Reactive wrap-up: 24 reactive campaigns we wish we’d thought of in 2024

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.

 
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.

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. 

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. 

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. 

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.

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. 

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. 

Ahead of the Bank Holiday in May, the inevitable travel rush became a hot topic, as it always does. RAC responded to the travel update stories by unveiling the best and worst times to travel. 

The campaign, which gained coverage in the Express, addressed a key concern for many drivers while showcasing RAC’s expertise. By offering actionable tips during one of the busiest travel weekends, RAC reinforced its reputation as a trusted resource for drivers nationwide whilst providing useful information for drivers to appropriately plan their journies.

The reactive campaign received top-tier, national coverage and engagement in publications such as the Express. 

As Brits geared up for gardening over the May Bank Holiday weekend, About Living captured attention with a timely campaign warning that lawn mowing could lead to fines of up to £5,000 if certain rules were broken. 
The unexpected and surprising element of the campaign made it eye-catching to readers, especially with the monetary value added to the headline.

Home expert at About Living, Ian Morris, provided his insight into when you can and can’t mow your lawn. By linking a household job to legal awareness, About Living was able to appeal to a widespread audience and position themselves as experts in their field. 

The reactive campaign gained national coverage in publications such as The Mirror.

As summer heat and long daylight hours disrupted sleep for many, Hiatt Hardware captured attention with a campaign promoting a simple yet effective solution: blackout blinds. 

Highlighting how this popular home accessory could dramatically improve sleep quality, the campaign was seasonally relevant and resonated with those seeking relief during the warmer months. It was also a chance for the company to share some of their own blackout blind products organically.

Blending a seasonal reactive with a product push was an effective way to increase brand product ranges and collections whilst incentivising readers discreetly to consider purchasing. 

The campaign gained coverage on The Mirror and various regional publications, including Birmingham Mail.

Just in time for the 4th of July, Lawnstarter launched their reactive campaign: Best BBQ Cities in America, which ranked cities based on BBQ prowess. Perfectly timed for the occasion, the campaign blended data-driven insights with a beloved summer pastime, appealing to foodies and holidaygoers alike.

The initiative gained widespread coverage and over 100 backlinks, from local news outlets such as KTLA to huge platforms like Forbes.  By tying its brand to the quintessential American summer experience, Lawnstarter showcased its knack for clever, timely, and engaging content.

With July being a popular time to travel for Brits, UK Therapy Rooms addressed the often-overlooked phenomenon of post-holiday blues. Led by clinical psychologist Dr Daniel Glazer, the campaign explored the science behind why returning from a holiday can feel mentally challenging while offering insights and coping strategies.

Featured in outlets like The Metro, the campaign was both timely and relatable and resonated with many. By blending expert commentary with a universal experience, UK Therapy Rooms positioned itself as a trusted authority on mental well-being.

As temperatures soared during the summer heatwave, boiler installers at iHeat offered creative and practical tips for cooling down your home. The advice answered widespread concerns about staying comfortable during extreme heat.

The element of shock accompanied by tips such as putting your plants in front of windows and doors made for a great headline and grabbed the attention of both journalists and readers. 

Featured in the Express, the campaign provided actionable solutions while highlighting iHeat’s expertise in heating control. 

QR Code Generator’s reactive campaign showcasing the most “Instagrammable” filming locations from Bridgerton season three is a successful example of leveraging pop culture to increase brand engagement.

QR Code Generator used a simple but effective methodology, reviewing the Instagram hashtags of various Bridgerton filming spots to find the most popular. The campaign landed just after the new series hit our screens. By tying their product to the visually stunning and widely adored Bridgerton series, the campaign tapped into the audience’s existing enthusiasm for the show.

The campaign received over 7 links and was picked up by a variety of national publications, including The Mirror, along with a number of regional publications and travel and leisure sites.

Another heatwave reactive campaign that was a success this year was produced by boiler installation company BOXT. As temperatures soared above 30 degrees in August, BOXT shared the common mistakes people make in their homes during the summer.

By providing practical advice on optimising airflow and making smarter energy choices, BOXT showcased its expertise in home energy solutions, reinforcing its position as a trusted authority while connecting meaningfully with its audience during the height of summer.

The campaign gained a prominent feature in Country Living. 

Another classic example of newsjacking this year came from the British Geological Survey (BGS). The organisation, which monitors earthquakes across the UK, released the news that Taylor Swift fans ‘made the earth move’ by cheering at the Edinburgh leg of her Eras tour, after spotting the unusual trend.

The BGS maximised media appeal by calculating the songs that caused the biggest commotion, declaring Cruel Summer, Ready for It? and Champagne Problems as the star’s most earth-moving songs.

BGS cleverly enabled the less common topic of earthquakes in the UK to something more relatable by linking it to pop culture. The campaign gained recognition among a wide range of major national publications such as Sky News and the BBC. 

Sometimes the most simple reactive PR approaches work the best. In October, the Secret Linen Store launched a campaign on how to turn an old bedsheet into a last-minute Halloween costume.  The timely outreach hit just as people were finalising their Halloween plans and likely searching for easy Halloween costume ideas. 
The campaign is highly relevant to both the Halloween season and the brand itself, while also providing tangible advice for consumers: the perfect recipe for a reactive PR campaign. Moreover, TikTok videos have been embedded into the article to share how to produce the costumes, which is a great addition. 

The campaign was produced by Elise Brown, PR Data & Insights Lead at Flaunt Digital. She says:

“Just days before Halloween, we came up with the idea during an internal discussion about costumes and the history of the classic white sheet ghost. The concept of encouraging people to reuse items from home, rather than purchasing new costumes, fits perfectly with the client’s ethos. This was particularly relevant after we discovered that seven million Halloween costumes are thrown away each year, with 85% ending up in landfills. The campaign’s success was due to several factors: the rapid turnaround for client approval, allowing us to act quickly; the timely outreach, which hit just as people were finalising their Halloween plans; and the use of a carefully curated media list that ensured the message reached the right audience.”

The campaign gained coverage in Country and Town house magazine as well as MSN. 

In recent years, travel disruptions, including train strikes and delays, have saturated the news. In March, following a spout of delays, ePowerTrucks looked at the stations in the UK with the most disruptions.

As a widespread issue on a polarising topic, the campaign resonated with many. In finding the areas worst impacted, ePowerTrucks increased their chances of gaining both national and regional coverage. 

The reactive campaign gained recognition in The Metro, The Express and MSN.

Clear It Waste leveraged the Christmas season back in October to raise awareness about seven common Christmas plants that can be toxic to dogs and cats. These included house plants such as poinsettias, mistletoe, and holly.

The campaign ties the holiday spirit with actionable advice, using iconic Christmas symbols as the focus. By educating pet owners and providing tips on pet-safe alternatives, Clear It Waste positioned itself as a responsible and community-focused organisation. 

In addition, by outreaching in October, Clear It Waste was ahead of the curve and enabled themselves the chance to be one of the first to capture consumer and journalist attention ahead of the festive rush.

Through engaging content and timely media coverage, including their feature in outlets like The Express, the campaign reached a wide audience. 

The use of ‘mouth tape’ has been blowing up online this year. Influencers have claimed that using a strip of sticky tape can transform your face, improve your sleep, and even prevent snoring. Sleep specialists at Sleep Solutions used the trend as a reactive PR campaign to discuss sleeping habits.

Dr Chelsea Perry, the owner of Sleep Solutions, weighed in on the ‘sleeping hack’, providing credibility. Commenting on TikTok trends is a popular PR tactic that allows clients to partake in viral conversations, aligning their expertise with current public interests. Sleep Solutions leveraged the trend not only to debunk myths but to also educate the public about healthy sleeping habits.

The commentary gained coverage across a variety of national publications, including the Huffington Post, Yahoo and MSN. 

Following the long Thanksgiving weekend, the Transportation Security Administration (TSA) took advantage of the vast number of Americans who would be taking flights to see their family. They reactively shared the holiday foods you can and can’t take on the plane—and, it turns out, gravy is a no-go. 

The TSA cleverly capitalised on the holiday rush and the relatable stress of holiday travel by launching a lighthearted yet informative campaign. By focusing on humour, relevance, and actionable advice, the campaign struck a balance between delivering a comical message and providing value to travellers.

The campaign gained coverage in relevant food publication Food and Wine.

The Traitors is now one of the UK’s favourite reality TV series. The BBC series ended with an audience of 8 million back in January, proving its popularity.
This month, Not Just Clothing has created a Traitors Christmas jumper for the festive period that has its very own cloak and a funny ‘Oh Come All Ye Faithful’ slogan plastered across the back. 

Not Just Clothing has combined the ultimate reactive product PR campaign that has received plenty of online coverage, including placements in NME and regional publications such as Cambridge News and Wales Online. 

As Brits embrace the festive spirit and begin putting up their Christmas decorations, Saxton Blades issued a timely warning about the risks associated with festive preparations. The campaign provided advice on avoiding common accidents, such as ladder mishaps or improper tool use, ensuring homeowners decorate safely. 

This campaign worked because it tapped into a seasonal activity that resonates with a wide audience while aligning seamlessly with Saxton Blades’ brand identity and products.

DIY and Multitool blade expert Glen Peskett from Saxton Blades also acted as a spokesperson which provided credibility. The campaign gained national coverage from The Express.

Key takeaways 

• Be adaptable. Effective reactive PR demands a level of flexibility
• Be true to the brand. What can you add to the current conversation or media landscape?
• Time is of the essence, be speedy so that opportunities are not missed
• Offer something interesting to the story, with unique tips or an alternative perspective 

Reactive Digital PR is a large part of our strategy here at Distinctly, find out more here.