You and I each comprehend it: there’s no secret to a profitable social media marketing campaign. As an alternative, there’s simply technique; these days, posting received’t minimize it — and social media entrepreneurs are feeling the stress greater than ever.
Tons of shifting elements represent a high-performing, really trendy social technique. In keeping with HubSpot’s 2025 Social Media Trends Report, a few of them embody constructing on-line communities, planning channel-specific content material methods, prioritizing professional voices, and optimizing content material for on-platform search.
In brief, there’s so rather more to think about if you wish to create a sturdy social media advertising marketing campaign that’s as impactful as it’s efficient.
Fortunately, I’m not right here to let you know how to run a social media marketing campaign. I’m right here to let you know what it is best to lean on — from instruments to ways — to make your subsequent one a standout sensation. Preserve studying to get all the things you want (after which some) on your subsequent social media glow-up.
What’s a social media advertising marketing campaign?
A social media advertising marketing campaign is a coordinated advertising effort utilizing a number of social media platforms to attain a selected enterprise objective, equivalent to rising model consciousness, engagement, or gross sales.
Though a profitable social media advertising marketing campaign could be outlined by one sentence, I’d argue that its contents can’t be.
Within the subsequent part, I’ll clarify in depth what scroll-stopping social media advertising campaigns entail and supply some eye-opening stats that can hopefully inform the way you method your social media advertising shifting ahead.
What makes a social media marketing campaign profitable?
As I discussed, the social media panorama has fully modified over current years.
During the last 12 months, between algorithm updates, new platform launches, and shifting viewers expectations, it’s clear that social media of us have to not solely pivot however — and don’t come for me — additionally think about doubtlessly deconstructing what content material planning seems like.
Earlier than I bounce into how these shifts may instantly influence your model, I’d prefer to elaborate on what I imply by all this. Right here’s a brief breakdown:
- Social media advertising is changing into more and more reliant on multi-platform technique and multi-content execution. Manufacturers and their social media entrepreneurs ought to now not publish one sort of content material, nor ought to they publish on one specific platform. Audiences wish to see a wide range of content material throughout all of the platforms they interact with, even when these platforms and content material sorts aren’t your model’s bread and butter.
- If a model desires to drive true ROI, its identification and motivations should be crystal clear by social media advertising. Customers are finished looking out excessive and low to evaluate whether or not a model is actually what it says it’s. Lately, simply by glancing at your social media profiles, they count on to get the large image a couple of model’s dedication to social points, particular demographics of oldsters, and core values.
- A model’s social media advertising wants to include AI assist wherever attainable. In case your model isn’t using AI, it’s lacking out on main alternatives to streamline content material, enhance social listening, and make model storytelling accessible to extra audiences.
Now, I’m certain a few these truths had been most likely tough to swallow, particularly unexpectedly, however they’re crucial … if development is the objective.
If you wish to know what it’ll take to adapt your social media campaigns and technique for the place the way forward for social is headed, check out the record of suggestions I put collectively beneath:
1. Investing in Video
Social media advertising is changing into increasingly more video-centric; now that video’s rise has arrived, it’s not going wherever.
HubSpot’s 2025 State of Social Media Trends Report revealed that YouTube adoption has grown 65% within the final 12 months. And, in line with extra information from the report, 83% of entrepreneurs really feel comfy posting on YouTube.
Nonetheless, video technique doesn’t begin and finish with YouTube. Take a look at how B2C and B2B entrepreneurs (and their {dollars}) are exhibiting up throughout varied video platforms:
- 34% of B2C entrepreneurs plan to take a position extra in TikTok this 12 months, 31% in Instagram, and 29% in YouTube.
- 26% of B2B entrepreneurs plan to allocate extra price range to TikTok in 2025, solely 24% plan to develop efforts into Instagram22% will prioritize investments in YouTube.
2. Channel-specific Methods
Social media advertising campaigns in 2025 are all about getting granular. As social media audiences develop preferences for a way they wish to interact with and obtain content material throughout totally different platforms, manufacturers should shift and accommodate the place their viewership and consumership might be and easy methods to seize of us’ consideration.
That stated, as you develop a social marketing campaign technique, think about tailoring your method for these prime social media channels:
- YouTube (rating at no. 1)
- Instagram (rating at no. 2)
- TikTok (rating at no. 3)
Now, though YouTube, Instagram, and TikTok take the highest three slots for the place manufacturers are exhibiting up, needless to say there are area of interest audiences on different channels. LinkedIn, Substack, Threads, Bluesky, even Fb, are shut runner-ups, so don’t write them — or what they’ll do on your social technique — off fully.
3. Lengthy-term Viewers Constructing
If you would like your social media advertising marketing campaign to thrive and survive any algorithm, you should develop an viewers that believes in every bit of content material you create. This begins with slowly cultivating an actual neighborhood.
Don’t consider me? Peep the stats from State of Social Trends beneath:
- 64% of corporations have devoted neighborhood managers
- 85% of entrepreneurs agree that constructing an lively on-line neighborhood is essential to a profitable social media technique
- 93% of entrepreneurs are sustaining or rising their funding in neighborhood in 2025
Finally, viewers constructing goes a great distance in establishing belief and long-term loyalty. Should you’re not invested within the individuals who make your model profitable, they received’t be invested in what it presents.
4. Leaning on Social Search
Search isn’t lifeless, it’s simply gotten extra social.
Once you embark on the analysis part of constructing out a social media advertising technique (extra on this later), it is best to think about two issues: 1) how your model is exhibiting up in social media search outcomes and 2) how one can leverage social search to get the solutions you want, to make your social media advertising campaigns stronger.
State of Social Trends uncovered that 89% of entrepreneurs agree that optimizing content material for on-platform search is vital to their social technique. Plus, 84% of entrepreneurs agree that buyers will seek for manufacturers on social media this 12 months.
If something, these numbers ought to reinforce that social search isn’t simply an alternative choice to conventional search engines like google and yahoo; it’s simply an important ingredient to understanding how of us understand your model’s choices and the way they rank towards others.
5. Having a Numerous Content material Combine
I hate to interrupt this to you, however … your subsequent social media marketing campaign technique can’t prioritize just one content material sort. No extra image-only feeds or motivational posts with curated cursive copy. Ditch ‘em.
Right here’s the info from HubSpot’s 2025 State of Marketing Report to underscore my strongly written plea for content material selection:
- 30% of B2C corporations are leveraging short-form video, 22% are amplifying live-streamed video content material, whereas 21% are leveraging user-generated content material (UGC) and 20% are leveraging weblog posts,
- 23% of entrepreneurs plan to spend money on relatable content material in 2025.
- 23% of entrepreneurs additionally plan to spend money on humorous content material this 12 months.
- 18% of entrepreneurs plan to spend money on genuine content material in 2025, too.
Clearly, audiences are asking for personalised content material and to see a model’s true colours. Due to this fact, manufacturers and social media entrepreneurs ought to give them what they need. In any other case, they danger getting left behind (and shedding some loopy ROI).
6. Leveraging AI
Lastly, for those who’re not leveraging AI in your social media technique, you’re severely lacking out on methods to scale and streamline your social advertising marketing campaign efforts. HubSpot’s State of Social Trends Report shared the next stats about how entrepreneurs are bringing in AI to boost content material creation and efficiency:
- 1 in 5 entrepreneurs plan to discover utilizing AI brokers to automate advertising initiatives from end-to-end technique to execution.
- 75% of entrepreneurs agree that utilizing AI helps them be extra artistic when making social media content material.
- 71% of entrepreneurs actively use AI instruments in social media advertising.
- 77% of entrepreneurs agree that AI will make it simpler for them to attach with their viewers on social media.
How one can Plan a Social Media Marketing campaign
There are such a lot of methods to create a profitable social media advertising marketing campaign. After all, your plans will differ based mostly on business, social media platform, and marketing campaign sort. Nonetheless, regardless of how area of interest your model is or what audiences you’re hoping to transform, by no means underestimate the facility of taking it again to the fundamentals.
That stated, listed below are a number of foundational suggestions I recommend preserving in your again pocket to information the creation of your subsequent social media advertising marketing campaign:
1. Begin with researching what’s working (or not).
Within the planning levels of your social media advertising marketing campaign, you need to think about your competitors. It’s non-negotiable.
In relation to outshining your rivals on social, I observe one philosophy: what you’re doing isn’t any higher than what they’re doing till you do some deep diving to grasp what’s oversaturated and what’s truly resonating.
Begin with finishing a SWOT analysis, then do some lurking on social (Reddit and TikTok will probably have the trustworthy perceptions you’re in search of), then, lastly ask your self the next questions:
- Which corporations are just like yours and have already got profitable social media accounts?
- Which corporations have campaigns that you already know did properly?
- Do the businesses you evaluation usually conduct giveaways, contests, or reside movies?
- What’s engagement like on their social posts?
By taking a step again and asking your self these questions, you may decide easy methods to make your marketing campaign distinctive. However don’t cease there. Search for inspiration elsewhere, too.
In case your competitors isn’t on social media, you’re not a fan of their earlier marketing campaign type, or you might have an exceptionally particular enterprise, search for different campaigns that encourage you and decide how one can apply parts equivalent to an identical type, stage of engagement, aesthetic, or a selected message to your marketing campaign.
2. Craft a technique that’s knowledgeable by multi-channel insights.
Subsequent, you’ll wish to craft your marketing campaign technique. To find out your marketing campaign technique objectives, it is best to work with information … not simply any information, although. The information you’ll wish to use ought to come from the next steps:
Discover your target market (throughout each platform you publish on).
Take into consideration these questions:
- Who’re you attempting to succeed in?
- How would you classify your target market?
- What do you hope this marketing campaign will obtain on your firm and viewers?
- How will you create continued engagement together with your followers all through your marketing campaign?
Making certain your content material and messaging enchantment to your target market ought to at all times be your prime precedence. In actual fact, it’s an important rule whereas growing your social media advertising marketing campaign.
Always remember who you are attempting to attach with and why. Should you miss the mark, your viewers received’t simply discover, they’ll scroll proper by your social posts and lose curiosity in your marketing campaign altogether.
Listed here are some methods to enchantment to your target market on social media:
- Think about the developments which are resonating with viewers throughout platforms. Ask your self: What do individuals wish to view today? What have you ever seen doing properly on different timelines? Take into consideration what you see (and like to work together with) by yourself timeline and adapt it to fit your model’s voice on social.
- Create compelling visible content material that feels genuine and interesting. Whether or not it’s a video on TikTok or a carousel on Instagram, make certain your visible content material is compelling and interactive. Give your viewers one thing they haven’t seen earlier than, or add your individual spin to one thing that’s doing properly on of us’ timelines.
- Make your viewers really feel seen. In case your followers go away questions, feedback, or considerations in your posts, it is best to reply (‘trigger duh). By doing so, you’ll kind a private bond together with your viewers, making them extra loyal to you and your model.
Select your content material sorts and format.
Keep in mind what I stated earlier about social media advertising changing into more and more reliant on multi-content execution? At this stage of cultivating your social media advertising marketing campaign, it is best to begin zeroing in on the sorts of content material you’ll have to create.
To find out your content material sorts, you need to first think about the why behind your marketing campaign creation. Listed here are some conventional cases during which your model and/or firm may create a social media advertising marketing campaign:
- Holidays
- Particular events or milestones
- Partnerships with different companies
- Person-generated content material (UGC) promotions
- Contests or giveaways
Then, think about which content material sort must be used on what platform. For instance, in case your marketing campaign makes use of loads of nonetheless pictures, Instagram could be the platform for you. In case your marketing campaign requires reside streaming and wish to share longer movies, TikTok could be choice. And if you wish to launch shorter bursts of data, Threads or Bluesky may very well be match. Take into consideration what every platform is finest for and go from there.
Professional tip: The most effective use circumstances for AI is repurposing your current content material into different codecs whereas preserving a cohesive voice and message.
Personally, I feel HubSpot’s Campaign Assistant is nice for reusing and recycling content material. It means that you can enter your key messaging and CTA, then creates coordinating Instagram, Fb, and Google advert copy with out the heavy lifting (aka rewriting the identical factor time and again throughout platforms).
Handle the outcomes of your marketing campaign technique.
Regardless of why you’re creating your marketing campaign, you’ll most likely be enthusiastic about understanding your marketing campaign’s stage of success. However to make any conclusions about your success, you’ll want metrics to measure and monitor all through your marketing campaign.
A well-liked means to do that is thru a metric tracker equivalent to Google Analytics or HubSpot’s social monitoring and metric tracking instrument. This kind of concrete information will offer you data like:
- General marketing campaign site visitors.
- What number of new followers you’ve attracted (in addition to what number of followers you misplaced).
- Ranges of engagement.
- Adjustments in web site site visitors.
- Adjustments in gross sales.
3. Don’t simply publish your content material — advertise.
Now it’s time to begin sharing your marketing campaign and selling your content material. Take a look at a number of the following strategies for selling and sharing your content material (I included some examples, too):
Promote one message all through your marketing campaign.
It is best to begin by selling one message on a number of platforms utilizing content material that matches the chosen platform. By constantly sharing the identical message throughout your marketing campaign, your followers will hear the identical data repeatedly, permitting them to retain your message.
Advertising campaigns have confirmed that messages are simplest when repeated. Repetition ends in familiarity, which fosters belief between your viewers and your message, model, and product. Redundant messages stick.
Stability your promotional and non-promotional content material.
Your followers will discover for those who’re always pushing promotional content material on them. By balancing promotional and non-promotional content material, your followers will understand you as useful and wish to interact with you extra.
In brief, that is about your followers not feeling pressured or pushed into changing into a buyer (as a result of nobody desires to be pressured right into a sale, y’all). You may be simplest for those who present your followers with promotional content material balanced with content material they discover satisfying, like humorous or light-hearted UGC.
Guarantee your content material is exclusive to what you are promoting.
Create an aesthetic on your marketing campaign that matches your model. Now, you need this to be distinctive. Anybody who lands in your web page ought to know it’s yours with out studying your profile deal with.
After I take into consideration aesthetic finished proper, I instantly image Rhode Skin, Hailey Bieber’s “clear woman” skincare and make-up model.
Rhode does visually-pleasing content material exceptionally properly. From curated coloration palettes to mushy, dreamy ideas, Rhode creates Pinterest girly-inspired content material with a twist. 99% of the time, that “twist” is at all times a shock.
Generally, the twist is meals advertising; different occasions, it’s a recent 80s glam revival. Audiences by no means know what’ll come subsequent, and that’s the enjoyable half. Scroll by the screenshots beneath to see what I imply:
My level is that this: being distinctive and genuine helps you stand out. It additionally provides individuals a cause to wish to observe you over your rivals. No matter the way you select to stylize your content material, it must really feel cohesive, enjoyable, and related again to your model’s choices.
Have interaction together with your viewers usually.
Say it with me now: Regardless of what number of followers your model might have, it is best to at all times put aside time to nurture your on-line viewers. This implies:
- Answering direct messages (DMs).
- “Liking” feedback.
- Responding to suggestions (even when it’s unkind).
Participating together with your followers, even in small methods, indicators that you just care about them past self-importance metrics; that they’re not one other quantity. Furthermore, you domesticate relationships and experiences that maintain followers invested in your model by exhibiting up for them constantly.
Create a singular hashtag on your marketing campaign.
All main social media campaigns ought to have a hashtag that must be the identical throughout social platforms; right here’s why:
- Hashtags permit your workforce members to maintain observe of interactions.
- Hashtags make it simple on your followers to interact together with your marketing campaign.
- Hashtags are distinctive and memorable.
For instance, Black-owned and Gen Z consumer-focused skincare and sweetness model, Topicals, has a newly-launched (however already buzzworthy) social media marketing campaign referred to as Pale Fortune. Pale Fortune might have been born by social, however its success is related to IRL, one-night-only model experiences, thus its influence extends past the digital area.
Moreover, Topicals’ marketing campaign hashtag for Pale Fortune is, fittingly, “#FadedFortune.” It’s simple, easy to recollect, and deeply related to the model’s in-person activations — in addition to the assured high-energy enjoyable that buyers can count on from attending.
Moreover, Pale — a skincare serum and facial cleaning bar designed to brighten pimples scarring — is considered one of Topicals’ core product choices, so this marketing campaign instantly hyperlinks the idea again to what they promote, grounding customers of their model narrative and a distinct segment product-focused expertise.
Automate your content material with scheduling software program.
Though creating participating content material and interacting together with your followers could also be time-consuming, there’s a strategy to schedule your marketing campaign posts forward of time. (And, if I’m being completely trustworthy, each social media advertising particular person is doing some type of pre-scheduling anyway. It’s a part of the workflow.)
Instruments equivalent to Hootsuite, Sprout Social, and CoSchedule permit entrepreneurs to schedule posts with textual content, photographs, movies, hashtags, and extra. Plus, a few of these scheduling instruments — like HubSpot’s Social Media Management Software — comprise analytics options to assist customers decide which scheduled posts are doing properly and which posts must be modified.
Use reside streaming to your benefit.
HubSpot’s 2025 State of Marketing Report highlighted that 21% of B2C manufacturers are leveraging reside streaming as part of their content material technique. With reside streaming, viewers members can watch content material in real-time from wherever world wide, which creates a golden alternative for manufacturers to develop their attain to new international locations, demographics, and buyer segments.
TikTok Live is among the hottest methods to stream reside content material, adopted by different platforms equivalent to Instagram and YouTube. You need to use reside streaming to demo merchandise on your followers, conduct giveaways and contests, interview visitors and influencers, or just make clients really feel personally related to your model.
Finally, the way in which you promote your content material is your choice, however don’t overlook to check and analyze your outcomes. By preserving an in depth eye in your efficiency, you may know if any fast adjustments can or must be modified whereas the stream remains to be reside. Moreover, you can too apply your findings to future campaigns.
How one can Run a Social Media Advertising Marketing campaign
Right here’s the factor: there’s no “proper” or “incorrect” strategy to run a social media advertising marketing campaign. And I’m not right here to persuade you in any other case. Each model’s objectives are totally different, so each marketing campaign will inevitably look just a little totally different, too.
Nonetheless, once you are operating one, there’s a number of commonplace constructing blocks that you need to prioritize from the very starting; not all of them aren’t even explicitly accountable for strengthening your social media presence both. As an alternative, they exist within the backdrop of your total digital technique.
To offer extra context and assist you get a greater grasp on these social media advertising marketing campaign do’s, check out the record of basis suggestions I put collectively beneath:
1. Enhance model consciousness.
Though your social media advertising marketing campaign could also be centered on different KPIs, bettering model consciousness ought to at all times be a core pillar of your social technique. In actual fact, HubSpot’s 2025 State of Marketing Report famous that 13% of entrepreneurs plan to spend money on model consciousness for the primary time in 2025, so there’s no higher time to lean into authenticity and purpose-driven messaging than proper now. It’s by no means too late.
Your model can enhance model consciousness by social media in a wide range of methods, equivalent to:
- Posting your campaigns on a wide range of platforms (hiya cross-posting!).
- Utilizing particular hashtags.
- Offering followers with incentives for sharing your content material and tagging their buddies (i.e., selecting a fortunate follower to obtain a goodie field of merchandise).
- Posting a buyer’s UGC in your feed or story.
Enhancing your model consciousness by social media doesn’t have to take loads of time both. Upon getting a plan on your marketing campaign, it is possible for you to to map out precisely the place and when it must be posted to maintain issues environment friendly. It’s that easy.
2. Join together with your viewers.
Connecting together with your viewers is vital in all sorts of advertising, particularly in social media advertising.
In a world with rising distractions and diminishing endurance, efficient advertising ways matter extra vital than ever. The excellent news, although? Social media has made it simpler to attach with potential clients wherever world wide.
When engaged on a social media advertising marketing campaign, you wish to join together with your viewers in two methods: 1) on a floor stage — by a reshare, repost, remark, or a “like” — and 2) on a deeper stage — by a relatable publish that will get them feeling a sure means about your model or merchandise.
When you make clients really feel seen, they’ll maintain coming again.
3. Improve web site site visitors.
You most likely already know this, however social media advertising is an effective way to spice up web site site visitors.
On social, clients have little endurance and lose curiosity rapidly. By together with a URL to your model’s web site (and different social channels) in your bio, you:
- Information curious scrollers proper to your most useful digital contact factors.
- Improve the probability that potential clients interact together with your services or products in ways in which really feel most accessible for them.
- Reinforce model credibility by making it simple for customers to search out constant, up-to-date details about your model.
Right here’s another quick-win solutions for rising web site site visitors and visibility by your social media advertising technique:
- Your marketing campaign workforce can reply to followers on social with URLs to particular touchdown pages in your web site. Whether or not it’s a product web page, weblog publish, or FAQ, offering related URLs in dialog reveals you’re listening — and it’s a delicate but highly effective strategy to information customers towards conversion.
- Add a web site or touchdown web page URL to your precise publish on social media. Don’t simply depend on your bio hyperlink. Together with a clickable hyperlink in your precise publish (the place platforms permit) helps followers take fast motion. A well-placed URL removes friction and directs individuals precisely the place you need them to go.
- Embrace a powerful call-to-action (CTA) in your captions that encourages followers to click on by to your web site. A powerful call-to-action, like “Be taught extra on our website,” “Store the gathering,” or “Get the complete story,” can improve click-through charges whereas making your publish really feel purposeful and actionable.
Now that I’ve have reviewed a number of the most profitable methods to make your social media advertising marketing campaign stronger, let’s dive into a number of the finest and brightest social media advertising marketing campaign examples.
Social Media Marketing campaign Examples
1. Rhode Pores and skin: Peptide Lip Form Liner
Dynamic poses. Life-size merchandise. Heels with socks. If Rhode Skin is aware of easy methods to do one factor proper, it’s curating a vibe by social media advertising.
I do know I briefly talked about Rhode Pores and skin, however I’d like to say it once more, particularly if I’m going to speak a couple of masterful social media marketing campaign. Rhode Pores and skin’s peptide lip form marketing campaign, indisputably, was one of many most talked about beauty campaigns of 2025.
Starring the model’s founder, Hailey Bieber, and recently-dubbed pop woman sensation Tate Mcrae, together with a number of different Rhode dreamgirls, the peptide lip form marketing campaign hit timelines in late January 2025 and left each Rhode evangelists and people who had been new to the model fairly floored.
The end result? Absolute fanfare takeover for the marketing campaign throughout Rhode’s hero platforms — TikTok and Instagram — plus tons of UGC, some good, some dangerous, some impartial.
It’s vital that I notice that the response to Rhode’s peptide lip form assortment wasn’t all peaches and cream. A piece of customers — primarily girls of coloration — had rather a lot to say about how the product was meant for use; some felt confused by its longevity and put on.
However, individuals confirmed up for Rhode. Listed here are what I feel of us can take away from Rhode’s social media advertising marketing campaign:
- Don’t be afraid to get literal together with your social media advertising technique. Rhode’s fitness-themed marketing campaign aligns completely with the “form” a part of its assortment title — Peptide Lip Form. From gym-inspired visuals to chill woman athleisure aesthetics, they leaned into the theme and had enjoyable with it. Literal doesn’t should imply boring — it could possibly truly create a intelligent, memorable through-line that audiences immediately join with.
- Should you can, put your founder entrance and middle. One factor that Rhode’s clients at all times anticipate is that Hailey Bieber, its founder, might be on the entrance and middle of its promotional campaigns. By establishing Hailey as a recognizable and constant model figurehead, Rhode strengthens model familiarity and belief. Her presence provides star energy, however extra importantly, it humanizes the model and offers audiences somebody to observe, not simply one thing to purchase.
- Present your viewers that you just not solely have vary, however that you just hear and don’t decide. After receiving backlash for not being diverse enough in its inaugural blush collection launch, Rhode was intentional about showcasing girls with totally different pores and skin tones — from honest to deep — within the rollout for this marketing campaign. This visible inclusivity confirmed that Rhode was not solely listening but additionally evolving. It made the model really feel extra considerate, expansive, and aligned with a broader viewers — a sensible transfer that resonated throughout social channels.
2. On Sneakers: Zendaya x ZoneDreamers
In April 2025, On, the Swiss-engineered shoewear and athleisure model, launched a star-led, space-themed marketing campaign and brief movie with Zendaya on the forefront of its promotional efforts.
The marketing campaign was designed to highlight its new Spring/Summer time 2025 Motion assortment together with its recently-released low-profile sneaker, Cloudzone.
The social media advertising marketing campaign was anchored by two hashtags: “#DreamOn” and “#ZoneDreamers.” Plus, together with the social media advertising marketing campaign rollout, On additionally launched a Zendaya “edit” that includes gadgets from the model, all hand-picked by Zendaya.
This was On’s first try at getting artistic and completely out-of-the-box for a set launch. Though perceptions concerning the marketing campaign are comparatively recent, On’s customers have already demonstrated pleasure about Zendaya’s affiliation with the model, purchasing her picks, and, in fact, watching her in a totally new challenge (particularly post-Challengers).
Listed here are my takeaways from On’s social media advertising methodology, for those who care to take a number of notes:
- Should you can, get thematic. By world-building and selecting a selected theme to construct their latest assortment round, On created an immersive expertise that prolonged past product alone. The space-meets-sport aesthetic gave the marketing campaign a transparent artistic path, made the visuals immediately eye-catching, and supplied audiences one thing extra imaginative than a standard product launch.
- Don’t be afraid of ancillary advertising. On’s choice to position Zendaya not solely on the helm of its social media marketing campaign however its sister-short movie helped stretch the marketing campaign’s attain throughout a number of codecs and audiences. The cinematic method blurred the strains between style and storytelling — giving individuals extra causes to interact, share, and discuss concerning the marketing campaign outdoors of product-focused moments.
- Lean on high-production high quality each time you may. From informal short-form video edits to a longer-form brief movie, On didn’t minimize corners on visible storytelling. This stage of polish elevated the marketing campaign and made it really feel aspirational, but nonetheless approachable. Excessive-quality artistic builds model belief and makes content material really feel timeless — one thing that may be repurposed lengthy after launch week.
3. Redken: Sabrina Carpenter x Acidic Bonding Focus Assortment
In October 2024, Sabrina Carpenter, pop’s latest diamond of the season, joined Redken as its first-ever international ambassador.
Sabrina’s first task? Promote Redken’s Acidic Bonding Focus (ABC) assortment, aka the supply for her wholesome, glowing goldilocks.
Whereas on tour, at press occasions, and thru her personal social media, Sabrina executed her half of the deal flawlessly. In the meantime, on socials (notably Instagram and TikTok), Redken had a Sabrina-style takeover, highlighting UGC content material impressed by Sabrina’s go-to look, footage of Sabrina’s finest hair seems, and imagery impressed by her hit single, “Espresso.”
And though Sabrina’s Brief ‘n’ Candy period has been in movement for some time now, the model remains to be dedicated to amplifying their ambassador each time attainable, at the same time as her eras come and go.
In flip, of us and devoted Sabrina followers have adopted Sabrina’s haircare routine by shopping for the complete Redken assortment and following her step-by-step course of for reaching her signature blonde hair.
Right here’s what I feel social media advertising of us can take away from Redken’s ABC marketing campaign and partnership with Sabrina:
- Make a long-term funding. By partnering with Sabrina Carpenter as a world ambassador, Redken performed the lengthy sport. As an alternative of a one-off collab or limited-time sponsorship, they dedicated to constructing a relationship that might evolve along with her profession — and her followers. That form of consistency builds belief, consciousness, and model loyalty over time.
- Select a reputation and a face that’s simple to recollect. As a result of Sabrina is memorable, Redken’s ABC assortment sticks with individuals. Their partnership along with her not solely faucets into her musical notoriety but additionally nods to her playful, outdated Hollywood magnificence aesthetic. Mixed with a high-profile title like hers, the marketing campaign grew to become immediately recognizable — and even simpler to go looking, reshare, and speak about.
- Match your feed to your model’s power. From the beginning, Redken’s marketing campaign visuals echoed Sabrina’s vibe: enjoyable, polished, assured, and female. Their social presence didn’t simply promote haircare — it offered a recognizable aesthetic that aligned with their ambassador’s private model. That form of artistic cohesion goes a great distance in constructing a social marketing campaign that feels intentional, not simply promotional.
Your Social Glow-Up Begins Now
I’ll maintain it actual — constructing a social media marketing campaign that truly lands ain’t simple, however it’s doable.
Technique, consistency, creativity, and real-time viewers consciousness? That’s stuff you’ll have to see outcomes. Whether or not you’re testing a brand new format, using the wave of a trending audio, or deep-diving into platform analytics, what issues most is that you just’re exhibiting up with intention.
You’ve acquired the insights. You’ve acquired the inspo. Now go on the market and publish such as you imply it. And when it clicks? Belief me — your viewers will discover.
Editor’s notice: This publish was initially revealed in October 2018 and has been up to date for comprehensiveness.
