Published February 1, 2023
Best social media campaigns 2022
Believe me, there are a lot more brilliant campaigns that I could have included. This is just a taster…
Social media changed our lives. It's where we find news and information. It's how we interact with friends and family. It's where we promote our brands. Where we engage with consumers.
Each social media platform has a unique audience, and brands that create content for each specific audience invariably succeeds. In 2022, it was estimated that nearly 92% of brand marketers in companies with 100+ employees in the US would start to use social media in their marketing campaigns.
Now’s the time to be planning your social media campaigns for 2023. But, it’s been another exhausting year, so I’m going to show you some of the amazing, innovative, and memorable campaigns from last year. Take real-life tips for social media marketing to inspire and motivate you.
Table of contents
- Louis Vuitton | GOAT vs GOAT
- Aldi | #KevinTheCarrot
- Belvedere Vodka | Spiritual bonding
- Airbnb | OMG!
- Gucci | Miley in the metaverse
- Nike | Legends in the lab
- Corona | Life's a beach
- Orange | Elves on call
- SHEIN | The X factor
- Emirates | A wild goose chase
- Be inspired by the best social media campaigns!
Louis Vuitton | GOAT vs GOAT
Timed to coincide with a rather large footy championship at the end of last year, French brand Louis Vuitton launched an advertising campaign starring Lionel Messi and Cristiano Ronaldo.
Annie Leibovitz's photo shows the two GOATs playing a game of chess on top of a Louis Vuitton case.
The image, which has proved to be one of the most liked photos in Instagram history, replicates a real game played between Magnus Carlsen and American Hikaru Namakura in 2017. A fact Carlsen posted on Twitter…
— Peter Heine Nielsen (@PHChess) November 19, 2022
"Second greatest rivalry of our time mimicking the greatest."
Interested in seeing behind the scenes?
Yeah so they weren’t actually in the same room. Still goated ad fair play to Louis Vuitton https://t.co/8FkEO04y9A
— WB (@WalidBusquets) November 20, 2022
“I think it’s spectacular that trophies travel in Louis Vuitton.”
“This trophy is so important, it is the greatest award of all in football. It deserves the best of the best.”
Aldi | #KevinTheCarrot
I queue up for new consoles and games my wife queues up at 5.30 am for Kevin The Carrot from Aldi
— Mr B (@Manclad82) November 17, 2022
Who queues from 5:30am for a carrot? Not a bunch of carrots. A single carrot. Called Kevin.
"Uh oh! He’s only gone and missed his flight! Katie and the kids are off to Paris for Christmas without Kevin. Will he find a way to reunite with his family before the festivities kick off or will our Kevin be home alone?"
Yes. Kevin the Carrot has returned to Aldi shops in the UK, for the seventh consecutive year. Following last year’s homage to Ebenezer Scrooge, this year celebrates the Home Alone movie.
Hey, if a campaign works, do it again! And again...
Following the movie script, Kevin is accidently left alone at home, where he cooks up ingenious traps to fend off intruders.
Thankfully, he manages to escape. Abseiling out of a window, only to land in a snowman.
PG warning. It's not his nose.
Aldi’s social media marketing strategy in the UK is a joy to scroll, on its Aldi UK Twitter account and its Kevin The Carrot account.
Yes. The carrot has an account and it’s puntastic…
I love Veg Dwight so much! https://t.co/JVffwCPBeg
— Kevin The Carrot (@KevinTheCarrot) December 2, 2022
Both accounts are fun, current, and consistent. Jumping on stories in the news - World Cup, Glastonbury, I’m A Celeb - sharing opinions, making jokes, all while promoting its products, and targeting its competitors. Remember when the brand launched a cake to rival Marks & Spencer’s Colin The Caterpillar cake?
— Aldi Stores UK (@AldiUK) April 16, 2021
This PR stunt drove impressions and engagement, and people loved it. Proving that consumers react strongly to brands that humanize their content.
Belvedere Vodka | Spiritual bonding
Whatever the goal for this ad - promoting vodka or changing an actor’s image - it’s sublime. Obvs, it’s to sell Belvedere Vodka, but what an excellent way for Daniel Craig to wave goodbye to James Bond.
At time of publication, the video had received over 4 million views.
Craig sashays through a Paris hotel in a way that’s so far removed from Bond, that it almost goes full circle. Hips shaking and a face that barely stirs.
Directed by award-winning filmmaker Taika Waititi, the video quickly received 31K engagements on YouTube and drove positivity for the brand with net sentiment of 82.5%.
Sentiment key drivers for the Belvedere campaign show positivity in green.
This ad may not be a work of art, nor is it riding a social cause, but so what. It’s been a rough few years. Who wouldn’t want to have some fun and watch James Bond ripping off his corset?
Airbnb | OMG!
In June 2022, Airbnb invited people to submit ideas for “out-of-this-world” places to stay. A panel of judges would then choose the winners according to originality, feasibility, and user experience. 100 lucky people then received $100K each so they could make their idea a reality.
We're giving away $10,000,000 to create the craziest places on earth — 100 people will get $100k each
— Brian Chesky (@bchesky) June 22, 2022
Airbnb CEO, Brian Chesky’s launch tweet.
Airbnb launched the OMG! Fund in response to consumer demand for flexible living and unexpected spaces that become the destinations, following COVID-19 lockdowns.
When the brand unearthed this trend, it launched the OMG! Category, which features funky accommodation.
Visual analysis of Airbnb’s $10,000,000 OMG! Fund showed that the Internet was immediately hit by 2K results of the craziest places to stay.
The brand has a proven track record in listening to consumers and meeting their ever-changing needs, as shown during the pandemic. When the travel industry took a serious hit in 2020 with the stay at home order, Airbnb suffered along with its competitors losing $1 billion in canceled bookings.
Incredibly, come the end of summer, the brand boasted a 22% YoY increase in consumer spending. Its strategy is quite simple.
- Adapt quickly to evolving situations
- Listen to consumer needs
- Follow the data and trends
- Tailor content for each channel
Gucci | Miley in the metaverse
In August, Miley Cyrus entered the metaverse and hit the streets of Gucci Town on Roblox. As its first-ever avatar guest, the recording artist and face of Gucci Flora’s campaign created an immersive experience inspired by the perfume.
Players of the Roblox game were able to buy the fragrance using the metaverse’s currency, Robux. Cyrus led scavenger hunts and quests, with winners receiving prizes from Gucci, and the chance to take selfies with the Cyrus avatar.
Channel Analytics of Gucci’s Instagram profile revealed that Gucci had an uptick in followers after its two Flora posts.
At launch, the campaign generated almost 3K mentions, with more than half expressing positivity. The majority of the engagement came from Gucci’s owned media, with its Instagram account generating over 63K engagements.
Looking at themes surrounding the campaign, alongside Cyrus and other artists involved, the focus on the metaverse was heavily themed. #GucciTown was a standout theme, and one of the key drivers of positive sentiment.
Theme clouds around Miley Cyrus’ association with Gucci revealed that #GucciTown and metaverse-related terms were prominent drivers of positive sentiment.
This isn’t Gucci’s first venture with Web3, a decentralized vision of a new and better internet that uses blockchains, cryptocurrencies, and NFTs to give power back to users in the form of ownership.
The fashion house was the first major brand to accept ApeCoin - the cryptocurrency of Yuga Labs - at US locations…
Now accepting @ApeCoin payments via @BitPay, select Gucci boutiques in the USA expand the range ofcryptocurrencies available for in-store purchases, yet another step in the House's exploration of Web3.
— gucci (@gucci) August 2, 2022
The Next 100 Years of Gucci - a collection of NFT art celebrating the brand’s heritage and future - was a collaboration between the brand and SuperRare. An opportunity that gave artists a platform to exhibit their art in an innovative way, and make sales through auctions, with cryptocurrency Ethereum.
Gucci’s metaverse journey continues…
Nike | Legends in the lab
“We’re not a club. We’re a community. We don’t just love football - we live it.”
Towards the end of 2022, Nike launched its Footballverse film. And, even if you’re not that into football, Nike smashes it.
It features past and present football players - Kevin De Bruyne, Kylian Mbappé, Alex Morgan, Leah Williamson, Phil Foden, Carli Lloyd, Ronaldinho, Ronaldo Nazário, Shane Kluivert, Virgil van Dijk, Edgar Davids, Sam Kerr, Cristiano Ronaldo, and Cristiano Ronaldo Jr.
An international team of scientists at a secret lab in Switzerland call up legends of the game to compete with icons of today and the stars of tomorrow.
Nike’s social media strategy is phenomenal. The brand manages over 300 social media channels across Twitter, Facebook, YouTube, Instagram… covering its products, locations, and target audiences.
Its influencer marketing strategy presents its influencers as role models, with names that include Roger Federer, Rafael Nadal, Tiger Woods, Kevin Durant, Serena Williams, and the football GOATs in the Footballverse campaign.
DEI is high on Nike’s agenda. In 2020, the brand launched the third film in its You Can’t Stop Us campaign, celebrating sport as an inspiration. Narrated by Megan Rapinoe, the split screen video juxtaposes footage of differently abled athletes, different genders, and different races. Demonstrating diversity in sport.
The video includes workers in hazmat suits, sterilizing seats in stadiums. Followed by pictures of athletes taking a knee during the national anthem.
"And when things aren't fair, we'll come together for change. We have a responsibility to make this world a better place.”
Nike’s social media strategy is a visual stunner. The brand’s goal is to sell its products. But rather than ram them down consumers’ throats, it sells a lifestyle. The Nike lifestyle. Be fit. Be healthy. In mind and body.
Corona | Life’s a beach
In 2016, Corona launched its "This Is Living" global brand platform. A campaign that plays on the desire for freedom. Its goal?
#ThisIsLiving Corona tweets.
“If we inspire our consumers to go and achieve a more balanced lifestyle by enjoying great moments outside and sharing meaningful experiences with friends, accompanied by a Corona, then we feel the creative is speaking for itself."
The golden sand lures you into dipping your feet and captivating waves inspire a desire for tranquil floating.
On this beach, you’ll only find happiness and peace.#ThisIsLiving
— Corona (@corona) December 15, 2022
What could be better than traveling to stunning beaches to chill with a bottle of Corona beer, with a slice of lime jauntily wedged in the top.
The campaign encourages people to travel and share their photographs on social media, with the brand crediting photographs with the artist’s name. Corona also works with travel influencers that also share their experiences on their social media channels.
Corona partners with travel influencers sharing their travel experiences.
Last year Corona had 109 #ThisIsLiving tweets with 500 engagements, but influencers posted 3.3K #ThisIsLiving ads - excluding Instagram - with more than 23K engagements.
My mission this Summer is to find as many swimming pools with incredible views. First up, is this one found on a train, which is on a bridge, in the middle of the Kruger National Park.#ThisIsLiving#Ad pic.twitter.com/5oZFSW8gu1
— Mike Eloff (@LifeOfMikeZA) October 7, 2022
In 2017, Corona partnered with Parley for the Oceans to stop marine plastic pollution of 100 islands. The brand later recruited thousands of volunteers with the mission of cleaning coastlines globally.
Achievements so far include 68,678 volunteers, 200 islands protected, 1,430 completed clean-ups, 246 islands cleaned, 44,026,625 square meters cleaned.
— Corona (@corona) December 9, 2022
"Our mission is to inspire the globe to join us in protecting paradise from its biggest threat."
Orange | Elves on call
Reconditionné/Refurbished is key to Orange France's 2022 Christmas campaign, as the brand promises to reward consumers demonstrating responsible actions.
Over the Christmas period, consumers looking to buy a refurbished phone or repair their existing phone will be gifted a bonus.
The movie shared on YouTube shows a father and daughter visiting an Orange store looking for a reconditioned phone. While chatting with the salesperson, it's revealed that Santa Claus refurbishes the phones. The daughter's imagination runs riot as she visualizes Santa's elves busily repairing phones.
Santa and his team of elves follow a strict process to make sure the reconditioned and repaired phones are top quality.
Shout out to English two-tone ska band, The Selector, and the song “On My Radio”, if you’re wondering about the music in the YouTube video.
Sacré Père Noël pic.twitter.com/ldPuyUq6ZL
— Orange France (@Orange_France) December 13, 2022
You’re going to need your French for this. Basically, it’s Pere Noel explaining how he’s going to recondition phones.
Christmas can be an expensive time of year, and with inflation going through the roof, Orange’s campaign is a welcome relief.
SHEIN | The X factor
The online fashion, beauty, and lifestyle retailer celebrated the first anniversary of SHEIN X, its fashion incubator for young talent. The mission? To find and empower independent designers by presenting their work to SHEIN fans around the world. Undiscovered designers are invited to submit their designs to be put in production, sold, and promoted online.
Since its launch in 2021, the incubator has partnered with 1,442 designers from more than 20 countries. It forecast that number to increase to more than 3,000 in 2022.
Hype your selfie up with SHEIN X ART IV PLAY. The inclusive collection inspires you to live your own authentic individuality unapologetically!
Ready to play it up? https://t.co/aLo6gBh2M1
— SHEIN (@SHEIN_Official) November 11, 2022
SHEIN contributes towards production and sales, but the designers remain the owners of their designs, receiving a percentage of the profit. In its launch year, the SHEIN X program paid more than $1.5M dollars to designers. Designers included in the program include Freak City LA's founder, Valerie Campbell, SHEIN X 100K Challenge winner Sasha Ruddock, Roberta Chang and Xinyi Xhao, and Voter's Choice Awardee Armand Mehidri.
Talkwalker’s platform identifies the top occupation for SHEIN X posts was ‘designer’ with 32%. Net sentiment for the campaign stood at a whopping 99% and earned more than 500K engagements.
The SHEIN X program empowers emerging fashion designers and artists, ensuring a diversity in its artists that reflects diversity amongst its consumers. With accessible prices and product drops. a wide range of consumers are targeted, regardless of their economic status.
Emirates | A wild goose chase
In 2022, Emirates airline bagged a new brand ambassador.
Let's hear a loud honk for Gerry The Goose!
With a campaign peppered with puns, Gerry's mission is to invite consumers to take a ‘gander’ at Emirates' benefits and services, and remind them of the 'impeckable' travel experience provided by the airline.
Follow Gerry as he chooses to Fly Better in a premium economy cabin, while his fellow migraters use their own wing power for the journey.
"In terms of the qualities and profile we look for in our brand ambassadors – we are spreading our wings." SVP of Marketing & Brand at Emirates, Richard Billington.
Without doubt, it deserves a place in our best social media campaigns post, but was there a bit of 'fowl' play?
The airline’s ad ruffled the feathers of Air New Zealand as the ad is almost identical to the Kiwi brand's 2016 TV ad, featuring Dave the goose.
Capitalizing on the similar campaign, the New Zealand airline fought back in a fun way with an ad that saw Dave brought back...
— Air New Zealand ✈️ (@FlyAirNZ) September 2, 2022
The brand also found the time to comment on Emirates’s YouTube post.
Emirates came back and reshared its ad with a message for Air New Zealand…
— Emirates (@emirates) September 3, 2022
Be inspired by the best social media campaigns!
It’s a wrap!
An awesome collection of social media strategies that won big, despite a tough year. How did they do it? They inspired us. Made us smile. Gave us hope.
If you're interested in finding out more about brand campaigns that smashed it in 2021, check out Movers & Shakers | Brands of 2022.
I hope these campaigns motivate you to create your own awesome social media strategy in 2023. I’ve also shared our Social Media Trends 2023 report, for additional tips and tricks from experts in the know.
Keep it real…
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