The top PR campaigns of 2024

What a year it’s been for the team at Pitch! From exciting client wins to successful campaigns, 2024 has been nothing short of inspiring. As we wrap up this year, we’re turning our attention to the global stage, and looking at the top PR campaigns of 2024 that caught our eye – and set the bar.

Here’s a look at the campaigns we loved most this year from some of the biggest and best-known brands in the world – and the lessons we’re taking with us into 2025. 

Pitch Director Stephen’s favourite: Netflix’s “Bridgerton in Bowral” 

For the third season of the hit Regency romance Bridgerton, Netflix took fans beyond the screen with an immersive experience that turned Bowral, a charming town in Southern NSW, into a living, breathing Bridgerton world. From themed menu items at local restaurants to Regency-inspired shopfronts and a garden party soirée at Milton Park Country House with a guest appearance from the show’s lead actors, fans were fully transported into the show’s universe. 

This town takeover not only generated viral buzz and over 525 press mentions- and set the stage for Bridgerton to become one of Netflix’s top three most-watched shows ever. 

Stephen’s thoughts: 

“This campaign was a perfect example of immersive PR done right. Netflix gave fans a chance to live the fantasy while creating viral moments that captivated global audiences. It’s the kind of imaginative thinking that captures media attention and drives coverage, and viewership.” 

Senior Content Specialist, Ahreo’s pick: Patagonia’s “Worn Wear” program 

Clothes waste and fast fashion consumption is a huge environmental issue for our planet. Curating its reputation as a socially responsible brand, outdoor fashion retailer Patagonia addressed this issue head on – and encouraged consumers to buy and trade used gear. This campaign included workshops and social media content, positioning the brand as a leader in eco-conscious and sustainable practices, and resonating with environmentally aware consumers. There was even a custom Patagonia Worn Wear Wagon which went on a cross-country tour around the USA, offering to repair and restore old clothing for free! 

Ahreo’s thoughts: 

“This campaign shows the power of addressing an industry issue head-on and being a champion for positive change. As an outdoor clothing and recreation brand, Patagonia knows their audience values nature and sustainability. They’ve identified an aligned issue and turned this into a media opportunity- and a chance to strengthen trust, loyalty and build long term brand equity.” 

Social Media Assistant Lily’s favourite: Apple’s “Innovation for all” 

Shared ahead of the 2024 Paralympic Games in Paris, Apple’s campaign showcased its accessibility features, focusing on how technology can empower individuals with disabilities. The ad shows some of the routines, training, and competitions undertaken by disabled athletes across a wide range of sports, assisted by Apple devices.  

Lily’s thoughts: 

“This campaign stood out to me for its purpose and authenticity. Apple didn’t just talk about inclusivity and accessibility- it showed how their innovations improve lives. It’s a reminder that PR can be a real force for good.” 

Communications Manager Cobey’s pick: Stanley’s Viral TikTok Response 

When a TikTok user’s post about a Stanley tumbler surviving a car fire went viral, Stanley jumped on the opportunity. The brand’s CEO personally responded with humour and humanity in a viral TikTok video response, gifting the user a new tumbler and a car. The response garnered tens of millions of views, reinforcing Stanley’s reputation for quality and building a deep connection with its audience. 

Cobey’s thoughts: 

“Stanley’s response was a masterclass in real-time PR. They took an unexpected moment and turned it into an opportunity to humanise the brand. It shows how being quick, authentic and a little playful can create massive impact and loyalty.” 

Digital Lead Aislinn’s pick: LEGO’s “Build the Change” initiative 

LEGO inspired creativity and hope by encouraging children and families to design solutions for a better world using LEGO bricks. The campaign included interactive online platforms and exhibitions, capturing media attention and engaging younger audiences.  

Aislinn’s thoughts: 

“What I loved about this campaign is how it combined creativity with purpose. By inviting families to solve real-world problems with LEGO bricks, they engaged audiences through interactive experiences, while positioning themselves as a brand that empowers the next generation of problem solvers.” 

PR Manager Hannah’s pick: McDonald’s “Happy Meals without smiles” 

This year, McDonald’s UK removed the iconic smile from its Happy Meal boxes during Mental Health Awareness Week to encourage children to express their true emotions. The campaign, which included a short film and a QR code linking to mental health resources, sparked important family conversations about emotional wellbeing. Social media amplification played a key role, with content featuring parenting influencers sharing their own experiences. 

Hannah’s thoughts: 

“The strategy behind this campaign was brilliant. By working with influencers and integrating social media content, McDonald’s not only promoted conversations but created a movement that struck a chord with families and extended its reach beyond just the physical campaign.” 

Key takeaway’s for PR professionals 

As PR continues to evolve, the biggest wins in 2024 demonstrate how creativity, cultural relevance, and quick thinking can elevate brands to new heights. 

• Leverage cultural moments to spark excitement in fresh ways 

• Good PR isn’t just about managing reputations– it’s about creating impact that sticks 

• Staying authentic, agile and audience-focused is the secret sauce to cutting through the noise and leaving a lasting impression