Cookie-scented body wash flew off the shelves. Shaken espressos made a comeback (as long as they\u2019re associated with short \u2018n sweet blondes), and, oddly, interactive guerrilla marketing caught a second wind (or whiff?). I think it\u2019s safe to say that 2025, thus far, has been a chaotically charming year to be both a marketer and, in turn, consume it.<\/p>\n
<\/a><\/p>\n This year, tons of digital marketing campaigns circulated social media channels and group chats, but, as the old proverb goes, only the most stellar stood out. Get the full rundown of which brand moments made the cut below. Plus, get an inside look at why<\/em> these campaigns performed so well with a peek at original data from HubSpot\u2019s annual State of Marketing Report<\/a>.<\/p>\n Table of Contents:<\/strong><\/p>\n The Latest Data About Marketing Trends You Should Know<\/a> <\/p>\n The Best Marketing Campaigns of This Year<\/a><\/a><\/p>\n <\/a> <\/p>\n In my opinion, no marketing campaign is successful all on its own. A top-tier marketing campaign is only defined by the people, trends and data, consumers, and cultural commentary that shape its impact.<\/p>\n That said, take a look at fresh data from HubSpot\u2019s 2025 State of Marketing Report<\/a> for an insights-driven perspective on why this year\u2019s biggest and best digital marketing campaigns captured the hearts (and pockets) of modern consumers everywhere:<\/p>\n 92%<\/strong> of marketers plan to maintain or increase their investments in brand awareness in 2025. <\/p>\n 1 in 4 <\/strong>(25%<\/strong>) <\/strong>marketers are currently exploring creating content that reflects their brand\u2019s values. <\/p>\n The top reported advantages of using data to inform marketing strategy are: 1) reaching target audiences more effectively (35%<\/strong>), 2) increasing the ROI of marketing efforts (34%<\/strong>), and 3) planning media mixes more effectively (32%<\/strong>). <\/p>\n The top reported ways that marketers believe the marketing industry has changed in the past year are: 1) focusing on the customer and their experience (44%<\/strong>), 2) creating content that reflects your brand\u2019s values (35%<\/strong>), 3) using data to inform marketing efforts (35%<\/strong>), and 4) using data to demonstrate the ROI and business value of marketing efforts (31%<\/strong>). <\/p>\n Over 70%<\/strong> of marketers plan to target Millennials in 2025. <\/p>\n As I\u2019ve already mentioned, 2025 is already shaping up to be a pretty dope year for marketing, particularly digital marketing campaigns<\/a>. From Rhode Skin to Dove and Crumbl Cookie, unconventional, authentic, audience-first marketing campaigns are setting the standard for what it means to do brand identity, storytelling, and consumer visibility right.<\/p>\n Take a look below for my full list of marketing campaign favorites from this year thus far (and what you\u00a0can take away from them):<\/p>\n Since its inception in 2022, Rhode Skin has been the talk of the (beauty) town<\/a>. With a focus on scent-free, sensitive skin-friendly, clean, and simple offerings, Hailey Bieber\u2019s first-ever beauty venture was a hit with every product launch.<\/p>\n\n Source<\/em><\/a><\/p>\n In January 2025, to complement its growing collection of lip-specific product options, Rhode<\/a> unleashed a new showstopper to the beauty rodeo: lip liners. (And while I would argue that the beauty industry does not<\/em> need another \u201cmust-have lip staple,\u201d many beauty consumers, creators, and connoisseurs demonstrated that Rhode\u2019s take on the sculpted lip was worth the hype and investment.)<\/p>\n Thus, Rhode\u2019s Peptide Lip Shape campaign went live, and the internet \u2026 went crazy over it \u2014 in both a good and \u201cbad\u201d way (more context on the \u201cbad\u201d later).<\/p>\n\n Source<\/em><\/a><\/p>\n The social media marketing campaign<\/a> on Instagram featured sporty, movement-focused aesthetics (to represent the flexibility of the actual product) paired with classic 90s it-girl motifs \u2014 a signature emblem that Hailey has been known to lean into throughout Rhode\u2019s branding and visuals \u2014 and the faces of Tate McRae as well as other cool-girl-coded models that perfectly embodied what it means to be a true, glazed Rhode girl.<\/p>\n\n Source<\/em><\/a><\/p>\n\n Source<\/em><\/a><\/p>\n Now, enter: the \u201cbad\u201d I mentioned above. When Rhode\u2019s Peptide Lip Shape actually arrived in folks\u2019 hands, consumers had a lot<\/em> to say about how the product was meant to be worn, its shade inclusivity (which has been a misstep for Rhode before; if you don\u2019t know about it, do some research research their initial pocket blush launch<\/a>), and its actual wear-longevity. The girls (rightfully) had questions, comments, and concerns!<\/p>\n Nevertheless, the average beauty consumer seemed pretty open to testing Rhode\u2019s newest addition out (whether they bought it themselves or received it through a PR list), sharing user-generated content (UGC) with their followers and feeds, and offering their honest opinion about the product to the world.<\/p>\n I say all of this to say: Mixed reviews and all, Rhode\u2019s Peptide Lip Shape campaign still made waves \u2014 online and IRL. There\u2019s much to extract here \u2014 from the brand\u2019s marketing wins to mistakes \u2014 so here\u2019s what lessons I think you can implement into your next marketing campaign:<\/p>\n Lean into aesthetic storytelling. <\/strong>Rhode succeeded by aligning the Peptide Lip Shape launch with visuals rooted in flexibility, movement, and 90s nostalgia \u2014 a perfect match for Hailey\u2019s brand persona and Gen Z\u2019s sensibilities. <\/p>\n Own the conversations that are being had about your product or service, even when they\u2019re messy. <\/strong>Rhode didn\u2019t shy away from user feedback. After experiencing backlash about shade diversity for its blushes, the brand confronted their mistake and ensured that its Peptide Lip Shape collection was universal and inclusive. <\/p>\n Let UGC do the legwork. <\/strong>When Peptide Lip Shape hit Rhode\u2019s site, it was the consumers \u2014 not just the brand \u2014 who amplified reach. Bolstering consumer content made the campaign feel real, not overproduced. <\/p>\n Also, here\u2019s a pro tip: <\/strong>If you need some help (without the headache) designing a multi-platform marketing strategy, you might want to give HubSpot\u2019s Free Marketing Plan Template<\/a> a try. It comes fully equipped with all the resources you need \u2014 from a SWOT analysis breakdown to a budget sheet \u2014 to plan next your campaign smarter, not harder.<\/p>\n Almost every year, Dunkin\u2019<\/a> sweeps with a celebrity-signed sweet treat launch. We all know it\u2019s coming. I think we all almost look forward to it. In 2021, it was Charli D\u2019Amelio\u2019s \u201cCharli Cold Foam\u201d beverage<\/a>; the year before that, it was Ice Spice and her official Ice Spice Munchkins Drink<\/a>. But in 2025, Dunkin\u2019 tapped the only five-foot blonde that timelines wouldn\u2019t stop talking about: Sabrina Carpenter.<\/p>\n\n Source<\/em><\/a><\/p>\n In honor of her chart-topping single, \u201cEspresso,\u201d Dunkin\u2019 Donuts collaborated with Sabrina to create a very on-brand version of a Brown Sugar Shakin\u2019 Espresso. Stamped by Sabrina\u2019s go-to kiss mark and her undeniably fresh Gen Z wit, this collaboration was truly a match made in marketing heaven. Dunkin\u2019 even hard-launched this partnership with a hilariously inappropriate \u2014 in true Sabrina fashion \u2014 commercial. The title? Shakin\u2019 that Ess. (BTW: I laughed out loud, so I know<\/em> you did.)<\/p>\n While most of this campaign was social media-oriented, I think there are so many reasons why it 1)<\/strong> worked and 2)<\/strong> got people talking. There\u2019s a lot for brands to take away from Dunkin\u2019s power move, so here\u2019s what I think is worth taking notes on:<\/p>\n Embrace (pop) cultural timing. <\/strong>Dunkin\u2019 dropped this collab as \u201cEspresso\u201d (and Sabrina Carpenter in general) was still at peak virality \u2014 riding the wave of Sabrina\u2019s momentum instead of trying to concoct buzz. <\/p>\n Tone-matching is everything. <\/strong>The Shaken\u2019 Ess campaign embraced Sabrina\u2019s playful, tongue-in-cheek persona perfectly, which made the campaign feel more authentic and less manufactured. <\/p>\n If you can, embrace the power of a multi-sensory hook. <\/strong>From the name of the drink to the kiss-mark branding and cheeky video rollout, Dunkin\u2019s campaign rollout hit every touchpoint \u2014 visual, auditory, and emotional \u2014 turning a celeb drink collaboration into a full-on brand moment. <\/p>\n If you\u2019re chronically online (like me), you know that comedian Amelia Dimoldenberg, also known as the host of the \u201cChicken Shop Date\u201d web series on YouTube<\/a>, is one of the most endearingly flirty, funny, and high key awkward gals with a platform right now. And you want to know what else<\/em> is endearingly awkward and also prompts a whole lot of laughs? Finding love through a dating app.<\/p>\n\n Source<\/em><\/a><\/p>\n Luckily, Bumble, with the help of their year-long content partner, the iconic Interview Mag<\/a>, knew this, took it, and ran with it \u2026 with Amelia\u2019s darling hand entangled with their Q1 digital marketing efforts.<\/p>\nThe Latest Data About Marketing Trends You Should Know<\/h2>\n
The Best Marketing Campaigns of This Year<\/h2>\n
1. Rhode Skin<\/a>: Peptide Lip Shape Launch<\/h3>\n
2. Dunkin\u2019 Donuts<\/a>: Sabrina Carpenter\u2019s Shakin\u2019 Espresso<\/h3>\n
3. Bumble<\/a>: Amelia Dimoldenberg x Interview Magazine<\/h3>\n