We’ve rounded up 14 of the best social media campaigns from recent years, so you can get inspiration for your brand’s next campaign.

GoPro // GoPro Awards

GoPro Awards is a marketing campaign that encourages users to submit their GoPro photos and videos for a chance to win prizes and get featured on the brand’s social media accounts.

This is a great social campaign because:

GoPro can consistently post high-quality, engaging content at a relatively low cost
Featured entrants are likely to share GoPro’s posts, expanding their reach
Users may be more likely to trust and engage with user-generated content

Key takeaway: User-generated content can be a cost-effective way to upgrade your social media presence

Airbnb // Airbnb Icons

Airbnb Icons is a product category that allows guests to stay in iconic locations and pop-culture inspired settings (such as a Polly Pocket house)—but it’s mainly designed as a marketing tool.

Here’s why Airbnb Icons generates a buzz on social media:

Visually striking, themed locations grab users’ attention and drive positive engagements
Celebrity and brand collaborations draw fan attention and media coverage
Partner brands and celebrities promote the campaign to their audiences
Airbnb can piggyback on conversations around cultural events (e.g., movie releases)

Key takeaway: Strategic partnerships can boost your social media reach

Spotify // Spotify Wrapped

Spotify Wrapped is an annual marketing campaign that provides Spotify users with stats about their listening habits—such as their most listened-to songs, artists, and podcasts.

This data is highly shareable because it allows users to express their personalities and compare their listening habits against their peers’.

To further encourage social sharing, Spotify:

Presents data in a social story format, giving the campaign a social feel
Provides users with shareable graphics in a variety of designs
Promotes the #SpotifyWrapped hashtag, allowing users to join a wider conversation
Teases the upcoming campaign on its own social platforms
Shares global listening data that sparks conversations

Key takeaway: User-generated data can help you create personalized, shareable content

Dove // #TheFaceof10

Dove’s #TheFaceof10 campaign addressed the concerning trend of young girls feeling pressured to use anti-aging skincare products.

The beauty brand partnered with relevant and popular influencers like Drew Barrymore to promote the campaign through TikTok and other platforms.

The social media campaign resonated with users because it:

Tapped into issues that social media users know and care about
Aligned with Dove’s values around girls’ self-esteem
Used striking visuals to emphasize its message

Key takeaway: Promoting your brand values—rather than products—can be an effective way to engage social media users

Barbie // Barbie Selfie Generator

The Barbie Selfie Generator, launched as part of the Barbie movie marketing campaign, is an AI-powered tool that allows users to create personalized Barbie posters.

In the months leading up to the movie’s release, the tool was used more than 13 million times and fans flooded social media with their creations.

Here are some factors that played into the campaign’s success:

The tool is easy to use and leverages social users’ familiarity with image filters
The posters are visually striking and stand out on social media feeds
The campaign tapped into the excitement around the upcoming movie
Celebrity participation boosted the campaign’s reach and appeal

Key takeaway: The power of AI can help you bring complex and creative ideas to life

Severance // Grand Central Pop-Up

The cast of the TV show Severance did a surprise live performance at New York’s Grand Central Station, and the stunt created a huge social buzz.

The stunt went viral because:

Celebrities (e.g., Ben Stiller) and brands amplified the stunt by sharing it online
Many people who witnessed the stunt in real life posted about their experiences
Media coverage expanded the stunt’s visibility across numerous channels—not just social platforms
Severance fans worldwide reacted to the stunt on social media

Key takeaway: Real-life marketing stunts can create a huge buzz on social media

Semrush // Chris

Semrush created a character named Chris to feature in a series of playful and relatable videos for digital marketers. And our top-performing video has over 150K likes on TikTok.

This has been a successful social media campaign because:

Digital marketers are looking for relatable, fun content when browsing videos on platforms like TikTok
Many videos tap into social trends at the height of their popularity
The recurring character fosters familiarity and recognition among users

Supercharge Your Social Media Campaigns

You can streamline and supercharge your social media campaigns with the Semrush Social toolkit.

Schedule your posts to appear in the right places at the right times.

And monitor the performance of your and your competitors’ social campaigns across multiple platforms.

With the Social Content AI add-on, you can generate text, hashtags, and visuals from scratch. And gather ideas for your next campaign.