The Multilayered Approach to PR

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1. The domino effect of Prime Day — retail's new Black Friday

To stay competitive with Amazon’s four-day Prime Day in July, Walmart, Lowe's, Target, and other retail giants held extended sale periods.
Messaging strategies emphasized long-term value in addition to deep discounts, aiming to convert bargain hunters into loyal customers.
Breaking the mold and shaking up the terms of sales seasons can bolster the impact of campaigns and promotions.

Chipotle and Wonderskin’s “Lipotle” lip stain collab cleverly tapped into beauty influencer culture while maintaining brand authenticity, proving that food and fashion can coexist with great storytelling.
Deliveroo leaned into radical transparency with its compensation campaign, reframing crisis communication around service hiccups as opportunities to build loyalty.
Lime’s spoof content shows how self-aware humor can generate virality, especially when brands don’t take themselves too seriously.

Adidas resurrected its “Superstar” campaign, combining classic designs with culturally resonant icons, from Missy Elliott to GloRilla.
Samuel L. Jackson narrated the striking black-and-white commercial, lending it a nostalgic feel that remains relevant.
Instead of a dry reboot, Adidas’ relaunch presents a powerful blueprint for brand storytelling: a legacy from the past, future-facing storytellers, and empowering cultural equity for the present.

Whether you’re broadening sales events or creating a fab collab, telling your brand’s story often demands many faces.
Campaigns can be quirky, emotional, culturally resonant, or hope-filled. The most effective approaches often involve a multifaceted strategy that engages audiences at different stages.
Axia’s team can formulate multilayered PR strategies that help you make the most impact. Just ask me how we can help.