Rosa McLeod | 19th December 2024 | Digital PR
At Distinctly, we’ve generated over 800 reactive links and pieces of coverage for our clients in 2024. But, if we could do it all over again, what reactive campaigns do we wish we’d done?
We’ve collected 24 of the most innovative and impressive reactive results across the Digital PR industry this year that we can’t help but admire and appreciate from afar. We hope that you enjoy the round-up and the results inspire you for future ideas in 2025.
The reactive campaigns we’ve identified in terms of success aren’t just based on the number of links and coverage they returned but the creativity, innovation and speed to respond to each trending topic.
1. Steven Stone: Jewellery experts explain how much Hailey Bieber’s bubble jewellery is worth
Big statement jewellery was huge in January so when major star and trendsetter Hailey Bieber was photographed in bubble jewellery, it was sure to become the next big thing.
As a jeweller, it’s genius of Steven Stone to respond to the trend to gain coverage. Their leading Diamond Expert shared products consumers could purchase themselves while also providing insight into the value of the necklace worn by Hailey. And we Brits love it when an expert shares a price tag, especially one as big as £41,000.
The reactive campaign received top-tier, national coverage and engagement in publications such as Hello Magazine.
2. BACP: The Pookie effect: Experts reveal why we can’t resist a cringe pet name
Following Valentine’s Day, the British Association for Counselling and Psychotherapy (BACP), produced a reactive campaign on the ‘Pookie effect’.
Experts at the BACP shared why we can’t resist a cringe pet name. The campaign ties into ongoing discussions with TikTok sensations Campbell and Jett Puckett, who refer to each other as ‘Pookie’. Linking the campaign to TikTok allows the BACP to use their expertise to contribute to trending conversations.
The topic of cringe pet names is also lighthearted and likely to resonate with a broad audience.
The campaign received top-tier, national coverage and engagement in publications such as Cosmopolitan.
3. Boot Barn: Beyoncé’s new country album increased sales of Western wear
In the lead-up to the release of Beyonce’s Renaissance Act II album in March, Western wear and culture had a revival. Western fashion brand, Boot Barn was quick to respond to the celebrity-endorsed trend and jumped at the chance to comment.
Isha Nicole, the Creative Director and Senior Vice President of Marketing for Boot Barn made various predictions she expected to see following the song releases, including a spike in traditional felt cowboy hats in stark colours.
Boot Barn used a great mixed marketing tactic looking at internal sales, while also providing expert commentary on women’s fashion to create a relevant, on-brand and timely news story.
The reactive campaign gained coverage across several national publications, including The New York Post and Women’s Wear Daily.
4. VisitScotland: Netflix’s One Day boosted global tourism to Edinburgh
Following the premiere of One Day on Netflix, VisitScotland conducted a study and found that people were inspired to travel to Scotland after watching movies and TV shows filmed or set there.
The campaign shared commentary from Jenni Steele, Film and Creative Industries Manager for VisitScotland, along with hotspots in Edinburgh as shown in One Day.
The drama was a huge hit when it premiered and in its first week alone, the show averaged 5.3 million views. By tying business insights to a trending TV show, VisitScotland capitalised on mass public interest, making the content timely yet unique.
The reactive campaign gained coverage across several national publications, including The Metro and The Times and regional publications, such as The National Scot.
5. ASPS: Do straws actually cause lip wrinkles like the viral trend says it does? A plastic surgeon reveals
Back in January, a TikTok emerged and went viral, stating that the use of straws could cause lip wrinkles.
Lara L. Devgan, Surgeon and member of the American Society of Plastic Surgeons (ASPS), took this opportunity to weigh in on the rumour sharing her health expertise. She provided commentary on whether straws do cause lip wrinkles and detailed other causes of lip wrinkles to be aware of.
The campaign also incorporated the trend on the increased use of Stanley cups which have become increasingly popular, meaning people are using straws more than ever. The content therefore integrated E-E-A-T from the health expert weighing in on the trend whilst increasing visibility of trending topics.
Lara’s expertise was shared in the NY Post and then later in the Mail Online.
6. Auto Trader: Which cars do the F1 drivers use off the track and what are they worth?
Another successful reactive campaign was conducted by Auto Trader. They commented on the car collection of four F1 drivers and shared the value of the cars they drive off the track.
As the drama of Netflix’s Drive to Survive returned to our screens in February, fans clamoured to learn more about the F1 stars and their personal lives, so it’s no surprise that they’d be interested in learning more about the type of cars F1 drivers drive.
The campaign was a success and gained a placement in the well-known lifestyle publication Indy100.
7. Thorntons: Goldilocks’ hack that helps your Easter chocolate last for months
At Easter, experts at Thorntons shared their innovative ‘Goldilocks’ hack, designed to help chocolate lovers make their Easter eggs last longer. The hack, creatively tied to the iconic Goldilocks story, revolved around achieving the “just right” temperature for storing chocolate.
Easter is a pivotal moment for Thorntons as one of the biggest awareness days for the brand. By educating consumers on the ideal conditions for preserving Easter treats, Thorntons not only provided practical value but also positioned themselves as experts.
The commentary received coverage across a range of national publications, including The Mirror and The Express.
8. Laundry Heap: Ways to easily pollen-proof the home, according to a hay fever expert
The hay fever bomb earlier in the year gained a lot of media attention. At Distinctly, we put our health clients forward to comment on the hayfever bomb, through a variety of different topics, but Laundry Heap had something else in mind.
Following warnings from the Met Office regarding high levels of pollen, Deyan Dimitrov, aundry expert and Founder of Laundreyheap, shared his top tips for ‘pollen-proofing’ the home.
The campaign addressed a pressing and relevant seasonal concern—that a lot of people suffer from. It also aligned with Laundryheap’s brand identity by highlighting that everyday household routines—like doing laundry—could make a real difference in combating hay fever symptoms.
The campaign gained coverage with both the Huffington Post and the Express.
