PRmoment Awards Winning Campaigns Insight Series - V&A, Greggs and CALM

Today on the show we’re looking back at 3 of the winning campaigns from The PRmoment Awards to dive a bit deeper into what they were all about and why they won.

We’re looking at 3 campaigns from V&A, Greggs and Calm with Aarti Bulsara, director, Hope & Glory PR and DonFerguson, deputy MD, Hope & Glory PR

We’ll be looking at the objective, strategy, creative, activation and results of the work.

There is a video version of this podcast on PRmoment Youtube channel and we will be using video to bring the campaigns to live, so it may be worth checking out our Youtube channel if you're interested.

Before we start, two pieces of good news at PRmoment this week. The first is that the programme for PR Masterclass: AI in PR is now complete. The PR Masterclass series are hybrid events so you can attend either in person or virtually.

Check out the microsite PRMasterclasses.com for all the details including the speaker line-up.

The other vital bit of information is that The Creative Moment Awards are now open for entries. You can see all the categories for 2025 at the microsite creativemomentawards.co.

The final entry deadline is Friday 20th June.

Here's a summary of Aarti, Don and Ben's discussion:

Winning Campaign Case Study

Hope&Glory, CALM & adam&eveDDB - Missed Birthdays

CALM's “Missed Birthdays” was a spectacular installation designed to raise awareness of suicide. Each of the 6,292 balloons marked the birthday a young person missed because they died by suicide. It drove 220 pieces of coverage, delivering over 350 million Opportunities to See through editorial coverage. 23,000 people shared the installation on their social channels. Most of all, the installation prompted 29,500 visits to the CALM C.A.R.E. Kit microsite delivering vital prevention information and advice.

The PRmoment Award judges said: “Crisp and clear articulation of what you did, why you did it and what your campaign generated - both in terms of coverage but also in behaviour shift.” 

Winning Campaign Case Study

Nigella meets Greggs

Greggs is known for its playful tone of voice and position within British culture. Its biggest challenge at Christmas is to launch its festive menu in a disruptive way (when media is saturated with high-budget launches). Step forward culinary queen Nigella. The resulting campaign generated over 1,520 pieces of coverage from start-to-finish. The “ad” was hailed a triumph and Greggs reported that Q4 like-for-like sales rose 2.5%.

The PRmoment Award judges said: “A strong, unexpected idea and execution with great post-campaign data, showing the true impact of PR when done well.”

Winning Campaign Case Study:

The V&A - If You're Into It, It's In the V&A

The V&A has over 2.27m objects in its collection. There’s something for everybody so “if you’re into it, it’s in the V&A”. Hope&Glory offered nine people the opportunity to advise the V&A about its collections – enhancing its understanding of modern culture. The campaign reached 87% of the core audience and, of those exposed to the campaign, 76% said the activity made them think more positively about the V&A brand. Amongst non-V&A visitors, 40% said the activity made them think it was more relevant to them.

The PRmoment Award judges said: “Huge results for a modest budget. Tapped into culture. This is gold standard”