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Corporations have had to readjust their public relations tactics to reach audiences dealing with the pandemic, the 2020 presidential election, and calls for racial justice.
However, some companies like Samsung and Bud Light broke through the intense news cycle with the help of their PR firms by showing how they can serve as a force for good.
Insider gathered top success stories from the firms behind the campaigns.
Edelman came up with an anti-poaching campaign for Samsung
The pandemic devastated African’s tourism industry, stretching resources for wildlife conservation efforts. That problem inspired Edelman to launch an anti-poaching campaign called “Wildlife Watch” for Samsung, one of its biggest clients.
Its idea was for Samsung to provide phones to Africam, a South African conservation company, so people could livestream wildlife locations and alert local authorities to potential poaching activity.
Since launching last month, more than 159,000 people worldwide have become “virtual rangers,” according to the Wildlife Watch’s website.
“Most of us are not in touch with wildlife and the safari,” said Anuj Shah, an Edelman employee that helped lead the campaign. “It’s a dream destination and being able to get up close and personal through your screen made it an accessible experience, and it’s what led to its success.”
Edelman also helped form Africam’s partnership with an all-female anti-poaching unit called the Black Mambas, recruiting Peggy Gou, a South Korean-born DJ, producer, and fashion designer, to serve as a campaign spokesperson.
Edelman said “Wildlife Watch” raised about $15,000 for the Black Mambas and resulted in 1.9 billion impressions and coverage in outlets like National Geographic and Reuters.
Weber Shandwick highlighted Black-owned restaurants in a Bud Light campaign
When the pandemic devastated Black-owned businesses, Weber Shandwick had the idea for a campaign that showcased local, Black-owned restaurants during 2020’s Thursday Night Football.
IPG’s Weber Shandwick recruited several restaurants, including …read more
Source:: Business Insider