With the first half of 2025 behind us, the balance sheet in the world of public relations leaves us with lessons learned, inspiration and, above all, one certainty: in an increasingly fragmented environment, the campaigns that succeed are those that manage to connect authentically and strategically with audiences.
At CEMPR Digital, we analysed some of the most successful—and talked about—campaigns in the first half of the year, both in Mexico and internationally. Here is a selection that is worth keeping an eye on if you work in communications, marketing, or brand building.
1. “#MéxicoSinPlástico” of Grupo Bimbo
(Mexico)
On World Environment Day, Bimbo launched a public relations campaign that went far beyond greenwashing. In partnership with NGOs and local governments, the brand not only communicated its commitment to eliminating single-use plastics, but also backed it up with visible actions at points of sale, environmental education spots, and activations in schools.
Why was it successful?
Because it combined corporate storytelling, measurable actions, and citizen participation. And because it achieved something difficult: turning an environmental conversation into something relatable for millions of people.
2. “No More Queues” – Instituto Mexicano del Seguro Social (IMSS)
(Mexico)
In early 2025, the IMSS surprised everyone with a campaign focused on its new medical appointment app. The challenge was clear: to transform the perception of a bureaucratic and slow institution. The approach was different: a mix of public relations, influencer marketing, and organic content on social media showing real cases of users who no longer spent hours waiting.
Why was it successful?
Because it appealed to the user experience as a brand ambassador, without resorting to institutional language. In addition, it used PR as a lever to generate positive coverage in media outlets that are often critical of the public health system.
3. “Barbie x Oaxaca” – Mattel & Artisanal Designers
(Mexico / Global)
In February, Mattel launched a limited edition of dolls inspired by Oaxacan textile art, designed in direct collaboration with local artisans. The campaign was presented to international media from Mexico and succeeded in placing the narrative of cultural identity at the heart of the product.
Why was it successful?
Because it was not cultural appropriation, but rather an example of co-creation. Public relations played an essential role in articulating the human story behind the product: interviews with the designers, presence at cultural fairs, and content generated by both fashion and cultural media.
4. “Books Not Bans” – Penguin Random House
(USA)
Although this is an international case, it could not be left out. Faced with growing attempts at censorship in American libraries, Penguin Random House launched a public relations campaign in defence of editorial freedom. With testimonials from authors, librarian associations and activists, they achieved enormous media visibility and established their position as a publisher with values.
Why was it successful?
Because it was brave. And because brands that dare to speak up (strategically) are more likely to be seen as relevant, especially in polarised contexts.
5. “Starbucks and the redesign of its reusable cup”
(International, but with an impact on LATAM)
Starbucks set out to eliminate disposable cups in certain pilot cities, including Mexico City, completely redesigning the shopping experience. Public relations were key to anticipating questions, generating positive coverage, and aligning the discourse with sustainability as a strategic pillar.
Why was it successful?
Because it brought together diverse stakeholders (customers, baristas, authorities) and was able to translate a logistical decision into an aspirational narrative.
What did we learn from these campaigns?
- PR is no longer just an extension of marketing, but the heart of brand storytelling.
- Authentic stories with real or social impact continue to be the ones that gain traction.
- Context matters. Campaigns that engage with current events are more likely to generate conversation and, above all, connection.
At CEMPR Digital, we value and recognise the efforts of the agencies, brands and talented individuals behind each of these campaigns, from whom we learn every day how to continue charting the course towards more strategic, human and relevant public relations. Because in this industry, every success story is also a shared lesson.
