For the past two months, Nutter Butter’s “unhinged” videos have taken over my TikTok feed. The videos are downright bizarre, featuring surreal imagery, random sound effects, and even references to The Shining. They don’t tell you much about the snack brand’s products, but they’ve racked up millions of views and likes in only a few months. Nutter Butter, it seems, has tapped into the absurd humor and chaotic energy so many TikTok users — including me — love.
Brands like Nutter Butter make social media marketing (SMM) look effortless. But creating successful social media campaigns involves more than filming random videos or riffing on the latest memes. The most effective marketing strategies address specific audiences while taking advantage of each platform’s unique features. They also focus on building genuine connections instead of pushing products or services.
Of course, it’s not always easy to strike the right balance between engaging customers and promoting your brand — if it were, every business would go viral. Studying successful campaigns can help you identify effective strategies and understand your audience’s preferences.
This article spotlights 15 social media campaign examples with diverse approaches and content. These case studies can inspire you to develop creative campaigns that make a lasting impression on your audience.
What makes a great social media campaign?
There’s no magic formula for creating a winning social media campaign. However, the most effective ones share several key characteristics.
The best social media marketing strategies are carefully tailored to their target audiences. Brands that genuinely understand their customers create relevant content that speaks directly to their interests and points. They also tap into their customers’ sense of humor and use relevant cultural trends. For example, many Millennials will appreciate a nostalgic Friends reference, while Gen Z is always up-to-date with the trendiest memes.
Effective campaigns also build community among followers. The comment sections of Nutter Butter’s TikTok videos are filled with verified brands and individual users cracking jokes or speculating about the meaning behind the strange content. The official Nutter Butter account frequently responds to these comments, humanizing the business and adding to the fun. This community engagement transforms users from passive consumers to active participants in the brand’s oddly compelling stories.
A distinct brand voice is another defining element of top SMM campaigns. For instance, TikTok users can instantly recognize Nutter Butter’s content by its jarring imagery, nonsensical text, and unsettling sound effects. A unique voice sets each brand apart and strengthens brand loyalty.
15 social media campaign examples
Leading brands have mastered the art of SMM by creating innovative and meaningful content. Check out these top campaigns from some of the most popular social media platforms.
1. Wendy’s competitive X posts
Like Nutter Butter, Wendy’s X account has an instantly recognizable brand voice. The fast food company frequently uses a sarcastic tone to compare itself to competitors. For instance, the account dismissed McDonald’s one-day French Fry giveaway, saying, “That’s cute. We’ve got free fries every Friday in the app.” These unflinching posts use playful banter and sarcasm to engage younger users and highlight Wendy’s unique value proposition.
2. Michael CeraVe
In 2024, skincare brand CeraVe partnered with actor Michael Cera to produce a series of delightfully awkward social media posts. In each video, Cera claims to be the genius behind the products, cleverly playing on their similar names. “I’m Michael Cera, and human skin is my passion,” the actor declares in one video, dramatically whispering, “CeraVe.” Other scenes show Cera rubbing CeraVe on a mountain and posing with containers of the cream.
The Michael CeraVe campaign capitalizes on the actor’s famously quirky mannerisms to create humorous — and highly shareable — videos. This memorable content builds brand recognition and makes skincare feel more playful.
3. LEGO’s F1 partnership
The LEGO Group partnered with McLaren Racing to design LEGO sets inspired by the iconic racing cars. The toy company promoted its new sets by sharing videos of Formula One racing driver Lando Norris driving a life-sized McLaren built from LEGOs around a racetrack. The videos use action shots and exciting music to generate hype among fans of both brands.
4. REI’s #OptOutside
Retailers typically try to attract customers on Black Friday, but REI’s #OptOutside campaign takes a radically different approach. The outdoors company encourages customers to “opt out” of the shopping holiday and immerse themselves in nature.
REI’s innovative campaign disrupts Black Friday norms by promoting adventure over consumerism. This bold stance reinforces the brand’s central goal: “connect every person to the power of the outdoors and engage them in the fight to protect it.” Users can demonstrate their commitment to environmental stewardship by using the #OptOutside hashtag to share their outdoor experiences.
5. Red Bull Gives You Wings
While Red Bull can’t literally make you fly, the energy drink has helped athletes accomplish amazing feats. Through its Red Bull Gives You Wings campaign, the company partners with famous sports figures to showcase their achievements. For example, a recent Instagram post shows rock climber Angie Scarth-Johnson scaling a steep wall without ropes. This inspirational content builds brand recognition through the athletes’ Red Bull gear and celebrates their bravery and athleticism.
6. Bumble’s relatable TikTok ads
The dating app Bumble targets young users with relatable and upbeat TikTok advertisements. The short videos feature attractive people in their twenties and thirties speaking directly to the camera, enthusiastically sharing how the app has helped them find friendship or love. The ads include direct calls to action, such as “Find dates now,” to encourage users to join the app.
7. GoPro Awards
With a GoPro camera, adventurers can record their experiences in vivid detail. The company created the GoPro Awards campaign to encourage users to share “your best photos, raw clips and video edits” to compete for cash prizes. This user-generated content showcases the brand’s high-tech technology and builds community by allowing customers to showcase their unique adventures.
8. Viva Raw’s educational content
The pet food company Viva Raw regularly shares educational reels on its Facebook page. These posts provide helpful tips about caring for dogs and cats, from brushing their teeth to selecting healthy foods. By offering valuable insights for pet owners, this campaign reinforces the brand’s image as a science-based authority in pet nutrition.
9. 10Earth Hour’s #MyHourForEarth
The World Wildlife Fund (WWF) created the Earth Hour campaign to encourage people to reduce their energy consumption and help the environment for one hour. The nonprofit organization encourages its Instagram followers to share their plans using the hashtag #MyHourForEarth.
This social media marketing campaign raises awareness of the Earth Hour initiative and invites individuals to take tangible steps to improve the planet. It also builds a sense of global community among participants by showcasing how people from diverse backgrounds support the WWF’s mission.
10. Starbucks’ astrology campaign
Starbucks has created a series of Instagram posts matching each astrology sign to a specific drink. For instance, they equate Virgos’s “logical” and “supportive” traits with an iced caramel macchiato. This simple social media campaign engages astrology lovers and personalizes the user experience by encouraging them to explore new drinks that reflect their personalities.
11. Sniffspot’s user-generated content
Sniffspot’s Instagram account has gone to the dogs — literally. The brand showcases user-generated content featuring happy dogs exploring its rentable “Sniffspots,” which are private outdoor spaces scattered across the country. Sniffspot often overlays these videos with text highlighting its service’s unique values, such as, “Private park for my dog > awkward small talk with humans.”
This relatable content resonates with pet owners by addressing their everyday challenges. It also builds trust by showing hundreds of dogs experiencing the freedom of Sniffspots.
12. Ryanair’s plane face filter
Ryanair is a no-frills airline that offers incredibly affordable flights for travelers on a budget. The company’s TikTok account leans into this reputation by using a simple plane face filter to create sarcastic and funny content. For instance, the airline stitched a customer’s video highlighting the lack of amenities onboard with an animated plane rolling its eyes as a voiceover remarks, “The flight was €14.99, what did you expect?” In another video, the plane tells viewers to “Pay up or shut up” about its checked bag fees.
These funny videos engage viewers by poking fun at the challenges of budget travel — issues that the target audience has likely encountered themselves. At the same time, they humanize the brand by providing an authentic glimpse into its personality and values.
13. Coca-Cola’s AI art competition
In 2023, Coca-Cola launched its interactive Create Real Magic platform. Powered by artificial intelligence (AI), this text-to-image generator allowed customers to design artwork with the brand’s iconic logos, characters, and other visual assets. The company selected the top thirty creators to travel to Atlanta, where they co-created content for Coca-Cola licensed merchandising.
This campaign empowered customers to experiment with cutting-edge AI tools to design user-generated content. Additionally, the competition allowed Coca-Cola fans to express their creativity and participate in a community by sharing their unique artwork.
14. Duolingo’s dark jokes
The language app Duolingo uses an unusual tactic to inspire its users: vaguely — or sometimes overtly — threatening social media posts. One recent Instagram post asks, “What’s a greater motivation than death”? The answer: achieving a 1,000-day learning streak in the app. Another post shows a Duolingo owl plushie sitting in front of a broken computer, captioned, “@microsoft do your lesson or I’m not plugging it back in.”
These playful yet ominous threats make the learning experience feel more urgent and personal, as though Duolingo’s owl mascot monitors each user’s progress closely. They also promote engagement by uniting followers around their shared struggles with motivation and procrastination.
15. American Kennel Club’s breed profiles
The American Kennel Club frequently shares videos and posts about individual dog breeds. This educational content cements the organization’s status as a top authority in dog breeding and care. It also drives traffic to their website by encouraging users to click the link in their bio for additional information and resources.
Engage your audience with authentic and fresh social media campaigns
Developing a strong social media presence doesn’t have to be complicated or stressful. Follow in the footsteps of these case studies by creating meaningful content that reflects your brand voice and speaks to your target audience.
Whether you’re creating surreal TikTok videos or sharing user-generated content, authenticity is key. Engage your audience through comments, polls, and other interactions to build community and humanize your brand. With a little persistence, you’ll grow a loyal following that eagerly supports your success.
For more great social media campaign examples, check us out on social media (while we toot our own horn a little!) and sign up to learn more marketing tips from our Hints & Tips newsletter.
