Master Class #63: The PR Battlefield for Hearts and Minds
PR is a battlefield for capturing hearts and minds.
Brilliant tactics (from PR firms like Jaffe) rise above the din, generating positive buzz and securing lasting brand loyalty.
Here’s two of our secrets: The Art of Surprise and the Power of Human Connection.
Let’s first talk about surprise: We love IKEA's 2014 campaign. Faced with declining foot traffic, they turned their iconic flat-pack furniture boxes into makeshift bus shelters in several cities. This unexpected utility garnered global media attention, reminding everyone of the brand's practicality and ingenuity. Similarly, Oreo's famous 2013 "Dunk in the Dark" tweet during a Super Bowl blackout capitalized on a real-time event, showcasing wit and adaptability.
And there’s human connection. Patagonia, the outdoor apparel company, is a prime example. Their "Don't Buy This Jacket" campaign encouraged consumers to repair existing clothing instead of buying new, aligning with their environmental values. This resonated deeply with a growing eco-conscious audience, solidifying Patagonia's image as a responsible brand.
It’s all about going beyond boring press releases and boorish self-promotion.
Let Jaffe transform you into a storyteller, forging emotional connections with your target audience.
We know what resonates with people – be it humor, practicality, or a shared value system. By weaving these elements into unexpected and impactful campaigns, earn your place in the public's consciousness, securing long-term success.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
