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JBH pros and cons on campaigns

25 / 10 / 19

We Asked Digital PR Pros About the Campaigns they LOVE to HATE


Rebecca Moss

3 minute read

Digital PR trends come and go, but there’s no denying that some campaign styles continue to ‘bang’ even if we are a bit sick of seeing them in the press and on our timelines.   

So, for a bit of fun this week, we asked the digital PR hivemind to reveal the ONE type of campaign they love to hate, the ‘old but gold’ topics that just keep on giving, even when you thought you’d seen the last of them. 

Index Rankings

Index style campaigns are SNAPPED up by the press due to their ease of displaying and filtering large amounts of data without them having to open Google Sheets. 

But as Mark Johnstone mentions here, the ‘fudge factor’ needs to be considered when reading data from these online tables:     

And Chris Nunn, just isn’t a fan full stop!


Do you know what really grinds Will O’Hara’s gears? Brainteaser campaigns. 

Even our very own Aran from JBH wanted to weigh-in on the brainteaser bashing: 

Granted, there’s not a huge amount of substance in these campaigns, but for a quick-and-dirty link building campaign, even they can’t argue with the coverage.

Dream Job /  Fake Job

Without doubt the MOST mentioned campaign type in the replies were to do with ‘Dream Jobs’ or ‘Fake Jobs’.  

We’d be lying if we didn’t think ‘Damn, I wish I had thought of that…’ whenever we see a really great example of a fake job campaign. 

The Most Instagrammable…

GUILTY! We don’t get what’s not to love with these campaigns?!

Laura Hampton put it really nicely in her reply, mentioning that if journalists still have an appetite for this type of campaigns, then they are obviously still working for many brands.

Hana Bednarova has much the same stance, if they work then just do it!  

Can you think of a brand or product that WOULDN’T fit one of these campaigns? Daisy Sawyer thinks she has found one: 

Re-imagining XXX as XXX

Whether you like them or not, these design-heavy campaigns still land serious amounts of coverage. Dave Endsor commented that whilst he’s not overly keen on campaigns that are based around redesigns, he can’t deny the media’s appetite for them. 

The campaigns we expected to see in the replies (but didn’t…)

  • Popularity according to number of plays on Spotify
  • XXX Ranked by reviews on TripAdvisor
  • Racing bar charts
  • Interactive maps 

Putting personal preference aside…

Whatever your view on the campaign types listed above, there’s no doubt that the media is still hungry for shareable content in these formats.

We know that journalists working for many online publications are targeted on traffic metrics such as pageviews, unique users as well as social shares and engagement (a recent report has revealed how some publications even bonus their writers based on these kind of metrics). 

So if ‘Dream Job’ content is constantly ticking all their boxes, should we be surprised when we keep seeing them landing on top-tier publications?  

Have we missed any campaign types from the list? Weigh in on the original conversation: