In 2024, several brands captured global attention through highly innovative and impactful social media campaigns. These campaigns set new benchmarks by harnessing user-generated content, humor, cultural trends, and purpose-driven messaging. Below, we examine some of the most memorable social media campaigns from major brands in 2024 and explore why they succeeded.
Nike’s campaign, “What the Football,” marked the Women’s World Cup with a nostalgic and empowering approach. The ad series featured top soccer players, including Megan Rapinoe and Alex Morgan, and depicted a father-daughter bond through their shared love of the sport.
McDonald’s created a buzz with its “As Featured In” meal, celebrating the brand’s iconic appearances in movies, TV shows, and pop culture. The campaign featured limited-edition meals inspired by famous moments in media, such as in movies like Space Jam and Loki. Fans could engage on social media by sharing their “As Featured In” meals, with McDonald’s reposting top posts and comments across its platforms.
Spotify’s annual “Wrapped” campaign continued to dominate social media. In December, users eagerly awaited personalized summaries of their most played songs, artists, and genres. Spotify enabled seamless sharing across platforms, which spurred user-driven promotion and became an anticipated social media event.
Liquid Death’s campaign turned soda advertising norms on their head with a humorous, anti-soda message, featuring models comically promoting water. The spoof ad style resonated with audiences on YouTube and Instagram.
Patagonia has consistently focused on environmental activism. In 2024, its social media channels showcased various environmental initiatives, including recycling awareness and climate change impacts. Rather than promoting products, Patagonia’s content encouraged users to consider sustainability.
Starbucks used TikTok to create seasonal content centered on popular drinks like pumpkin spice lattes. The brand encouraged customers and employees to share their Starbucks experiences, creating a sense of community and season-specific excitement.
KFC’s unusual decision to refuse customer requests for a turkey burger during the holiday season made waves on social media. Despite demand, KFC held firm to its identity as a fried chicken brand, highlighting that customer satisfaction sometimes involves staying true to brand values.
For Mother’s Day, Axis Bank used sentimental storytelling with a series of videos celebrating mothers and their unique contributions to families. By spotlighting heartwarming stories, the campaign strengthened the bank’s connection with family values.
Adidas took a bold stand on environmental sustainability with its “End Plastic Waste” campaign. Using social media platforms like Instagram, TikTok, and Twitter, Adidas engaged users worldwide through impactful visuals and challenges encouraging reduced plastic use. The campaign included partnerships with influencers and athletes, inviting followers to join the cause by sharing their efforts to reduce plastic waste.
Apple’s long-running “Shot on iPhone” campaign continued to make waves in 2024 with a fresh approach. Apple encouraged users worldwide to showcase photos and videos taken on their iPhones, spotlighting the power of mobile photography. The campaign featured select user content across Apple’s social channels, highlighting the quality and creativity possible with the iPhone.
These campaigns reveal recurring elements that make for high-impact social media strategies:
Personalization: Whether through individual data (Spotify) or location-based humor (Monzo), personalized campaigns drive engagement.
Humor and Satire: Bold humor (Liquid Death, KFC) resonates with audiences, especially when it challenges norms.
Purpose-Driven Content: Campaigns centered on social issues or values (Patagonia, MTV Nishedh) foster loyalty and integrity.
Seasonal and Cultural Relevance: Time-sensitive themes (Starbucks) and cultural touchpoints (Coke Studio Bharat) create urgency and connect with audiences on a deeper level.
These campaigns illustrate the power of authentic storytelling, relatability, and strategic timing in capturing audience interest on social media.
Disclosure: This list is intended as an informational resource and is based on independent research and publicly available information. It does not imply that these businesses are the absolute best in their category. Learn more here.
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