2024’s marketing campaigns have done it all – and done it well. This year, we’ve seen brands truly step up their game with campaigns that are not just about selling but creating a vibe.
We’ve rounded up five of the most impressive 2024 marketing campaigns that got us talking and sharing.
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Rhode Skin
Hailey Bieber’s skincare brand Rhode Skin made a splash with a functional and stylish product – a phone case that doubles as a lip treatment holder. Fans not only bought the product but became part of the brand experience as they carried it around, making the case a trend on its own. And the kicker? It even sparked friendly “phone case wars” online when Heinz created its own mock version for ketchup packets.
We think what worked so well from a marketing perspective, Rhode Skin’s campaign shows that a product can be both innovative and functional, driving not only sales but also social media engagement as people shared the product online. It was a simple but genius strategy because it addressed a real need (keeping lip treatments on hand) and positioned it as a trend.
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Bratz x Mean Girls
When Bratz teamed up with Mean Girls, it was like a time machine straight back to the early 2000s. The dolls were dressed in iconic Mean Girls outfits, instantly connecting with millennials and Gen Z who grew up on both the dolls and the movie. It wasn’t just a “remember when?” moment; it felt like a revival and fans ate it up.
In this case, nostalgia in marketing can be such a powerful tool, especially when done thoughtfully. Bratz and Mean Girls hit that sweet spot between past and present, giving fans something familiar but with a fresh perspective, creating one of the most emotionally engaging 2024 marketing campaigns. For marketers, this shows the potential of targeting a specific era’s aesthetic to engage emotionally with audiences and build brand engagement.
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British Airways – “A British Original”
British Airways took a surprisingly minimalist approach with its “A British Original” campaign. The ads were cropped close to passengers, focusing on their expressions as they looked out airplane windows. Cropped images captured the sense of wonder and curiosity that comes with flying and let the emotion speak louder than any tagline or call-to-action could. It was simple and somehow that made it deep.
What worked so well in this case is that British Airways chose simplicity to stand out. Rather than bombarding audiences with flashy visuals and extensive branding, this campaign focused on the emotional experience of travel. British Airways trusted that a simple, relatable image could create a memorable experience and they were right. For marketers, it’s a reminder that sometimes less really is more and that subtlety can pack a punch when you know your audience well enough to keep it simple.
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Specsavers
Specsavers are known for their quirky and humour-focused campaigns. This campaign showed a Specsavers van parked over a bollard, with a sign reading, “Caution. Automatic bollards in operation”. The message played on their famous tagline, “Should have gone to Specsavers”, adding a touch of humour that resonated with the public and quickly went viral.
Humour is an effective way to connect with audiences and Specsavers has used it to full effect. The campaign didn’t rely on complex messaging; instead it focused on a funny, relatable image that people were eager to share. For anyone analysing 2024 marketing campaigns, this one in particular is proof that humour can make a brand memorable and that a good laugh often creates strong connections with audiences.
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Maebe by Molly-Mae Hague
Molly-Mae Hague took fans on a journey with the launch of her new fashion brand, Maebe.
Molly-Mae Hague’s new fashion brand, Maebe, was built on months of teasers, creating anticipation through clever wordplay (“Molly-Mae” and “maybe” combined to hint at the brand’s name). She dropped subtle hints across Instagram and YouTube, making followers feel like detectives piecing together clues. This “maybe it’s happening” teaser video quickly went viral, boosting hype to new levels.
When the pop-up event in London arrived, it drew a crowd eager to get a first look. Fans who attended created tons of user-generated content (UGC), sharing their excitement and spreading the brand message.
Molly-Mae turned her followers into active participants, fueling engagement through FOMO (fear of missing out) and exclusivity. This was influencer marketing at its finest: combining personality, exclusivity and UGC to create a buzz. This campaign is a great example for marketers to use anticipation and influencer loyalty to build buzz organically.
What 2024 Marketing Campaigns Teach Us About Great Marketing
This year’s best 2024 marketing campaigns remind us that marketing isn’t just about product promotion; it’s about connection, simplicity and letting the audience in on the journey. These elements are some of the many ways a marketing campaign can get to be memorable for the audiences as well as they feeling related to them.
We didn’t want to blow our own trumpets too much, which is why there’s no Nifty examples in this list – but we will be following up, don’t worry. If you can’t wait for ‘Nifty’s funniest campaigns of 2024!’ then don’t worry, you can see some of our work from this year here.
