Steal These 16 Best Social Media Brand Campaigns
We’ve gathered some of the best social media brand campaigns that live rent-free in our minds. These brand campaigns stopped scrolls and skyrocketed social capital. Above all, they were in everyone’s feeds. And now, they’re the brand campaigns that still inspire us to this day.
But here’s what most brands miss. The strategy and real performance data behind why these brand campaigns *crushed it*.
So, here are our top 16 brand campaigns that you can steal and draw inspiration from. And why they worked in the first place.
16 Best Social Media Brand Campaigns That Actually Work
1. Spotify Wrapped 🎵
Spotify gives users their top songs and artists for each year in a social sharing format. In other words, the design is *pretty much* made for Instagram Stories! The personalized results make their audience feel seen and heard. Plus, it gives them a little *bragging* moment with friends.
Behind the Scenes
Wrapped engaged a record 227 million monthly active users, according to Spotify Newsroom. Users loved new features like Sound Town and Me in 2023.
The combo of human-centric data storytelling and creative personalization creates brand loyalty. In a way that most brand campaigns don’t. Who would delete the app if it means missing out on Spotify Wrapped?
Steal This Idea
You can create your own version of this brand campaign. Celebrate your top users, best reviews, or most popular products of the year. For example, “Your Best Customer Moments of 2024” or “Products You Loved Most This Year”.
2. Duolingo on TikTok 🦉
The big green owl dominates TikTok with playful, viral videos. Humor is their real secret weapon! In fact, Duolingo hires sketch comedians to help create their social media strategy. Meanwhile, you may not have a comedian-level budget for your marketing. But you can still add a fun character or playful tone to your posts.
Behind the Scenes
Duolingo has over 16 million followers (and growing) on TikTok. Their engagement rate stands at an average of 16.5% according to Socialinsider. They’re a case study of strategic unhinged marketing that works. Because Gen Z wants authentic POVs. In short, their high engagement rate didn’t happen by luck. It’s pure (unhinged) strategy.
Steal This Idea
Above all, don’t be afraid to get a little weird. It often leads to higher engagement. Give your brand a distinct personality. So, jump on trends that make sense for your audience. Speed beats perfection. But, know your audience!
3. Nike’s “You Can’t Stop Us” Video 💪
Do you remember this campaign? It’s a real tear-jerker. In this video, Nike uses real athletes and epic moments to tell a powerful story. In short, strong storytelling sparks emotion. So if we have one takeaway from this video, it’s to make your content meaningful.
Behind the Scenes
The campaign generated $8.95 million in impact value from only 1,067 placements. 46% of consumers were also more likely to buy after viewing the ad (according to PR Newswire). Their perfect timing during the 2020s uncertainty made it culturally relevant. But in all truth, emotionally forward content never expires. This strategy is still relevant today.
Steal This Idea
Highlight struggles, wins, or behind-the-scenes moments to inspire your audience. Show your customers overcoming challenges with straightforward before-and-after content. Also, don’t be afraid to post emotional content that’s from the heart.
4. Glossier’s User Photos 💄
Glossier posts real customer photos to build trust, and spoiler alert, it works. And if you were to ask Gen Z and Millennial scrollers, what brands they love to follow. You’ll find that Glossier is at the top of the lists. This dedicated approach to user-generated content (UGC) featuring real people? It’s a great way to build loyalty and community.
Behind the Scenes
UGC makes up 33% of Glossier’s Instagram feed and drives 80% of their engagement. Even more impressive: 70% of their online sales come from word of mouth, according to Latterly.
Steal This Idea
Encourage customers to tag your brand and feature them, creating instant authenticity. Ask customers to share photos using your product. Also, offer small incentives, like a discount, for participation.
5. Scrub Daddy Memes 🧽
Even sponges can go viral! Scrub Daddy shares memes that make people laugh and keep them engaged. While their target audience varies, their social media channels target a younger audience. They’re a real case study on how to keep social media feeling light and fun.
Behind the Scenes
Scrub Daddy has over 4 million TikTok followers. The CEO of Scrub Daddy reported a sizeable return on social media. The brand saw an ROI in the “multiple thousands”, according to Medium. And that’s just from TikTok alone! At Scrub Daddy, they focus on speed and cultural relevance over production quality. It’s a strategy that clearly pays off.
Steal This Idea
Memes are a strategy that most industries can use. It just boils down to knowing your target audience! You can tap into current trends for greater reach. Track what’s trending and create quick responses. Be a part of the conversation when it’s still happening. That always beats perfect content that’s too late.
6. Canva Design Challenges 🎨
Canva encourages participation with design challenges! These challenges create community and ownership among their users. It also includes a shareable component. One that spreads across their userbase. Trying out a creative challenge to boost engagement may be a worthwhile strategy to test out.
Behind the Scenes
The hashtag #CanvaDesignChallenge performed strongly on Instagram. And it created organic UGC while showcasing product capabilities.
Steal This Idea
Host your own creative challenge! Equip participants with a clear theme or prompt that inspires creativity. And be sure to make it easy to join. The lower the barrier to entry, the more people will take part and create content for you.
7. Barbie Movie Posters 💗
The Barbie Movie encouraged fans to design their own posters. A perfect *interactive* trend. Going back to the movie premiere, their marketing was everything. And their custom posters were part of the movement. Give your audience tools to join in and feel part of the fun.
Behind the Scenes
Interactive brand campaigns work because customization makes people feel special. And it gives them a reason to share. When customers can insert themselves into your brand story, they become part of it. These assets are perfect for social sharing!
Steal This Idea
Templates and customization let your audience put their personal stamp on your brand. Create simple templates, filters, or “Your Name Here” elements. Ones that people can personalize and share.
8. Chipotle’s Lid Flip Challenge 🌯
Chipotle went viral with a simple TikTok challenge: flipping lids on burrito bowls. I know, I know, it’s stupid simple. But sometimes, simple works best. In this case, the simplicity of this skill-based challenge helped it go viral fast.
Behind the Scenes
Skill-based challenges are easy to share. Because people love proving they can do something. And others love watching them try. The simplicity made it accessible to everyone.
Steal This Idea
Pick a challenge that’s easy to replicate but still fun. Your audience will jump in right away. Find a simple action related to your product that people can film and share.
9. Dunkin’ x Charli D’Amelio ☕
Dunkin’ teamed up with TikTok star Charli for a signature drink. The video she filmed was simple yet effective. It showed her in a brand-consistent top and mask. Charli built her brand with simple, iPhone-filmed videos. So, this partnership felt natural and not forced.
Behind the Scenes
Authentic influencer partnerships work when the creator genuinely uses and loves the product. Charli wasn’t just advertising Dunkin’. She was sharing her actual daily order. The video felt real, as though a friend was filming it.
Steal This Idea
Partner with creators your audience already follows and trusts. They’ll drive excitement faster. If your budget is a bit smaller, focus on micro-influencers who actually use your product! That can be a great strategy over mega-influencers who might feel inauthentic. *And have hefty price tags to match*.
10. Airbnb’s Host Stories 🏠
Airbnb shares real host stories, adding warmth and personality to their brand campaigns. Over 75% of their current posts feature stories from real hosts, including UGC! This ongoing campaign bolsters trust and authenticity. And it’s relevant during a time when landlords and Airbnb owners are facing scrutiny. Take inspiration by highlighting your customers’ stories. Show how your product *or service* fits into real lives.
Behind the Scenes
The “Made Possible by Hosts” campaign attracted over 17 million global views. Engagements topped 243,000 across platforms according to Tubular Labs. To this day, UGC makes up 75% of the posts on their feed and continues to gain 80% of their engagement. What can I say, the people love UGC.
Steal This Idea
In short, storytelling humanizes your brand in a way that manufactured posts just can’t! It helps followers to connect with your brand (and your community) on a deeper level. For example, ask customers to share their experiences. Then, feature these stories to show real-world moments.
11. The Washington Post on TikTok 📰
According to the Pew Research Center, more than 50% of TikTok users now get their news on the platform. So, The Washington Post meets TikTok users where they are! They also make news fun and relatable for TikTok audiences. They know that playfulness can attract younger followers. The face of their brand feels more like a friend or your favorite influencer. Not a politician or stuffy news anchor.
Behind the Scenes
The Washington Post has almost 2 million followers on TikTok (and growing) with a 1.5% engagement rate. That’s twice the average engagement rate for accounts in the same industry (around .83% to .89%). That’s a serious win, and it’s all in their messaging and delivery.
Steal This Idea
Find a fun spin to keep your audience engaged and make it relatable. You can adapt your brand voice to each platform while maintaining your core message. No matter your industry!
12. Starbucks Red Cup Season 🎄
Starbucks launches festive red cups every year, and fans eagerly await them. Annual traditions also give your community something to look forward to! Over time, this creates a fan base of collectors who could mark down the days to “Red Cup Season Opening Day”. Yes, it’s a real day.
Behind the Scenes
Annual traditions create natural anticipation and *FOMO*. The red cup *launch* has also become a cultural moment. It generates organic buzz and media coverage year after year.
Steal This Idea
Create recurring brand campaigns that people look *forward* to every year. It builds brand loyalty. So, pick a seasonal element, an anniversary, or an annual milestone to form a tradition around. Also consider creating a physical product, such as the yearly Red Cup, to release each year.
13. Apple’s Shot on iPhone 📱
Apple features user-submitted photos and videos across its social media channels. On YouTube, they feature beautifully edited videos. It almost appears as though a high-end production team was in the background. You’d never know that these are iPhone videos. It’s an organic and well-crafted campaign. One that celebrates its audience’s creativity and inspires participation. And it highlights the quality of their products.
Behind the Scenes
This campaign is a brilliant product demonstration and user celebration combined. People love seeing their work featured by brands they admire. And it creates a cycle of continued participation.
Steal This Idea
Highlighting user content encourages others to create and share too, generating organic promotion. So showcase customers using your product creatively to inspire others.
14. Sephora’s #SephoraSquad 💋
Sephora turns everyday fans into brand ambassadors. You don’t need celebrities; your loyal users can spread the love! This campaign not only *exists* on social media. It also extends to their website and print materials. Notice what kinds of images you see on their website after searching for a product.
Behind the Scenes
Since launching this campaign, they’ve amassed over 140,000 tagged posts on Instagram! This campaign makes customers feel like insiders, creating deeper loyalty than discounts. When people feel special and valued, they become natural advocates for your brand.
Steal This Idea
Make your fans feel special. They’ll happily amplify your brand. Create exclusive experiences or recognition for your most loyal customers.
15. Crocs Collabs 👟
Crocs partners with Post Malone, KFC, and beyond. Bold, unexpected collaborations grab attention. They leave your followers scratching their heads. And it ends with them pulling out a credit card. So don’t be afraid to surprise your audience.
Behind the Scenes
The announcement post for the Crocs x Post Malone line received over 1 million likes. Then it sold out completely. Unexpected collaborations grab attention precisely because they’re surprising. The weirdness becomes the story, generating buzz and social media shares. And plenty of media coverage.
Steal This Idea
Weird or fun collaborations and brand campaigns often get the most social shares. So think outside the box. Look for unexpected partnership opportunities that’ll make people *double-take*. And no, the collaboration doesn’t need to be with a well-known celebrity!
16. Oreo Dunk Challenge 🍪
Oreo encouraged fans to share creative dunking videos. Seemingly overnight, creators were backflipping over glasses of milk. *Balancing* in precarious positions. *And* dunking Oreos in ways that you could hardly imagine. In short, hands-on challenges spark engagement and make sharing truly fun.
Behind the Scenes
According to Cliffedge Marketing, Oreo achieved 52% year-over-year growth. And reached 151,292 users with 396,975 impressions after this campaign. Product-centric challenges feel natural rather than forced.
Steal This Idea
Challenges that involve your product make participation feel easy, exciting, and shareable. So, what challenge could you create to showcase your product *or service* in use?
Time to Make Your Move 📲
hese 16 brand campaigns prove social media success doesn’t have to feel complicated. It’s all about creativity, fun, and connection. And the best part? You don’t need a huge budget or a celebrity endorsement to make an impact.
But here’s what most people miss. These brand campaigns *worked* because they gave people a reason to join in, not just consume. Whether it’s sharing personal data, creating content, or joining challenges. Success happens when your audience becomes part of your story, too.
So, steal the ideas and adapt them to your brand. Then watch your audience engage, share, and fall in love with what you’re putting out. Start small and see what works.
In short, just get started!
So, are you ready to create brand campaigns that actually perform? At Scott Social, we specialize in building social strategies. Social strategies that *marry* aesthetics with metrics. Because pretty posts are nice, but posts that drive results are everything.
Let’s create something your audience will actually want to share. Let’s get social. 🫶
