As 2024 comes to an end, it’s clear that brands have pushed the boundaries of creativity in social media campaigns. This year’s campaigns did more than catch people’s attention—they built engagement, sparked conversations, and reached niche audiences through innovative collaborations. As the year wraps up, reflecting on standout campaigns highlights valuable lessons for brands planning ahead. Let’s take a look at some of them!

Miniso’s collaboration with one of the best-selling series of all time, known for its loyal and widespread fanbase, sparked a frenzy among Potterheads. The excitement led to sold out items and the introduction of queue numbers to manage demand. The diverse range of special collaboration items sold out rapidly, fueled by a purchase limit of one product variant per customer. 

This strategy created scarcity, driving both in-store traffic and social media buzz, making the campaign a standout success. Limiting purchases creates demand and excitement, while tapping into a loyal fanbase boosts visibility.

With its distinctive design and relevance to the trending “coquette” aesthetic, this influencer collaboration bag captured significant attention. Its appeal resonated with fans, who actively contributed to the campaign’s success by creating user-generated content (UGC), further amplifying the collaboration’s visibility and engagement across social media platforms. 

An impactful influencer paired with a trend-focused brand creates a powerful combination that sparks FOMO (fear of missing out) among creators in the same field. This leads to the generation of user-generated content (UGC), which not only increases awareness but also fuels desire among consumers to own the product.

Played repetitively through social media ads, this collaboration campaign effectively overshadowed the original song, causing the audience to associate it with the brand’s message. By adapting a popular song for the campaign, the collaboration successfully embedded the brand’s message in the audience’s memory. GoFood also positioned itself as a pioneer in combining food products with music collaborations, further solidifying its innovative approach in the marketing landscape.

Using familiar songs strengthens emotional ties and brand recall, while innovative cross-industry collaborations differentiate a brand.

 

Key Takeaways for Brand

Looking back at these standout campaigns, it’s clear that blending creative collaborations, staying on top of trends, and keeping audiences engaged have been crucial to their success. These strategies offer a solid blueprint for brands to consider as they plan for 2025. Here are some key takeaways to help guide future campaigns:

  • Create Urgency with Limited Editions: Offering exclusive or limited-edition products gets people excited and motivates them to act fast, tapping into the power of scarcity.
  • Partner with Influencers for Greater Reach: Collaborating with influencers not only boosts a brand’s credibility but also helps it reach a wider, more loyal audience, expanding its presence.
  • Craft Content that Connects: The most effective campaigns are those that align with trending topics or tap into emotions—whether through music, aesthetics, or pop culture references—that resonate deeply with audiences.
  • Encourage UGC for Stronger Engagement: User-generated content (UGC) is a great way to build a community, creating deeper connections between the brand and its audience.

By applying these strategies, brands can foster engagement, build stronger relationships with their audience, and set themselves up for success in their next big campaign.

Want to achieve a successful campaign in 2025? Contact us now. 

Reference:
Tempo.Co, & Pratiwi, Y. (2024, September 25). Kolabroasi GoFood dan Maliq & D’Essentials Hadirkan Kurasi Makanan Favorit hingga Remake Lagu. Tempo. https://www.tempo.co/gaya-hidup/kolabroasi-gofood-dan-maliq-d-essentials-hadirkan-kurasi-makanan-favorit-hingga-remake-lagu-6182