[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fpr-firms-winning-big-marketing-campaigns":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":323,"breadcrumbs":324,"reading_minutes":103,"category":332,"head":334},"2016-05-27T14:30:25",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">When a brand new £90,000 white Range Rover was spotted outside Harrods – spray painted with the words ‘cheater’ and ‘hope she was worth it’ – you’d have been forgiven for thinking it was the work of a vengeful ex. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Days later and it was back in the news again when it was revealed to be an elaborate (and very expensive) PR stunt to promote the latest \u003Ca href=\"http:\u002F\u002Fwww.reverelondon.com\u002Findex.php\">Revere Range Rover Vogue Knightsbridge\u003C\u002Fa> edition.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But while my friends rolled their eyes at yet ANOTHER hoax, I couldn’t help but think about the clever marketing bods behind it, and how much they must be revelling in its success. They’d planted a seed and watched it grow; crowds gathered, they talked, they took pictures, they shared it on social media sites and as a result it grabbed the attention of local and national media. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It’s hard to say how many sales this will translate into (the car isn’t even out yet) but Google Trends shows a huge spike in search traffic for ‘Revere Range Rover Vogue’ this month. If only I had a spare £90,000…. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"krispy-kreme-launches-a-new-donut-and-the-internet-goes-nuts\">\u003Cb>Krispy Kreme launches a new donut – and the internet goes nuts\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In the same month, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.krispykreme.co.uk\">Krispy Kreme\u003C\u002Fa> launched its slightly-more-obvious-but-no-less-clever marketing campaign as it revealed its new Nutella doughnut flavour. ‘Accidently’ revealed, I should say, when a ‘confidential’ memo from Krispy Kreme to store managers was leaked. Customers could even get their hands on the latest doughnut from ‘a hole in the wall’ in Holborn, London (that part was true). This all came, very conveniently, at the same time as newspapers reported the $1.35 bn sale of Krispy Kreme Doughnuts to investment firm JAB Holdings. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Cast your mind back to February last year and you may remember B&Q doing a similar thing. A memo advising staff to prepare for Fifty Shades of Grey enquiries from customers was ‘leaked’ – resulting in 75 pieces of coverage in just 48 hours, according to PR Week.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The brand later admitted the memo was fake. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The list of examples could go on and on, and I’m sure we’ll see many more splashed across the headlines this year.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"playing-the-game-of-is-it-isnt-it\">\u003Cb>Playing the game of ‘is it, isn’t it?’\u003C\u002Fb>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Interest is generated when something is shrouded in mystery.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Take the Range Rover example, some people thought it was the genuine act of revenge, while others had their suspicions right from the start. The Metro certainly did – but that didn’t stop it from joining in the debate, publishing an article with pictures of similar stunts played out over the years (see \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fmetro.co.uk\u002F2016\u002F05\u002F04\u002Fi-hope-she-was-worth-it-scorned-lover-sprays-graffiti-over-range-rover-worth-90000-5859382\u002F\">‘Hope she was worth it’: Scorned lover sprays graffiti over Range Rover worth £90,000\u003C\u002Fa>)\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Why does the media give PRs the publicity they want?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Because they know their customers are talking about it. Through word of mouth, text, email, social media. They are discussing whether it’s real, whether it’s fake, and where are they going to turn to for answers?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The brand then gets another bite at the cherry when the whole thing \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">does\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> eventually turn out to be an elaborate stunt (See \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fmetro.co.uk\u002F2016\u002F05\u002F15\u002Ftruth-behind-range-rover-that-had-cheater-sprayed-on-it-5883349\u002F\">Truth behind the Range Rover that had ‘cheater’ sprayed on it\u003C\u002Fa>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"so-whats-the-recipe-for-success\">\u003Cb>So what’s the recipe for success?\u003C\u002Fb>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It’s probably not the news you want to hear, but I’m afraid there isn’t one. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">However, there is a combination of things you can do to maximise your chances of pulling off a good campaign. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Firstly, you’re going to have to get creative. Daring? Yes. Quirky? Yes. \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Controversial\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> even? Perhaps – but make sure to stick on the right side of the law!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">And it doesn’t have to be expensive either, there are many examples of successful publicity stunts that have done by small businesses (on tight budgets), that have caught the media’s attention. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Once you’ve got your idea, think of the where and when. Many PR stunts are successful because they’ve got their timing right. The clever thing about the B&Q hoax was that it was created to coincide with the launch of a highly anticipated and much talked about film (Google Trends shows a huge rise in search traffic for ‘Fifty Shades of Grey’ last February).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Then there’s all the usual key events on the calendar, Valentine’s Day, Easter, Halloween, Christmas, New Year’s. I always look forward to the April Fool’s Day hoaxes but this can become a crowded market.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Lastly, how are you going to generate the interest?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">People are the key to this (they’re the target rather than going directly to the media).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Create something they’re going to be intrigued\u002Fshocked\u002Fimpressed by, that they’re going to \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">want \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">to share on Facebook, tweet about on Twitter.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">And then sit back and wait.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cem>(Image credit – Flickr – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.flickr.com\u002Fphotos\u002Flacaos\u002F\">Arcadio\u003C\u002Fa>)\u003C\u002Fem>\u003C\u002Fp>\n",false,"standard",[10],45,[],[13],135,[15,16,17,18,19,20,21,22],"post-2623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":136},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Why PR firms are winning with their big marketing campaigns",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,124],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":107,"image":108},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":123},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":121,"image":122},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type_key":16,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":135},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":133,"image":134},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type":137,"style":138,"heading":28,"date":4,"updatedAt":139,"reading_minutes":103,"image":140,"imageAlt":28,"categories":141,"collections":322},"blog-post","light","2022-02-07T16:48:43","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fl4W9K2c1-050720211625527326_5402732759_058d488e44_b.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[142],{"id":10,"count":143,"description":144,"link":110,"name":111,"slug":145,"taxonomy":146,"parent":42,"meta":147,"acf":148,"head_links":149,"resource_count":150,"yoast_title":151,"yoast_meta":152,"yoast_json_ld":196,"_links":294,"path":110},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[153,155,158,161,164,167,170,172,174,176,179,182,185,188,190,193],{"property":154,"content":151},"title",{"property":156,"content":157},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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