We’ve rounded up 14 of the best social media campaigns from recent years, so you can get inspiration for your brand’s next campaign.
GoPro // GoPro Awards
GoPro Awards is a marketing campaign that encourages users to submit their GoPro photos and videos for a chance to win prizes and get featured on the brand’s social media accounts.
This is a great social campaign because:
- GoPro can consistently post high-quality, engaging content at a relatively low cost
- Featured entrants are likely to share GoPro’s posts, expanding their reach
- Users may be more likely to trust and engage with user-generated content
Key takeaway: User-generated content can be a cost-effective way to upgrade your social media presence
Airbnb // Airbnb Icons
Airbnb Icons is a product category that allows guests to stay in iconic locations and pop-culture inspired settings (such as a Polly Pocket house)—but it’s mainly designed as a marketing tool.
Here’s why Airbnb Icons generates a buzz on social media:
- Visually striking, themed locations grab users’ attention and drive positive engagements
- Celebrity and brand collaborations draw fan attention and media coverage
- Partner brands and celebrities promote the campaign to their audiences
- Airbnb can piggyback on conversations around cultural events (e.g., movie releases)
Key takeaway: Strategic partnerships can boost your social media reach
Spotify // Spotify Wrapped
Spotify Wrapped is an annual marketing campaign that provides Spotify users with stats about their listening habits—such as their most listened-to songs, artists, and podcasts.
This data is highly shareable because it allows users to express their personalities and compare their listening habits against their peers’.
To further encourage social sharing, Spotify:
- Presents data in a social story format, giving the campaign a social feel
- Provides users with shareable graphics in a variety of designs
- Promotes the #SpotifyWrapped hashtag, allowing users to join a wider conversation
- Teases the upcoming campaign on its own social platforms
- Shares global listening data that sparks conversations
Image Source: Spotify
Key takeaway: User-generated data can help you create personalized, shareable content
Dove // #TheFaceof10
Dove’s #TheFaceof10 campaign addressed the concerning trend of young girls feeling pressured to use anti-aging skincare products.
The beauty brand partnered with relevant and popular influencers like Drew Barrymore to promote the campaign through TikTok and other platforms.
The social media campaign resonated with users because it:
- Tapped into issues that social media users know and care about
- Aligned with Dove’s values around girls’ self-esteem
- Used striking visuals to emphasize its message
Key takeaway: Promoting your brand values—rather than products—can be an effective way to engage social media users
Barbie // Barbie Selfie Generator
The Barbie Selfie Generator, launched as part of the Barbie movie marketing campaign, is an AI-powered tool that allows users to create personalized Barbie posters.
In the months leading up to the movie’s release, the tool was used more than 13 million times and fans flooded social media with their creations.
Here are some factors that played into the campaign’s success:
- The tool is easy to use and leverages social users’ familiarity with image filters
- The posters are visually striking and stand out on social media feeds
- The campaign tapped into the excitement around the upcoming movie
- Celebrity participation boosted the campaign’s reach and appeal
Key takeaway: The power of AI can help you bring complex and creative ideas to life
Severance // Grand Central Pop-Up
The cast of the TV show Severance did a surprise live performance at New York’s Grand Central Station, and the stunt created a huge social buzz.
The stunt went viral because:
- Celebrities (e.g., Ben Stiller) and brands amplified the stunt by sharing it online
- Many people who witnessed the stunt in real life posted about their experiences
- Media coverage expanded the stunt’s visibility across numerous channels—not just social platforms
- Severance fans worldwide reacted to the stunt on social media
Key takeaway: Real-life marketing stunts can create a huge buzz on social media
Semrush // Chris
Semrush created a character named Chris to feature in a series of playful and relatable videos for digital marketers. And our top-performing video has over 150K likes on TikTok.
This has been a successful social media campaign because:
- Digital marketers are looking for relatable, fun content when browsing videos on platforms like TikTok
- Many videos tap into social trends at the height of their popularity
- The recurring character fosters familiarity and recognition among users
Key takeaway: Focus on relating to your audience rather than selling to your audience
SheerLuxe // #OfficeVlog
SheerLuxe's #OfficeVlog campaign is a TikTok video series offering a behind-the-scenes look at life in the SheerLuxe office. And the videos consistently get tens of thousands of views.
We think this is one of the greatest social media campaigns because it:
- Offers relatable content that resonates with many viewers
- Introduces the team and their daily work, making the brand more approachable
- Fosters human connections by showcasing the people behind the brand
Key takeaway: Employee-generated content can make your brand more relatable and trustworthy
Duolingo // TikTok Ban
When the impending TikTok ban in the U.S. prompted a surge in users downloading the Chinese app called RedNote, Duolingo seized the opportunity to promote its Mandarin learning courses.
As part of this playful campaign, Duolingo:
- Shared data to prove that an interest in learning Mandarin had surged ahead of the U.S. TikTok ban
- Used its signature sense of humor to poke fun at the phenomenon
- Cross-posted successful content across multiple platforms (e.g., from X to Instagram)
Key takeaway: Cultural moments can provide a great opportunity for your brand to gain attention—so long as they’re relevant to you
Asos // Versus
In Asos’s “Versus” videos on TikTok, two influencers compete to style a model using a key clothing item, with the model ultimately deciding which outfit is best.
Here’s why we think this is a great example of a social media campaign:
- The challenge element encourages users to share their opinions and ideas in the comments
- The videos provide inspiration and entertainment to Asos’s audience of fashion lovers
- A dedicated playlist allows viewers to easily explore other “Versus” episodes
- Influencer hosting makes the content more relatable and trustworthy
- The videos present Asos’s products in a creative and relatable way
Key takeaway: Differing viewpoints get people talking
Starbucks // Pumpkin-Spiced Latte
Starbucks launches a social media campaign each fall to promote its pumpkin spice latte (PSL)—one of its most popular seasonal drinks.
This campaign is a recurring success because Starbucks:
- Builds community through shared excitement and nostalgia
- Taps into seasonal trends and aesthetics that resonate widely on social platforms
- Uses consistent, recognizable branding to build strong emotional associations
- Establishes a sense of urgency to spark immediate engagement and discussion
Key takeaway: Recurring campaigns can help you build a loyal community around your brand
Notion // Notion Faces
Notion Faces allows users to build custom profile pictures from hand-drawn components, then use these profile pictures on social media.
This is one of the coolest social media campaigns to ever hit LinkedIn, because Snoop Dogg posted about the tool. And temporarily updated his profile picture.
Notion Faces was also successful because:
- Many other influencers and Notion employees posted about the feature and updated their profile pictures
- People were curious to know what their finished picture would look like
- The tool is easy and fun to use
- Many LinkedIn users are wary of using a profile photo, and Notion Faces offers a good alternative
Key takeaway: Empower users to create something, and they’re more likely to use or share it
Domino’s // Mac
Domino’s created a mascot named Mac to promote its new mac and cheese product in a series of playful videos, and the top-performing video has over 820K views on TikTok.
This is one of our favorite social campaign examples because it:
- Uses humor to make product-focused content more compelling
- Features an attention-grabbing and memorable character
- Taps into video trends on popular platforms
Key takeaway: Humor can make your social media campaigns more engaging and shareable
Ryanair // TikTok Comments
Ryanair has a reputation for leaving funny, sarcastic comments on people’s TikTok posts—especially when they refer to the brand directly.
This social media campaign works well because it:
- Is inexpensive and highly scalable
- Allows Ryanair to piggyback on the success of other people’s videos
- Complements Ryanair’s reputation for affordability and no-frills service
- Enables Ryanair to shift the narrative when people make negative comments
Key takeaway: Don’t just post on your own page—get involved with your community
Supercharge Your Social Media Campaigns
You can streamline and supercharge your social media campaigns with the Semrush Social toolkit.
Schedule your posts to appear in the right places at the right times.
And monitor the performance of your and your competitors’ social campaigns across multiple platforms.
With the Social Content AI add-on, you can generate text, hashtags, and visuals from scratch. And gather ideas for your next campaign.
