Huddersfield-based PR and marketing agency Wild PR has been shortlisted for the Best Use of Content award at this year’s CIPR PRide Awards.

The creative agency has been shortlisted for its reactive PR campaign on behalf of its glass manufacturing client, Specialist Glass Products based on Netflix’s Squid Game.

The PRide awards recognise the outstanding work and campaigns from the public relations industry over the last 12 months. Agencies and in-house teams are honoured, as well as campaign awards for specific sectors such as healthcare, travel and corporate.

The campaign, created on behalf of fellow Huddersfield business Specialist Glass Products, was inspired by the popular dystopian Korean drama Squid Games, which dominated Netflix and social media for the majority of Autumn 2021.

The show's penultimate episode featured a glass-based game in which players had to differentiate between regular and toughened glass in order to survive.

Inspired by the connection to glass, Wild PR worked with Andrew Taylor, managing director of Specialist Glass Products, to gather glass expertise and create ‘A Guide to surviving the Squid Games glass stepping stones’.

The campaign secured a coverage reach of over 27 million, and the website saw a 12% increase in referrals during the outreach period. The coverage and on-site content also resulted in significant improvements to keywords relating to ‘tempered glass’ and the blog ranking as one of the most viewed pages on the website.

Speaking on the shortlist, Katrina Cliffe, managing director and founder of Wild PR, said: “Being reactive to trends and news is a crucial part of digital PR and the basis for much of our work. We never would’ve predicted that a new Netflix series could be linked to glass manufacturing. Still, it is a perfect example of why staying up to date and knowing the latest trends, not just in our client's industry but also in pop culture, is so meaningful.

“This shortlist is such a triumph for the team and highlights the incredible work they do for our clients and the results they can achieve. We’re up against some amazing agencies, so just being on that list is fantastic. Best of look to all those shortlisted, and we look forward to celebrating the winners!”

Wild PR works with businesses both local and afar and across different sectors to raise brand profile, increase online visibility and drive growth through traditional and digital PR and marketing. The agency was also recently shortlisted for the Best Small Agency Award at the UK Social Media Awards 2022.

The online ceremony will be held Tuesday 11th October 2022.

To find out more about the campaign, please visit: