If your brand disappears from social media one day, would anyone notice?
This is the real test of overall visibility – not how much you spend, but how much people truly care.
The stability between paid advertising and publicity has shifted fast. While paid advertising buys you clicks, earned stories build genuine connections. Getting earned media gains trust, and ads don’t.
According to Nielsen, people trust ads 92% less than earned media. Some of the world’s biggest brands already cracked this code.
And here are 5 stories of the brands that proved publicity can overpower even the most expensive advertising.
Contents
- 1 #1 How Did Dove Turn an Ad into a Global Movement?
- 2 #2 How Did Tesla Build a Multi-Billion Dollar Brand Without Ads?
- 3 #3 How Does Netflix Transform Content into Global Publicity?
- 4 #4 How Does Apple use Secrecy as its Biggest Marketing Strategy?
- 5 #5 How Did Burger King Use Controversy to Earn Credibility?
- 6 Why Does Publicity Usually Beat Advertising?
- 7 What Can We Learn from These Publicity Wins?
- 8 How Can Brands Create Their Own Unique Publicity Moments?
- 9 Why the Best Brands Still Value Publicity?
#1 How Did Dove Turn an Ad into a Global Movement?
In 2004, Dove’s Real Beauty Campaign from earned media became a huge success. In the first year, the campaign almost earned 30 million dollars.
What they did: Dove broke stereotypes in the media campaigns by replacing high-paid fashion models with real, genuine everyday women’s experiences.
Impact: The Real Beauty Campaign sparked conversation in the beauty media and became a social revolution.
Lesson: In the world of advertising and publicity, authenticity will always surpass aesthetics.
#2 How Did Tesla Build a Multi-Billion Dollar Brand Without Ads?
Tesla is the only company in the world that hasn’t spent money on advertising. For 2021 alone, earned media from Elon Musk’s cheap ads on social media was 2 billion dollars.
What they did: Focused the spotlight on the brilliance of the company and the founder personally.
Impact: Every launch generated massive unpaid publicity.
Lesson: Having no budget is not a problem because innovation is the best engine for publicity.
#3 How Does Netflix Transform Content into Global Publicity?
Shows like Squid Game and Stranger Things generated billions of organic impressions through user-generated content. Squid Game produced approximately $900 million in publicity value alone.
What they did: Created shows designed for social sharing and ones that sparked discussions around the globe.
Impact: Unpaid global virality, countless memes, and marketing by fans for fans.
Lesson: Exceptional stories will self-advertise and self-promote.
#4 How Does Apple use Secrecy as its Biggest Marketing Strategy?
Every Apple product launch generates weeks of speculation and coverage. Earned media for Apple is often valued at over $100 million before any paid media is used.
What they did: Excellent use of silence, uncontrolled information leaks, and legendary launch events.
Impact: Free global news coverage and anticipation.
Lesson: Suspense creates publicity of its own. When people start assuming your story, half your marketing is already done.
#5 How Did Burger King Use Controversy to Earn Credibility?
In 2020, Burger King’s “Moldy Whopper” Campaign globally got over 8.4 billion impressions and increased brand recall by 88%. Even more impressive, these statistics arose solely from the excited PR; the campaign was free.
What they did: They showed a whopper decomposing to emphasize the preservative-free ingredients.
Impact: Extensive global talk, viral screenshots, and major headlines.
Lesson: Bravery is something that publicity rewards. Honesty gets people talking more than a safe ad.
Why Does Publicity Usually Beat Advertising?
Publicity usually wins because it’s earned, not built.
Authenticity: Third parties are more trusted than a brand claim. When the brand makes a statement, it often has little credibility.
Virality: Unpaid endorsements and organic marketing are possible.
Long-lasting: Advertising stops when the budget runs out. Publicity lasts until the marketer stops it.
Brands are simply shifting from advertising to publicity to retain credibility faster. And shifting impressions to influence.
What Can We Learn from These Publicity Wins?
| Brand | Publicity Hook | Result |
| Dove | Real beauty message | Global trust & advocacy |
| Tesla | Founder persona | $0 ad spend, global fame |
| Netflix | Viral storytelling | Billions of organic impressions |
| Apple | Secrecy & anticipation | Free global hype |
| Burger King | Bold transparency | 8.4B earned impressions |
Each of these brands evoked a genuine emotional response in the audience. They didn’t just advertise; they started conversations.
How Can Brands Create Their Own Unique Publicity Moments?
- Publicity is best rooted in honesty. There’s no need for polish.
- Be a part of the culture. Drop the manufactured conversations and join the real ones.
- Use Social Media Marketing Services for strategic amplification of organic buzz.
- Design for Conversation. Create narratives that encourage engagement and evoke feelings.
- Blend paid and earned media. Let advertising support the reach that earned media provides.
At Brandshark, we help brands design campaigns that earns attention before they pay for it. From storytelling strategy to product photography in Bangalore, each creative piece contributes to building long-term attention and visibility.
Why the Best Brands Still Value Publicity?
Because it’s REAL. In a hyper-saturated paid world, authentic storytelling is a breath of fresh air. The brands dominating 2025 aren’t the ones shouting louder; they’re the ones people can’t stop talking about.
At Brandshark, one of the best digital marketing agency in Bangalore, we help brands earn the kind of attention that’s real, relevant and unforgettable.
So let’s make your next campaign worth talking about.
