Though 2025 is still fresh, the PR world is already buzzing with innovative, impactful campaign examples.
As always, we’re on the lookout for successful PR campaigns that break through the noise. (Check out our takes on the Best PR Campaigns of 2024, 2023, 2022, and 2021.)
From using celebrity power for social good to crafting unique brand experiences, it’s exciting to see how brands push the PR envelope.
In this article, we delve into 2025’s best-yet PR campaigns and analyze why they deserve our attention.
1. Grammys Give Back: Amplifying Local Businesses After LA Wildfires
In a powerful display of community spirit, the 67th Grammy Awards supported Los Angeles businesses impacted by the devastating wildfires in January 2025.
Host Trevor Noah announced valuable commercial airtime would feature small businesses struggling after the disaster. Commercials featuring Grammy-nominated artists championed local gems:
- Orla Floral Studio: Rapper and singer Doja Cat, known for her vibrant style, spotlighted a Pasadena flower shop.
- Two Dragons Martial Arts: Singer-songwriter Charlie Puth injected humor into a martial arts lesson, promoting a family-run studio.
- Paliskates Skate Shop: Avril Lavigne, the OG of skate-punk, endorsed a skateboarding store.
- Lost Stuffy Project: The Jonas Brothers tugged at heartstrings, highlighting the vital work of an organization reuniting children with lost comfort items.
Beyond the commercials, viewers could donate directly to wildfire relief through on-screen QR codes, culminating in over $7 million raised.
Why it worked:
- An emotional connection to the community: The campaign demonstrated genuine care for the LA community. In addition, it highlighted stories of resilience in the face of adversity, evoking empathy.
- Strategic use of celebrity influence: Harnessing the star power of Grammy nominees to promote small businesses created significant visibility and credibility.
- Multi-platform approach: Integrating commercials, QR codes, social media engagement and artist endorsements across the broadcast ensured maximum reach.
- Actionable outcome: Besides raising awareness for this social issue, the campaign provided tangible financial support for recovery efforts.
2. Rilès Kacim’s 24-Hour Run: Embracing ‘Survival Mode’ in Real Life
French rapper Rilès Kacim—known for his boundary-pushing self-promotion—took the launch and promotion of his album Survival Mode to an entirely new level of dedication by running for 24 hours on its release in January 2025.
This wasn't just intended as a publicity stunt but a visceral embodiment of his album's themes. Rilès mirrored the endurance and resilience he explores in his music by pushing his physical limits. The run became a living, breathing metaphor for “survival mode,” generating significant buzz, conversation, and user-generated content as fans documented his journey across social media.
Why it worked:
- Creative and unconventional: The 24-hour run was a unique approach to promoting an album, cutting through the typical marketing noise.
- Thematic alignment: The physical challenge directly and powerfully reflected the album's core themes, creating a cohesive and memorable brand experience.
- Personal investment and authenticity: Rilès's dedication to pushing his own boundaries resonated as authentic and committed.
- PR-worthy story: The run’s novelty and physical feat attracted media attention and social media conversation.
3. The Social Hub’s Sustainable Travel Survey: Thought Leadership in Action
The Social Hub, a hotel and co-working space chain, has consistently demonstrated its commitment to social and environmental responsibility. Following B Corp certification and opening its first UK location, The Social Hub launched a timely and insightful survey on sustainable travel habits across generations.
The survey didn’t push The Social Hub directly but highlighted its values and contributed to a critical conversation.
Top-tier media outlets like The Times reported on the survey data, which revealed generational differences about the environmental impact of travel.
Why it worked:
- Thought leadership and a data-driven approach: By providing valuable insights and data, the survey positioned The Social Hub as a thought leader in sustainable travel.
- Media appeal: The survey findings, particularly the generational angle, provided newsworthy content that resonated with journalists and publications.
- Strategic timing: Launching the survey shortly after their UK expansion and B Corp certification amplified The Social Hub’s overall brand narrative and momentum.
- Non-promotional approach: The campaign avoided direct self-promotion by fostering trust and credibility in contributing to a broader conversation.
4. Timothée Chalamet's Oscar Campaign: Playing the Enigma
Oscar campaigns are usually meticulously orchestrated affairs of glad-handing and traditional media appearances. Actor Timothée Chalamet took a different approach for the 2025 awards season, as highlighted in articles by the New York Post, Vox, and Time.
Instead of the typical polished appearances, Chalamet followed a “joyful,” “super weird,” and “ingenious” approach, generating buzz through its very unexpectedness.
This also involved curated social media moments, unusual public appearances (think: arriving at a college football game wearing a hot pink puffer jacket), and a general air of playful mystery.
Chalamet didn’t ultimately pick up the golden statue, but the campaign helped cement him as an A-lister.
Why it worked:
- Intrigue and differentiation: In a sea of predictable Oscar campaigns, Chalamet's unconventional approach stood out.
- Playing against type: By subverting expectations, Chalamet created a more memorable and talked-about campaign—both in traditional and social media.
- Cultivating a narrative: The enigmatic approach became a narrative, offering another talking point to his Oscar bid.
- Risk vs. reward: An unconventional strategy is inherently riskier than traditional campaigns, but the potential reward in buzz and memorability can be significant.
5. Cameo's Return-to-Office Gambit: The $10,000 Raise With a Catch
In a bold move amid the ongoing debate about returning to the office, celebrity video-sharing platform Cameo wants to lure employees back to its headquarters with an enticing offer: A $10,000 raise. It's a clear statement about Cameo's belief in the value of in-person collaboration.
While potentially controversial, the campaign has undeniably cut through the noise and sparked a significant conversation about the future of work.
Why it worked:
- Addresses a timely and contentious issue: The return-to-office debate is a hot topic, making Cameo's approach immediately relevant and newsworthy.
- Generates debate and discussion: The $10,000 raise is designed to spark conversations internally and externally.
- Highlights company culture: Cameo clearly prioritizes in-person collaboration and reinforces the message with this campaign.
- Controversy has strong PR power: The campaign has successfully placed Cameo in the spotlight and generated significant media coverage.
6. Make It F(AI)R: Creative Industries Unite for Responsible AI Policy
The UK's creative industries have launched a powerful and unified campaign, “Make It F(AI)R,” to advocate for a responsible AI-use policy. Organizations working in music, film, TV, publishing, and other genres have joined forces to highlight the risks that the government's current AI policy poses to the creative sector.
This campaign is a prime example of industry-wide advocacy, using PR to influence policy and protect the interests of creators. The campaign calls for a fair, accountable, informed, and rights-respecting approach to AI development and implementation.
Why it worked:
- Unified industry voice: The collective power of numerous creative organizations amplifies the campaign's message and authority.
- Addresses a critical and timely issue: AI policy is a rapidly evolving and crucial area, making the campaign highly relevant and impactful.
- Clear call to action: “Make It F(AI)R” has a defined set of principles and demands, providing a clear focus for advocacy efforts.
- Strategic media relations: The campaign actively targeted media outlets to raise awareness and pressure policymakers.
PR Campaign Learnings So Far
These early 2025 campaigns offer valuable lessons for PR and comms professionals:
- Creativity still reigns supreme: In a saturated media landscape, creative campaigns that dare to be different actually break through.
- Authenticity matters more than ever: Audiences are increasingly savvy and can spot inauthenticity. Campaigns rooted in genuine values and purpose resonate deeply.
- Data and insights drive impact: Thought leadership campaigns grounded in data and research can build credibility and contribute to meaningful conversations.
- Don't shy away from controversy: Taking a bold stance, even if it's potentially controversial, can generate attention and spark vital discussions.
- Advocacy and purpose-driven PR are growing: PR is increasingly used to drive social change, influence policy, and advocate for important causes.
As 2025 unfolds, we’re keen to see which new innovative strategies will emerge. One thing is clear: The PR landscape is dynamic, and these early standouts are setting a high bar for impactful and creative communication.
Want to take control of your brand’s narrative and create campaigns that resonate? PR.co provides the tools you need to build powerful media hubs and share your story directly with your audience. Book a call to learn how PR.co can help you.
