With two bank holidays, the birth of Archie Harrison Mountbatten-Windsor and the long-awaited final episode of Game of Thrones, brands were quick to capitalise on key trends to boost sales and raise awareness.
Here are five campaigns that we think are aMAYzing:
1. Buzzing about bees? McDonald’s Sweden and B&Q celebrate the nation’s new favourite creature.
As bees continue to capture our hearts, two brands have created brilliant campaigns that not only spread awareness but put their names at the centre of the conversation.
I remember when I used to see a bee and go, YIKES a bee! And now I’m all, Oh wow a bee, hi! You ok there? Need anything? Can I get you a drink? A cushion? Wanna borrow the car?— Tracey Thorn (@tracey_thorn) May 23, 2019
Mcdonald’s Sweden showcased a mini version of its iconic restaurant – in the form of a fully functional beehive. This launched the news that some franchisees are experimenting with beehives on top of some restaurants in the country.
The McHive contains enough space for thousands of bees to work their magic, and was then auctioned at a charity fundraiser for more than $10,000 with proceeds given to Ronald McDonald House Charities: a non-profit organisation affiliated with McDonalds that exists to support children and young people.
The McHive is keeping bees safe pic.twitter.com/JDTYkHQBve— Mashable (@mashable) June 3, 2019
With widespread coverage across European news outlets and strong engagement on social media, McDonald’s have not only managed to associate their brand with creating more sustainable environments, they’ve also raised a significant amount of money for worthwhile charities. 10/10 McDonald’s.
Closer to home, B&Q created a brilliant ‘Bee Pit Stop’ installation in Kings Cross, to kick off a campaign to protect essential pollinators. The DIY store is asking people to plant a million more bee-friendly spaces so we can do our part to save the bees.
Check out the scenes from London King’s Cross Station recently when @BandQ set up this giant bee pit stop to tackle the decline of bees????#beeandq #beepitstop #pollination #savethebees #helpingbees #pollinators #matthewchildsdesign #Kingscross #bees #experiential #csr pic.twitter.com/BllQJzdV9f— SpaceandPeople (@SpaceandPeople) May 29, 2019
A bee-utiful installation, teamed with new research released about Brits considering themselves ‘eco-conscious’ and a clear call-to-action made for a brilliant campaign.
At Cobb HQ we do a lot of work with local councils and this campaign from Southampton City Council really caught our eye. The aim of the campaign is to recruit 30 families this year to provide foster care for children.
Teaming together short films that answer commonly asked questions, social media activity, outdoor advertising, print and direct mail, it made for a fantastic campaign led by real-life stories.
3. Heathrow Express creates on-board flower show
To celebrate the 2019 RHS Chelsea Flower Show, passengers boarding the Heathrow Express were greeted with a stunning flower display. More than 3,000 flowers were installed in the carriage, including 1,850 hydrangeas, 220 wisterias and 1,000 stems of fresh sea lavender.
Congratulations Helena you are the winner of our #FlowerExpress competition and will be going to RHS Chelsea Flower Show this Saturday! ???? Thank you to all who entered and we hope you all had a pleasant journey on the Flower Express ????????????????#RHSChelsea2019 pic.twitter.com/40GpTgMTkv— Heathrow Express (@HeathrowExpress) May 23, 2019
This beautiful installation gained widespread coverage across the media, was shared by passengers across social media and was just in time to remind people travelling this Summer that the Heathrow Express offers a great option if you’re travelling to the airport from London.
4. Brilliant reactive PR from ASOS
When an ASOS customer was mocked on Tinder for a dress she was wearing, ASOS quickly turned the situation on its head.
After 98,000 likes and 7,000 retweets, ASOS quickly responded to the viral tweet by using Thea as a model for the £75 pink dress on their website.
Twitter was delighted with the response from ASOS, helping to position the brand as supportive, inclusive and caring of its customers.
5. Date night at the Louvre
To celebrate 30 years of its iconic pyramid building, the Louvre collaborated with Airbnb to launch a competition for a couple to spend a night at the museum.
Airbnb turned The Louvre into a hotel earlier this week; one lucky couple got to spend the night inside the museum! pic.twitter.com/DoSR2q3b22— Just Travel ???? (@JustTraveI) June 2, 2019
Entrants had to convince a jury of art experts that they were ‘Mona Lisa’s perfect guest’ before a winner was picked. The partnership will also offer a series of intimate Airbnb concerts in the museum’s Cafe Richelieu followed by exclusive visits to the museum outside of normal hours in September.
A great activation with a simple concept that drove high engagement and coverage to promote this once-in-a-lifetime opportunity.
At Cobb PR, we’re big fans of great campaigns and are always on the lookout for brands that want our help to execute something fantastic.
Need help launching something? Pop in for a chat and we’ll put our best thinking caps on…