Campaign/Brand: Wicked
They’re gonna be popular! There’s no question that Wicked’s marketing efforts have made a massive impact. By leveraging a mix of engaging storytelling, immersive experiences, and strategic partnerships, the promotion of the blockbuster Wicked capitalized on the emotional connection audiences have with the musical, using visually stunning and memorable content across social media, targeted ads, and exclusive promotions. The focus on user-generated content and influencer collaborations helped build buzz and foster a sense of community among fans, while limited-time offers and interactive events kept the excitement high. By tapping into both nostalgia and the anticipation of new audiences, Wicked created a lasting impression, driving both ticket sales and brand loyalty.
Campaign/Brand: Jeremy Allen White - Calvin Klein
He broke the internet. Leveraging his recent surge in fame from his leading role in The Bear, Jeremy Allen White’s partnership with Calvin Klein generated massive buzz. The campaign stood out for its timely and strategic use of White’s rising star power, capitalizing on the cultural moment surrounding the show. His effortless charm and relatable persona made the campaign feel authentic and highly relatable, striking a perfect balance between fashion and pop culture. The ad's viral nature was fueled by White's huge fanbase, particularly among younger audiences, who eagerly shared and engaged with the content, amplifying its reach. This partnership not only solidified Calvin Klein’s relevance in today’s market but also highlighted White’s versatility as both an actor and fashion icon.
Campaign/Brand: ‘The Vault’ - Powerade
The world had Olympic fever this summer thanks to the Paris 2024 Olympic Games, and Powerade's "The Vault" campaign showcased the human side of the elite athletes. Rather than focusing solely on athletic prowess, the campaign highlighted personal stories, struggles, and dedication, becoming more relatable to everyday consumers. Featuring gymnast Simone Biles and other top athletes, Powerade broke away from typical performance-focused sports ads by emphasizing the emotional journey behind their achievements.
This approach not only made the brand feel more authentic and human but also resonated deeply with audiences, who could connect with the athletes beyond their public personas. By showing vulnerability and perseverance, Powerade created a campaign that felt genuine, impactful, and inspiring, ultimately strengthening its bond with viewers.
Campaign/Brand: The Beckhams - Uber Eats
Be honest, who doesn’t love when celebrities make fun of themselves…
The humorous Uber Eats campaign with David and Victoria Beckham stood out for its clever use of the couple’s celebrity personas. Referencing their viral “Be honest” moment from the Netflix Beckham documentary, the campaign recreated the scene in a playful Super Bowl teaser. By mixing comedy and pop culture nostalgia, it resonated with audiences and showcased the Beckhams’ ability to poke fun at themselves. This lighthearted, relatable approach made the campaign memorable and amplified its reach during one of the year’s biggest advertising moments.
Campaign/Brand: Dupe That - E.L.F. Cosmetics
E.L.F. Beauty launched a notable social media campaign in 2024 titled "Dupe That!" which encouraged other brands to adopt E.L.F.'s values and initiatives. This campaign was part of a broader effort to promote positive impacts for people, products, and the planet. It cleverly used the concept of "duping" — creating affordable alternatives to popular products — as a metaphor for emulating positive corporate behaviors. E.L.F. aimed to inspire other companies to duplicate their commitment to accessibility, sustainability, and ethical practices, thereby leveraging its influence to encourage a broader cultural shift towards more responsible business practices
Campaign/Brand: It Starts With a Swipe - Tinder
Highlighting the diverse experiences of modern relationships, the “It Starts with a Swipe” campaign used visually appealing narratives to convey the broad spectrum of emotions and milestones in dating, emphasizing authenticity and connection.
There’s no question that catching a consumer's attention in 2024 was difficult, but these brands made standing out in the crowd look like a breeze. When the bar keeps getting raised with campaigns like these, it makes 2025 sure to be an exciting year to come!