Umpf Digital PR
Advances in digital media have transformed the way brands connect with audiences – and at Umpf, we’ve been at the forefront of that evolution. As a creative PR agency, we don’t just follow digital trends, we create them.
We specialise in creating bold, strategic, and award-winning digital PR campaigns that drive visibility, engagement, and results not just online, but IRL too.
Whether that’s scroll-stopping social media, an innovative new app, an interactive microsites or influencer activations, we help brands stand out in competitive digital spaces.
Examples of Digital PR Campaigns
1. TCKR – The Nubbin
To generate hype and intrigue around the launch of a new season of Netflix’s cult hit Black Mirror, the fictional tech giant TCKR — already familiar to fans of the series — introduced a mysterious new product: The Nubbin. Central to one of the season’s episodes, this sleek, AI-powered personal assistant became the focus of a multi-layered immersive digital PR campaign that blurred the lines between fiction and reality.
The campaign launched with a dedicated microsite for TCKR, complete with cryptic product information, glitchy promo videos, and eerily realistic FAQs that teased the darker themes of the show. Social media platforms were seeded with in-universe content, influencer unboxings, and staged leaks, creating a viral sense of FOMO and fan speculation. It didn’t stop online — real-world stunts included Nubbin installations at tech expos and interactive billboards in high-traffic areas, further fuelling conversation across Reddit, X (formerly Twitter), and TikTok.
The result? A surge in organic engagement, with thousands of user-generated posts, fan theories, and press coverage from tech and entertainment media alike. The campaign not only amplified buzz for Black Mirror but also demonstrated how a digital-first PR strategy can captivate and mobilise audiences across platforms by building immersive, story-led brand worlds.
Image source: TCKR Systems
2. Barilla Spotify Playlist
To bring together food, music, and culture in an unexpected way, Barilla launched a clever and highly shareable digital PR campaign using Spotify playlists to help people cook pasta perfectly al dente. Each playlist was timed to match the exact cooking time of different pasta shapes — from spaghetti to penne rigate — with titles like Mixtape Spaghetti and Boom Bap Fusilli. The playlists combined catchy music with subtle brand storytelling, turning a simple mealtime task into a mini experience.
This content marketing campaign blended creativity with functionality and spread quickly across social media, food blogs, and lifestyle publications. Not only did it reach a younger, digital-savvy audience, but it also positioned Barilla as a brand that understands both tradition and innovation. By meeting consumers where they already are – on streaming platforms like Spotify – the campaign earned high engagement, increased brand sentiment, and secured extensive earned media coverage across international markets. A brilliant example of how a digital-first campaign can enhance brand relevance while staying true to core identity.
Image source: Barilla Spotify
3. Heineken: The Hidden Message
To encourage people to live in the moment and minimise phone use at live music events, Heineken “hacked” festivals around the world with a cleverly executed, digitally enabled campaign via LePub. Using infrared lighting technology, Heineken projected hidden messages onto festival stages that were invisible to the naked eye — but appeared on attendees’ phone screens when they tried to film or take photos. The core message: “Don’t scroll. Live now.”
The campaign was further supported by the launch of The Boring Mode app, which allowed users to temporarily disable distracting features on their phones — such as notifications and the camera — encouraging them to be more present during performances.
By blending creative tech, behavioural insight and brand purpose, Heineken sparked conversation around digital wellness and captured global attention, reinforcing its position as a brand that champions real, meaningful experiences.
Image source: Campaign Brief
Benefits of Digital Campaigns
So why digital you ask?
The digital landscape allows for boundless creativity and unlimited opportunities, and when integrated as part of wider marketing strategies, campaigns unlock the potential for brands to not only to be seen – but be remembered.
Whether it’s sparking conversations, building communities, or driving memorable results, digital is where the creativity meets possibility.
Then there’s the rest…
- Cut out the guesswork: Digital campaigns provide real-time analytics, allowing brands to track performance, measure ROI and adjust tactics quicky – you can see exactly what’s working and what’s not.
- Right on target: Precise audience segmentation – by demographics, interest, behaviours, or location – digital allows you to deliver hyper-personalised message that speaks directly to the right people at the right time.
- Engagement that builds relationships, not just awareness: Digital allows for two-way conversations. You’re not just broadcasting, you’re connecting. From comments to shares to DMs, you can build brand loyalty and long-term audience relationships
- Ready to go global? With the right strategy and platform mix, your message can grow beyond its starting point and reach broader audiences without losing impact. Whether you’re aiming to reach local communities or tap into new regions, digital campaigns are scalable.
Umpf’s 4 Digital Campaigns
1. Bluewater: 25th Birthday celebrations
To mark 25 years of Bluewater Shopping Centre in Kent, we created an awe-inspiring digital stunt that lit up the skies – and social media. Our digitally generated anniversary drone display captured imaginations and achieved over 330,000 views, including 230,000+ on Instagram, where we partnered with popular Kent-based influencer Tasha Newcombe to amplify the campaign. The visually stunning stunt celebrated Bluewater’s milestone in style and delivered standout digital engagement.
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2. Gunwharf Quays: A Seafront Staycation
We wanted to showcase Portsmouth’s seafront outlet shopping destination, Gunwharf Quays while tapping into the post-pandemic trend of holidaying within the UK and position the outlet as a key tourist attraction.
Partnering with influencers, we created aspirational content which inspired target audiences to visit the waterfront outlet and enjoy a staycation in Portsmouth.
@amyenvoyage #AD High tea in the clouds! 😍 #UK #outletshopping #LoveGWQ #GunwharfQuays #uktravel #ukstaycation #uktravels #staycationuk #portsmouth ♬ Lo-fi hip hop – NAO-K
3. MindMate: Breaking Down Barriers to Mental Health
We were briefed to raise awareness of MindMate, a mental health support website for young people in Leeds. Targeting young adults, particularly males, the campaign aimed to tackle stigma and promote the services available. Working with MindMate ambassadors, we developed creative content and geo-targeted branded video ads within Football Manager 2019 — a first for the NHS — to reach this digitally savvy audience in an authentic way.
4. tWItterstitch: Campaign for the Women’s Institute
To celebrate the National Federation of Women’s Institutes (NFWI) centenary, we implemented a digital media campaign to help the institution put a modern twist on its celebrations whilst staying true to its heritage. Our social stunt saw commemorative tweets being live stitched to form part of a celebratory wall hanging.
The campaign won various awards and praise including the PR Moment ‘Social Media Campaign of the Year’, Econsultancy said it was one of their 13 best social campaigns and PR Week said it was in the top five campaigns.
Get in touch to find out more about our Digital PR expertise.
Digital PR Campaigns FAQs
- What is digital PR and how does Umpf use it? Digital PR is the practice of using online channels — like social media, search, influencers, and digital media — to build brand awareness, generate backlinks, and spark conversation. At Umpf, we combine data-driven insight with big creative ideas to craft digital PR campaigns that get people talking, sharing, and engaging across platforms.
- How do digital PR campaigns help with SEO? A strong digital PR strategy earns high-quality backlinks from trusted sites, boosting domain authority and improving organic search rankings.
- What makes a great digital PR campaign? The best digital PR campaigns are newsworthy, creative, and tailored to the right audience. At Umpf, we focus on originality, timing, and relevance — whether that’s through reactive content, influencer partnerships, or immersive digital activations.
- Can digital PR work alongside traditional PR? At Umpf, we often integrate digital and traditional PR to maximise reach and ROI. Whether it’s securing national headlines or generating viral content online, we create joined-up campaigns that work across channels.
- How much do digital PR campaigns cost? Budgets can vary, but we’re able to scale concepts to meet your KPIs and resources. Get in touch for a chat about what we can do for you.