Marketing in 2024 was a whirlwind of creativity, bold risks, and lessons in adaptability. Brands faced challenges like shifting consumer behaviour and economic uncertainty but delivered campaigns that turned heads and sparked conversations. Let’s take a look at seven standout campaigns of the year, dissect the innovative tactics that drove their success, and uncover insights for future marketing strategies.
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1. Liquid Death’s Bold Collaborations
Category: Best Challenger Brand Marketing
Highlight: Unconventional partnerships that redefined creativity.
Liquid Death turned heads in 2024 with quirky collaborations that no one saw coming. From teaming up with E.l.f. Cosmetics to launch a corpse-paint makeup line to offering a jaw-dropping $68,000 Yeti casket cooler, the brand kept audiences engaged and talking. Their Van Leeuwen ice cream collab sold out within hours, and the E.l.f. partnership alone garnered a staggering 250 million social impressions.
By consistently delivering fresh, unpredictable partnerships, Liquid Death managed to maintain relevance without relying heavily on paid advertising.
Takeaway: Unpredictability drives buzz. Pairing unexpected brands or themes can captivate audiences, spark curiosity, and drive viral engagement.
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2. Chili’s Nostalgic Gaming Revival
Category: Best Use of Nostalgia
Highlight: Revamped a retro classic to promote its Big Smasher menu.
Nostalgia marketing reached new heights with Chili’s Big Smasher BurgerTime, a modern twist on the beloved 1980s arcade game. The campaign was as fun as it was effective, encouraging users to relive their childhood while engaging with Chili’s new menu. With nearly a year’s worth of gameplay hours recorded in just 20 days, the campaign proved that blending nostalgia with brand storytelling can create a powerful connection.
Takeaway: Tap into nostalgia. Aligning nostalgic elements with your brand can evoke emotions and foster cultural relevance.
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3. Calvin Klein’s Star Power
Category: Best Celebrity Tie-In
Highlight: Leveraged the cultural buzz of a rising star.
Calvin Klein capitalized on the popularity of Jeremy Allen White, star of The Bear, by featuring him in two seasonal campaigns. This smart move resulted in $74 million in media exposure, with one ad pulling in $12 million within its first two days. The brand harnessed White’s appeal to connect with audiences who were already deeply engaged with his work.
Takeaway: Cultural velocity matters. Partnering with personalities that resonate with fanbases ensures campaigns cut through the noise.
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4. E.l.f. Cosmetics’ Purpose-Driven Push
Category: Best Purpose-Driven Marketing
Highlight: Used bold campaigns to address social issues.
E.l.f. Cosmetics stood out with its fearless approach to purpose-driven marketing. Campaigns like “So Many Dicks” tackled the gender imbalance on corporate boards, while the “Dupe That!” campaign promoted inclusivity and accessibility in beauty. These efforts earned 99% positive sentiment, proving that when brands align their ethos with cultural conversations, they build trust and loyalty.
Takeaway: Purpose isn’t optional. Boldly addressing societal issues can resonate deeply with your audience and enhance brand reputation.
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5. Gap’s Music-Focused Ads
Category: Best Use of Music in Marketing
Highlight: Leveraged trending music to connect with Gen Z.
Gap redefined its image in 2024 by tapping into TikTok’s music culture. Collaborations with artists like Tyla and Troye Sivan paired viral choreography with catchy tunes. Troye’s “Get Loose” campaign achieved an impressive 8.72% engagement rate, cementing Gap’s appeal among younger audiences.
Takeaway: Marry music with movement. When executed well, campaigns that integrate music trends and dance can create a direct line to Gen Z and other digitally savvy demographics.
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6. Lay’s Groundhog Day-Inspired Ads
Category: Best Media Strategy
Highlight: Low-budget commercials with high impact.
Lay’s took an unconventional approach by recreating Groundhog Day with actor Stephen Tobolowsky, running eight witty commercials 75 times on ABC’s Groundhog Day. The campaign achieved 1.4 billion earned impressions at a fraction of the cost of traditional Super Bowl ads, proving that timing and creativity can rival even the most expensive campaigns.
Takeaway: Timing is everything. Leveraging cultural moments creatively can yield exceptional returns on investment.
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7. Heineken’s “Boring Mode” App
Category: Best Mobile Campaign
Highlight: Encouraged live event engagement through digital detox.
Heineken introduced an app that turned smartphones into basic devices, encouraging users to socialize at live events instead of being glued to their screens. This innovative campaign tied into the Amsterdam Dance Event and resonated with audiences seeking meaningful, real-world connections.
Takeaway: Solve modern challenges. Addressing pain points like digital overload can align your brand with contemporary values while fostering positive associations.
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Key Lessons for 2025
The 2024 campaigns highlight several important trends that marketing leaders can carry into the future:
- Creativity is king. Break traditional molds to capture attention.
- Purpose sells. Consumers value brands that stand for something meaningful.
- Timing and cultural relevance matter. Aligning campaigns with significant events or trends amplifies their impact.
- Leverage nostalgia and pop culture. These tools create emotional resonance and cultural buzz.
As 2025 arrives, brands should take inspiration from these campaigns to craft authentic, bold strategies that resonate with their audiences.
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