Trending PR Campaigns
Swarovski’s Musical Holiday Spectacular
Swarovski turned its holiday campaign into a one-minute musical starring ambassador Ariana Grande. She dances through theatrical festive scenes—from a grand staircase to a dollhouse and a Swan Lake-inspired sequence—wearing the brand’s sparkling jewellery, with a final wink that reveals her watching the campaign herself.
Why it worked: It hijacked the seasonal news cycle with a high‑gloss, celebrity-led musical short—fresh exclusive visuals plus a built‑in fandom guaranteed headlines.
The lesson: Consider packaging your reveal as a mini performance with a twist ending and exclusive assets journalists can embed same‑day.
Coverage over time
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