The Top 10 Marketing Campaigns of 2024

The Oscars of Marketing Is Here

As the end of December nears, marketers are getting ready to close their laptops to celebrate—and reflect. Here at Movable Ink, we’re taking note of some of the most impactful campaigns that launched this year, leaving a lasting impression on every recipient.

From clever ads that brought everyone a smile to behemoth campaigns that swept pop culture, this round-up of the ten best marketing moments from 2024 are sure to inspire your calendar for 2025.

Best Pop Culture Campaign: It’s a Wicked World

Wicked truly brought the “popular” to pop culture, rivaling Barbie’s marketing takeover in 2023. From product collaborations to private Kardashian screenings, the marketing team behind the Wicked film worked around the clock to make sure the whole world was painted pink and green for its premiere. 

But amongst the countless product collaborations, one stood out among the rest: and her name is Betty Crocker. In a perfect potion of nostalgia and IRL surprise-and-delight, these cake mixes either transformed into perfectly pink or enchantingly emerald confections, as you can see here.

Best Gamification Campaign: A Birthday-Based Bonus

Speaking of surprise-and-delight, Marvel created a perfect digital version with their dynamic scratch-off campaign. By using customers’ birthday data, each push notification linked to a customized scratch-off that revealed an Infinity Comic recommendation based on the user's Zodiac sign. A lesson from this clever campaign? Birthday data can be used to power unique marketing experiences at all times, not just once a year.

Best Video Campaign: A Sticky Merger

Move over, Nutella. Another chocolate and nut-butter spread is in town. 

With its Succession inspired script, Jif’s ad was so irresistible it was “illegal.” The level of detail was unmatched, and the subtle callbacks to the show that inspired the ad wowed spoonholders everywhere. Viewers that caught the ad when it launched likely remembered it for months after the fact.

Best Viral Campaign: The "GOAT" of the Year

In a concerted effort to captivate the Gen Z market, Currys put together a quirky TikTok video that quickly amassed over 1.9 million views. Staff members described the latest products using only phrases that kids in the know use, creating a hilarious campaign that appealed to every generation.

Best Customer-Centric Campaign: Newsletter Time (All Over the World)

When customers are all over the world, making them feel like a tight-knit community feels like an impossible feat. But by launching three monthly newsletters each geared towards a core audience—gamers, students, and businesses—Lenovo managed to foster a feeling of connection across the globe.

What made this the customer-centric winner of the year? How quickly this hub was developed and deployed, with every module automatically updated via multiple APIs.

Best Year-in-Review Campaign: A Care-ful Approach

Though year-in-review campaigns technically deploy the year prior, they act as the key to starting off the new year strong. But with the flood of year-in-review campaigns, standing out from the inbox can be a challenge.

That’s why Synchrony CareCredit seized the top spot for year-in-review campaigns. They skated past the stuffed inboxes and opted for a mobile-first approach that garnered a 134% increase in click-to-open rate. Not only that, CareCredit went further than the typical data point summary by including an interactive guide that helped customers make the most of their card in the coming year. Each category linked straight out of the app, creating a simple way to explore benefits.

Best Omni-Channel Campaign: Using All of the Senses

McDonald’s capitalized on a sense that’s normally underutilized by marketers: smell. Rather than the traditional omni-channel approach of email, mobile, and brick-and-mortar touchpoints, McDonald’s paired their digital ad with a plain red sign. No logo required—the fragrance was enough.

Best Seasonal Campaign: A Shady Commercial

While most seasonal campaigns focus on summer, spring, winter, or fall, GoRVing took a different tack in 2024: the year of the eclipse.

Playing on the rush to buy eclipse-viewing glasses, GoRVing created a hilarious tongue-in-cheek ad all about glasses for everyone—including your RV.

Best Incentivization Campaign: When You Wish Upon a Star

Every customer loves a contest and a tantalizing prize, but getting the word out in a cluttered, digital-first world can be challenging.

‍Superdrug expertly cut through the noise with their clever use of star-spangled maps that highlighted participating stores. At each of these locations, customers could enter the Wish Upon a Star contests, where they could either win a product box or have their own personalized product wish granted. Customers loved this campaign and showed it through a 14% increase in click-through rate for this data-powered email. 

Best Charity Campaign: Posting for Giving Tuesday

Americares used “posting” in more ways than one. To build excitement for Giving Tuesday, Americares created a true omni-channel campaign with a walking post-it mountain inspired by their founder. Not only did this catch everyone’s attention on the street, it was reused for social media stardom.

Get Ready for Incredible Marketing in 2025

These ten campaigns knocked it out of the park in 2024, and the team at Movable Ink can’t wait to see the creative campaigns that will launch next year.

Looking for more unique campaigns to inspire your own marketing calendar? Explore the related resources below.