only increased brand awareness but also positioned the brand as a leader in sustainable fashion, all without a massive budget.
