Top Companies Using Social Media Marketing: Inspiring Examples for 2025

Social media and marketing have become so intertwined these days, it’s hard to imagine one without the other. In 2025, these platforms are where new trends catch fire, where people decide if they really like a brand, and where company stories become part of everyday chat. With billions of people logging on daily, the chances to get noticed are huge, but so is the challenge to actually grab someone’s attention. Most folks spend a good chunk of their day scrolling, and a lot of that time is spent discovering new brands or checking what others think before buying something. The companies that are really winning are showing up where their customers are, doing it so well that even big in-house teams can struggle to keep up. That’s why many top brands are now working with special creative teams to handle their social media, getting high-quality stuff done fast.

Key Takeaways

• Brands are using humor and unexpected tactics, like Duolingo’s ‘Death of Duo’ campaign, to grab attention and build loyalty.
• User-generated content is a powerful tool, as seen with GoPro Awards, turning customers into brand advocates.
• Personalization and nostalgia, like Coca-Cola’s ‘Share a Coke’ relaunch, connect with audiences on a deeper level.
• Companies are effectively managing crises and responding to cultural moments, such as McDonald’s handling price increase reactions or Samsung’s comeback to Apple’s ad.
• Authenticity and strong brand voice, exemplified by Liquid Death’s edgy marketing or e.l.f. Cosmetics’ TikTok campaign, are key to standing out.

1. Duolingo: Death of Duo

Remember when Duolingo basically announced their mascot, Duo the owl, had kicked the bucket? It was back in February 2025, and the language learning app dropped this somber post saying, "It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead." They even added, "Tbh, he probably died waiting for you to do your lesson, but what do we know." It sounds pretty wild, right? But honestly, it was a super smart move.

This whole "death" announcement wasn’t just some random marketing stunt. It was actually a clever response to years of people making memes about Duo being way too aggressive with his lesson reminders. Users had been joking for ages about the owl hunting them down if they missed a lesson, and it turned into this whole funny subculture online. Duolingo totally leaned into it.

Capitalizing on Conversations

By paying attention to what people were saying, Duolingo realized their owl mascot had become more than just an app character; he was a whole cultural thing. Instead of trying to fight the meme, they just jumped right in and made it their own. This campaign blew up everywhere.

Viral Success and Engagement

Seriously, the "death" announcement got people talking like crazy on all the social platforms. Even big names like Dua Lipa chimed in with "’Til death duo part." It was a huge moment. Later, Duolingo dropped a video explaining the whole "stunt," and it really showed just how much engagement they got from it. This whole thing is a great example of how brands can turn potentially negative memes into marketing gold. It’s all about watching how your brand is talked about and then acting on it. They really embraced their brand’s place in culture, even if it wasn’t what they originally planned. It’s a good reminder that acknowledging and building on customer jokes can be a winning strategy. You can see how they used social listening to really understand the emotional connection users had with their brand elements. The "Death of Duo" campaign ended up getting over 1.7 billion impressions, which is just wild. It really shows what happens when you tap into what your audience is already talking about. It’s a masterclass in using platform-native humor and creator energy to boost brand image and loyalty. This is a great example of how brands can turn memes into marketing opportunities .

Key Takeaways:

• Embrace the Meme: Don’t shy away from existing jokes or trends about your brand; use them to your advantage.
• Listen and Act: Monitor social conversations to understand customer sentiment and respond with creative campaigns.
• Authenticity Wins: Connect with your audience by acknowledging their humor and cultural references.
• Be Bold: Sometimes, a daring marketing move can lead to massive engagement and brand recognition.

2. GoPro: GoPro Awards

GoPro has built a massive following by really letting its customers take the wheel, or rather, the camera. Their whole "GoPro Awards" thing is pretty genius. It’s basically an open invitation for anyone with a GoPro to submit their coolest videos and photos. Think epic surf rides, insane mountain bike trails, or even just a dog wearing a GoPro on its head – if it’s captured with their gear, it’s fair game.

What’s in it for the submitters? Well, besides bragging rights, outstanding submissions can snag gear, cash prizes, and, perhaps most importantly, a spot on GoPro’s own social media channels. This means huge visibility for everyday adventurers. It’s a smart way to get a constant stream of authentic, high-quality content that shows off what the cameras can really do, straight from the people using them. They’ve turned their user base into a global content creation team.

This strategy works because it’s all about community and authenticity . Instead of just telling people how great their cameras are, they show it through the eyes of their users. It makes the brand feel more relatable and aspirational at the same time. Plus, it’s a fantastic way to discover new talent and see the product used in ways the company might never have imagined. It’s a win-win; users get recognition and rewards, and GoPro gets a never-ending supply of compelling content that drives interest and sales. It’s a core part of their overall marketing strategy .

3. Coca-Cola: Share a Coke

Coca-Cola’s "Share a Coke" campaign is a classic for a reason, and its 2025 relaunch proved it can still capture hearts and minds. This time around, they really focused on making it relevant for Gen Z, who might not have experienced the original craze. They added QR codes to the bottles, which then linked to personalized video messages. It was a smart way to blend that nostalgic feeling of sharing a Coke with a modern, digital twist.

The campaign’s success hinged on its ability to create personal connections at a massive scale. It tapped into the universal desire for recognition and shared moments, making people feel seen. By integrating technology like QR codes, Coca-Cola didn’t just sell a drink; they offered a unique, shareable experience that naturally spread across social media platforms. It’s a great example of how a well-loved idea can be updated for a new audience, proving that personalization still matters .

4. McDonald’s Price Increase Response

Remember back in early 2024 when everyone was talking about how much McDonald’s prices had gone up? It felt like every other post on social media was someone sharing a picture of a Big Mac that cost way more than they remembered, maybe even $18 in some places. This really got people talking, and not in a good way. The brand definitely heard the grumbling about their value proposition.

So, what did McDonald’s do? They didn’t just ignore it. They actually rolled out a $5 meal deal across the country, which was a pretty direct response to the affordability concerns. Plus, the CEO mentioned during a shareholder call that they were planning to slow down future price increases. It showed they were paying attention to what customers were saying about the cost of things.

Key Takeaways from McDonald’s Response

• Monitor Conversations: Keep an eye on what people are saying about prices and products. This helps catch negative feelings before they get too big.
• Act on Feedback: Don’t just put out a statement. Use what you learn from social listening to make real changes, like offering a new deal.
• Targeted Solutions: Address specific complaints directly. If people are upset about one item, find a way to fix that specific issue or offer an alternative.
• Track Impact: After you make changes, keep listening to see if people notice and if their opinions change. It’s about seeing if your actions made a difference.

While the $5 meal deal and the promise of slower price hikes were good steps, customers were still a bit unsure about the overall direction. It’s a good reminder that even with a solid plan, building back trust takes time and consistent effort. You can learn more about how to boost e-commerce sales by showcasing brand personality.

5. Stanley’s Cup Viral Car Fire Moment

You might have seen the videos circulating in late 2023 and early 2024 – a Stanley tumbler, sitting pretty amidst the charred remains of a car after a serious fire. The owner, a TikTok user named Dani, posted a video showing her tumbler completely intact, still holding ice, even after her car went up in flames. It was wild. This wasn’t just a lucky break; it was a marketing goldmine for Stanley.

What did Stanley do? They didn’t just leave a "wow, that’s crazy" comment. The company’s president actually reached out to Dani directly, offering to replace her car. Talk about going above and beyond! This incredible gesture not only got a ton of attention but also generated a massive amount of brand mentions, amplifying the whole story even further. It was a perfect example of how a brand can turn an unexpected, real-life event into a powerful testament to their product’s durability. It really showed how important it is to keep an eye on what people are saying about your brand online, even the really unusual stuff. This whole situation basically gave Stanley some authentic proof of their product quality that no amount of planned advertising could ever buy.

Here’s a quick look at the impact:

• Viral Moment: The initial TikTok video racked up millions of views.
• Brand Amplification: Stanley’s generous response led to a significant increase in brand mentions.
• Authentic Endorsement: The incident provided undeniable proof of the product’s resilience.

This whole car fire incident became Stanley’s best marketing story, proving that sometimes the most powerful campaigns are the ones you don’t plan for. It’s all about being ready to capitalize on those unexpected moments that highlight your brand’s strengths.

6. Estée Lauder’s Collaboration with Kenz Lawren

Estée Lauder really showed how smart social listening can help brands find new talent and even come up with campaign ideas, all thanks to what people are posting online. They noticed a content creator named Kenz Lawren who put up this really cool beauty shoot on social media. It wasn’t sponsored or anything, but it got a lot of attention fast. The makeup and styling were super creative and totally fit Estée Lauder’s vibe.

So, Estée Lauder’s team saw this and thought, ‘Hey, this is great!’ They reached out to Lawren and ended up hiring her to create an official campaign based on her original idea. It was a smart move that turned something a user made into a professional brand campaign. This kind of collaboration is a fantastic way to connect with creators and tap into fresh perspectives. It’s a good reminder that sometimes the best marketing inspiration comes from unexpected places, like a user’s own creative expression on social media. It’s a great example of how brands can find creative talent and build authentic connections.

7. Lyft’s Missing Pet Crisis Management

7. Lyft’s Missing Pet Crisis Management

Sometimes, a brand’s social media presence is tested not by a planned campaign, but by an unexpected crisis. That’s exactly what happened with Lyft back in September 2023. A customer’s cat, Tux, went missing after a vet visit, and the distraught owner shared the story on Twitter. The post quickly gained massive traction, reaching millions and tagging Lyft relentlessly. This situation could have easily spiraled into a major PR headache for the ride-sharing company.

Lyft’s response was remarkably swift and human. Instead of ignoring the situation or issuing a generic statement, they actively engaged with the customer. Their team got involved, helping to coordinate the search for Tux. This wasn’t just about damage control; it was about showing genuine care. When Tux was found safe and sound, Lyft didn’t just let the story fade. They announced the good news on their official channels and even promised to look into how the incident happened to prevent future occurrences. Lyft’s CEO even shared a personal message about the event. This approach turned a potential disaster into a powerful demonstration of their commitment to customers, proving that sometimes, the best marketing is simply being there when people need you. It’s a great example of how proactive and empathetic social media engagement can make a real difference, even turning negative attention into a positive narrative. This kind of authentic interaction is key for building trust and loyalty in today’s connected world, and it’s something other brands can learn from when managing their own online reputation .

8. Samsung’s Reaction to Apple’s “Crush” Ad

So, Apple dropped this ad for their new iPad Pro, right? It was called "Crush," and it showed a giant hydraulic press just obliterating musical instruments, cameras, books – all the stuff creators actually use. Then, poof , out pops the iPad. The idea was supposed to be that the iPad could replace all those things. Well, that did not go over well. Artists and musicians everywhere basically lost their minds online, saying it was disrespectful to creative tools and the people who use them. Even Hugh Grant chimed in, calling it "the destruction of human civilization." Ouch.

But here’s where Samsung really showed up. Their social listening team, which is basically their team that watches what everyone’s saying online, saw this whole mess unfolding. They didn’t just sit back. Nope. They quickly put together their own video. Instead of smashing creative stuff, their video celebrated it. It was a total contrast, positioning Samsung as the brand that actually respects the tools creators love, while still being all about new tech. It was a smart move, showing how paying attention to what your competitors are doing, and how people react, can actually create a big opportunity for your own brand. It’s a good reminder to always keep an eye on the conversation, especially when a big player like Apple stumbles. You can see how this kind of competitor tracking can really inform your own marketing efforts.

• Monitor competitor campaigns: Keep tabs on what other brands are doing and how their audiences are responding.
• Spot opportunities: Look for moments when a competitor’s message misses the mark or causes backlash.
• Respond quickly: Jump into relevant cultural conversations while they’re still hot.
• Learn from mistakes: Use competitor analysis to avoid making similar errors in your own advertising.

This whole situation highlights the power of real-time social listening. It’s not just about what you say, but also about being aware of the broader conversation and being ready to react strategically. Samsung turned Apple’s misstep into a win by simply being observant and quick to respond with a message that aligned with creator values. It’s a masterclass in agile marketing.

9. Australian Lamb’s Generational Ad

Australian Lamb really nailed it with their "Generational Ad" campaign. They basically looked at what people were talking about online – specifically, the whole "generation gap" thing – and decided to jump right in. It’s pretty smart when you think about it. They saw that conversations about generational differences were popping up a lot, so they created a commercial that brought different age groups together over a lamb meal, poking fun at stereotypes in a lighthearted way.

It’s a great example of how to use social listening to your advantage. By understanding the cultural conversations happening, they made something that felt super relevant. The ad ended up getting over 1.4 million views and was talked about everywhere. It shows that if you can tap into what people are already discussing, your content has a much better chance of connecting.

Here’s what made it work:

• Trend Spotting: They actively tracked what was trending on social media.
• Cultural Relevance: They used social listening to understand current tensions.
• Humor and Inclusivity: The ad addressed sensitive topics with a funny, welcoming tone.
• Joining the Conversation: They created content that naturally fit into existing discussions.

It’s a good reminder that sometimes the best marketing comes from paying attention to the world around you and joining in on the conversation, rather than trying to start a completely new one. It’s all about making your brand part of the ongoing dialogue .

10. Starbucks’ Community Engagement

Starbucks really knows how to make people feel connected, and a big part of that is how they handle their social media. It’s not just about posting pretty pictures of lattes; they actually talk to people. When someone shares a photo of their drink or a cool moment at a store, Starbucks often jumps in with a personalized comment. They might mention the specific drink you ordered or the location you tagged, and sometimes they even ask a follow-up question. It feels like a real conversation, not just some automated reply.

Responding to Customers

• They make an effort to reply to positive comments, not just complaints.
• Personalized responses show they’re actually paying attention.
• Asking questions keeps the chat going.
• They use emojis and a friendly tone, making the brand feel approachable.

This approach really encourages people to share their own Starbucks moments, which is basically free marketing. It’s like they’ve built this whole network of fans who are happy to spread the word. It helps the company connect with customers on a more personal level, which is pretty smart.

Building this kind of community means customers feel seen and valued. It’s about creating a two-way street where the brand listens and responds, making people feel like they’re part of something bigger than just buying a coffee. This genuine interaction is key to loyalty in today’s market.

Encouraging User-Generated Content

Starbucks actively encourages customers to share their experiences online. By consistently engaging with posts and comments, they create an environment where people feel motivated to tag the brand. This strategy generates a significant amount of user-generated content, which acts as authentic social proof and expands the brand’s reach organically. It’s a cost-effective way to build trust and strengthen customer relationships, turning everyday customers into brand advocates. You can see how important this is for maximizing video marketing reach by tailoring content to each platform’s audience and preferences, as discussed in social media marketing strategies .

11. Barbie Movie’s BTS Connection

The "Barbie" movie marketing team really knew how to tap into the cultural zeitgeist, and their connection with K-pop was a prime example. It all started when fans on social media noticed that Ryan Gosling’s Ken outfit looked a lot like an outfit worn by Jimin from the group BTS in one of their music videos. This observation just took off like wildfire, spreading through both movie buffs and BTS’s massive fanbase.

Instead of ignoring it, the marketing team jumped right on it. They put together a video where Ryan Gosling actually spoke directly to Jimin, pointing out the outfit similarity. He even offered Jimin his Ken guitar as a friendly gesture, saying, "I have to give it to you—you wore it first." Jimin then responded with his own video, thanking Gosling and saying he was excited for the movie. It was this totally unplanned, organic exchange that created a fantastic cross-promotional moment. It just goes to show how important it is to keep an eye on what fans are talking about and look for those unexpected links to other parts of popular culture. Creating genuine interactions that respect different fan groups is key, and using social listening can really help you spot these kinds of marketing opportunities you might otherwise miss. This kind of smart engagement can really boost a brand’s visibility, much like how integrating your online store with social media platforms can reach a diverse audience .

12. CoverGirl’s Influencer Strategy

CoverGirl really shook things up by shifting their focus from big-name celebrities to smaller, more relatable content creators. After noticing a dip in sales in the competitive drugstore makeup market, they dug into social media conversations and realized people were trusting these micro-influencers way more. So, they opened up content studios in places like New York and Miami, giving these creators a space to make genuine videos and reviews featuring CoverGirl products. It wasn’t about slick ads; it was about real people talking about makeup.

This move paid off big time. The CEO mentioned that their earned media jumped by 80% after this change. Plus, the company saw about 10% growth in their fiscal year 2024 results. It just goes to show that sometimes, the most effective marketing comes from the most unexpected places and people.

Here’s a quick look at what made their strategy work:

• Data Analysis: They looked at what people were actually saying online to understand changing preferences.
• Creator Support: Providing studios made it easier for influencers to create authentic content.
• Relatability Over Reach: They prioritized creators whose followers genuinely connected with them, not just those with the biggest numbers.

The brand’s success highlights a broader trend: consumers are increasingly seeking authenticity and connection. By partnering with creators who genuinely use and love their products, CoverGirl tapped into a powerful form of social proof that traditional advertising often struggles to replicate. This approach not only boosted their visibility but also built a more loyal community around the brand.

It’s a smart way to connect with audiences today, and you can see how other brands are also focusing on these types of partnerships to boost their own social influence .

13. Airbnb: Polly Pocket Collab

Remember those tiny, colorful Polly Pocket compacts from the 90s? Airbnb definitely does. They teamed up with Mattel for a pretty cool promotion, creating a life-sized, real-life Polly Pocket house. It’s a brilliant move to tap into that wave of 90s nostalgia that’s so popular right now.

They teased it with a close-up of a vintage 1994 Polly Pocket toy, then slowly revealed the full-sized version, making it available for bookings. It’s a smart way to connect with Millennials, who grew up with these toys and are a big part of the Airbnb user base. This kind of experiential marketing really shows how brands can bring childhood dreams to life and create unique travel opportunities. It’s a great example of how brands can use nostalgia to connect with their audience on a deeper level, and it’s a testament to the enduring appeal of classic toys. It’s interesting to see how companies like Mattel are exploring new avenues, even partnering with AI for product design, showing a forward-thinking approach to their classic brands.

Key Takeaways:

• Nostalgia Marketing: Leveraging popular cultural trends from the past can be highly effective.
• Experiential Travel: Creating unique, real-world experiences tied to a brand can generate significant buzz.
• Target Audience Alignment: Understanding and appealing to the core demographics’ past experiences is key.
• Cross-Promotion Potential: Collaborations can open doors to new audiences and create shared excitement.

14. Dove: New Year’s Un-Resolution

Dove really hit the mark with their "New Year’s Un-Resolution" campaign. It’s a refreshing take, especially when so many New Year’s messages focus solely on weight loss or drastic changes. Dove, as usual, champions body positivity and uses the start of the year to remind everyone that resolutions don’t have to be about self-improvement in the typical, often punishing, sense.

The campaign features a video following a young woman who embraces life’s simple pleasures, like baking and taking time for herself. It’s a powerful message that you can live a healthy life without feeling like you’re missing out on everything or obsessing over unrealistic beauty standards. It’s a great example of how brands can connect with their audience by promoting a more balanced and self-accepting outlook. This kind of messaging really helps build a loyal following, turning customers into genuine fans who appreciate the brand’s values. It’s a smart way to build a community around positive self-image, which is something many people are looking for these days. You can see how this approach helps build brand loyalty .

Key Takeaways:

• Reframing Resolutions: Dove shifts the focus from restrictive goals to embracing life and self-care.
• Positive Messaging: The campaign promotes a healthy lifestyle without the pressure of perfection.
• Relatability: It connects with viewers by acknowledging common societal pressures around New Year’s and offering an alternative.

Dove’s approach is a masterclass in aligning brand values with timely cultural conversations. They consistently demonstrate how to speak to consumers with authenticity and purpose, making their campaigns not just seen, but felt.

15. Asics: Take a #DeskBreak

Remember when going back to the office felt like a big deal? For many, it meant long hours sitting at a desk again. Asics totally nailed it with their #DeskBreak campaign, reminding everyone that it’s okay, and actually good, to get up and move, even if it’s just for a few minutes. It’s a simple idea, but honestly, it’s so important. We all know that sitting all day isn’t great for us, and this campaign just gently nudges people to incorporate a little movement into their workday.

They really tapped into a common experience, making it relatable. The campaign encourages people to share their own desk breaks, which is a smart way to get users involved and create a community around the idea. It’s not just about selling shoes; it’s about promoting a healthier lifestyle, which is pretty cool.

The brand’s message is clear: even small breaks to stretch or walk around can make a big difference in how you feel throughout the day. It’s about finding balance in our busy work lives.

This approach is a great example of how brands can connect with their audience on a personal level by addressing everyday challenges. It’s a reminder that fitness isn’t just for the gym; it can be part of your daily routine. Actor Brian Cox even starred in one of their ads, highlighting the mental benefits of stepping away from your workspace. It’s a good way to get people thinking about their own habits and maybe even trying out some new Asics shoes to make those breaks more comfortable.

16. Cheetos: Use Your Other Hand Contest

Cheetos has a knack for turning everyday snack-time problems into brilliant social media campaigns. Their "Use Your Other Hand" contest is a perfect example of this. We all know the struggle: one hand is covered in that delicious, powdery Cheetos dust, leaving the other hand free for, well, anything else. Cheetos leaned into this universally understood experience, creating a fun challenge that acknowledged their messy, yet beloved, product.

The "Use Your Other Hand" Challenge

The core idea was simple: encourage people to show off their dexterity using their non-dominant hand, the one that isn’t covered in Cheetos. This led to some really creative user-generated content. People posted videos of themselves doing all sorts of tasks, from wrapping gifts to writing notes, all while keeping one hand pristine. It was a clever way to highlight the product’s signature messiness in a positive, engaging light. The brand even partnered with Corkcicle to offer custom Cheetos-branded tumblers as prizes , adding an extra incentive for participation.

Here’s how the campaign worked:

• Acknowledge the Mess: Cheetos openly embraced the fact that eating their snacks gets your fingers cheesy.
• Create a Fun Challenge: They encouraged users to perform everyday tasks with their non-dominant hand.
• Incentivize Participation: Prizes like branded tumblers were offered to winners.
• Encourage UGC: The campaign thrived on people sharing their own videos and experiences.

This campaign really showed how brands can use relatable, even slightly inconvenient, aspects of their products to build a connection with their audience. It’s a great reminder that sometimes, the most effective marketing comes from simply understanding your customer’s real experiences. You can find more inspiration for building customer trust through user content on social media platforms .

17. Starbucks: To Be a Partner Campaign

Starbucks really knows how to make its employees feel like part of something bigger with the "To Be A Partner" campaign. They basically turned their own staff into brand ambassadors, which is pretty smart. The whole idea is to get partners, as Starbucks calls them, to share how they’re making a difference in their local communities. It’s all about showing the human side of the brand, beyond just coffee and pastries.

This campaign is a goldmine for user-generated content (UGC). When employees share their stories, it feels authentic and builds trust with customers. It’s a cost-effective way to get a lot of visibility and show that Starbucks cares about more than just profits. They’re highlighting everything from food drives to local art projects, really cementing their image as a community-focused business.

Employee-Generated Content

• Encourages partners to share their community involvement.
• Builds authentic brand stories through employee experiences.
• Increases brand visibility and positive sentiment.

Community Impact

• Showcases Starbucks’ commitment to local causes.
• Highlights diverse ways employees give back.
• Reinforces the brand’s role as a community partner.

The "To Be A Partner" campaign is a fantastic example of how brands can harness the power of their own people to tell compelling stories. It’s not just about selling a product; it’s about building a community and showing genuine care for the world around us. This approach really helps to create a deeper connection with customers who value brands that stand for something.

This strategy is a great way to get people talking and feeling good about the brand. It’s a win-win: employees feel recognized, and the company gets genuine content that builds loyalty .

18. Maurices: Maurices for Good

Maurices really stands out with their "Maurices for Good" initiative, showing how they’re more than just a clothing store. They use their social media to highlight the causes they support, which is a smart way to connect with customers on a deeper level. It’s not just about selling clothes; it’s about showing they care about important issues.

They’ve been vocal about supporting women’s mental health, donating to local charities, helping with disaster relief, and assisting victims of human trafficking and domestic violence. This kind of transparency really builds trust. By sharing these efforts, Maurices reinforces its brand values and image as a company that actively contributes to society.

Community Support Breakdown

Maurices doesn’t just talk about giving back; they show it. Their social media posts often include details about their contributions, which can include:

• Financial donations to various non-profits.
• Clothing donations to shelters and relief organizations.
• Employee volunteer hours dedicated to community projects.

Reinforcing Brand Values

This approach helps Maurices connect with customers who share similar values. It creates a sense of community around the brand, making people feel good about supporting a company that does good in the world. It’s a powerful way to build loyalty beyond just the products they sell. You can see how they are committed to making a difference in the lives of women and their communities, which is pretty inspiring. It’s a great example of how businesses can use their platform for positive impact, and it’s definitely worth checking out their efforts on social media to see how they’re making a difference. This commitment to social responsibility is a key part of their marketing strategy, helping them to build trust and loyalty.

Employee Involvement

Beyond corporate donations, Maurices also encourages its employees to get involved. This can range from local store initiatives to company-wide volunteer days. It’s a way to embed the brand’s philanthropic spirit throughout the organization, making the "Maurices for Good" message feel authentic and widespread.

19. Poppi: Eye-Spy a New Flavor

Poppi has really mastered the art of making a simple product announcement feel like a fun game. Their "Eye-Spy a New Flavor" campaign is a perfect example of this. Instead of just saying, "Hey, we have a new flavor coming!", they created this super colorful, busy collage. It’s the kind of post that makes you stop scrolling because you want to figure out the puzzle.

It’s a smart way to build anticipation and get people talking. They’re not just showing off their bright, bubbly brand image; they’re actively involving their audience. You’re encouraged to really look at the details, trying to guess what the new flavor might be. It’s a playful approach that fits their whole vibe of being a cleaner, healthier soda option that doesn’t take itself too seriously. This kind of interactive content is great for keeping followers engaged and making them feel like they’re part of the brand’s journey. It’s a good reminder that even a simple product launch can be turned into a memorable social media moment if you get creative. For more on creating engaging content, check out this guide on generating leads .

Here’s what makes this campaign work so well:

• Visual Appeal: The collage is packed with bright colors and interesting elements, making it instantly eye-catching.
• Interactive Element: The "eye-spy" format directly invites user participation and encourages repeat viewing.
• Brand Alignment: The playful, colorful aesthetic perfectly matches Poppi’s bubbly personality and its positioning as a fun, healthier alternative.
• Anticipation Building: It creates buzz and excitement around the new flavor before it’s even officially revealed.

20. Wicked: Wicked Movie Singalong Screenings

The team behind the Wicked movie knew they had a built-in audience, and not just any audience – one that knew every single word to every song. This was a huge advantage, but it also presented a challenge. Some fans, accustomed to the stage show, were already singing along during early screenings, which, as you can imagine, wasn’t ideal for everyone. Instead of just telling people to be quiet, the marketing team smartly listened to the audience and decided to lean into it.

They organized special "singalong screenings." This was a brilliant move because it gave fans exactly what they wanted: a chance to belt out "Defying Gravity" with thousands of other people. It also offered a way for those who preferred a more traditional movie experience to still enjoy the film without the extra noise. It’s a great example of how understanding your audience and responding to their behavior can turn a potential annoyance into a marketing win.

This strategy really tapped into the existing fan base and created a unique communal experience. It’s a smart way to generate buzz and make people feel even more connected to the film before it even officially hit its wide release.

• Audience Listening: Directly addressed fan behavior by offering singalong screenings.
• Community Building: Created shared experiences that encouraged fan participation.
• Flexible Engagement: Provided options for both active singing and passive viewing.

This approach showed a real understanding of the Wicked fanbase, turning a potential issue into a celebrated event that amplified the movie’s reach and appeal.

21. Shopify: Educational Carousels

Shopify really knows how to use Instagram to teach its audience. As an e-commerce platform, they’ve gotten good at using the carousel feature to make these step-by-step guides. These guides tackle common problems people have when they want to start a business, like figuring out the first steps or how to get organized.

These posts are super effective because they show how Shopify can solve those exact problems. It’s a smart way to guide people toward more detailed information on their website, which helps Shopify get more traffic and, hopefully, more customers. It’s a great example of how to make educational content that also serves a business goal. You can find more creative social media post ideas to boost your brand’s visibility on social media post ideas .

Here’s a look at how they structure these educational carousels:

• Problem Identification: The first few slides clearly state a common challenge faced by aspiring entrepreneurs.
• Solution Introduction: Subsequent slides introduce Shopify’s tools or features as the answer to that challenge.
• Actionable Steps: They often break down complex processes into manageable steps, making it seem less daunting.
• Resource Direction: The final slides usually encourage users to visit the Shopify website for more in-depth guides or to sign up.

This approach makes complex business topics feel approachable. By breaking down information into digestible chunks, Shopify positions itself not just as a service provider, but as a helpful partner in their users’ entrepreneurial journeys. It’s a subtle yet powerful way to build trust and demonstrate value.

22. Slack: New Product Feature Showcases

Slack really knows how to keep its users in the loop. Instead of just announcing new features with a quick tweet, they use Instagram’s carousel format to really break things down. It’s like a mini-tutorial right there in your feed.

They often focus on common problems their users face and then show how a new feature solves it. This approach not only educates existing customers but also positions Slack as the go-to solution. It’s a smart way to make sure people are getting the most out of the platform, which is super important for keeping them around. Plus, it shows they’re always working to make things better.

Feature Walkthroughs

• Step-by-step guides: Slack uses multi-slide posts to walk users through new functionalities, explaining each step clearly.
• Problem/Solution focus: Each showcase often starts by highlighting a user pain point before introducing the feature as the answer.
• Directing to resources: They frequently link to more detailed information on their website, helping to drive traffic and potentially capture new leads.

This method of showcasing new product features on social media is a great way to keep your existing customer base engaged and informed. It demonstrates ongoing development and value, which can significantly reduce customer churn.

23. Carl’s Jr “Hangover Burger” Super Bowl Campaign

Carl’s Jr. really leaned into the Super Bowl hype with their "Hangover Burger" campaign, bringing back some of that edgy, attention-grabbing vibe from the early 2000s. They teamed up with TikTok influencer Alix Earle, who, in a move that felt very ‘of the moment,’ basically demolished a burger like it was a high-fashion event. It was messy, sure, but that’s exactly why it worked. The whole thing went viral, proving that sometimes, a little bit of chaos and a lot of influencer power is the perfect recipe for social media success.

Why It Worked

This campaign was a masterclass in blending nostalgia with current digital trends. By tapping into the cultural moment of the Super Bowl and pairing it with a massive TikTok star, Carl’s Jr. managed to create something genuinely buzzworthy. It wasn’t just about selling a burger; it was about creating a shareable, relatable moment that people wanted to talk about. The strategy tapped into the power of social proof and the inherent virality of influencer content.

Key Elements of the Campaign

• Influencer Collaboration: Partnering with Alix Earle brought a massive, engaged audience directly to the campaign.
• Timeliness: Launching during the Super Bowl ensured maximum visibility and cultural relevance.
• Authenticity (or perceived authenticity): Earle’s uninhibited enjoyment of the burger felt genuine, making the content more relatable.
• Nostalgia: The "Hangover Burger" itself and the edgy marketing style harked back to a popular era, appealing to a broad demographic.

The success of this campaign highlights how brands can effectively use current cultural moments and popular online personalities to create memorable marketing. It’s a reminder that sometimes, the most effective strategies are those that feel less like traditional advertising and more like organic online conversations.

24. e.l.f. Cosmetics: #eyeslipsface TikTok Campaign

e.l.f. Cosmetics really hit it out of the park with their #eyeslipsface TikTok campaign. It wasn’t just a trend; it became a whole moment, showing how a brand can totally own a platform. They tapped into what makes TikTok tick – catchy sounds, relatable content, and a whole lot of user participation.

The #eyeslipsface Phenomenon

The core of the campaign was a simple, yet incredibly catchy, audio clip paired with a dance. e.l.f. Cosmetics encouraged users to create videos showing off their eyes, lips, and face, essentially highlighting their makeup products in a fun, unpretentious way. This strategy tapped directly into the platform’s culture, making participation feel organic rather than forced. It wasn’t about polished perfection; it was about personality and creativity, which is exactly what TikTok users love. The brand’s voice was spot-on – confident, playful, and totally in tune with a younger audience. It felt less like an advertisement and more like a friend sharing a cool new makeup trick.

Key Elements of Success

• User-Generated Content (UGC): The campaign thrived on content created by everyday users, not just influencers. This made it feel authentic and achievable for everyone.
• Catchy Audio: The soundbite used was incredibly memorable and easy to replicate, a crucial ingredient for TikTok virality.
• Brand Alignment: The #eyeslipsface concept perfectly aligned with e.l.f.’s product offerings, showcasing their core makeup categories.
• Influencer Collaboration: While UGC was key, strategic partnerships with TikTok creators helped kickstart the trend and give it initial momentum.

The campaign’s success wasn’t just about views; it was about building a community and making the brand feel accessible and fun. It demonstrated a deep understanding of the TikTok ecosystem and how to play within its rules while still standing out.

This approach led to billions of views and cemented e.l.f. Cosmetics’ status as a brand that truly gets social media. It’s a fantastic example of how to create a viral moment that genuinely connects with consumers and drives brand awareness. You can see how brands are disrupting the industry through bold marketing strategies and building strong brand equity, with campaigns like this garnering billions of views .

25. Liquid Death: Aggressive & Hilarious Marketing

Liquid Death has carved out a unique niche in the beverage market, and their social media presence is a huge part of that. They’ve really leaned into an aggressive and hilarious marketing style that, frankly, is a breath of fresh air. It’s not just about selling canned water; it’s about creating a whole vibe.

Their approach is all about entertainment over traditional marketing. As Andy Pearson, VP of Creative at Liquid Death, put it, they post what makes them laugh, whether it’s trending or not. This commitment to genuine humor and a distinct brand voice is what makes them stand out. They’re not afraid to be weird, and that’s exactly why people pay attention. It’s a strategy that’s helped build the brand into a significant success, proving that sometimes, being a little outrageous is the smartest move. You can see this commitment to their unique style in their creative marketing efforts .

What makes their social media so effective?

• Unapologetic Tone: Liquid Death uses a voice that’s bold, often sarcastic, and always entertaining. Think of it like a metal band’s Instagram account – it’s committed to the bit, 24/7.
• Boundary-Pushing Content: From their #MurderYourThirst slogan to collaborations with edgy personalities, they consistently push the envelope. They’ve even released branded tarot card decks, which sounds wild, but it totally fits their brand.
• Embracing the Absurd: They don’t shy away from the ridiculous. Remember the “Kegs for Pregs” campaign? They dropped mini kegs of water marketed towards pregnant moms, and it went viral because it was so unexpected and funny. Kylie Kelce even shotgunned one. It sold out in hours.

Their strategy isn’t about fitting in; it’s about being so distinct that you can’t be ignored. This commitment to a singular, humorous vision makes their content not just marketing, but actual entertainment.

Liquid Death shows that when you have a strong brand voice and aren’t afraid to be a little bit wild, you can capture attention and build a loyal following. It’s a masterclass in using humor to connect with an audience on a deeper, more memorable level.

Wrapping It Up: Your Social Media Playbook for 2025

So, we’ve looked at how big brands are really making waves on social media this year. It’s clear that just posting isn’t enough anymore. You’ve got to be smart about it, connect with people, and honestly, be a bit creative. Whether it’s jumping on trends like Duolingo or building communities like GoPro, the key is knowing your audience and showing up where they are. Remember, it’s about more than just likes; it’s about building real connections and making your brand memorable. Use these examples to get your own ideas flowing and make your social media presence stand out in 2025.

Frequently Asked Questions

What exactly is social media marketing?

Social media marketing is using platforms like Instagram, TikTok, and YouTube to connect with customers, share your brand’s story, and sell products. It’s like having a huge online party where you can invite everyone to learn about what you do.

What makes a social media campaign successful?

Great social media marketing means being creative and fun! It’s about making content that people want to share, like when Duolingo made a joke about its mascot or when Stanley cups went viral because of a car fire. It’s about being memorable and relatable.

Why do companies listen to conversations on social media?

Companies use social media to find out what people are saying about them and their products. This helps them understand what customers like and don’t like, so they can make their products and services even better. It’s like listening to your friends to know what they want.

How often should a company post on social media?

It’s important to post regularly so people remember your brand. Think of it like visiting a friend – you wouldn’t just show up once a year! Posting often keeps your brand fresh in people’s minds and helps you build a connection.

What is an influencer strategy in social media?

Brands use influencers, people who are popular on social media, to help promote their products. It’s like having a friend with lots of followers tell everyone about something cool they found. This helps more people discover the brand.

How do companies create content that gets noticed?

The best social media campaigns grab your attention with cool pictures or funny videos. They also use popular trends or create their own. It’s all about making content that people can’t stop looking at and want to share with their friends.