Some brands didn’t just do PR this year-they flipped the script and rewrote the rules entirely. From innovative lip balm phone cases to bold, statement-making campaigns, these are the moments that made us stop scrolling and start talking. Let’s dive into the brands that got it in 2024-and the lessons we can all take away.

Rhode didn’t just sell their viral lip peptide treatment-they turned it into an accessory. Introducing the phone case that doubles as a lip balm holder, Rhode fused functionality with fashion, sparking a social media frenzy. Even Heinz got in on the buzz with a hotdog-themed parody.

Why it worked:

• It was actually useful and incredibly shareable.

• Fans became walking ads, flaunting their Rhode cases everywhere.

E.l.f. didn’t shy away from controversy with their bold “So Many Dicks” campaign, shining a spotlight on the glaring gender imbalance in corporate boardrooms. Combining humor with hard truths, the campaign wasn’t just funny-it carried a strong call to action for change.

Why it worked:

• Humor made a serious issue feel approachable.

• It wasn’t just empty words; it had a mission that people could rally behind.

Billie Eilish pulled a power move by adding her entire Instagram following to her Close Friends list, teasing album content from “Hit Me Hard and Soft.” Fans felt like VIPs, and her follower count shot up by 10 million. Talk about making people feel special.

Why it worked:

• The exclusivity made fans feel seen.

• It turned followers into superfans overnight.

Charli XCX leaned all the way into chaos for her album “Brat” with an intentionally “ugly” cover design. When the internet started memeing it, Charli joined in with a “Brat Generator,” letting fans create their own versions of the cover. Soon, everyone was proudly repping their inner brat. (Hence everyone’s profile pictures turning neon green).

Why it worked:

• Controversy got people talking.

• Inviting fans into the joke turned the buzz into a movement.

Miu Miu killed it by blending high-end luxury with streetwear in their New Balance collab. Limited-edition sneakers dominated Instagram feeds, while seamless in-app shopping experiences made snagging their latest drops easier than ever. From the Arcadie bag to their glasses, it felt like every Miu Miu product was a TikTok must-have this year.

Why it worked:

• Limited-edition drops created instant hype.

• Fewer clicks to purchase meant more impulse buys.

The standout campaigns of 2024 didn’t just follow trends-they set them. They made us laugh, sparked conversations, and left us feeling genuinely connected. Whether through bold creativity, clever collaborations, or letting fans be part of the story, these brands reminded us that great PR isn’t just about selling-it’s about creating moments that stick with us.