17 of the Best Social Media Campaigns of 2025
Social media campaigns are more than just campaigns. They make people laugh, cry, support and most importantly make or break the name of a brand.
From big brands to small ones, companies use social media campaigns to connect with their audience. These campaigns can be made for many different purposes, be it awaring people of something, making them laugh or making a revelation. And the end goal of these campaigns is to bring results.
But what are 17 of the best social media campaigns of 2025? Learn in this blog. From interesting challenges to emotional rollercoasters, these campaigns set a high bar for companies.
What are Social Media Campaigns?
Social media campaigns are marketing plans that use social media to attain the goals of their company’s marketing. These campaigns can interact with users, increase the traffic of your website, or get you leads. What you need to think about when you make a social media campaign is the goal that you want, what sites you want to use, your audience and then create content and launch the campaign and keep measuring how it is doing, and improving.
17 of the Best Social Media Campaigns
S. No. | Campaign Name | Brand Name |
1 | Thand Rakh | Sprite |
2 | Share The Load | Ariel |
3 | Rare Impact | Rare Beauty |
4 | Rhode Care | Rhode |
5 | Duolingo’s Adoption Center | Duolingo |
6 | My smile is my superpower | Colgate |
7 | Shot on iPhone | Apple |
8 | My Birthday Song | Cadbury Celebrations |
9 | Shop like it’s 1996 | Osea |
10 | Sign to Smile | Happydent |
11 | Screw it Up | Black & Decker |
12 | You Can’t Stop Us | Nike |
13 | The Tortured Poets Department | Taylor Swift |
14 | Nothing University | Cadbury 5 Star |
15 | It Starts with Your Name | Starbucks India |
16 | Chhota Kaam | Urban Company |
17 | Fills Most Voids | CRED |
1. Sprite: Thand Rakh Campaign
Sprite is a lemon-lime soda, and they recently launched their ThandRakh social media campaign during the high-tension cricket match between India and Pakistan. After recognising the tension and pressure surrounding this match, Sprite decided to lighten a campaign to make people cool and lighten up their mood.
They decided to do a live interactive Ask Me Anything session on their Instagram, whether they replied to the questions with jokes. Content creators joined the Sprite rant party live from the stadium to share jokes, memes, and commentary for the match.
Using Social media, Sprite invited cricket fans from all around the world to participate in this campaign with the hashtag #ThandRakh, where they could share their own jokes on the match.
They also attached a bar code to Sprite bottles, that would show you a joke once you scan it. So you could just buy a Sprite bottle cool off with the joke, and enjoy the cricket match. This was a fun and interactive way to use their campaign message.
Sprite also partnered with some cricket influencers and comedians to create content that their target audience liked.
Through its campaign, Sprite positioned itself as the go-to drink for staying cool during the high-tension cricket matches.
2. Ariel #ShareTheLoad
Ariel is a laundry detergent brand, that is known for its powerful cleaning. It is a part of Procter & Gamble and has focused on promoting hygiene and its use in washing clothes.
According to Ariel, 7 out of every 10 women found their partners helpful during the COVID-19 lockdown, but for some reason, they stopped doing their share of work in the house.
Ariel decided to launch its#ShareTheLoad based on this, to bring gender inequality in houses to attention.
Ariel’s campaign challenged these norms by targeting men to participate equally in the laundry and share the load with their partners.
The #ShareTheLoad campaign was launched with videos where everyday women had to do all the laundry while men did not participate. The video ended with a call to action, asking men to help with laundry and support their partners.
Ariel partnered with influencers, celebrities, and social media sites to spread this message. They used hashtags like #ShareTheLoad and #EqualHousehold to talk about this issue and share their own stories.
Ariel also added steps to make it easier for men to help with laundry. They posted content on how to do laundry correctly, and that it’s a simple task anyone can perform. Ariel also partnered with retail stores and in-stores to provide special discounts so more people would buy it.
The campaign went viral and had millions of views and media coverage. The message was received by many people, with many men understanding and agreeing to share the load.
3. Rare Beauty: Rare Impact
Rare Beauty is a make-up brand founded by the singer Selena Gomez. Founded in 2020, the brand promotes self-acceptance and mental health and challenges the unrealistic beauty character. According to them, beauty is about being comfortable in one’s own skin and not some
The Rare Impact campaign was started to complete Rare Beauty’s mission of building self-love and mental peace. The idea for the campaign came from the brand’s focus on real beauty and inclusivity. Selena Gomez and her team wanted to create a campaign that not only showed their products but also showed the stories and experiences of people who believe in real beauty and good mental health.
The campaign wanted to connect with consumers by sharing personal stories of people who use Rare Beauty products, and how these products fit into their daily lives and help them love their true selves.
Rare Beauty launched the Rare Impact campaign with some video profiles and photoshoots that showed real people and influencers using their products. These stories were shared across Rare Beauty’s social media, website, and YouTube. Every video featured people from different backgrounds, using their product and supporting self-acceptance, and mental health.
Rare Beauty also has a four-star charity rating, and one per cent of sales to the Rare Impact Fund, which helps people with mental health.
The Rare Impact campaign was loved by a lot of people and the sales skyrocketed to 400 million dollars in 2023. Their products also received a lot of love and good reviews, especially the lip oils and pigmented blushes.
4. Rhode Care
Rhode Skincare is a skincare line founded by Hailey Rhode Bieber, that is known for its minimal and useful beauty products. The brand is simple, made with quality ingredients, and results that are proven by millions of women online.
The Rhode Care campaign was designed to showcase real and unfiltered content. The idea came from the knowledge that customers were varied in the filtered edited and unrealistic beauty standards. Rhode’s marketing team wanted to solve that problem and started by showing real people using their products in their everyday lives.
The campaign wanted to promote its products using genuine testimonials of its customers and behind-the-scenes content. So by featuring Hailey Bieber and other models and influencers, the brand gave a tutorial on how Rhode can easily slide into their daily skincare routines, and make them look pretty in their skin without any makeup or filters.
Rhode launched the Rhode’s Care campaign with candid videos and photos on social media, where Hailey Bieber and other influencers shared their skincare routines with Rhode products, and asked their audience to share their own Rhode skincare routines. The brand also partnered with dermatologists and skincare experts to explain the benefits of each product and the skincare routines.
Their peptide lip treatment and the Rhode phone cover became a huge hit through his campaign. And everyone on TikTok, Instagram and YouTube was seen doing this trend.
The Rhode’s Care campaign was a huge hit and even got Hailey under the Forbes 30 under 30 cover. Their traffic on the website and sales boomed and now it is doing good with a reputation as one of the best product launches of 2024.
5. Duolingo's Adoption Center
Duolingo is an app for learning new languages and is known for its fun and interactive learning models. It offers courses in a number of languages and wants to make learning fun and available for everyone.
Duolingo’s Adoption Center campaign was designed around the controversy surrounding Netflix’s new rule on password sharing. When Netflix announced stricter rules to prevent people from sharing their accounts outside their houses, it caused a lot of talk and frustration among people. Seeing an opportunity, Duolingo started a campaign to turn this into a meme. They created the Adoption Center to adopt friends and family members by adding them to their accounts. They wanted to position Duolingo as a more inclusive brand compared to Netflix.
Duolingo launched the Adoption Center campaign with funny and interactive posts on social media, with email marketing to existing users. The posts were playful and asked people to increase their Duolingo family by adding loved ones to their accounts to learn a language together. Duolingo also started new features like exclusive badges, family leaderboards, and progress tools for people who took part in the adoption process. Duolingo also stated how learning a new language as a family can be fun.
This campaign was seen by a lot of people, and the adoption accounts got a lot of entries. More and more people joined in, and this is why Duolingo introduced itself as an inclusive brand.
6. Colgate: My Smile is My Superpower
Colgate-Palmolive is an oral care, personal care, home care, and pet nutrition brand. It is known for its oral care products for their focus on health and well-being. Colgate works in over 200 countries and is known for its oral care products, like toothpaste, toothbrushes, and mouthwash.
Colgate’s My Smile is My Superpower campaign was launched by Colgate to celebrate the beauty of every smile. The campaign was a result of research that said that 65% of Gen Z felt pressured to have a perfect smile, and 85% wanted to change their smiles. So to remind the people that there’s beauty in imperfections, they released the video The Beauty of Gaps, which was a whistled version of Katy Perry’s Roar.
The campaign had a music video produced by Alfred MarroquÃn, with Uzo Aduba acting in it, who shared her story of her gap-toothed smile. The video showed many different smiles and how each person here was confident in their own smile. Colgate also started wild posting, painting murals, Twitch streams, and night projections on the buildings in New York to spread the message that every smile is beautiful, and is their superpower.
This campaign was supported by Colgate’s Bright Smiles, Bright Futures program, which wants to help 250,000 kids in the US smile confidently.
7. Apple: Shot on iPhone
Apple Inc. is a tech company that is known for its products, like the iPhone, Mac, iPad, and some other software. Apple is known for its premium, design, customer experience, and sustainability.
The Shot on iPhone campaign was created to show the high-quality picture that an iPhone can take. The idea came from Apple’s marketing team, who chose content which was user-generated to show how the iPhone cameras work. By showing photos and videos taken by actual people, Apple wanted to increase reach, build trust and position their phones for professional picture taking.
The campaign wanted to separate the iPhone from its competitors by showing the quality of its camera with everyday use instead of the professional setups. This promoted Apple’s brand message to create and click on life’s moments.
Apple launched the Shot on iPhone campaign by creating and showing photos and videos taken by iPhone users. These pictures were shown on billboards, TVCs, print ads, and social media. Each picture was posted with the Shot on iPhone campaign with the photographer’s name, and credit.
Apple also invited its iPhone customers to submit their photos and videos on social media with the hashtag #ShotOniPhone and ran photo contests, partnered with professional photographers and influencers to promote the iPhone.
The campaign was a huge hit, with 70 million interactions on Apple’s social media, with over 30.1 million using the #ShotoniPhone hashtag and more and more people hopping on this trend.
8. Cadbury Celebrations: My Birthday Song
Cadbury Celebrations is a confectionery brand under Mondelez International, which is known for its chocolates like Dairy Milk, Gems, and Dairy Milk Silk. Founded in 1992, Cadbury has become a must in Indian festivities, Khane ke bad kuch meetha ho jaye, as they say.
The campaign #MyBirthdaySong was designed to personalise the traditional Happy Birthday song for each person using AI. This campaign was worked on by the advertising agencies Ogilvy and Wavemaker, partnered with companies like Gan.ai, Uberduck, and Riffit, and let people create their own birthday songs. The inspiration came from the old Happy Birthday song, which is the same for each person and has not changed in over a century. By using AI, Cadbury wanted to make birthdays feel more special for people.
To generate a birthday song for yourself, Cadbury created a site Cadbury My Birthday Song, where you can just type in the details like the name, nickname, relationship, and memories. This was then used by AI tools to create personalised birthday songs. You can choose the genre of the music, rap, hip-hop, or classical, and the AI will create a song that you can download, share and play. This made people feel special and loved on their special day.
Cadbury’s #MyBirthdaySong campaign registered 1.4 million personalised birthday songs and over 10 million clicks on that website. Their social media also had a 40% interaction rate and 3 billion impressions. Cadbury once again spread joy and made people happy on their special day.
9. Osea: Shop Like It's 1996 campaign
Osea is a skincare company that is known for its natural and vegan products. It launched the Shop Like It’s 1996 social media campaign to celebrate beauty, how they started in the leap year in 1996, and how their products reflect that beauty.
The idea for this campaign came from the power, distinctness and authority the mid-90s era held. They wanted their audience to go back to 1996, and live the fearless era once again with Osea.
The campaign used throwback pictures, like retro graphics and vintage-styled content, to take their followers back to the 90s. Osea created posts for their social media around their classic products, packaging, brand, and the minimal and natural beauty trends of that era and made it in retro and 90’s style.
Osea then asked their followers to share their favourite 90s skincare moments, memories, experiences, and pictures on social media and have discounts and giveaways on many of their products.
With the help of these targeted social media posts on Instagram, Twitter, and Facebook, Osea used nostalgia to take people back to 1996 and celebrate where they came from. This campaign not only showed Osea’s identity as a beauty that is timeless but also celebrated natural beauty and their customers from when they started till now.
The campaign was seen by a lot of people and received a lot of interactions across Osea’s social media. There were a lot of sales and new followers who liked their vegan skincare products and the retro content, giving the brand more reach.
10. Happydent - Sign to Smile Campaign
Happydent chewing gum brand which is owned by Perfetti Van Melle, is known for dental health and whitening properties in these guns that will make your smile a bright one.
Launched on World Smile Day, this campaign started the stand-up comedy show for its hearing-impaired audience. The concept of making that audience smile and have fun came from Happydent’s focus on making people fall in love with their smiles.
For the campaign, Happydent partnered with Indian Signing Hands (ISH) and put together famous Indian stand-up comedians such as Abhishek Upmanyu, Urooj Ashfaq, Anirban Dasgupta, and Shreeja Chaturvedi live through sign language translators. The event had some of the best-known comedians like Shubham Choudhary, an ISL performer and actor, who made sure that his audience laughed with his jokes in sign language.
The Sign to Smile campaign not only made people laugh and smile but also made them feel like a part of something. This campaign was appreciated for bringing a smile to every face.
11. Black + Decker - #ScrewItUp
Black + Decker is a brand under Stanley Black & Decker, a company that makes hand tools, and power tools. They are known for their quality tools and hardware.
The #ScrewItUp campaign was launched by Black & Decker on International Women’s Day. The creative agency behind this campaign was Schbang, and they wanted to break the stereotypes going on around that women cannot handle tools. The idea of the campaign was to change the way people think of the phrase screw it up, which is often heard of with lines ‘Oh, they can’t do it’. They wanted to transform this line into something positive.
The campaign aired a 30-second video where a woman confidently sets up her furniture using Black & Decker’s BD40 cordless screwdriver, even after her husband told her she’d screw it up. This campaign was released on social media sites to increase the campaign’s reach and customer response with the hashtag #ScrewItUp so more and more women could share their DIY stories.
12. Nike: You Can’t Stop Us
Nike is a sportswear and athletic brand known for its sports products and branding. Nike has positioned itself as the crossing of sports, culture, and social problem, who supports equality, and empowerment.
The Nike’s You Can’t Stop Us campaign was created to bring people together during the COVID-19 pandemic and the social justice movements. The campaign’s goal was to promote that no matter the challenges, an athlete with practice and good spirit can do anything. By showing stories of athletes and overcoming challenges, Nike wanted to spread hope, unity, and strength.
Nike launched the You Can’t Stop Us campaign with a split-screen video ad that showed the parallels between different sports, and athletes. The ad was recited by the soccer player Megan Rapinoe and had different footage of athletes which showed their struggles and the good times. The campaign features players like LeBron James, Serena Williams, Naomi Osaka, and more.
Nike also used social media for people to share their own stories and use the hashtag #YouCantStopUs. Nike collaborated with various athletes and influencers to spread this message and use their page and website to post behind the scenes and feature the stories of the hashtag users.
Because of this campaign, Nike’s sales jumped to more than $9 billion at the end of the campaign and like the campaign name, no one could stop them.
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13. Taylor Swift: The Tortured Poets Department & 1989
Taylor Swift is a world-famous pop singer-songwriter, and the music industry, as said by her fans.
Taylor Swift has been in the spotlight since the start of 2024 for her Era’s tour and her new album, The Tortured Poets Department. She recently announced the release of the Tortured Poets Department at the 2024 Grammy Awards, after her Eras Tour and Midnights album.
Taylor has also been winning many awards, like the Artist of the Year at the 2024 iHeartRadio Music Awards, where she also teased about her upcoming works.
Taylor Swift also re-released her 2014 album 1989 as 1989 (Taylor’s Version), with five extra unreleased vault tracks. To reveal the name of these tracks, her fans had to solve 33 million puzzles on Google, which actually broke Google for a while!
With Easter eggs in each of her social media posts, Taylor Nation updates, announcements, music videos and appearances, like the double album clue during the TTPD announcement, she connects with her fans and keeps them hooked.
Her album releases, awards, and the Eras Tour have been carefully planned and worked, which truly makes her a mastermind and a good businesswoman. All of her recent updates along with fan pictures are updated at the Taylor’s Version Instagram page.
As a result of her campaigns, Taylor is one of the most followed people on Instagram and one of the most interacted with pages. She is also one of the best music streaming artists, with most of her albums going straight into the No. 1 Hits box.
14. Cadbury 5 Star: Nothing University Campaign
Cadbury 5 Star is a chocolate brand under Mondelez International, that is known for its caramel and nougat-filled chocolate. It is one of the most sold Indian chocolate since 1969, with campaigns like Jo Khaaye, Kho Jaaye and the Ramesh and Suresh series, which has hooked so many people.
The Nothing University campaign was launched by Cadbury 5 Star with the line ‘doing nothing,’ which matched its tagline Eat 5 Star, Do Nothing. This campaign looks for a future where AI takes over all activities, and we as humans try to relax and do nothing. To bring this idea to life, Cadbury 5 Star started an online university where people could join and learn to do nothing. The campaign-released videos were hosted by comedians Atul Khatri and Rahul Subramanian, who told us how to do nothing in this AI era.
The campaign was launched on the site 5staruniversity.com, where people can list themselves for courses. These courses had video lectures that taught the steps of doing nothing, like Professional Daydreaming. Players also receive a playful certificate when they complete the course
The Nothing University campaign had 2 lakh people listed for the course and a reach of 105 million. It made people do nothing!
15. Starbucks India: It Starts With Your Name
Starbucks India is a coffeehouse that is known for its welcome vibe. It is a joint venture between Tata Global Beverages and Starbucks Corporation and wants to brew you the coffee that you have never had before.
The It Starts With Your Name campaign was launched by Tata Starbucks in May 2023 and shows the struggles of the LGBTQIA+ community in India. The idea came from Starbucks’ ethos of being a people-first business that celebrates people.
They released a film that told the story of an old couple meeting their transgender daughter, Arpita, for the first time at a Starbucks store. This happens when the father who earlier had trouble with accepting the news, hears the barista call out Arpita’s name for their coffee order, it symbolises that he accepted who his daughter was. This was created with surveys from LGBTQIA+ community members and directed by Gaurav Gupta, and it had the transgender model and actor Sia as the main lead.
16. Urban Company - Chhota Kaam
Urban Company is a home service provider in Asia that connects people with professionals for services like cleaning, beauty care, and repairs. The company is known for its professional and good-quality services.
The Chhota Kaam campaign was released by Urban Company to bring to attention the biases about blue-collar jobs like masseuse. This campaign wanted to challenge the gap of respect between blue-collar and white-collar jobs.
Urban Company partnered with creatives, and ethnographers and released a film where a young masseuse is ridiculed because of her job. Through this Urban companies wanted to solve these problems.
And the Chhota Kaam did exactly that and had people talking about how all professions should be respected.
17. CRED - Fills Most Voids ft. Zeenat Aman
CRED is a members-only app that rewards people for paying their credit card bills. It targets premium customers and gives out a number of financial benefits. The app was founded by Kunal Shah who wants to make credit card bill payments easy and also fun.
The Fills Most Voids campaign was with actress Zeenat Aman, and it wanted to show that though money can fill many voids, it can’t fill all the voids in life. The campaign took its idea from Maslow’s hierarchy of needs, focusing on self-actualization needs.
The ad shows that CRED can help make life more rewarding, not just in terms of money but their satisfaction. The campaign was launched on social media sites, using Zeenat’s voice to send the message to its audience.
Conclusion
These were 17 of the best social media campaigns in 2025 and each of them showed that social media does not only help increase sales and promote products and services but also creates a connection with their audience.
Like Sprite’s Thand Rakh campaign, which used jokes to light up the atmosphere between tense cricket matches and Cadbury’s birthday song which made people feel special by composing a different birthday song for each person.
These campaigns do not just raise awareness about issues like Ariel’s Share the Load which led men to help with the household chores, but also help you feel a part of a community like Starbucks which starts with your name.
These 17 social media campaigns of 2025 did not just tell us the importance of social media for brands to connect with their audience and realise their goals. By focusing on humour, inclusivity, acceptance, and individuality, these campaigns left a mark on their customers.
