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Every day our social media feeds are flooded with advertisements. Some we breeze right by, barely noticing, but others? They snag our attention, pulling in millions of eyeballs. Social media campaigns are all the rage these days, going viral left and right. Ads aren’t just about selling stuff; they stir people up, urging them to do something. With clever tricks up their sleeves, these campaigns listed below have racked millions, of views, shares, and likes. Stick around to see which ones have been the talk of the town this past year!
1. Cadbury’s Worldwide Hide Event
First on our list of viral social media campaigns is Cadbury’s Worldwide Hide Event. Without a doubt, you recognize the name Cadbury from your Easter egg hunts every year. Well, Cadbury’s recent campaign turned the world into a giant egg hunt, spreading joy and excitement across social media platforms. The campaign encouraged people to virtually hide Cadbury Creme Eggs in different digital landscapes, inviting loved ones to search and find them for a chance to win prizes. Participants eagerly searched the internet, from google maps to social media channels, in search of these treats. The campaign’s interactive nature and element of surprise resonated with audiences, driving engagement and generating buzz for the brand. Overall, it increased its market share of Easter sales by 1.3pp (percentage points). It also added 1M individuals to their first-party data bank.
2. McDonald’s Raise Your Arches Campaign
McDonald’s recent “Raise Your Arches” campaign was a hit, capturing attention with its clever play on words and iconic golden arches. By encouraging customers to “raise” their arches (eyebrows) on social media, nodding to the brand’s logo, McDonald’s sparked widespread engagement. The campaign resonated well with audiences, driving an increase in sales by 7.1% and generating over £45M in revenue. Through a combination of catchy messaging and playful imagery, McDonald’s revitalized its brand image, strengthening its connection with consumers. Overall, it proved to be a highly effective and lucrative marketing initiative for the fast-food giant.
3. Apple’s #ShotoniPhone campaign
Apple’s #ShotoniPhone campaign showcased the impressive camera capabilities of the iPhone X. By encouraging users to share their best photos taken with the phone, Apple created a viral buzz on social media. The focus on selfies and user-generated content resonated with many, highlighting the camera’s quality. Stunning photos and videos tagged with #ShotoniPhone flooded social media, indirectly promoting the brand. Memes and creative posts further amplified the campaign’s reach. With over 30M posts in this hashtag as of writing this, this initiative made the iPhone photographers’ favorite phone. The campaign’s success reminded consumers of Apple’s innovation and product quality.
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4. Hilton Hotels…featuring Paris Hilton
Hilton Hotels sparked a social media frenzy with a 10-minute TikTok video featuring influencer Paris Hilton and other creators. This campaign stands out for its authenticity. By showcasing diverse voices and focusing on the experience of staying at a Hilton, the ads kept their integrity. The video poked fun at the idea of a lengthy TikTok ad, which really resonated with viewers. Moreover, Hilton’s choice of TikTok over more traditional platforms was backed by insightful data, revealing a significant portion of potential guests engaging with the platform regularly. This campaign’s success demonstrates the power of authenticity and understanding your audience in the ever-evolving landscape of social media marketing.
@hilton Unexpected & amazing things can happen when you stay, and we want you to stay with us for 10 minutes. Yup, we made a 10-minute TikTok AND we’re giving away 10M Hilton Honors Points + more. #HiltonStayFor10 #HiltonForTheStay
5. Dunkin Donuts and Ben Affleck collab
In 2023, Dunkin’ worked with Ben Affleck and his production company, Artists Equity, to create a series of comedic ads. These ads were filled with humor and nostalgia, which struck a chord with young audiences. This viral social media campaign’s origin likely stemmed from a Saturday Night Live parody featuring Casey Affleck as a Boston customer in a Dunkin’ commercial, demonstrating Dunkin’s ability to capitalize on opportunities. During the Super Bowl, Dunkin’s social mentions surged by 65% compared to the previous year, and enrollment in its rewards program more than doubled the day after, driven by the ad’s promotion of a special “DunKings” menu. This menu included Affleck’s preferred iced coffee with vanilla, cream, sweet cold foam, and cinnamon sugar.
6. Tinder “it starts with a swipe”
Tinder’s ‘It starts with a swipe’ campaign has captured attention by showcasing the platform’s diverse range of dating possibilities, from casual hook-ups to meaningful connections and long-term relationships. The campaign, with its retro, sun-kissed visuals, signals a shift in Tinder’s image, aiming to reposition itself as a place for Gen Z to forge genuine connections. Embracing diversity in genders, orientations, and multiculturalism, the campaign reflects Tinder’s commitment to inclusivity. With a focus on portraying the platform as a space for both one-time vibes and long-term commitments, Tinder is responding to the evolving attitudes towards dating among younger generations. Data reveals that a significant portion of Tinder users, particularly Gen Z, are seeking long-term relationships, aligning with the campaign’s messaging.
7. Barbie
The Barbie viral social media campaign has marked it as a significant marketing moment, often hailed as a standout event of the century. The campaign’s approach, described by the studio as a “breadcrumb strategy,” strategically teased glimpses of the movie to spark curiosity and ignite discussions. By blending earned media, such as social media chatter, with paid media like trailer spots, the campaign swiftly gained momentum. Moreover, the marketing team introduced a free AI-powered selfie-generator tool allowing users to create personalized movie posters, which generated further buzz and engagement. With celebrities like Zooey Deschanel jumping on board and behind-the-scenes gossip circulating, the campaign’s success was further fueled by user-generated content, turning each piece into a breadcrumb that led audiences deeper into the storyline.
8. Grand Theft Auto 6 teaser trailers
The anticipation for GTA6 is at an all-time high, driven by the franchise’s enduring popularity since the 2013 launch of GTA5. Rockstar Games’ teaser trailer, released in December 2023 with cinematic graphics reminiscent of viral Florida clips, amassed over 19 million views in just two weeks igniting the games widespread excitement. Studios across the industry quickly embraced GTA-inspired designs, reflecting the franchise’s cultural significance. Rockstar’s savvy social media strategy, including archiving all posts except the teaser image, heightened anticipation, transforming the campaign into a blockbuster-like event. This viral phenomenon highlights GTA’s profound impact on gaming and broader entertainment, emphasizing authentic engagement over corporate tactics.
9. Nike’s “What The Football” campaign
Nike’s “What The Football” campaign is blowing up on social media, celebrating the ninth Women’s World Cup. Featuring big names like Alex Morgan, Megan Rapinoe, Debinha, and Sam Kerr, these ads are grabbing the attention from soccer fans everywhere. The first ad kicks off with a trip down memory lane, reminding us of Brandi Chastain’s epic 1999 World Cup moment when she sealed the deal with a perfect penalty kick. Then, it fast-forwards to today, showing us the stars of the current women’s game. Nike’s smart move to focus on women’s soccer isn’t just a gut feeling—it’s backed by data. With 31% of sports fans finding women’s sports super exciting, the Women’s World Cup is the perfect playground. Plus, Nike fans are even more into women’s sports, with 16% of them saying it’s their jam. So, by tapping into our nostalgia and giving us a taste of what’s happening now, Nike’s making waves in sports and marketing alike.
10. Heinz X Absolut Vodka
Heinz and Absolut Vodka’s unlikely partnership created a buzz with their limited edition vodka pasta sauce in the UK in March 2023. Inspired by Gigi Hadid’s viral penne alla vodka sauce recipe on TikTok, they launched their own version in a jar, branded with the hashtag #AbsolutelyHeinz. Their social media campaign featured ads across London and targeted influencers on Instagram and TikTok, amplifying the product’s reach. By tapping into the trend and leveraging social media, Heinz and Absolut successfully turned heads and stomachs, proving the power of strategic collaboration in marketing.
