As businesses move forward to a more digital landscape, traditional marketing isn’t enough to take you to the top anymore. To truly stand out, brands need to get creative—and nothing grabs attention quite like a well-executed digital PR stunt.
A bold, buzzworthy stunt can spark conversations, earn media coverage, and make a lasting impression. But pulling off a successful one takes more than just a wild idea. Timing, execution, and a deep understanding of your audience all play a huge role in making it work.
In this article, we’ll break down what makes a PR stunt successful, share some examples from Philippine businesses, and give tips on finding the right PR and digital marketing agency to turn your vision into reality.
Let’s dive in!
What is a PR Stunt?
A PR stunt is a bold, attention-grabbing move designed to get people talking, spark media buzz, and put a brand in the spotlight. The best ones have an element of surprise, tap into emotions, or just do something so creative that they can’t be ignored.
Key Characteristics of a PR Stunt:
- Creativity and Boldness – If it’s not unique or daring, it won’t turn heads. A great stunt makes people stop, look, and talk.
- Relevance to the Brand – A stunt should feel natural for the brand—otherwise, it just seems random (or worse, try-hard).
- Emotional or Viral Potential – Whether it’s funny, shocking, or heartwarming, the best stunts make people feel something—and that’s what makes them shareable.
- Multi-Channel Approach – A great PR stunt doesn’t just live in one place. It spreads through traditional media, social media, and influencer buzz to make the biggest impact.
PR Stunts That Made Waves in the Philippine Market
1. Jollibee’s Viral Valentine’s Day Ads
Jollibee has mastered how to tug at heartstrings. Every year, their Valentine’s Day video campaigns—often inspired by real-life stories—go viral, making people laugh, cry, and share. These ads don’t just trend; they reinforce Jollibee as a brand that’s deeply connected to Filipino love stories.
2. AirAsia’s Piso Fare Promotions
When AirAsia drops its Piso Fare promos, the internet goes wild. These limited-time deals create a frenzy, with travelers scrambling to book flights before they’re gone. The combination of urgency, affordability, and exclusivity keeps people engaged and coming back for more.
3. Novo Nordisk PH World Diabetes Day 2019
To raise awareness around the impact of diabetes, Novo Nordisk held, for World Diabetes Day, a Guinness World record attempt to have the largest gathering of people with type 1 diabetes and the largest number of people tested for blood glucose levels in a short period. The Philippines was part of that number. Local media channels were invited to cover the World Diabetes Day 2019 event to capture the Guinness World record attempt, making for an interesting engagement for a niche audience.
How a Public Relations and Digital Marketing Agency Can Help
While some brands pull off PR stunts on their own, teaming up with a solid digital marketing and PR agency can make all the difference. A skilled agency helps with:
- Developing a winning concept that aligns with brand goals.
- Securing media coverage through press releases and media partnerships.
- Managing event logistics and digital amplification.
- Measuring the stunt’s impact through analytics and audience insights.
How to Choose the Right PR Agency for Your Stunt
Not all agencies are created equal. Here’s what to look for when choosing one to bring your PR stunt to life:
1. Proven Track Record
Look for agencies with successful PR stunts under their belt. Case studies, past campaigns, and client testimonials can give you a good idea of their expertise.
2. Creative and Strategic Thinking
A great agency doesn’t just come up with wild ideas—they make sure those ideas align with your brand and marketing goals.
3. Strong Media Relationships
The best PR stunts need serious media mileage. An agency with solid relationships with journalists, bloggers, and influencers can help get your stunt the maximum attention it deserves.
4. Digital Marketing Expertise
Since social media plays a massive role in modern PR stunts, choose an agency that is well-versed in content marketing, viral campaigns, and digital engagement.
5. Crisis Management Skills
PR stunts can be unpredictable. Choose an agency that can anticipate potential risks and has a solid social media crisis plan for damage control if needed.
A PR stunt that sells
Success starts with a bold idea and is achieved through strategic execution. Timing, audience insights, and media amplification all play a crucial role in turning a stunt into a brand-defining moment. With the right strategy and execution, businesses in the Philippines can leverage PR stunts to boost their brand presence.
In a place where consumers are highly engaged with digital content and social media, a well-executed stunt can quickly gain traction and make a significant impact. To maximize impact and minimize risks, partner with a trusted PR agency with over 25 years of experience to ensure a successful campaign.
Ready to make a lasting impact? Reach out to us today and let’s kickstart your success!
Irishbeth Relampagos is a writer who specializes in crafting copies across various content formats, mainly SEO blogs and marketing materials. Her passion for translating ideas into impactful content has helped brands connect with their audiences in ways that transcend superficial and transactional interactions.
Irishbeth pursued English Language Studies at Polytechnic University of the Philippines where she honed her skills in writing. While originally focused on writing poems and opinion pieces, she shifted her career path to content writing after a successful stint as an SEO content writer during her internship.