STABILO: HOW TO HIGHLIGHT YOURSELF AMONG THE OTHERS

The present article is devoted to social PR campaigns. The article considers the concept of a PR campaign, studies the existing classifications of PR campaigns based on certain characteristics, and examines the principle of functioning of social PR. The article contains an analysis of “Highlight the Remarkable” PR campaign from Stabilo Boss . The purpose of the article presented is to analyze ways to attract the attention of the audience and increase brand awareness through social PR. The novelty of the work lies in the study of the campaign from Stabilo Boss and the analysis of its results, which could be applied in the research of methods of conducting PR campaigns and strategies. As a result of the conducted research, it is possible to come to the conclusion that “Highlight the Remarkable” PR campaign has been successful and has contributed to the increasing of Stabilo's brand awareness.