August is often overlooked in strategic planning. It’s seen as a quiet month: schools are out, offices run on skeleton staff, and audiences are either on holiday or mentally preparing for the new season ahead. However, for brands looking to stay visible and relevant, this so-called ‘quiet’ month actually presents valuable opportunities; when used strategically, seasonal transitions and cultural dates can become powerful drivers of engagement, awareness, and press coverage.
In the world of PR and marketing, timing is everything. While many companies pause campaigns during August, those that lean into the rhythm of the calendar often see better outcomes than expected. This past August was a clear example of how aligning your brand with timely, relatable moments can produce results across both traditional media and digital platforms.
Back-to-School Campaigns Deliver High ROI
Every August, the back-to-school season sparks a noticeable boost in retail activity as millions of families prepare for the new school year. In early 2025, projections showed the UK back-to-school market reaching £8.82 billion, with parents spending an average of £329 per child. Online orders were also up by 10%, highlighting just how engaged and ready to shop this audience is. These trends were reflected in August’s retail figures, with overall UK sales increasing by 3.1% year-on-year.
Among the brands that capitalised on this momentum, Tesco’s back-to-school campaign stood out for its emotional resonance as much as its focus on affordability. Rather than leading solely with price, the retailer’s August 2025 campaign highlighted practical design touches, like adjustable hems and waists, while tapping into first-day nerves and the realities of growing children. The result was a message that balanced sentiment and practicality, connecting directly with parents’ lived experiences. Meanwhile, Tesco backed this up with strong value-led offers: holding 2024 prices on its F&F school uniform range, providing 25% Clubcard discounts both in-store and online, and showcasing durable, thoughtfully designed products with reinforced seams and stain-resistant fabric.
Tesco’s success highlights what effective marketing and PR looks like in practice; not just well-timed campaigns, but those rooted in real audience needs, combining creativity with credibility. It’s proof that you don’t need gimmicks to make an impact, just a clear understanding of what matters in the moment.
Purpose-Led Campaigns Resonate Longer in PR and Marketing
Tesco didn’t stop at storytelling. Through its ‘Stronger Starts’ initiative, the retailer addressed real concerns faced by families during the summer holidays. Their campaign included donation bags supporting FareShare and the Trussell Trust, café promotions offering free kids’ meals, and school voucher programmes to support access to fresh produce. These efforts form part of Tesco’s broader commitment to supporting children’s health and wellbeing across the UK, serving as a reminder that campaigns combining commercial goals with social impact tend to stand out.
Awareness Days Create Natural Media Hooks
Awareness days also offered strong hooks this August. International Cat Day (August 8) was a standout, generating widespread attention from both charities and commercial brands. In the UK, organisations like Battersea Dogs & Cats Home used the day to highlight adoption stories and animal welfare efforts; these campaigns garnered national media coverage, along with strong traction across social channels. For brands in pet care, lifestyle, or wellness, this was a natural and timely opportunity to participate in a conversation that consumers already cared about.
What makes these moments effective in PR and marketing is their built-in relevance. You’re not trying to force a story into the news cycle; you’re attaching your brand to something your audience is already seeing in their feeds, inboxes, and timelines. When done well, this doesn’t feel like advertising – it feels like you’re part of the moment.
Content That Lives Across Media and Creators Wins
One key learning from August is that successful PR and marketing campaigns now live across both media and creator channels, including digital publications, national news, influencers, and user-generated content. For example, many of the most-viewed back-to-school videos on TikTok in August weren’t brand ads – they were user hauls, mum creators showing what they bought, or students sharing dorm shopping tips. Brands that seeded products into these spaces, or timed their campaigns alongside this user behaviour, saw better traction with younger audiences and parents alike.
This integrated approach matters because today’s consumers don’t distinguish between what’s ‘earned media’ and what’s influencer content; they care about what feels relevant, useful, or relatable. A campaign that secures both media coverage and social engagement reinforces itself and has a longer lifespan than those that rely on a single format.
Digital Marketing and PR Is About Being Present at the Right Time
If your goal is to generate more visibility, increase traffic to your website, and drive brand awareness, building marketing and PR campaigns around cultural or seasonal moments is one of the most effective ways to do it. These moments create natural peaks in interest, which give journalists and content creators a reason to talk about your brand without needing a major product launch or announcement.
Importantly, this doesn’t require buzz tactics. It requires timing, planning, and clear alignment with what your audience is experiencing. Whether that’s the start of the school year, end of summer, or a recognised awareness day, your message needs to be authentic and resonate with what people care about in that moment.
Measuring Success: Why August Campaigns Offer Unique PR and Marketing Insights
August provides a rare chance for brands to test and refine their PR and digital marketing strategies in a less crowded environment. Unlike peak seasons flooded with noise, this quieter period allows campaigns to be evaluated with clearer metrics and insights. Why? Audience attention isn’t split as heavily, which means brands can better track what messaging resonates, which channels drive engagement, and how different types of content perform.
These learnings become invaluable for shaping campaigns in busier months. For example, social media engagement rates on back-to-school content in August often outperform other times of year, indicating when parents and students are most receptive. Similarly, media coverage secured during awareness days tends to have a longer shelf life due to lower competition.
This ‘soft launch’ effect means August campaigns serve as a testing ground, allowing brands to optimise their PR and marketing approach, experiment with creative ideas, and build momentum organically before the major holiday season kicks in. Brands that capitalise on this insight not only boost short-term visibility but also gain a strategic advantage through smarter, data-driven decision-making.
Let’s Chat!
This August proved calendar moments still matter in PR and marketing. Brands using timely campaigns saw stronger engagement and visibility. Tapping real-time relevance built lasting audience connections. In today’s crowded landscape, timing the right message is essential strategy.
Looking to develop your digital strategy as we head into the final few months of the year? We’d love to chat! Just click here to get in touch via our contact form or check us out on Instagram by clicking here.