The Best Marketing Campaigns of 2025: What Worked and Why

2025 proved that great marketing is not about budget size. It is about understanding your audience, moving fast, and creating moments worth sharing.

The standout campaigns this year came from brands that treated social media as strategic infrastructure, not an afterthought. They turned products into cultural conversations, users into ambassadors, and moments into movements.

At Verve & Metric, we study these campaigns not to admire them, but to extract lessons that small and medium-sized businesses can actually use. Because while you might not have Spotify's reach or Nike's budget, you can learn from the strategies that made these campaigns work.

Here are the campaigns that defined 2025, what made them successful, and what SMBs can steal.

1. Spotify Wrapped: Turning Data Into a Global Celebration

Spotify Wrapped has become an annual cultural event. But2025's execution took it further than ever before.

The campaign featured 50 fan destinations worldwide, including a giant paw installation on Rio's Copacabana Beach celebrating Lady Gaga and an 800-foot red hair cascade in New York's Union Square honoring Chappell Roan.

Why it worked:

• User-generated  content at scale. Millions of people voluntarily shared their Wrapped results. That is organic reach you cannot buy.
• Nostalgia meets digital. The visual design referenced pre-streaming "mixtape" culture, connecting emotional memory to modern tech.
• Made users the hero. The campaign was not about Spotify. It was about what users listened to, shared, and loved.

Results: The campaign generated over 1.7 billion impressions and dominated social media for weeks.

What SMBs can learn:

Turn your customer data into shareable moments. If you track customer milestones (orders, years as a customer, achievements), celebrate them publicly. Make your customers feel seen, and they will share that recognition with their networks.

2. Olipop vs Poppi: The Better-for-You Soda Wars

The soda alternative market heated up in 2025, and Olipop made the smartest move of the year.

In June, Olipop partnered with Amazon Ads to sell 5,000influencer-style PR boxes for just 5 cents each. Each box included seasonal flavors and branded merchandise. Thirty-five thousand people signed up for notifications. The boxes sold out in two minutes.

Why it worked:

• Democratised influencer culture. Instead of sending expensive PR boxes to a few creators, they gave everyday customers the star treatment. That felt authentic.
• Scarcity and urgency. Limited quantity. Low price. Fast sellout. Classic tactics, brilliantly executed.
• Implicit competitive dig. The campaign was seen as a response to competitor Poppi's Super Bowl effort, which sent branded vending machines only to popular creators. Olipop's approach felt more inclusive.

What SMBs can learn:

You do not need to partner with big influencers. Give your customers the tools to become advocates. Send surprise gifts. Create shareable unboxing moments. Make them feel special.

3. Dunkin' x Sabrina Carpenter: Culture-First Collaboration

Dunkin' has mastered celebrity collaborations. In 2025, they tapped Sabrina Carpenter at the peak of her "Espresso" era to launch the Brown Sugar Shakin' Espresso.

Why it worked:

• Perfect cultural timing. "Espresso" was everywhere. Dunkin' moved fast to capitalize on the moment.
• Product matched the persona. The drink fit Sabrina's brand (sweet, energetic, fun). It felt authentic, not forced.
• Simple, repeatable model. Dunkin' has done this before (Charli D'Amelio, Ice Spice). They know the formula: trending celebrity + signature drink + social amplification.

What SMBs can learn:

You do not need global celebrities. Partner with local influencers, micro-creators, or customers with strong followings in your niche. Time your collaboration to their peak moment of relevance.

4. Duolingo's RedNote Moment: Real-Time Marketing Genius

When TikTok faced a potential US ban in early 2025, users flocked to Chinese app Red Note. Duolingo saw an opportunity.

The brand leaned into the moment with social posts joking about the sudden 216% spike in Americans learning Mandarin. The posts went viral, generating 1.7 billion impressions and twice the social conversation of top Super Bowl ads that year.

Why it worked:

• Real-time agility. Duolingo turned around content in less than a week. Speed matters.
• On-brand humor. The jokes fit Duolingo's irreverent, self-aware voice. It did not feel forced.
• Product tie-in. The campaign was not just a meme. It drove real users to Duolingo's Mandarin courses.

What SMBs can learn:

Watch cultural moments. When something relevant happens in your industry or audience, move fast. A timely, relevant post can reach millions with zero ad spend.

5. Nike x SKIMS: Performance Meets Culture

Nike's collaboration with SKIMS launched with a theatrical performance on the steps of New York Public Library. Models in choreographed routines wore pieces from the collection. Kim Kardashian, Khloé Kardashian, Kris Jenner, and athletes like Serena Williams attended.

The partnership spanned seven collections, 58 silhouettes, and over 10,000 combinations.

Why it worked:

• Cultural spectacle. The launch was not just a product drop. It was an event worth covering.
• Strategic brand alignment. Nike brought performance credibility. SKIMS brought cultural influence. Together, they reached both audiences.
• Attendees as amplifiers. The exclusive dinner turned influential guests into content creators. Every post multiplied reach.

What SMBs can learn:

Collaboration amplifies reach. Partner with businesses that share your audience but are not competitors. Create moments worth documenting, even on a small scale (local events, pop-ups, workshops).

6. Glossier's Black Cherry Collection: Color as Strategy

Glossier's Black Cherry Collection campaign was built entirely around one color: bold cherry red.

The campaign included mall pop-ups with Instagram-worthy photo booths, an exclusive New York supper club fundraiser, and social content drenched in cherry red.

Why it worked:

• Consistency across channels. Whether in-person or online, the campaign was visually cohesive. You knew it was Glossier immediately.
• On-trend color choice. Cherry red appeared in Pinterest's 2025 trend predictions. Glossier tapped into broader cultural momentum.
• Experiential + digital. The pop-ups created shareable moments. Social media amplified them.

What SMBs can learn:

Color is powerful. Choose a signature color for a campaign and use it everywhere. It creates instant recognition and makes your content stand out in crowded feeds.

7. Doritos "Crash the Super Bowl" Returns

Doritos brought back its beloved 2006 campaign, inviting fans to create 30-second Super Bowl ads. Users voted for their favorite on a dedicated website. The winning submission aired during the Super Bowl.

Why it worked:

• Nostalgia. Bringing back a classic campaign triggered emotional connection for long-time fans.
• User participation. Crowdsourcing creative gave fans ownership. They were not just consumers. They were creators.
• Built-in promotion. Every participant promoted their submission, driving traffic and engagement organically.

What SMBs can learn:

Invite your customers to create. Run contests. Ask for user-generated content. Give them a platform and a reason to share. The content and promotion take care of themselves.

8. Bumble x Amelia Dimoldenberg: Comedy Meets Honesty

Bumble partnered with comedian and journalist Amelia Dimoldenberg for a campaign that leaned into the awkwardness of modern dating.

Instead of aspirational romance, Bumble encouraged users to share their worst date stories. The campaign went viral as people posted candid, often hilarious confessions.

Why it worked:

• Realistic,  not aspirational. Most dating app marketing is polished and perfect. Bumble acknowledged reality. That felt refreshing.
• Comedy as connection. Shared laughter builds community. The campaign created  a space for people to bond over bad experiences.
• Aligned with brand values. Bumble's woman-first positioning works well with honest, unfiltered storytelling.

What SMBs can learn:

Do not be afraid of honesty. Perfection is boring. Acknowledging challenges, failures, or awkward realities builds trust and makes your brand relatable.

9. Rhode x Tate McRae: 90s Nostalgia Meets Beauty

Hailey Bieber's beauty brand Rhode launched its Peptide LipShape with a campaign steeped in 90s nostalgia.

Instead of standard influencer unboxings, Rhode created pastel-splashed video teasers inspired by films like "Clueless." Singer-dancer Tate McRae fronted the campaign, bringing youthful energy that matched Rhode's playful identity.

Why it worked:

• Nostalgia is powerful. Millennials and Gen Z both respond to 90s aesthetics. It taps into emotional memory.
• Differentiated from beauty norms. Most beauty launches look the same. Rhode's  approach stood out.
• Right     talent choice. Tate McRae was culturally relevant, visually aligned with the brand, and brought her own audience.

What SMBs can learn:

Nostalgia sells. Think about cultural moments your audience remembers fondly. Reference them in your campaigns. It creates instant emotional connection.

10. E.l.f. Beauty: Purpose in Uncertain Times

While many brands pulled back on purpose-driven marketing in2025, E.l.f. Beauty doubled down.

The brand maintained its commitment to diversity, inclusion, and social values despite shifting cultural and political climates. Chief Brand Officer Laurie Lam said, "Standing by the things we care about matters so much, especially at a time when voices may not be as heard."

The result? Twenty-seven consecutive quarters of net sales growth.

Why it worked:

• Authenticity. E.l.f. did not chase trends. They stuck to their values even when it was uncomfortable.
• Business  results prove it works. Purpose is not just good ethics. It is good business when done authentically.
• Differentiation. While competitors retreated, E.l.f. stood out by staying consistent.

What SMBs can learn:

If your brand stands for something, do not abandon it when it gets hard. Consistency builds trust. Customers notice when brands flip-flop based on convenience.

What Made 2025 Campaigns Stand Out

Looking across the best campaigns of the year, clear patterns emerge:

1. Speed and Agility

Duolingo responded to the TikTok ban in under a week. Dunkin' moved fast to capitalize on Sabrina Carpenter's moment. The brands that won were the ones that moved quickly.

For SMBs, this means: do not wait for perfect. Move when the moment is right.

2. User Participation

Spotify Wrapped, Doritos, Bumble, Olipop. The best campaigns turned users into creators and amplifiers. People want to be part of the story, not just the audience.

For SMBs, this means: give your customers reasons to share, create, and participate.

3. Cultural Timing

Every successful campaign tapped into something already happening in culture. They did not create trends. They joined them at the right moment.

For SMBs, this means: watch what your audience cares about. Connect your brand to those conversations authentically.

4. Platform-Native Thinking

These campaigns were not TV ads adapted for social media. They were built for social from the start. Short-form video. User-generated content. Shareable moments.

For SMBs, this means: think in terms of how people use platforms, not just where you post.

5. Consistency of Voice

Whether it was Duolingo's chaos, Bumble's honesty, or E.l.f.'s purpose, the best brands stayed true to their voice. They did not chase trends that did not fit.

For SMBs, this means: know who you are and stay consistent, even when it is tempting to copy what others are doing.

What to Expect in 2026

Based on what worked in 2025, here is what we predict for next year:

• More  user-generated campaigns. Brands will continue to empower customers to create and share.
• Faster creative cycles. Speed wins. Expect more real-time marketing and agile content.
• Nostalgia continues. 90s and early 2000s aesthetics are not going anywhere.
• Purpose  requires proof. Brands that claim to stand for something will be held accountable with business results and actions, not just words.
• Collaboration over competition. Expect more unexpected brand partnerships that expand reach and create cultural moments.

Final Thought

The best campaigns of 2025 were not about budget. They were about understanding audiences, moving with cultural momentum, and creating moments worth sharing.

At Verve & Metric, we help small and medium-sized businesses apply these lessons at their scale. You do not need Nike's budget to create shareable moments. You need clarity, timing, and execution.

If your marketing feels stale or invisible, the problem is not effort. It is strategy.

Learn from what worked in 2025. Adapt it to your audience. Move fast. Stay consistent. And give your customers reasons to share.

That is how marketing wins.

Planning your 2026 campaigns? Our Growth package includes campaign strategy, creative direction, and agile execution designed for SMBs ready to make an impact. Get in touch to see how we can help you create moments worth sharing.

‍