7 top campaigns from 2024 and the tactics that drove success

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Any arguments passed to .trigger() will also be passed along // to the associated function function waitForTriggerHandler() { var function_queue = []; var trigger_arguments = []; this._triggered = false; this.push = function(fn) { if (this._triggered) { // just run it immediately if handler has already been triggered fn.apply(null, trigger_arguments); } else { // otherwise add to the queue to run later function_queue.push(fn); } }; this.trigger = function() { // any arguments passed to trigger(foo, bar, baz) will also be passed along to functions in the queue // first convert any arguments to an array trigger_arguments = Array.prototype.slice.call(arguments); while (function_queue.length){ // for each function in the queue, pop it off and then execute it while passing in any // args that may have been passed to trigger(). function_queue.pop().apply(null, trigger_arguments); // The "null" above is for the value of "this". // See https://developer.mozilla.org/en-US/docs/Web/JavaScript/Reference/Global_Objects/Function/apply#Parameters } this._triggered = true; } } // set up waitToLoadAds handler window.waitToLoadAds = new waitForTriggerHandler(); // We set up the triggers for this below, they depend on whether we're loading lytics on the page </script> <script type="text/javascript"> // This token is here for test_lytics_snippet.py test: lytics-is-enabled window.googletag = window.googletag || {}; googletag.cmd = googletag.cmd || []; // initialize callback (source: https://learn.lytics.com/product-docs/lytics-javascript-tag/receiving-data-from-lytics) !function(){"use strict";var o=window.jstag||(window.jstag={}),r=[];function n(e){o[e]=function(){for(var n=arguments.length,t=new Array(n),i=0;i<n;i++)t[i]=arguments[i];r.push([e,t])}}n("send"),n("mock"),n("identify"),n("pageView"),n("unblock"),n("getid"),n("setid"),n("loadEntity"),n("getEntity"),n("on"),n("once"),n("call"),o.loadScript=function(n,t,i){var e=document.createElement("script");e.async=!0,e.src=n,e.onload=t,e.onerror=i;var o=document.getElementsByTagName("script")[0],r=o&&o.parentNode||document.head||document.body,c=o||r.lastChild;return null!=c?r.insertBefore(e,c):r.appendChild(e),this},o.init=function n(t){return this.config=t,this.loadScript(t.src,function(){if(o.init===n)throw new Error("Load error!");o.init(o.config),function(){for(var n=0;n<r.length;n++){var t=r[n][0],i=r[n][1];o[t].apply(o,i)}r=void 0}()}),this}}(); // custom init + lytics default install tag from https://activate.getlytics.com/connect?aid=2751 // see https://learn.lytics.com/understanding/product-docs/lytics-javascript-tag/configuration#configuration-options var lyticsCid = '44fda7674f94228540d8fba6786f9770'; console.log('You are using the Lytics Prod account'); jstag.init({ src: `https://c.lytics.io/api/tag/${lyticsCid}/latest.min.js`, pageAnalysis: { dataLayerPull: { disabled: true } } }); jstag.pageView(); (function(){ var sailthru_cookie, sailthru_user_id; function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } sailthru_cookie = read_cookie('sailthru_hid'); if (sailthru_cookie.length > 56) { sailthru_user_id = sailthru_cookie.slice(32,56); jstag.send({ st_profile_id: sailthru_user_id }); } })(); jstag.call('entityReady', waitToLoadAds.trigger); setTimeout(waitToLoadAds.trigger, 1000); // also trigger lytics if it's taking too long waitToLoadAds.push(function (lytics_data) { // lytics_data won't be defined if lytics failed to load correctly. In that case // we don't need to set any segments. if (lytics_data && lytics_data.segments) { googletag.cmd.push(function() { googletag.pubads().setTargeting("LyticsSegments", lytics_data.segments); }); } }); function getUID(id) { window.dataLayer.push({'user_id': id}); }; jstag.getid(getUID); </script> <script type="text/javascript" src="/static/js/mailcheck.min.js?192616240919"></script> <script type="text/javascript" src="/static/js/dive_mailcheck.js?192616240919"></script> <script src="/static/js/app.js?262317060225"></script> <script type="text/javascript"> var divecounter_settings = {}; divecounter_settings.showSignupAd = true; </script> <script type="text/javascript" src="/static/js/divecounter.js?261616040423"></script> <script type="text/javascript"> // Special unbounce signup thing for google traffic. Test with ?test_unbounce in the URL // Note: divecounter must already be loaded. Only enabled on pages that would normally have signup ads // Note: showSignupAd is always off if prestitial is enabled! if ((typeof divecounter !== "undefined") && ($(window).width() > 640)) { var test_unbounce = (window.location.href.indexOf("?test_unbounce")>=0); var force_unbounce = (window.location.href.indexOf("signupbounce=1")>=0) || (window.location.href.indexOf("utm_campaign=Linked-HR")>=0) || (window.location.href.indexOf("utm_source=outbrain")>=0); if (test_unbounce || force_unbounce || (document.referrer.match(/^https?:\/\/(www\.google\.|news\.google\.|t\.co|twitter\.com|www\.facebook\.com)/i) && divecounter.getOption('showSignupAd') && divecounter.canShow(1,1)) ) { // dyanmically load ouibounce.js only on pages where its needed $.getScript("/static/js/ouibounce.min.js?102717100918", function(){ // Once ouibounce.js loads, call the script // We're reusing divecounter's modal instead of OuiBounce's modal code (that's why we pass it 'false') var _ouibounce = ouibounce(false, { aggressive: test_unbounce, // ignore cookie in test mode cookieName: '_viewedOuiBounce', // underscored cookies should be ignored by Varnish callback: function() { divecounter_open_ad(); } }); }); } // end should show unbounce } // end divecounter defined </script> <script type="text/javascript"> function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } var script = document.createElement('script'); script.type = 'text/javascript'; script.async = true; script.addEventListener('load', function(e) { // we only pass the template this context variable on newsposts let informaData = false; informaData = {"canonicalUrl": "https://www.marketingdive.com/news/best-marketing-campaigns-2024-advertising-tactics-cmo-lessons/734003/", "pageIsSponsored": false, "pageSponsor": "", "contentAuthor": "Peter Adams, Jessica Deyo, Sara Karlovitch and Chris Kelly", "contentPubDate": "2024-12-03 09:06:00", "pageID": "newspost 734003", "pageTitle": "7 top campaigns from 2024 and the tactics that drove success", "pageType": "deep-dive", "primaryTerm": "Brand Strategy, Mobile, Creative, Social Media, Video, Agencies, Influencer Marketing", "secondaryTerm": "Alcohol Marketing, Content Marketing, CPG, Retail, TikTok"}; if (window.IIRISTracker) { var sailthru_id = read_cookie('sailthru_hid'); if (sailthru_id.length > 56) { sailthru_id = sailthru_id.slice(32,56); } var notProduction = 'False' === 'True'; var domain = 'www.marketingdive.com'.split('.')[1]; // on non-prod environment, there is specific collector domain to send the data to. var cDomain = notProduction ? 'com-informa-prod1.mini.snplow.net' : 'c.' + domain + '.com' // removed .com previous line var cfg = { config: { td: {}, snowplow: { context: {} } } }; cfg.config.idsource = 'sailthruid'; cfg.config.snowplow.appId = domain; cfg.config.snowplow.cDomain = cDomain; cfg.config.td.lob = 'it'; cfg.config.td.domain = domain; cfg.config.snowplow.contentTagEnabled = !!informaData cfg.config.snowplow.context = informaData window.IIRISTracker.initConfig(cfg); window.IIRISTracker.setTrackingUID(sailthru_id); var irisEvt = new Event('trackerLoaded'); window.dispatchEvent(irisEvt); } else { window.addEventListener('trackerLoaded', function(evt) { if(window.IIRISTracker) { window.IIRISTracker.setTrackingUID(sailthru_id); } }); } }); script.src = 'https://static.iris.informa.com/widgets/v3.0/iris-t.js'; document.getElementsByTagName('head')[0].appendChild(script); </script> <script type="text/javascript"> jQuery.browser = {}; (function () { jQuery.browser.msie = false; jQuery.browser.version = 0; if (navigator.userAgent.match(/MSIE ([0-9]+)\./)) { jQuery.browser.msie = true; jQuery.browser.version = RegExp.$1; } })(); </script>  <script type="text/javascript" src="/static/js/jquery.simplemodal.divefork.min.js?093716120922"></script> <style> /* dynamic style overrides based on DB go here*/ </style> <meta name="sailthru.title" content="7 top campaigns from 2024 and the tactics that drove success" /> <meta name="sailthru.post_type" content="Deep Dive" /> <meta name="sailthru.dive_awards" content="False" /> <meta name="sailthru.post_updated" content="False" /> <meta name="lytics:topics" content="Creative, Content Marketing, CPG, Influencer Marketing, Alcohol Marketing, Social Media, Mobile, Brand Strategy, TikTok, Agencies, Retail, Video" /> <meta name="robots" content="max-image-preview:large"> <meta name="news_keywords" content="Brand Strategy,brand-strategy,Mobile,mobile-marketing,Creative,creative,Social Media,Social-media-marketing,Video,Video-marketing,Agencies,agencies,Influencer Marketing,influencer-marketing"/> <style> @media screen and (max-width: 640px) { div.figure_content.article-hero-img { max-width: 100%; } } @media screen and (min-width: 1024px) { .full-width__header-image .inside_story { max-width: 76vw; } } </style> <script type="module" src="/static/js/dist/signupReferrer.bundle.js?325815190225" ></script> <script data-cfasync="false" type="text/javascript" src="/static/js/prestitial.js?270116210524"></script> <script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script> <script src="/static/js/dist/signupDataGam.bundle.js?325815190225"></script> <script type="text/javascript" src="/static/js/dist/adTemplates.bundle.js?325815190225"></script> <script> var eventMethod = window.addEventListener ? "addEventListener" : "attachEvent"; var eventer = window[eventMethod]; var messageEvent = eventMethod == "attachEvent" ? "onmessage" : "message"; // Build the site_logos object to be later referenced in house ads const site_logos = {}; site_logos['diveapi'] = { domain: 'diveapi', site_name: "API Site", alt_text: "API Site logo", is_current_site: false, white: { png: "None", svg: "None", }, black: { png: "None", svg: "None", } }; site_logos['agriculturedive'] = { domain: 'agriculturedive', site_name: "Agriculture Dive", alt_text: "Agriculture Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.svg", } }; site_logos['automotivedive'] = { domain: 'automotivedive', site_name: "Automotive Dive", alt_text: "Automotive Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.svg", } }; site_logos['bankingdive'] = { domain: 'bankingdive', site_name: "Banking Dive", alt_text: "Banking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.svg", } }; site_logos['biopharmadive'] = { domain: 'biopharmadive', site_name: "BioPharma Dive", alt_text: "BioPharma Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.svg", } }; site_logos['cfo'] = { domain: 'cfo', site_name: "CFO.com", alt_text: "CFO.com logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", } }; site_logos['cfodive'] = { domain: 'cfodive', site_name: "CFO Dive", alt_text: "CFO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.svg", } }; site_logos['ciodive'] = { domain: 'ciodive', site_name: "CIO Dive", alt_text: "CIO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.svg", } }; site_logos['constructiondive'] = { domain: 'constructiondive', site_name: "Construction Dive", alt_text: "Construction Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.svg", } }; site_logos['cstoredive'] = { domain: 'cstoredive', site_name: "C-Store Dive", alt_text: "C-Store Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.svg", } }; site_logos['customerexperiencedive'] = { domain: 'customerexperiencedive', site_name: "CX Dive", alt_text: "CX Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.svg", } }; site_logos['cybersecuritydive'] = { domain: 'cybersecuritydive', site_name: "Cybersecurity Dive", alt_text: "Cybersecurity Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.svg", } }; site_logos['educationdive'] = { domain: 'educationdive', site_name: "Education Dive", alt_text: "Education Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.svg", } }; site_logos['esgdive'] = { domain: 'esgdive', site_name: "ESG Dive", alt_text: "ESG Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.svg", } }; site_logos['facilitiesdive'] = { domain: 'facilitiesdive', site_name: "Facilities Dive", alt_text: "Facilities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.svg", } }; site_logos['fashiondive'] = { domain: 'fashiondive', site_name: "Fashion Dive", alt_text: "Fashion Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.svg", } }; site_logos['fooddive'] = { domain: 'fooddive', site_name: "Food Dive", alt_text: "Food Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.svg", } }; site_logos['grocerydive'] = { domain: 'grocerydive', site_name: "Grocery Dive", alt_text: "Grocery Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.svg", } }; site_logos['healthcaredive'] = { domain: 'healthcaredive', site_name: "Healthcare Dive", alt_text: "Healthcare Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.svg", } }; site_logos['highereddive'] = { domain: 'highereddive', site_name: "Higher Ed Dive", alt_text: "Higher Ed Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.svg", } }; site_logos['hoteldive'] = { domain: 'hoteldive', site_name: "Hotel Dive", alt_text: "Hotel Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.svg", } }; site_logos['hrdive'] = { domain: 'hrdive', site_name: "HR Dive", alt_text: "HR Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.svg", } }; site_logos['k12dive'] = { domain: 'k12dive', site_name: "K-12 Dive", alt_text: "K-12 Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.svg", } }; site_logos['legaldive'] = { domain: 'legaldive', site_name: "Legal Dive", alt_text: "Legal Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.svg", } }; site_logos['manufacturingdive'] = { domain: 'manufacturingdive', site_name: "Manufacturing Dive", alt_text: "Manufacturing Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.svg", } }; site_logos['marketingdive'] = { domain: 'marketingdive', site_name: "Marketing Dive", alt_text: "Marketing Dive logo", is_current_site: true, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.svg", } }; site_logos['medtechdive'] = { domain: 'medtechdive', site_name: "MedTech Dive", alt_text: "MedTech Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.svg", } }; site_logos['mobilemarketer'] = { domain: 'mobilemarketer', site_name: "Mobile Marketer", alt_text: "Mobile Marketer logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.svg", } }; site_logos['multifamilydive'] = { domain: 'multifamilydive', site_name: "Multifamily Dive", alt_text: "Multifamily Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.svg", } }; site_logos['packagingdive'] = { domain: 'packagingdive', site_name: "Packaging Dive", alt_text: "Packaging Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.svg", } }; site_logos['paymentsdive'] = { domain: 'paymentsdive', site_name: "Payments Dive", alt_text: "Payments Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.svg", } }; site_logos['pharmavoice'] = { domain: 'pharmavoice', site_name: "PharmaVoice", alt_text: "PharmaVoice logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.svg", } }; site_logos['proformative'] = { domain: 'proformative', site_name: "Proformative", alt_text: "Proformative logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.svg", } }; site_logos['restaurantdive'] = { domain: 'restaurantdive', site_name: "Restaurant Dive", alt_text: "Restaurant Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.svg", } }; site_logos['retaildive'] = { domain: 'retaildive', site_name: "Retail Dive", alt_text: "Retail Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.svg", } }; site_logos['smartcitiesdive'] = { domain: 'smartcitiesdive', site_name: "Smart Cities Dive", alt_text: "Smart Cities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.svg", } }; site_logos['socialmediatoday'] = { domain: 'socialmediatoday', site_name: "Social Media Today", alt_text: "Social Media Today logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.svg", } }; site_logos['supplychaindive'] = { domain: 'supplychaindive', site_name: "Supply Chain Dive", alt_text: "Supply Chain Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.svg", } }; site_logos['truckingdive'] = { domain: 'truckingdive', site_name: "Trucking Dive", alt_text: "Trucking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.svg", } }; site_logos['utilitydive'] = { domain: 'utilitydive', site_name: "Utility Dive", alt_text: "Utility Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.svg", } }; site_logos['wastedive'] = { domain: 'wastedive', site_name: "Waste Dive", alt_text: "Waste Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.svg", } }; // Get the dive domain and return the dive logo object, or null if it doesn't exist in site_logos function getDivesiteLogoObject(link_url, alt_domain='') { let dive_domain; // Split link URL on 'adurl=' and take what comes after as the ad url const ad_url = decodeURIComponent(link_url.split('adurl=')[1]); // Split on . to get an array of hostname segments const dive_domain_array = new URL(ad_url).hostname.split('.'); // Retrieve the second to last element of the hostname array, which should always be the domain dive_domain = dive_domain_array[dive_domain_array.length - 2] if (alt_domain) { // If alt_domain has been specified, normalize it. i.e. "HR Dive", "http://hrdive.com", etc. => "hrdive" // This will override the link url's domain. dive_domain = alt_domain.replace(/\s+/g, '').replace(/^(https?:\/\/)?(www\.)?|\.com.*|\?.*|#.*/gi, '').toLowerCase(); } // Return the site logos object for this domain if it exists, or null if it does not if (site_logos[dive_domain]) { return site_logos[dive_domain]; } else { // Fallback logo const url_prefix = "https://d12v9rtnomnebu.cloudfront.net/divesite/responsive_ad_assets/small_logos/"; return { domain: 'industrydive', site_name: 'Industry Dive', alt_text: 'Industry Dive logo', white: { svg: url_prefix + 'industrydive-small-white.svg', png: url_prefix + 'industrydive-small-white.png', }, black: { svg: url_prefix + 'industrydive-small-black.svg', png: url_prefix + 'industrydive-small-black.png', } } } } eventer(messageEvent, function (e) { var key = e.message ? "message" : "data"; var data = e[key]; var eventName = data.message || 'ignore'; if (eventName == 'adContentAvailable') { var $ad_element; $ad_element = $('div').filter('[data-container-ad-unit-id="' + data.adUnit + '-' + window.dfp_visibility + '"]'); $ad_element.hide() var nativeAdEditorialSelector = '.sidebar .hybrid-ad-wrapper .native-ad-editorial'; var nativeAdEditorialExists = $(nativeAdEditorialSelector).length > 0; if ( nativeAdEditorialExists ) { $(nativeAdEditorialSelector).closest('.hybrid-ad-wrapper').addClass('native-ad-editorial-sidebar-border'); } // Inline homepage ad $('.feed-item-ad .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Editorial native ad sidebar // NOTE: must go before inline native ad to ensure correct location added $('.sidebar .native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); // Editorial native ad inline $('.native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Sidebar ad $('.sidebar .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); } }, false); var googletag = googletag || {}; googletag.cmd = googletag.cmd || []; googletag.cmd.push(function () { var desktopWidth = 1024; if (window.innerWidth >= desktopWidth) { window.dfp_visibility = 'desktop'; } else { window.dfp_visibility = 'mobile'; } var dfpDisplayConfiguration = { "prestitialEnabled": true, "leaderboardEnabled": true, "sidebarAdsEnabled": true, "visibility": window.dfp_visibility }; if (window.dfp_visibility == 'desktop') { if (typeof prestitialAds == 'object' && prestitialAds.pageIsPrestitialEligible()) { googletag.defineSlot('/21662595662/marketingdive/marketingdiveprestitial', [[500, 300], [640, 480]], 'paychekgoeshere').addService(googletag.pubads()); } if (dfpDisplayConfiguration.leaderboardEnabled) { googletag.defineSlot('/21662595662/marketingdive/marketingdiveleaderboard', [[970, 180], [728, 90], [970, 90]], 'dfp-leaderboard-desktop').addService(googletag.pubads()); googletag.pubads().addEventListener('slotRenderEnded', function (event) { if ((event.slot.getAdUnitPath() === '/21662595662/marketingdive/marketingdiveleaderboard' || event.slot.getAdUnitPath() === '/21662595662/marketingdive/marketingdiveleaderboard') && !event.isEmpty ) { $(window).blur(function () { if (document.activeElement === $('#dfp-leaderboard-desktop iframe')[0] || document.activeElement === $('#dfp-leaderboard-desktop iframe')[0]) { try { localStorage.setItem('leaderboard_signup_path', document.location.pathname); } catch (e) { // local storage could not be available due to privacy settings or something } } }); } }); } if (dfpDisplayConfiguration.sidebarAdsEnabled) { googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid1', [[300, 250], 'fluid', [160, 600]], 'dfp-hybrid1-desktop').addService(googletag.pubads()); } googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-desktop').addService(googletag.pubads()); } else { googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid1', [[300, 250], 'fluid'], 'dfp-hybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-mobile').addService(googletag.pubads()); } googletag.pubads().setTargeting("topics", ["Brand Strategy","brand-strategy","Mobile","mobile-marketing","Creative","creative","Social Media","Social-media-marketing","Video","Video-marketing","Agencies","agencies","Influencer Marketing","influencer-marketing"]); googletag.pubads().setTargeting("tags", ["marketing-tag-alcohol-marketing","marketing-tag-content-marketing","marketing-tag-cpg","marketing-tag-retail","marketing-tag-tiktok"]); if ((typeof divecounter !== "undefined") && (divecounter.getData().is_subscriber)) { googletag.pubads().setTargeting("is_subscriber", "yes"); 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</script> <div class="search-overlay"></div> <div class="page-wrapper"> <div class="page-inner-wrapper" id="skip-link-target"> <article class="full-width"> <div class="full-width__header-and-body"> <div class="full-width__header">  <div class="printed-branding"> <span class="promoted-branded-copy">An article from</span> <img src="https://d12v9rtnomnebu.cloudfront.net/logo/printer_friendly/marketingdive.jpg" alt="site logo"> </div> <div class="full-width__header-text"> <div class=""> <div class="post-label-wrapper"> <span class="post-label post-label--medium "> Deep Dive </span> </div> </div> <h1 class="display-heading-04 full-width__title">7 top campaigns from 2024 and the tactics that drove success</h1> <p class="full-width__subtitle">These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.</p> <div class="full-width-byline"> Published December 3, 2024 • <span class=""> By <a rel="author" href="/editors/padams/" class="analytics t-article-byline-author">Peter Adams</a> <span class="full-width-byline__comma">,</span> <a rel="author" href="/editors/jdeyo/" class="analytics t-article-byline-author">Jessica Deyo</a> <span class="full-width-byline__comma">,</span> <a rel="author" href="/editors/skarlovitch/" class="analytics t-article-byline-author">Sara Karlovitch</a> and <a rel="author" href="/editors/ckelly/" class="analytics t-article-byline-author">Chris Kelly</a> </span> </div> </div> <div class="full-width__header-image"> <figure class="inside_story"> <div class="figure_content article-hero-img"> <img class="" src="https://imgproxy.divecdn.com/ATQUnLGSV2M1Fg5RNskor-RPCdNVTpRwnMv3rbvYIKQ/g:ce/rs:fill:1400:788:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HYXBfU3ByaW5nXzIwMjRfQ2FtcGFpZ25fanZjc0l5Ti5qcGc=.webp" width="1400" height="788" srcset="https://imgproxy.divecdn.com/JqhHzdF13VeVGsizoeL7TSylMfCJlogTkbTz7Fd2U_g/g:ce/rs:fill:400:225:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HYXBfU3ByaW5nXzIwMjRfQ2FtcGFpZ25fanZjc0l5Ti5qcGc=.webp 400w, https://imgproxy.divecdn.com/BcmMB0ErtRjiBZTVoNdxwJUmg89MkpngwtgOOW27vag/g:ce/rs:fill:800:450:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HYXBfU3ByaW5nXzIwMjRfQ2FtcGFpZ25fanZjc0l5Ti5qcGc=.webp 800w, https://imgproxy.divecdn.com/ATQUnLGSV2M1Fg5RNskor-RPCdNVTpRwnMv3rbvYIKQ/g:ce/rs:fill:1400:788:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HYXBfU3ByaW5nXzIwMjRfQ2FtcGFpZ25fanZjc0l5Ti5qcGc=.webp 1400w, https://imgproxy.divecdn.com/8D5oCQmPR-iaDTIB4Qvs4xiWYe1sWh4j2aCBReNJM8s/g:ce/rs:fill:2000:1125:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HYXBfU3ByaW5nXzIwMjRfQ2FtcGFpZ25fanZjc0l5Ti5qcGc=.webp 2000w" sizes="100vw" alt="Tyla and dancers appear in a Gap ad" > </div> <figcaption class="inside_story_caption"> <span class="caption_text"> Gap's spring campaign with "Water" singer Tyla set the stage for a strong follow up in the fall with pop star Troye Sivan. The retailer delivered the most savvy use of music in marketing this year. </span> <span class="source_text"> Courtesy of Gap </span> </figcaption> </figure> </div> </div> <div class="full-width__content-wrapper"> <div class=""> <div class="article-body add-drop-cap "> <p>Highs and lows characterized much of marketing in 2024. The industry was enlivened by occasions for unity, including a blockbuster Summer Olympics in Paris, but the final stretch of the year brought back an atmosphere of uncertainty and risk aversion. Marketers rediscovered their brand-building appetites after an overcorrection toward performance marketing, but too much creative energy manifested in the realm of fleeting, directionless social content. How many brands excitedly billed themselves as “brat” or <a href="https://www.today.com/popculture/what-is-demure-tiktok-meaning-rcna166192">demure</a> before abandoning the idea once the next trend took hold?</p> <div class="hybrid-ad-wrapper"> <div class="hybrid-ad-inner-wrapper"> <div> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid1-" id="dfp-ad-container-1"></div> <div id="dfp-hybrid1-"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { // Full width templates don't need screen size based conditionals to display ads // because ads are displayed the same way on all screen sizes, but because of the way // our ad rendering is set up, we're adding the visibility here based on the // window.dfp_visibility instead of manually setting it view dfpAdContainerElm = document.getElementById('dfp-ad-container-1') dfpAdContainerElmAttribute = dfpAdContainerElm.getAttribute('data-container-ad-unit-id') dfpAdContainerElm.setAttribute("data-container-ad-unit-id", `${dfpAdContainerElmAttribute}${window.dfp_visibility}`) hybridAdElm = document.getElementById('dfp-hybrid1-') hybridAdElmAttribute = hybridAdElm.getAttribute('id') hybridAdElm.setAttribute("id", `${hybridAdElmAttribute}${window.dfp_visibility}`) googletag.display(`dfp-hybrid1-${window.dfp_visibility}`); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid1'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); }); }); </script> </div> </div> </div> </div> <p>The seesaw effect was evident in areas like generative artificial intelligence (AI), which secured a <a href="https://www.marketingdive.com/news/publicis-generative-ai-CoreAI-future-of-agency-work/705581/">steady deluge of investment</a> but <a href="https://www.marketingdive.com/news/toys-r-us-openai-sora-gen-ai-first-text-video/719797/">repeatedly proved itself unready</a> for the limelight, with Coke’s holiday campaign the latest AI-driven concept <a href="https://www.adweek.com/creativity/how-coca-colas-ai-holiday-ad-went-from-praise-to-rage/">to receive a shellacking</a>. <a href="https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/">Rebrands and refreshes</a> aimed at younger consumers also remained in vogue, with mixed results. Jaguar recently showed <a href="https://www.marketingdive.com/news/jaguar-revamps-brand-identity-automotive-marketing-EV-transition/733319/">that going all-in on a bold, Gen Z-friendly new look</a> still carries the risk of blowback for legacy brands.</p> <p>Other marketers expertly threaded the needle and were able to revitalize not only brand perceptions, <a href="https://www.marketwatch.com/amp/story/gap-stock-rallies-on-better-forecast-as-holiday-shopping-off-to-a-strong-start-839f8de3">but also sales</a> during a period of challenging consumer pullbacks. These companies drove an impact by executing specific tactics, whether related to purpose-driven marketing, ambassador partnerships, media strategy or, in one case, simply not advertising at all.</p> <p>The best marketing of 2024, which Marketing Dive has assembled below, carries important lessons as industry decision-makers <a href="https://www.marketingdive.com/news/mckinsey-cmo-strategy-generative-AI-pricing-performance-marketing/731340/">continue to feel the pressure to make fewer resources go further</a>.</p> <figure class="inside_story"> <div class="figure_content"> <div><img alt="Yeti and Liquid Death casket cooler" data-imagemodel="171120" src="https://imgproxy.divecdn.com/DszYWQoktPtMPFLe6F0hzu_gwOdS98aeyu7EobczYX0/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9ZRVRJX1BSLmpwZw==.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">Liquid Death’s casket cooler collaboration with Yeti</div> <div class="source_text">Courtesy of Liquid Death</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading">Best challenger brand marketing: Liquid Death</h3> <p>Liquid Death is seemingly always promoting a new brand collaboration, outsized stunt or celebrity partnership, keeping the canned beverage brand in the social media and trade press conversation. The constant stream of entertainment content is too steady for even its executives to keep up with.</p> <p>“We put out so much stuff, I have to look back at our YouTube channel or Instagram to remember what we even did this year,” joked Vice President of Creative Andy Pearson.</p> <div class="hybrid-ad-wrapper"> <div class="hybrid-ad-inner-wrapper"> <div> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid2-" id="dfp-ad-container-2"></div> <div id="dfp-hybrid2-"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { // Full width templates don't need screen size based conditionals to display ads // because ads are displayed the same way on all screen sizes, but because of the way // our ad rendering is set up, we're adding the visibility here based on the // window.dfp_visibility instead of manually setting it view dfpAdContainerElm = document.getElementById('dfp-ad-container-2') dfpAdContainerElmAttribute = dfpAdContainerElm.getAttribute('data-container-ad-unit-id') dfpAdContainerElm.setAttribute("data-container-ad-unit-id", `${dfpAdContainerElmAttribute}${window.dfp_visibility}`) hybridAdElm = document.getElementById('dfp-hybrid2-') hybridAdElmAttribute = hybridAdElm.getAttribute('id') hybridAdElm.setAttribute("id", `${hybridAdElmAttribute}${window.dfp_visibility}`) googletag.display(`dfp-hybrid2-${window.dfp_visibility}`); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid2'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); }); }); </script> </div> </div> </div> </div> <p>The content-heavy approach — <a href="https://www.marketingdive.com/news/liquid-death-creative-beverage-category-brand-interview/723142/">which doesn’t rely on paid media</a> — is working. Apart from its $1.4 billion valuation, Liquid Death is killing the engagement and return-on-investment game with its anything-goes marketing approach.</p> <p>This year, Liquid Death’s most successful efforts were out-of-nowhere brand collaborations, like a corpse paint line with E.l.f. Cosmetics, <a href="https://www.youtube.com/watch?v=8prd-jMWWcs">a hot fudge sundae LTO</a> with ice cream chain Van Leeuwen and a casket cooler with Yeti.</p> <p>“The partnerships are great, because they’re either people and brands that make total sense or ones that make zero sense,” Pearson said. </p> <p>The E.l.f. collaboration notched more than 250 million social impressions as reaction videos ping-ponged across social media, while the Van Leeuwen product sold out in under 7 hours and was the No. 1 most successful grocery LTO on Amazon ever, per details shared with Marketing Dive. Along with the Yeti casket — which sold for $68,000 in auction — the collaborations demonstrate how Liquid Death is cutting through ad noise in a crowded category.</p> <p>“A throughline of this year has been widening the palette of stuff that we're painting with,” Pearson said.</p> <figure class="inside_story"> <div class="figure_content"> <div><img alt="Chili&#x27;s BurgerTime" data-imagemodel="171121" src="https://imgproxy.divecdn.com/-PRRG5J6VC9J2y7eYgFs9-2ndkTlMI-R8toD1Zxv3pY/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9jaGlsaXMtQnVyZ2VyVGltZS1LVi00LmpwZw==.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">Big Smasher BurgerTime gameplay</div> <div class="source_text">Courtesy of Chili's Grill & Bar</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading">Best use of nostalgia: Chili’s Big Smasher BurgerTime</h3> <p>Chili’s is no stranger to looking backward to move forward, and after bringing back its iconic “Baby Back Ribs” jingle in 2023, the restaurant chain utilized nostalgia for ‘80s arcade games to reinforce its value messaging and stick it to fast-food chains.</p> <p>The chain in June <a href="https://www.marketingdive.com/news/chilis-video-game-fast-food-pricing-QSR-marketing/719736/">revealed Chili's Big Smasher BurgerTime</a>, a refreshed version of the classic platformer BurgerTime in which gamers toy with ladders to make ingredients transform into complete burgers. </p><div id="full-width-inline-signup"></div> <p>Along with promoting its Big Smasher menu item, the game allowed Chili’s to take on a profit-crazed “evil Fast-Food Syndicate” and reinforce its value message while chains like McDonald’s and Burger King scrambled to assert their own value propositions. The strategy also helped the chain’s other main imperative: getting into the cultural conversation, according to CMO George Felix.</p> <p>“It felt like a perfect blend to bring [back] a game like that which has not really been rebooted. I definitely remember playing it on an Apple 2e computer with my sister growing up,” Felix said. (While CMO at Pizza Hut, Felix helped mastermind a similarly retro gaming <a href="https://www.marketingdive.com/news/pizza-hut-spins-boxes-into-pac-man-ar-game-for-newstalgia-campaign/596665/">experience around Pac-Man</a>.)</p> <p>Created by agencies Jon Marshall and Daughters and Media.Monks, Big Smasher BurgerTime accrued 8,184 hours of gameplay, or nearly a year’s worth of hours, over the campaign’s 20 days. But the effort wasn’t “nostalgia just for nostalgia’s sake,” Felix explained.</p> <p>“It just felt like a really perfect match for us,” the executive said. “As games become more complex and sophisticated, there is something about that simplicity of those older games that people really gravitate towards.”</p> <figure class="inside_story"> <div class="break-grid-medium figure_content"> <div><img alt="Calvin Klein" data-imagemodel="171122" src="https://imgproxy.divecdn.com/mBt52uvPdAKLCesmDYDM-3COBtclnwzVxrlmNIXdHJc/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9jYWx2aW4ta2xlaW4tSmVyZW15LXdpdGgtZG9ncy5qcGc=.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">“The Bear” actor Jeremy Allen White for Calvin Klein</div> <div class="source_text">Courtesy of Calvin Klein</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading">Best celebrity tie-in: Jeremy Allen White for Calvin Klein</h3> <p>A sea of marketers this year have sought high-profile celebrity partnerships in hopes of boosting their profile, but none managed to turn heads to the same degree as Calvin Klein’s steamy collaboration with up-and-comer Jeremy Allen White. </p> <p>The 56-year-old brand in January released its <a href="https://www.pvh.com/news/calvin-klein-spring-2024-jeremy-allen-white">spring 2024 ad campaign</a> starring White, who was photographed in his hometown of New York City while sporting classic Calvin Klein styles. An accompanying video <a href="https://www.youtube.com/watch?v=dCbM009btVI">featured White exercising</a> on a rooftop to the tune of Lesley Gore’s song “You Don’t Own Me.”</p><section class="storylines-carousel-wrapper" id="full-width-carousel"></section> <p>The campaign quickly achieved social media virality and fueled a number of awestruck TikTok posts. The resulting <a href="https://www.fashiondive.com/news/jeremy-allen-white-calvin-klein-ad-campaign-the-bear/720032/">surge in social impressions was worth about $74 million</a>, according to PVH Corp., the holding company of Calvin Klein. Within the first 48 hours of its debut, the campaign generated $12 million in media exposure. </p> <p>The choice to link with White was in response to the impact of his leading role in FX’s “The Bear” and his passionate fanbase, factors that encouraged the brand to bet on the star’s potential, said Global Chief Marketing Officer Jonathan Bottomley.</p> <p>“We’re focused on talents with ‘cultural velocity’ — those on the verge of breaking through, who are creating something bigger than themselves and whose fans really show up to support them — and that rang especially true for Jeremy,” said Bottomley in emailed comments. </p> <p>Calvin Klein debuted a <a href="https://www.fashiondive.com/news/jeremy-allen-white-calvin-klein-new-fall-ad-campaign-the-bear/725363/">second ad starring White in August</a> that showcased its fall 2024 collection. An <a href="https://www.youtube.com/watch?v=xp1JcJue8-E">accompanying video showed White poolside</a>, soundtracked to The Shacks’ cover of “Crimson and Clover.” The repeat tie-up was meant to build on the initial campaign’s momentum and give consumers “more of what they wanted,” Bottomley said. </p> <p>“To capture the cultural value we create, we aim to build partnerships over time — continuing the momentum and reinforcing the authenticity of the relationship,” Bottomley said. </p> <figure class="inside_story"> <div class="figure_content"> <div><img alt="E.l.f." data-imagemodel="171123" src="https://imgproxy.divecdn.com/PdZBeiX7YBXof63G35Ng4N26RnYYBr6qCGGaiKeC2uk/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9lbGYtT2N1bHVzLUltYWdlLTQuanBn.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">E.l.f. Cosmetics’ “Dupe That” advertising</div> <div class="source_text">Courtesy of E.l.f. Cosmetics</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading">Best purpose-driven marketing: E.l.f. Cosmetics</h3> <p>During a year marked by enduring culture wars and <a href="https://www.adweek.com/brand-marketing/7-brands-reversed-dei/">DEI pullbacks</a>, E.l.f. Cosmetics set out to achieve outlier status with purpose-driven marketing. The brand’s powerful calls for diversity, backed by bold paid and earned media plans, are part of its “<a href="https://www.youtube.com/watch?v=Aep5lFGTyOQ">Change The Board Game</a>” initiative around corporate diversity.</p> <div class="hybrid-ad-wrapper"> <div class="hybrid-ad-inner-wrapper"> <div> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid3-" id="dfp-ad-container-3"></div> <div id="dfp-hybrid3-"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { // Full width templates don't need screen size based conditionals to display ads // because ads are displayed the same way on all screen sizes, but because of the way // our ad rendering is set up, we're adding the visibility here based on the // window.dfp_visibility instead of manually setting it view dfpAdContainerElm = document.getElementById('dfp-ad-container-3') dfpAdContainerElmAttribute = dfpAdContainerElm.getAttribute('data-container-ad-unit-id') dfpAdContainerElm.setAttribute("data-container-ad-unit-id", `${dfpAdContainerElmAttribute}${window.dfp_visibility}`) hybridAdElm = document.getElementById('dfp-hybrid3-') hybridAdElmAttribute = hybridAdElm.getAttribute('id') hybridAdElm.setAttribute("id", `${hybridAdElmAttribute}${window.dfp_visibility}`) googletag.display(`dfp-hybrid3-${window.dfp_visibility}`); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid3'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); }); }); </script> </div> </div> </div> </div> <p>A <a href="https://www.marketingdive.com/news/elf-beauty-so-many-dicks-corporate-boards-diversity-campaign/715877/">“So Many Dicks” campaign</a> launched in May takes its name from the finding that there are nearly as many men named Richard, Rick or Dick as women from diverse groups on U.S. corporate boards. The effort, created with agency Oberland, included <a href="https://www.marketingdive.com/news/marketing-campaigns-first-half-2024/719805/">attention-grabbing visuals placed around New York’s Financial District</a> that called out the preponderance of “Dicks.” </p> <p>In October, E.l.f. launched “<a href="https://www.marketingdive.com/news/elf-dupe-this-unicorn-parade-purpose-marketing/730480/">Dupe That!</a>,” a campaign inviting other companies to join it in prioritizing making a positive impact. That push, which had a similar media strategy as “So Many Dicks,” generated a 99% positive sentiment. While encouraging other companies to “dupe,” or replicate, E.l.f.’s purpose strategy could spur competition, it demonstrates the brand’s commitment to change, said E.l.f. Chief Brand Officer Laurie Lam. </p> <p>“Purpose is actually really sexy because it allows you to lead with your heart, and it allows you to carry through your brand ethos, which is something that makes my heart sing as well, because our brand ethos is what’s really important and what’s going to give us the long-staying … ability for us to resonate,” said Lam. </p> <figure class="inside_story"> <div class="break-grid-medium figure_content"> <div><img alt="Gap" data-imagemodel="171125" src="https://imgproxy.divecdn.com/kWi-gIPONnGBPUjKUc--h0zfAI0sCox3zR2W6vcwzOI/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HQVBfRkFMTDI0X1RST1lFX0NBU1QuanBn.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">Singer Troye Sivan stars in Gap’s music-forward fall campaign</div> <div class="source_text">Courtesy of Gap</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading">Best use of music in marketing: Gap</h3> <p>Few platforms drive the cultural discussion more than TikTok, the short-form app that frequently catapults musicians to overnight fame and inspires viral dance crazes. Gap ably capitalized on the phenomena this year with an advertising strategy centered on up-and-coming artists and carefully choreographed commercials. </p> <p>Look no further than the retailer’s work on its <a href="https://www.marketingdive.com/news/gap-troye-sivan-thundercat-fall-campaign-y2k-style/724833/">fall-winter campaign</a> starring pop star Troye Sivan, who spent a month on tour with “Brat” mastermind Charli XCX. “Get Loose” shows Sivan and dance group CDK Company as they put on Gap’s wide-fit denim and <a href="https://www.youtube.com/watch?v=g_l-ps0Hrv4">pull off an elaborate performance</a> backed by Thundercat’s “Funny Thing,” a viral TikTok tune. </p> <p>Sivan reunited with the choreographer of his “Rush” clip, Sergio Reis, for the videos, which inspired consumers to try out their own takes on the routine. Media spanned digital, print, out of home, video and social assets, as well as in-store playlists curated by Sivan.</p> <p>The creative, which followed a <a href="https://www.marketingdive.com/news/gap-jungle-tiktok-viral-video-back-on-74-spring-2024-campaign/708895/">similar concept with singer Tyla from the spring</a>, resonated with Gap’s target Gen Z audience and contributed to <a href="https://www.cnn.com/2024/10/02/style/zac-posen-gap-bof/index.html">a larger comeback narrative for the casual wear</a> icon. Buttermilk, an agency that helped develop “Get Loose,” found the ads received engagement rates averaging 8.72% and view rates averaging 50.3% in the critical weeks after launch, metrics above industry benchmarks.</p> <figure class="inside_story"> <div class="figure_content"> <div><img alt="Groundhog Lay&#x27;s" data-imagemodel="171126" src="https://imgproxy.divecdn.com/f4HQfGpWZpyOoQjKTuWZYxiION4lL84jCRwTU_VeBeI/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9Hcm91bmRob2dfTGF5X3NfQ2xhc3NpY19UZXh0bGVzcy0xLmpwZw==.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">“Groundhog Day” actor Stephen Tobolowsky for Lay’s</div> <div class="source_text">Courtesy of PepsiCo</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading">Best media strategy: Lay’s “Groundhog Lay’s”</h3> <p>At a time when more marketers are prioritizing quick-hit social content, Lay’s proved that a clever paid media strategy can still make waves — on linear TV no less. The chip maker ran eight spots a total of 75 times on ABC for Groundhog Day, recreating the disorienting time-loop of the 1993 movie bearing the holiday’s name for both unassuming viewers and the campaign’s protagonist. </p> <p>The effort starring “Groundhog Day” actor Stephen Tobolowsky as a grocery shopper who slowly realizes <a href="https://www.youtube.com/watch?v=zV2BCfGIr3I">he’s in checkout lane hell</a> allowed Lay’s to capitalize on the Super Bowl conversation without the $7 million commercial buy while owning an underleveraged holiday.</p> <p>“We were able to hack, not only culture, but also the industry at a time that normally is so oversaturated,” said Chris Bellinger, chief creative officer at PepsiCo Foods U.S.</p> <p>“Groundhog Lay’s” came together in two weeks based on a text pitch from agency Maximum Effort, with assists from Kimmelot, OMD and Disney. It generated 1.4 billion earned media impressions and recently received a round of Clio awards, including gold in the brand promotion category.</p> <p>“There wasn’t a chance to trip over ourselves,” said Bellinger. “The speed at which we were able to move, it kept the simplicity of the idea as the centerpoint.”</p> <p>Bellinger admitted that there was more the brand could have done with the concept in hindsight, namely implementing a robust social strategy. But “Groundhog Lay’s” opened the door to fresh lines of creative thinking for the legacy snacks giant, including around where to source ideas from and which calendar occasions to hit the gas on marketing. Could Arbor Day be next? </p> <figure class="inside_story"> <div class="break-grid-medium figure_content"> <div><img alt="Heineken" data-imagemodel="171127" src="https://imgproxy.divecdn.com/zqF4cSuynxzop3NtTjgpX51IUQqud0hduLWiW8l3bdg/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9IZWluZWtlbi1BREUtSGlkZGVuLU1lc3NhZ2UtMTQzLmpwZw==.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">Heineken shares a secret message at the Amsterdam Dance Event</div> <div class="source_text">Courtesy of Heineken</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading">Best mobile campaign: Heineken’s “Boring Mode”</h3> <p>Heineken threw it back to the early 2000s with a multifaceted campaign celebrating pre-smartphone social occasions. To encourage disconnection, the beer brand launched a <a href="https://www.marketingdive.com/news/heineken-phone-boring-encourage-connection/730897/">mobile app that turns any phone into a “boring phone</a>,” blocking other apps, notifications and camera functions for a set period of time and allowing users to live in the moment. </p> <p>To <a href="https://www.marketingdive.com/news/heineken-phone-boring-encourage-connection/730897/">embrace nostalgia for Y2K</a>, a limited number of actual phones were made in collaboration with streetwear brand Bodega. The phones were launched in April at Milan Design Week, with over 70,000 people attempting to obtain one of the 5,000 available units. </p> <p>The campaign was developed in partnership with Publicis Groupe’s LePub and inspired by research commissioned by Heineken that found 35% of Gen Z and millennial consumers check their phone more than they would like during social events. Smartphones can also put a damper on live events, with 41% of Gen Z and millennials indicating phones in the air was an annoyance. </p> <p>The mobile app and physical product not only tapped into a desire for connection and nostalgia, but also pointed to renewed interest from brands in developing apps. While high costs have made such activations difficult in the past, the widespread use of generative AI could pave the way for more app-based campaigns. </p> <p>“The essence of this tech-driven initiative is to redefine the concert experience, creating spaces with no distractions where people can authentically live the moment and immerse themselves in the magic of live music,” said Bruno Bertelli, global CEO LePub and CCO Publicis Worldwide in a statement.</p> </div> </div> </div> </div> <div class="full-width__article-footer "> <div class="credits-section"> <h3 class="uppercase-heading-01 uppercase-heading-01--loud credits-section__header">Credits</h3> <div class="author-credits"> <div class="author-row-credits"> <a href="/editors/padams/"><img class="author-img-round analytics t-article-byline-author" src="https://d1b6lhn2ymmy1x.cloudfront.net/journalist-headshots/marketing/adams-peter-circle-150x150.png" alt="Peter Adams's headshot" height="128" width="128"></a> <div class="author-name-title-credits"> <div class="author-name-credits"> <a rel="author" href="/editors/padams/" class="analytics t-article-byline-author">Peter Adams</a> </div> <span class="secondary-label">Senior Reporter</span> </div> </div> <div class="author-row-credits"> <a href="/editors/jdeyo/"><img class="author-img-round analytics t-article-byline-author" src="https://d1b6lhn2ymmy1x.cloudfront.net/journalist-headshots/Deyo-Jess-circle-150x150.png" alt="Jessica Deyo's headshot" height="128" width="128"></a> <div class="author-name-title-credits"> <div class="author-name-credits"> <a rel="author" href="/editors/jdeyo/" class="analytics t-article-byline-author">Jessica Deyo</a> </div> <span class="secondary-label">Editor</span> </div> </div> <div class="author-row-credits"> <a href="/editors/skarlovitch/"><img class="author-img-round analytics t-article-byline-author" src="https://d1b6lhn2ymmy1x.cloudfront.net/journalist-headshots/marketing/karlovitch-sara-circle-150x150.png" 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"https://www.marketingdive.com/news/nike-kim-kardashian-skims-brand-launch/740228/", "pub_date": "Feb 18, 2025"}, {"title": "On and Elmo encourage a softer approach to running", "link": "https://www.marketingdive.com/news/on-elmo-encourage-softer-approach-running-campaign/740112/", "pub_date": "Feb 18, 2025"}, {"title": "How Coca-Cola is marketing Simply Pop, its first prebiotic soda", "link": "https://www.marketingdive.com/news/coca-cola-marketing-simply-pop-first-ever-prebiotic-soda/739986/", "pub_date": "Feb 18, 2025"}, {"title": "Chili\u2019s rides with NASCAR, Lifetime to push margaritas with music, TV", "link": "https://www.marketingdive.com/news/chilis-margaritas-campaigns-aimed-different-audiences/740044/", "pub_date": "Feb 13, 2025"}] // For each carousel story in our object, add the HTML contents of the corresponding .proximized_carousel_image DIV as a property // This will be used in the carousel.mustache.html template to display the image for (i=0; i < 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7 top campaigns from 2024 and the tactics that drove success | Marketing Dive