You and I each realize it: there’s no secret to a profitable social media marketing campaign. As an alternative, there’s simply technique; these days, posting gained’t reduce it — and social media entrepreneurs are feeling the strain greater than ever.
Tons of transferring elements represent a high-performing, actually fashionable social technique. In line with HubSpot’s 2025 Social Media Developments Report, a few of them embody constructing on-line communities, planning channel-specific content material methods, prioritizing knowledgeable voices, and optimizing content material for on-platform search.
Briefly, there’s so far more to contemplate 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 inform you how to run a social media marketing campaign. I’m right here to inform you what it’s best to lean on — from instruments to ways — to make your subsequent one a standout sensation. Maintain studying to get all the pieces you want (after which some) to 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 realize a particular enterprise objective, akin to growing model consciousness, engagement, or gross sales.
Though a profitable social media advertising marketing campaign may 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 strategy your social media advertising transferring ahead.
What makes a social media marketing campaign profitable?
As I discussed, the social media panorama has utterly modified over latest years.
Over the past yr, 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 take into account doubtlessly deconstructing what content material planning appears like.
Earlier than I soar into how these shifts might immediately affect your model, I’d prefer to elaborate on what I imply by all this. Right here’s a brief breakdown:
- Social media advertising is turning into more and more reliant on multi-platform technique and multi-content execution. Manufacturers and their social media entrepreneurs ought to now not submit one kind of content material, nor ought to they submit on one explicit platform. Audiences need to see quite a lot of content material throughout all of the platforms they have interaction with, even when these platforms and content material sorts aren’t your model’s bread and butter.
- If a model needs to drive true ROI, its id and motivations have to be crystal clear by social media advertising. Shoppers are finished looking out excessive and low to evaluate whether or not a model is basically what it says it’s. Nowadays, simply by glancing at your social media profiles, they anticipate 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 help 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 positive a few these truths have been in all probability tough to swallow, particularly all of sudden, however they’re obligatory … 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 listing of suggestions I put collectively under:
1. Investing in Video
Social media advertising is turning into increasingly video-centric; now that video’s rise has arrived, it’s not going wherever.
HubSpot’s 2025 State of Social Media Developments Report revealed that YouTube adoption has grown 65% within the final yr. And, in accordance with extra knowledge from the report, 83% of entrepreneurs really feel snug posting on YouTube.
Nonetheless, video technique doesn’t begin and finish with YouTube. Try how B2C and B2B entrepreneurs (and their {dollars}) are displaying up throughout numerous video platforms:
- 34% of B2C entrepreneurs plan to take a position extra in TikTok this yr, 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 the way they need to have interaction with and obtain content material throughout completely different platforms, manufacturers should shift and accommodate the place their viewership and consumership will likely be and the way to seize of us’ consideration.
That mentioned, as you develop a social marketing campaign technique, take into account tailoring your strategy 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 displaying up, understand that 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 will do to your social technique — off utterly.
3. Lengthy-term Viewers Constructing
If you need your social media advertising marketing campaign to thrive and survive any algorithm, you will need to develop an viewers that believes in each piece of content material you create. This begins with slowly cultivating an actual group.
Don’t imagine me? Peep the stats from State of Social Developments under:
- 64% of firms have devoted group managers
- 85% of entrepreneurs agree that constructing an energetic on-line group is essential to a profitable social media technique
- 93% of entrepreneurs are sustaining or growing their funding in group in 2025
In the end, viewers constructing goes a good distance in establishing belief and long-term loyalty. In the event you’re not invested within the individuals who make your model profitable, they gained’t be invested in what it gives.
4. Leaning on Social Search
Search isn’t lifeless, it’s simply gotten extra social.
Whenever you embark on the analysis part of constructing out a social media advertising technique (extra on this later), it’s best to take into account two issues: 1) how your model is displaying 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 Developments uncovered that 89% of entrepreneurs agree that optimizing content material for on-platform search is necessary to their social technique. Plus, 84% of entrepreneurs agree that customers will seek for manufacturers on social media this yr.
If something, these numbers ought to reinforce that social search isn’t simply a substitute for conventional search engines like google; it’s simply a vital factor to understanding how of us understand your model’s choices and the way they rank in opposition to others.
5. Having a Various 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 kind. No extra image-only feeds or motivational posts with curated cursive copy. Ditch ‘em.
Right here’s the information from HubSpot’s 2025 State of Advertising Report to underscore my strongly written plea for content material selection:
- 30% of B2C firms 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 yr.
- 18% of entrepreneurs plan to spend money on genuine content material in 2025, too.
Clearly, audiences are asking for customized content material and to see a model’s true colours. Subsequently, manufacturers and social media entrepreneurs ought to give them what they need. In any other case, they threat getting left behind (and dropping some loopy ROI).
6. Leveraging AI
Lastly, if you happen to’re not leveraging AI in your social media technique, you’re significantly lacking out on methods to scale and streamline your social advertising marketing campaign efforts. HubSpot’s State of Social Developments 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.
Methods to Plan a Social Media Marketing campaign
There are such a lot of methods to create a profitable social media advertising marketing campaign. In fact, your plans will differ primarily based on trade, social media platform, and marketing campaign kind. Nonetheless, regardless of how area of interest your model is or what audiences you’re hoping to transform, by no means underestimate the ability of taking it again to the fundamentals.
That mentioned, listed below are just a few foundational ideas I recommend holding 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 phases of your social media advertising marketing campaign, you must take into account your competitors. It’s non-negotiable.
With regards to outshining your rivals on social, I observe one philosophy: what you’re doing is not any higher than what they’re doing till you do some deep diving to know what’s oversaturated and what’s truly resonating.
Begin with finishing a SWOT evaluation, then do some lurking on social (Reddit and TikTok will probably have the trustworthy perceptions you’re searching for), then, lastly ask your self the next questions:
- Which firms are much like yours and have already got profitable social media accounts?
- Which firms have campaigns that you recognize did nicely?
- Do the businesses you overview usually conduct giveaways, contests, or stay movies?
- What’s engagement like on their social posts?
By taking a step again and asking your self these questions, you possibly can decide the way 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 model, or you might have an exceptionally particular enterprise, search for different campaigns that encourage you and decide how one can apply components akin to the same model, degree of engagement, aesthetic, or a particular message to your marketing campaign.
2. Craft a technique that’s knowledgeable by multi-channel insights.
Subsequent, you’ll need to craft your marketing campaign technique. To find out your marketing campaign technique targets, it’s best to work with knowledge … not simply any knowledge, although. The info you’ll need to use ought to come from the next steps:
Discover your target market (throughout each platform you submit on).
Take into consideration these questions:
- Who’re you making an attempt to achieve?
- How would you classify your target market?
- What do you hope this marketing campaign will obtain to your firm and viewers?
- How are you going to 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 all the time be your prime precedence. In reality, it’s an important rule whereas growing your social media advertising marketing campaign.
Always remember who you are attempting to attach with and why. In the event you miss the mark, your viewers gained’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:
- Contemplate the traits which might be resonating with viewers throughout platforms. Ask your self: What do individuals need to view today? What have you ever seen doing nicely 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 fascinating. 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 personal spin to one thing that’s doing nicely on of us’ timelines.
- Make your viewers really feel seen. In case your followers go away questions, feedback, or considerations in your posts, it’s best to reply (‘trigger duh). By doing so, you’ll type 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 mentioned earlier about social media advertising turning into more and more reliant on multi-content execution? At this stage of cultivating your social media advertising marketing campaign, it’s best to begin zeroing in on the sorts of content material you’ll have to create.
To find out your content material sorts, you must first take into account the why behind your marketing campaign creation. Listed here are some conventional cases by which your model and/or firm would possibly 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, take into account which content material kind needs to be used on what platform. For instance, in case your marketing campaign makes use of plenty of nonetheless pictures, Instagram may be the platform for you. In case your marketing campaign requires stay streaming and need to share longer movies, TikTok may be possibility. And if you wish to launch shorter bursts of data, Threads or Bluesky could possibly be match. Take into consideration what every platform is finest for and go from there.
Professional tip: Probably the greatest use circumstances for AI is repurposing your present content material into different codecs whereas holding a cohesive voice and message.
Personally, I feel HubSpot’s Marketing 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 again and again throughout platforms).
Handle the outcomes of your marketing campaign technique.
Regardless of why you’re creating your marketing campaign, you’ll in all probability be fascinated by realizing your marketing campaign’s degree 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 method to do that is thru a metric tracker akin to Google Analytics or HubSpot’s social monitoring and metric monitoring instrument. The sort of concrete knowledge will give 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.
- Modifications in web site site visitors.
- Modifications in gross sales.
3. Don’t simply submit your content material — put it on the market.
Now it’s time to begin sharing your marketing campaign and selling your content material. Try 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’s 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 if you happen to’re continually pushing promotional content material on them. By balancing promotional and non-promotional content material, your followers will understand you as useful and need to have interaction with you extra.
Briefly, that is about your followers not feeling pressured or pushed into turning into a buyer (as a result of nobody needs to be pressured right into a sale, y’all). You’ll be simplest if you happen to present your followers with promotional content material balanced with content material they discover pleasant, like humorous or light-hearted UGC.
Guarantee your content material is exclusive to your corporation.
Create an aesthetic to 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 Pores and skin, Hailey Bieber’s “clear lady” skincare and make-up model.
Rhode does visually-pleasing content material exceptionally nicely. From curated coloration palettes to gentle, dreamy ideas, Rhode creates Pinterest girly-inspired content material with a twist. 99% of the time, that “twist” is all the time a shock.
Generally, the twist is meals advertising; different instances, it’s a up to date 80s glam revival. Audiences by no means know what’ll come subsequent, and that’s the enjoyable half. Scroll by the screenshots under to see what I imply:
My level is that this: being distinctive and genuine helps you stand out. It additionally offers individuals a cause to need 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.
Interact together with your viewers frequently.
Say it with me now: Regardless of what number of followers your model might have, it’s best to all the time 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).
Partaking together with your followers, even in small methods, indicators that you just care about them past vainness metrics; that they’re not one other quantity. Furthermore, you domesticate relationships and experiences that maintain followers invested in your model by displaying up for them constantly.
Create a singular hashtag to your marketing campaign.
All main social media campaigns ought to have a hashtag that needs to be the identical throughout social platforms; right here’s why:
- Hashtags enable your workforce members to maintain observe of interactions.
- Hashtags make it simple to your followers to have interaction 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 affect extends past the digital area.
Moreover, Topicals’ marketing campaign hashtag for Pale Fortune is, fittingly, “#FadedFortune.” It’s easy, easy to recollect, and deeply related to the model’s in-person activations — in addition to the assured high-energy enjoyable that customers can anticipate from attending.
Moreover, Pale — a skincare serum and facial cleaning bar designed to brighten zits scarring — is one among Topicals’ core product choices, so this marketing campaign immediately 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 individual is doing some type of pre-scheduling anyway. It’s a part of the workflow.)
Instruments akin to Hootsuite, Sprout Social, and CoSchedule enable entrepreneurs to schedule posts with textual content, photographs, movies, hashtags, and extra. Plus, a few of these scheduling instruments — like HubSpot’s Social Media Administration Software program — include analytics options to assist customers decide which scheduled posts are doing nicely and which posts have to be modified.
Use stay streaming to your benefit.
HubSpot’s 2025 State of Advertising Report highlighted that 21% of B2C manufacturers are leveraging stay streaming as part of their content material technique. With stay streaming, viewers members can watch content material in real-time from wherever around the globe, which creates a golden alternative for manufacturers to develop their attain to new nations, demographics, and buyer segments.
TikTok Dwell is without doubt one of the hottest methods to stream stay content material, adopted by different platforms akin to Instagram and YouTube. You should utilize stay streaming to demo merchandise to your followers, conduct giveaways and contests, interview friends and influencers, or just make clients really feel personally related to your model.
In the end, the best way you promote your content material is your choice, however don’t neglect to check and analyze your outcomes. By holding an in depth eye in your efficiency, you may know if any instant adjustments can or needs to be modified whereas the stream remains to be stay. Moreover, you can too apply your findings to future campaigns.
Methods to Run a Social Media Advertising Marketing campaign
Right here’s the factor: there’s no “proper” or “flawed” 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 targets are completely different, so each marketing campaign will inevitably look a bit completely different, too.
Nonetheless, once you are operating one, there’s just a few commonplace constructing blocks that you must prioritize from the very starting; not all of them aren’t even explicitly chargeable for strengthening your social media presence both. As an alternative, they exist within the backdrop of your total digital technique.
To supply extra context and make it easier to get a greater grasp on these social media advertising marketing campaign do’s, check out the listing of basis ideas I put collectively under:
1. Enhance model consciousness.
Though your social media advertising marketing campaign could also be targeted on different KPIs, enhancing model consciousness ought to all the time be a core pillar of your social technique. In reality, HubSpot’s 2025 State of Advertising 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 quite a lot of methods, akin to:
- Posting your campaigns on quite a lot of platforms (whats up cross-posting!).
- Utilizing particular hashtags.
- Offering followers with incentives for sharing your content material and tagging their mates (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 plenty of time both. After you have a plan to your marketing campaign, it is possible for you to to map out precisely the place and when it needs to be posted to maintain issues environment friendly. It’s that easy.
2. Join together with your viewers.
Connecting together with your viewers is necessary in all sorts of advertising, particularly in social media advertising.
In a world with rising distractions and diminishing endurance, efficient advertising ways matter extra necessary than ever. The excellent news, although? Social media has made it simpler to attach with potential clients wherever around the globe.
When engaged on a social media advertising marketing campaign, you need to join together with your viewers in two methods: 1) on a floor degree — by a reshare, repost, remark, or a “like” — and 2) on a deeper degree — by a relatable submit that will get them feeling a sure method about your model or merchandise.
When you make clients really feel seen, they’ll maintain coming again.
3. Improve web site site visitors.
You in all probability already know this, however social media advertising is a good way to spice up web site site visitors.
On social, clients have little endurance and lose curiosity shortly. 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 dear digital contact factors.
- Improve the probability that potential clients have interaction 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 strategies for growing 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 submit, 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 an internet site or touchdown web page URL to your precise submit on social media. Don’t simply depend on your bio hyperlink. Together with a clickable hyperlink in your precise submit (the place platforms enable) helps followers take instant 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 robust call-to-action, like “Study extra on our web site,” “Store the gathering,” or “Get the total story,” can enhance click-through charges whereas making your submit 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 Pores and skin is aware of the way 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, surely, was one of many most talked about magnificence campaigns of 2025.
Starring the model’s founder, Hailey Bieber, and recently-dubbed pop lady 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 have been new to the model fairly floored.
The consequence? Absolute fanfare takeover for the marketing campaign throughout Rhode’s hero platforms — TikTok and Instagram — plus tons of UGC, some good, some unhealthy, some impartial.
It’s necessary that I observe that the response to Rhode’s peptide lip form assortment wasn’t all peaches and cream. A bit of customers — primarily girls of coloration — had lots 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 identify — Peptide Lip Form. From gym-inspired visuals to chill lady athleisure aesthetics, they leaned into the theme and had enjoyable with it. Literal doesn’t need to imply boring — it might truly create a intelligent, memorable through-line that audiences immediately join with.
- In the event you can, put your founder entrance and heart. One factor that Rhode’s clients all the time anticipate is that Hailey Bieber, its founder, will likely be on the entrance and heart 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 numerous sufficient in its inaugural blush assortment launch, Rhode was intentional about showcasing girls with completely different pores and skin tones — from truthful 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 wise 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 quick 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 objects 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 group launch. Though perceptions in regards to the marketing campaign are comparatively contemporary, On’s customers have already demonstrated pleasure about Zendaya’s affiliation with the model, procuring her picks, and, in fact, watching her in a very new undertaking (particularly post-Challengers).
Listed here are my takeaways from On’s social media advertising methodology, if you happen to care to take just a few notes:
- In the event you can, get thematic. By world-building and selecting a particular 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 provided audiences one thing extra imaginative than a standard product launch.
- Don’t be afraid of ancillary advertising. On’s choice to put 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 strategy blurred the traces between trend and storytelling — giving individuals extra causes to have interaction, share, and discuss in regards to the marketing campaign exterior of product-focused moments.
- Lean on high-production high quality every time you possibly can. From informal short-form video edits to a longer-form quick movie, On didn’t reduce corners on visible storytelling. This degree 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 world 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 appears, 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 every time attainable, at the same time as her eras come and go.
In flip, of us and trustworthy Sabrina followers have adopted Sabrina’s haircare routine by shopping for the total Redken assortment and following her step-by-step course of for attaining 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 recreation. As an alternative of a one-off collab or limited-time sponsorship, they dedicated to constructing a relationship that would evolve along with her profession — and her followers. That sort 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 identify like hers, the marketing campaign grew to become immediately recognizable — and even simpler to look, reshare, and speak about.
- Match your feed to your model’s vitality. 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 sort of artistic cohesion goes a good 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 really 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, driving the wave of a trending audio, or deep-diving into platform analytics, what issues most is that you just’re displaying up with intention.
You’ve bought the insights. You’ve bought the inspo. Now go on the market and submit such as you imply it. And when it clicks? Belief me — your viewers will discover.
Editor’s observe: This submit was initially printed in October 2018 and has been up to date for comprehensiveness.
