The best marketing campaigns of the year (thus far), what to learn from them, and why they worked so darn well [new data]

Cookie-scented body wash flew off the shelves. Shaken espressos made a comeback (as long as they’re associated with short ‘n sweet blondes), and, oddly, interactive guerrilla marketing caught a second wind (or whiff?). I think it’s safe to say that 2025, thus far, has been a chaotically charming year to be both a marketer and, in turn, consume it.

This year, tons of digital marketing campaigns circulated social media channels and group chats, but, as the old proverb goes, only the most stellar stood out. Get the full rundown of which brand moments made the cut below. Plus, get an inside look at why these campaigns performed so well with a peek at original data from HubSpot’s annual State of Marketing Report.

Table of Contents:

The Latest Data About Marketing Trends You Should Know

In my opinion, no marketing campaign is successful all on its own. A top-tier marketing campaign is only defined by the people, trends and data, consumers, and cultural commentary that shape its impact.

That said, take a look at fresh data from HubSpot’s 2025 State of Marketing Report for an insights-driven perspective on why this year’s biggest and best digital marketing campaigns captured the hearts (and pockets) of modern consumers everywhere:

• 92% of marketers plan to maintain or increase their investments in brand awareness in 2025.

• 1 in 4 (25%) marketers are currently exploring creating content that reflects their brand’s values.

• The top reported advantages of using data to inform marketing strategy are: 1) reaching target audiences more effectively (35%), 2) increasing the ROI of marketing efforts (34%), and 3) planning media mixes more effectively (32%).

• The top reported ways that marketers believe the marketing industry has changed in the past year are: 1) focusing on the customer and their experience (44%), 2) creating content that reflects your brand’s values (35%), 3) using data to inform marketing efforts (35%), and 4) using data to demonstrate the ROI and business value of marketing efforts (31%).

• Over 70% of marketers plan to target Millennials in 2025.

The Best Marketing Campaigns of This Year

As I’ve already mentioned, 2025 is already shaping up to be a pretty dope year for marketing, particularly digital marketing campaigns. From Rhode Skin to Dove and Crumbl Cookie, unconventional, authentic, audience-first marketing campaigns are setting the standard for what it means to do brand identity, storytelling, and consumer visibility right.

Take a look below for my full list of marketing campaign favorites from this year thus far (and what you can take away from them):

1. Rhode Skin: Peptide Lip Shape Launch

Since its inception in 2022, Rhode Skin has been the talk of the (beauty) town. With a focus on scent-free, sensitive skin-friendly, clean, and simple offerings, Hailey Bieber’s first-ever beauty venture was a hit with every product launch.

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In January 2025, to complement its growing collection of lip-specific product options, Rhode unleashed a new showstopper to the beauty rodeo: lip liners. (And while I would argue that the beauty industry does not need another “must-have lip staple,” many beauty consumers, creators, and connoisseurs demonstrated that Rhode’s take on the sculpted lip was worth the hype and investment.)

Thus, Rhode’s Peptide Lip Shape campaign went live, and the internet … went crazy over it — in both a good and “bad” way (more context on the “bad” later).

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The social media marketing campaign on Instagram featured sporty, movement-focused aesthetics (to represent the flexibility of the actual product) paired with classic 90s it-girl motifs — a signature emblem that Hailey has been known to lean into throughout Rhode’s branding and visuals — and the faces of Tate McRae as well as other cool-girl-coded models that perfectly embodied what it means to be a true, glazed Rhode girl.

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Now, enter: the “bad” I mentioned above. When Rhode’s Peptide Lip Shape actually arrived in folks’ hands, consumers had a lot to say about how the product was meant to be worn, its shade inclusivity (which has been a misstep for Rhode before; if you don’t know about it, do some research research their initial pocket blush launch), and its actual wear-longevity. The girls (rightfully) had questions, comments, and concerns!

Nevertheless, the average beauty consumer seemed pretty open to testing Rhode’s newest addition out (whether they bought it themselves or received it through a PR list), sharing user-generated content (UGC) with their followers and feeds, and offering their honest opinion about the product to the world.

I say all of this to say: Mixed reviews and all, Rhode’s Peptide Lip Shape campaign still made waves — online and IRL. There’s much to extract here — from the brand’s marketing wins to mistakes — so here’s what lessons I think you can implement into your next marketing campaign:

• Lean into aesthetic storytelling. Rhode succeeded by aligning the Peptide Lip Shape launch with visuals rooted in flexibility, movement, and 90s nostalgia — a perfect match for Hailey’s brand persona and Gen Z’s sensibilities.
• Own the conversations that are being had about your product or service, even when they’re messy. Rhode didn’t shy away from user feedback. After experiencing backlash about shade diversity for its blushes, the brand confronted their mistake and ensured that its Peptide Lip Shape collection was universal and inclusive.
• Let UGC do the legwork. When Peptide Lip Shape hit Rhode’s site, it was the consumers — not just the brand — who amplified reach. Bolstering consumer content made the campaign feel real, not overproduced.

Also, here’s a pro tip: If you need some help (without the headache) designing a multi-platform marketing strategy, you might want to give HubSpot’s Free Marketing Plan Template a try. It comes fully equipped with all the resources you need — from a SWOT analysis breakdown to a budget sheet — to plan next your campaign smarter, not harder.

2. Dunkin’ Donuts: Sabrina Carpenter’s Shakin’ Espresso

Almost every year, Dunkin’ sweeps with a celebrity-signed sweet treat launch. We all know it’s coming. I think we all almost look forward to it. In 2021, it was Charli D’Amelio’s “Charli Cold Foam” beverage; the year before that, it was Ice Spice and her official Ice Spice Munchkins Drink. But in 2025, Dunkin’ tapped the only five-foot blonde that timelines wouldn’t stop talking about: Sabrina Carpenter.

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In honor of her chart-topping single, “Espresso,” Dunkin’ Donuts collaborated with Sabrina to create a very on-brand version of a Brown Sugar Shakin’ Espresso. Stamped by Sabrina’s go-to kiss mark and her undeniably fresh Gen Z wit, this collaboration was truly a match made in marketing heaven. Dunkin’ even hard-launched this partnership with a hilariously inappropriate — in true Sabrina fashion — commercial. The title? Shakin’ that Ess. (BTW: I laughed out loud, so I know you did.)

While most of this campaign was social media-oriented, I think there are so many reasons why it 1) worked and 2) got people talking. There’s a lot for brands to take away from Dunkin’s power move, so here’s what I think is worth taking notes on:

• Embrace (pop) cultural timing. Dunkin’ dropped this collab as “Espresso” (and Sabrina Carpenter in general) was still at peak virality — riding the wave of Sabrina’s momentum instead of trying to concoct buzz.
• Tone-matching is everything. The Shaken’ Ess campaign embraced Sabrina’s playful, tongue-in-cheek persona perfectly, which made the campaign feel more authentic and less manufactured.
• If you can, embrace the power of a multi-sensory hook. From the name of the drink to the kiss-mark branding and cheeky video rollout, Dunkin’s campaign rollout hit every touchpoint — visual, auditory, and emotional — turning a celeb drink collaboration into a full-on brand moment.

3. Bumble: Amelia Dimoldenberg x Interview Magazine

If you’re chronically online (like me), you know that comedian Amelia Dimoldenberg, also known as the host of the “Chicken Shop Date” web series on YouTube, is one of the most endearingly flirty, funny, and high key awkward gals with a platform right now. And you want to know what else is endearingly awkward and also prompts a whole lot of laughs? Finding love through a dating app.

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Luckily, Bumble, with the help of their year-long content partner, the iconic Interview Mag, knew this, took it, and ran with it … with Amelia’s darling hand entangled with their Q1 digital marketing efforts.

And Bumble’s campaign didn’t just seize a relevant face for clicks and views. On the strategy side, the dating app’s social media marketing efforts targeted Amelia’s personal YouTube channel (‘cause duh) and Instagram, along with their own native social media channels (primarily Instagram and TikTok), with tons of digestible, short-form video content to keep audiences engaged.

From a marketing campaign perspective, these moves from Bumble were brilliant, particularly because they were massively called out in 2024 for releasing an anti-celibacy, anti-woman ad. Plus, on another note, having turned this campaign into an editorial/interview-style moment — something that Bumble hasn’t ever done before — signaled a bold, playful, refreshing campaign that actually resonated with online communities.

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Here’s what inspiration I think brands can draw from Bumble:

• When you’ve done wrong, do better the next time around. After backlash in 2024, Bumble didn’t ignore criticism — they recalibrated with self-awareness, humor, and a culturally relevant face who embodied the brand’s softer side.
• Stretch your (content) format. By blending short-form social content with an editorial-style rollout, Bumble pushed a typical influencer partnership into branded storytelling.
• If you’re going to work with internet personalities or influencers, tap the ones that align with your brand values and identity. The campaign worked because it felt real — Amelia’s charm paired naturally with Bumble’s forthright perspectives on online dating, creating authentic, shareable content.

4. Billie: Scratch and Sniff Pits

Move over Native, Suave, and Secret. Billie, the Gen Z-coded razor and bodycare brand, didn’t just steal your swag in 2025 — they reinvented it entirely and, shockingly, were bold enough to target people where they knew they’d catch their attention: on the streets they roam.

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In April 2025, Billie literally hit the streets of New York to preview their new coconut-vanilla scented deodorant — a new addition to the brand’s collection of several non-shave products. With huge, guerrilla-style “scratch and sniff” posters, Billie debuted its product to thousands of fresh eyes (and brave noses), clearly demonstrating a contemporary commitment to bringing back old school experiential marketing.

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Even if you wouldn’t personally market your brand’s product in this way, neither of us can hate too much on Billie’s swag. Ultimately, they did their big one by leveraging and executing the unconventional. If you liked what they did to pull this off, these are the power plays I recommend keeping in your back pocket:

• If you’ve got the budget to do so, go beyond the scroll. In a hyper-digital world, Billie proved that IRL activations, when paired with bold creative tactics, can break through the noise in ways paid ads simply can’t.
• Make scent (or any sense) a part of your campaign strategy. Billie’s scratch-and-sniff posters weren’t just quirky — they were memorable. Think beyond visuals and engage multiple senses when possible.
• Don’t play it safe with product launches. Billie didn’t just post a product shot — they built a moment. Turning a basic deodorant drop into a street-level spectacle gave consumers something to talk (and post) about.

5. Dove: Dove x Crumbl Cookie

Crumbl Cookie made waves in 2024, so it was only fitting that they did so again in 2025. However, I personally never imagined that their next move would be to make the impossible possible. But with some unexpected brand chemistry and a little bit of scent-engineering from Dove, they made it happen — and went viral while doing it.

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When both brands announced they’d be collaborating to create a cookie-scented body care line, many people (rightfully so) asked, “Why?” Confused consumers took to the internet to share their hot takes, disdain, and, for a few, excitement, about this unexpected mashup.

While most level-headed people are not actively using a strawberry crumb cake body scrub for their daily showers, I think that Dove’s choice to collaborate with Crumbl Cookie wasn’t about rationale. It was about digital momentum, explosive reach, and product experimentation.

In short, this 2025 marketing campaign was indeed uncanny, but it worked. Avid Crumbl Cookie taste-testers ran to Walmart stores to pick up items from this exclusive collection, and some even offered reviews through YouTube and TikTok to show folks what they were really missing.

Regardless of how you felt about this marketing campaign taking up space in 2025, there’s mastery in the mayhem. If you’re curious about why this marketing campaign worked, these are the learnings I suggest you zero in on:

• Lean into the absurd — if it’s on-brand. We both know that a cookie-scented body scrub was never a logical product extension, but it was weird enough to spark conversation and get people talking, which is half the battle.
• Create culture collisions. Unconventional brand pairings (like Dove and Crumbl) force audiences to pay attention, especially when the collab taps into things like sensory appeal and/or novelty.
• Use scarcity to fuel buzz. The limited-time drop and exclusive retail partnership with Walmart added urgency, driving traffic and user-generated reviews that extended the campaign’s shelf life.

6. Severance: Severance x Grand Central Station (plus Lumon’s super dope LinkedIn presence)

2025 quickly became the year of Severance. After a three-year hiatus, the jaw-dropping Apple TV original’s Season 2 comeback did not disappoint. It also wasn’t subtle.

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To commemorate the return of the long-awaited second season, the entire Severance show cast — Adam Scott, Britt Lower, Zach Cherry, Patricia Arquette, and Tramell Tillman — placed themselves on display in a glass box in Grand Central Station’s Vanderbilt Hall.

In the company of some replica furniture from the show’s Macrodata Refinement department — a cubicle-style set-up, desktop computers, and sterile office props straight out of Lumon Industries — the Severance squad put on a mini-performance of a lifetime in front of Grand Central’s passersby.

Folks were really into it, too. They even brought their cameras.

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In addition to this exhibitionist marketing installation, the Severance digital marketing team was hard at work building an astoundingly on-brand LinkedIn presence for the show as it aired weekly.

On LinkedIn, Lumon Industries shared weekly cryptic, Lumon-themed posts to keep fans and viewers guessing about what could be next for the show’s characters as its Season 2 plot unfolded every Friday until the show’s finale.

Many people praised the Severance marketing team for its commitment to creating memorable experiences for its viewers, both online and offline. If you’re hoping to do the same for your next marketing campaign, here’s what I think you can learn (and steal) from Severance’s Season 2 marketing efforts:

• Build immersive worlds, not just campaigns. From in-person pop-ups to an entire LinkedIn persona, Severance didn’t just promote a show — it extended its universe into everyday life.
• Surprise your audience in unexpected places. The Grand Central stunt and corporate-themed LinkedIn presence gave fans something fresh and out of context (but still within bounds), which made it all the more memorable.
• Commit to the bit. The Severance team stuck to its eerie, hyper-professional tone across all touchpoints. When your tone, content, and platform choices are aligned, the whole campaign feels stronger and more cohesive.

7. Nike: “So Win” x WNBA

From Angel Reese to Caitlin Clark, the female athletes of the Women’s National Basketball Association (WNBA) had folks rooting for their big wins, court-related or not, during all of 2024. In 2025, the love and support continued with a WNBA-centered marketing campaign from Nike.

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The “So Win” campaign commercial debuted during Super Bowl 59 in February; it featured a motivational monologue from none other than Doechii, and its digital marketing rollout featured a few other non-WNBA athletes (i.e., Sha’Carri Richardson, Sophia Wilson).

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Tons of visually stunning editorial clips of each athlete, juxtaposed with some short vignettes of their most groundbreaking moments as professional athletes, created a resonant narrative about what it means to be a woman who works hard in sports, or what it means to be a woman who works hard (but is still questioned about her dedication and strength).

When it comes to promoting their products, Nike has always known how to bring the heat. But this marketing campaign in particular? It felt like an elevated version of the emotion-meets-performance narrative work they do best. Critics online even agreed.

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Below, review soe marketing gems that I think you can learn from Nike’s “So Win” campaign execution:

• Go cinematic, not just commercial. The visual and editorial quality of the campaign leaned more like a short film than a product promo — proof that brand storytelling thrives when it feels premium and personal.
• Reframe the campaign spotlight. By shifting focus from just the game to the grind, Nike tapped into a more inclusive and emotionally resonant story — broadening their audience without losing athletic credibility.
• Layer your cast intentionally. Including non-WNBA athletes like Sha’Carri Richardson created intersections across sports, elevating the campaign beyond basketball and helping it hit different cultural corners.

8. Heaven by Marc Jacobs: Heaven x Starface

If you’re not familiar with Heaven by Marc Jacobs or Starface, get familiar.

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Both brands have entirely redefined what it means to be rule breakers in their respective industries — Starface in beauty and skincare, Heaven in luxury fashion and decor — and by joining forces for a limited-time capsule drop of tattoo pimple patches, they’ve blurred the line between skincare and self-expression.

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The campaign, which primarily rolled out on Starface’s Instagram, also featured the unforgettable faces of Gen Z’s pop culture scene (i.e., Lil’ Uzi Vert, Beabadoobee, BB Trickz, etc.), all of whom have already become spokespeople for the brand in its previous campaigns. (Now, you may not know these names, you may not even care about what they do or why they’re popular — but Starface’s and Marc Jacobs’ consumers do. And that’s the whole reason why this campaign attracted traction online.)

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If you want to do Gen Z-marketing right, consider Starface and Heaven by Marc Jacobs your Krabby Patty formula. Check out what ingredients you can snag for your next marketing campaign below:

• Cast with cultural fluency. Don’t just go after “cool influencers” — tap people who are actually shaping the subcultures your audience cares about. Collaborations that are tailor-made to the audiences that love your brand will garner attention without you (or your digital marketing team) lifting a finger.
• Let the product be weird (on purpose). Tattoo pimple patches aren’t just skincare — it’s statement-making. Gen Z embraces the unexpected, especially when it doubles as self-expression.
• Match the vibe, not just the platform. Starface and Heaven didn’t just post on Instagram — they posted on Instagram like themselves. Tailor your tone, aesthetics, and language to feel native to both your brand and your audience’s feed.

9. NYX Professional Makeup: NYX Fat Lip Oil x Big Fat Kiss Campaign

Back in February 2025, NYX Professional Makeup, in collaboration with DraftKings, took to Super Bowl 59 to promote its collection of NYX Fat Oils, a shade-diverse lineup of shiny lip glosses, and used one of the internet’s funniest personalities, Brittany Broski, to sell the hype.

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This marketing campaign was purely designed for social. It launched on Instagram and was even paired with a $60,000 predictions-based contest that encouraged sports fans and beauty lovers to cast their vote via DraftKings for which team would score big during football’s biggest night.

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Leading up to the Super Bowl, NYX fueled their Instagram, YouTube, and TikTok with organic user-generated content mixed with short-form, humor-filled video content of Brittany hamming up — in true sports commentator style — how NYX is prepping for the second biggest moment after the game: the big fat kiss.

This marketing campaign was major for NYX and was also their first influencer-led campaign of the year. While it was short-lived, there’s stuff to learn from its strategy. Here’s what I think you ought to bookmark from it:

• Tap into culture collisions. NYX x DraftKings was unexpected — but that’s what made it memorable. Cross-category collabs create fresh talking points, especially when they blend beauty and sports in a way that feels playful, not forced.
• Put your talent in their element, then trust them to deliver. Brittany Broski’s charm came through because the content matched her tone — comedic, fun, and fully Gen Z-coded. Let your influencer shine in their own voice.
• Design for scroll-first success. NYX built this campaign with virality in mind: bite-sized video, UGC, and humor tailored to social platforms. When your audience is moving fast, give them multiple reasons and opportunities to slow down (and engage).

Not Just Noise: Campaigns That Cut Through

If there’s one thing this year’s standouts made clear, it’s that meaningful marketing doesn’t have to be polished to be powerful. In fact, I think that 2025 proved that marketing campaigns need to be more loud, more offbeat, more unapologetically niche — ‘cause clearly, resonance outshines reach.

So as you plan your next big launch or brand refresh, ask yourself: are you adding to the noise — or creating something that might actually break through it?

Editor’s note: This post was originally published in December 2023 and has been updated for comprehensiveness.