Our Best Digital PR Campaigns of 2024

#1 Everypaw Pet Insurance - Viral TikTok Campaign

What did we do?

We noticed an emerging TikTok trend where people were throwing lemon slices into their dogs’ mouths and filming their reactions. At the time of identifying the trend, the hashtag #DogVSLemon had 20.1 million combined views on TikTok and one particular video had over 16 million views. In light of the trend, Pet Insurance provider Everypaw Pet Insurance’s in-house Vet gave her expert opinion on the trend and spoke out about its dangers. 

She explained why people shouldn’t be following the trend, the potential consequences it could have on pets (e.g. choking and encouraging them to eat other foods dropped on the floor), and shared her thoughts on whether the trend could be carried out safely.

Why did we love this campaign?

This campaign was built around expert comments from Everypaw’s in-house Vet which highlights their expertise and authority within the pet industry to both journalists and readers. The expert comments were picked up by national, local and industry publications, including Daily Mail, Indy100, Tyla and Dogs Today Magazine. In total, this reactive campaign led to 15 pieces of coverage with over 2 million estimated views!

Important for any link-building strategy, the average Domain Authority for these websites was 73. The coverage we received from this campaign also meant that we reached an audience of 613 million over the course of the month which is brilliant for brand visibility.

TikTok was one of our favourite PR tools of 2024, allowing us to identify relevant trends and opportunities for reactive expert commentary across all industries, from pets to travel, fitness and gardening! With many journalists now looking to feature more video content within their articles, we think TikTok will continue to be a PR priority in 2025.

#2 Sunsail - World’s Best Sunrises and Sunsets Campaign

What did we do?

In the summer, our research found that #Sunset was trending on TikTok, amassing a striking 61 billion views on TikTok, while online searches for ‘where to watch the sunset’ had also risen by 200% since March. With many people starting to look for last-minute summer holidays, we created a campaign for Sunsail about the best destinations in the world for watching the sunrise and sunset.

We analysed a combination of social media data (Instagram and TikTok), online search data, Trip Advisor reviews and geological data to rank locations based on popularity, light pollution, cloud coverage and air pollution. This allowed us to identify the top 15 destinations for watching beautiful sunrises and sunsets, with Sicily, Santorini and Bali taking the top spot!

Why did we love this campaign?

Who wouldn’t love researching gorgeous sunsets around the world? 

This was a data-led campaign that showcased Sunsail as experts in the travel industry. We ensured the data we gathered consisted of many different sources so that we had the most up-to-date, accurate and trustworthy results possible in order to get coverage from journalists. At the time we were outreaching the campaign, several TikToks of people chasing sunsets went viral, which we were able to incorporate into our pitches to make them even more relevant and timely for journalists.

The campaign secured three pieces of coverage and three backlinks to Sunsail’s website, and contributed to Sunsail’s SEO efforts as it was turned into a blog for the website.

#3 Hopes Grove Nurseries - Privacy Hedging Campaign

What did we do?

Are you sick of nosy neighbours peeking into your garden and judging your gardening efforts? Turns out, you’re not alone!

After noticing a huge rise in online searches around privacy hedging, the Director of Hopes Grove Nurseries provided expert commentary around how to plant privacy hedges, the best hedges for privacy and how to avoid conflicts with neighbours. To make the comments even more engaging and digestible, our Creative team turned them into a handy infographic.

Why did we love this campaign?

This campaign identified a key pain point for homeowners and allowed our client to provide a solution in an easy-to-understand, engaging way. It captured human-interest as people could relate to feeling overlooked by neighbours.

Privacy is always an important topic within the gardening community, so much so that the campaign secured coverage six months after we initially outreached it, and for a second time in The Mirror at the start of 2025…not a bad way to kick off the year!

The privacy hedging campaign gained 9 pieces of coverage in publications such as The Independent, The Mirror and The Express.

#4 Complete Pilates - Fitness Trends Campaign

What did we do?

Our next campaign wasn’t one single campaign, but instead a collection of seasonal reactive and proactive trends-based campaigns. At the start of last year, the Clinical Director at Complete Pilates shared her thoughts on the fitness trends to watch out for in 2024 and did the same at the end of the year for 2025.

The expert comments we received contained lots of information about different fitness topics and trends which gave us multiple pieces of content to outreach and pitch to journalists. 

Throughout the year, we also noticed a number of fitness trends on TikTok, such as Hot Pilates, which showed a 2,500% increase in online searches compared to 2023. As the trend started heating up (literally!), Complete Pilates’ Clinical Director gave her expert opinion on the new workout, including the benefits of following the trend and tips for taking part safely.

Why did we love this campaign?

We love trends-based campaigns because they provide a fantastic opportunity for clients to demonstrate their knowledge and expertise within the industry. Identifying and reacting quickly to relevant trends before competitors also positions you as authoritative and trustworthy to journalists, helping to build strong relationships.

Across 2024, our trends-based campaigns secured coverage in the likes of Evening Standard, Stylist and The Independent. The Independent has an average Domain Authority of 94 which is very high

#5 Sunsail - Sailing Calendar Campaign

What did we do?

Our final favourite campaign of 2024 was the Ultimate Sailing Calendar we created for Sunsail. To make planning a sailing holiday as hassle-free as possible and help sailors feel confident in their choice of destination, we created a comprehensive guide to highlight the best time to visit top sailing destinations around the world.

Why did we love this campaign?

How could we not love a campaign that involved researching some of the world’s most beautiful destinations?

The campaign demonstrated Sunsail’s authority and expertise, while reducing friction for sailors looking to book their next holiday. We were able to outreach the calendar to relevant industry press, and secured coverage in the likes of All At Sea. The best part? A calendar has longevity which means we can continue to use it as a valuable PR resource into 2025 and beyond!

Our Digital PR campaign also had SEO benefits because it was turned into an ‘Ultimate Sailing Calendar’ blog which sits on Sunsail’s website. The piece contained additional information about each destination, targeted relevant keywords, and included internal links to other blogs (e.g. where to sail in January and where to sail in October), all of which is vital for SEO success. 

Key Takeaways

What a year for Digital PR! 

From breathtaking sunrise and sunset hotspots to dangerous TikTok trends, we’ve seen it all. What can we learn from our Digital PR campaigns of 2024?

• Digital PR campaigns don’t need to be single use. If you can find unique angles that are relevant and appeal to journalists, you may be able to secure coverage months after originally outreaching the campaign.
• Building strong relationships with journalists is more important than ever. Journalists really value expert commentary, so if your client can provide relevant insights in a timely manner, they’re more likely to come to you with more requests in the future. Learn more about why expert commentary is gold for journalists.
• We’re immediately booking a trip to Sicily to see the world’s most beautiful sunrise and sunset!

Do you want to unleash the power of outreach and link building in 2025? Our Digital PR experts are here to support your business with leveraging backlinks to improve organic rankings and brand awareness, as part of your wider SEO strategy. Get in touch with us today to find out more about how we can help your website level up its Digital PR game!