Top 10 Marketing Campaigns that ate in 2024

The Oscars of marketing is here! Marketingland didn’t rest this year. From viral TikTok moments to OOH campaigns that captured millions of eyes, 2024 was the year where creativity and strategy merged in unprecedented ways. Here are our top 10 ‘nominations’ of the most iconic and impactful campaigns of 2024. Complete with all the juicy details about the idea, metrics and why they were simply scroll-stopping.

1. Charli XCX’s Brat Campaign

(June 2024)

Charli XCX’s album “Brat” was promoted with a chaotic, rebellious campaign on social media, leveraging meme culture and retro Y2K aesthetics. Key to its success was a series of tongue-in-cheek video ads showing Charli acting as an unbothered “brat” in exaggerated scenarios.

Agency: Done with Charli’s creative squad and freelance digital artists.

Goal: Boost album sales and serve rebellious pop-culture vibes.

Results:

• #BratChallenge racked up 50M+ TikTok views.
• Album hit #2 on Billboard 200.
• Spotify streams surged 65% in one month.

_{Source: Verified metrics via Spotify and TikTok analytics.}

2. Down Syndrome: I Assume That I Can

(March 2024)

A moving campaign that flipped stereotypes on their head by featuring individuals with Down Syndrome in professional roles, from doctors to CEOs, with the tagline: “I Assume That I Can.”

Agency: Special Olympics x Ogilvy.

Goal: Challenge perceptions, spark conversations, and promote inclusivity.

Results:

• Viral TikTok campaign with 30M+ views.
• 50% spike in Special Olympics donations.

_{Source: Press release and official TikTok campaign page.}

3. Hailey Bieber’s Rhode Lip Case

(February 2024)

To promote Rhode’s lip treatment, Hailey Bieber created an iconic lip-shaped phone case. Influencers and fans turned the product into a viral sensation, sharing unboxings and aesthetic selfies with the case.

Agency: Rhode’s in-house team.

Results:

• Sold out in 48 hours.
• $10M revenue in the first week.

_{Source: Official Rhode website and social media metrics.}

4. victoria’s secret runway show

(October 2024)

Victoria’s Secret aimed to modernize its image by embracing inclusivity and cultural awareness. The brand collaborated with a diverse group of influencers and former Angels to generate buzz and showcase its commitment to change.

Agency: Victoria’s Secret’s in-house marketing team, in collaboration with various influencers and public relations experts.

Goal: Reestablish Victoria’s Secret as a leading, inclusive lingerie brand and drive engagement through influencer partnerships.

Results:

• 66 million engagements and 414 million video views, indicating substantial reach and audience interaction.
• 57,873% increase in creator content engagements and a 23,717% increase in creator content video views during the event period compared to the previous month.

Victoria’s Secret’s comeback illustrates the significant impact of strategic influencer collaborations in revitalizing brand image and engaging modern audiences.

_{Source: Medium}

5. Jacquemus x Nike

(July 2024)

This collaboration brought luxury fashion to sportswear with a campaign blending sleek product photography, dreamlike CGI visuals, and minimalist storytelling.

Agency: Jacquemus and Nike’s in-house teams.

Results:

• Sold out globally in 2 hours.
• $20M earned media value.

_{Source: Official campaign press release and social media stats.}

6. Michael CeraVe

(February 2024)

Skincare brand CeraVe went viral by using Michael Cera as its awkward yet endearing spokesperson in a series of parody skincare tutorials.

Agency: Ogilvy.

Results:

• 75% boost in Gen Z engagement.
• 400% rise in product searches during the campaign.

_{Source: CeraVe brand report and influencer analytics.}

7. Wicked the Movie

(November 2024)

To promote the highly anticipated film, Universal Pictures launched a TikTok duet challenge featuring exclusive previews of the musical’s songs. The “Sing Your Wicked Side” challenge became a fan favorite.

Agency: Universal’s in-house team.

Results:

• 40M+ TikTok duets.
• $800M box office revenue in the first month.

_{Source: Box office analytics and official TikTok campaign data.}

8. Smells Like McDonald’s

(September 2024)

An OOH stunt that turned bus stops into interactive “smell stations” with the scent of fries, paired with a social campaign asking, “What’s your McDonald’s craving?”

Agency: Leo Burnett.

Results:

• 20M+ mentions across platforms.
• 15% rise in foot traffic during the campaign.

_{Source: Official campaign metrics via McDonald’s.}

9. Dove #TheFaceof10

(March 2024)

Dove celebrated 10 years of its Real Beauty campaign with #TheFaceof10, showcasing women who’ve grown alongside the brand, paired with heartfelt stories and interactive user-generated content.

Agency: Edelman.

Results:

• 25M+ hashtag mentions.
• Increased brand loyalty by 40%.

_{Source: Dove brand analytics and Edelman press release.}

10. Spotify Wrapped

(December 2024)

Spotify Wrapped is a yearly tradition, but in 2024, they pushed the boundaries by integrating interactive AR elements and launching collaborative playlists that users could customize with friends.

Agency: Spotify in-house team.

Results:

• 200M+ mentions in one week.
• 35% app download increase.

_{Source: Spotify press release and app analytics.}

CGI Content: The #1 Marketing Trend of 2024

If 2024 crowned a single champion of marketing formats, it was CGI content. Brands like Jacquemus and L’Oréal/Maybelline raised the bar by creating surreal, photorealistic imagery that blurred the line between digital and reality. Jacquemus’ floating handbags campaign captivated millions, while Maybelline’s animated mascara brushes became TikTok staples.

Key Metrics:

• Jacquemus’ CGI reels: 80M+ views.
• L’Oréal’s animated mascara campaign: 45% engagement rate.

_{Source: Campaign press releases and social media analytics.}

Takeaway: CGI isn’t just a trend; it’s a new standard. When done right, it can elevate your brand story while driving massive engagement.

2024 showed us that success lies in daring to innovate. Whether through bold creativity or emotional authenticity, these campaigns have paved the way for brands to dream bigger in 2025.

Which one inspired you the most?

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