In 2024, communications professionals raised the bar with PR campaigns that combined creativity and flexibility. Brands demonstrated the power of uniting diverse elements within the marketing mix – from earned media to cross-promotional brand collaborations – to connect with audiences in meaningful ways.
If you’re planning your brand’s next major marketing move, revisiting standout campaigns can provide valuable insights. Here, we look at four memorable campaigns from 2024 and key takeaways you can apply to your own strategy.
1. Krispy Kreme joins Olympic hype
While Krispy Kreme might not be the first thing that comes to mind when you think of the Olympics, the company stole some of the spotlight this summer with their “Go USA” and “Passport to Paris” donuts. These limited-edition treats were released as part of a multifaceted promotional campaign that was covered by top outlets like USA Today, People and TODAY. Earned media outreach was bolstered by influencer partnerships and social media activations to maximize awareness.
The takeaway:
Krispy Kreme proved that a touch of creativity can go a long way when it comes to engagement during major global events. With its simple, patriotic design, the company was able to put its own sweet spin on the Games this summer and create sharable moments for consumers.
2. Duolingo has a “Brat Summer” moment
When Charli XCX’s new album Brat launched a “Brat Summer” trend that took over pop culture, Duolingo jumped in to ride the wave. The language-learning app rolled out brat-themed social posts and even sent employees to concerts dressed as the theme-appropriate lime green Duo owl mascot. This playful brand immersion paid off, with a single Instagram post racking up more than 235K likes and TikTok content that, in total, generated over 589.4K likes and 4.2 million views.
The takeaway:
Social media trends can emerge unexpectedly, but brands can capitalize if they’re ready to dive in. While it’s important to stay focused on those annual marketing plans, flexibility pays off when the right opportunity emerges and you’re ready to execute.
3. Wicked Movie’s cross-platform campaign
To build excitement around the Wicked movie adaptation, the promotional team implemented a cross-channel strategy that left no stone unturned. The campaign included pre-screening events, cast interviews, influencer partnerships and social media teasers. Along with securing earned coverage in top outlets like Vogue, Billboard and The New York Times, the team launched strategic brand collaborations that appealed to Wicked’s multi-generational fanbase.
The takeaway:
Taking notes from the Barbie marketing playbook, Wicked’s promotional strategy demonstrates how a multi-pronged approach can help to embed a brand in the cultural consciousness. By leveraging the film’s multi-generational appeal, the campaign has connected with fans and kept the movie at the center of conversations.
4. McDonald’s navigates the 2024 election spotlight
Who would’ve thought those iconic golden arches would become such a focal point in the 2024 election? From Kamala Harris’s early work history to Donald Trump’s high-profile visit with a local franchise, McDonald’s unexpectedly found itself in the political spotlight. Rather than capitalize on the attention, McDonald’s opted to remain neutral, issuing an internal memo emphasizing its commitment to inclusivity.
The takeaway:
Sometimes the best campaign is no campaign at all. McDonald’s reinforced its core values by not taking a political stance – instead using the opportunity to reaffirm its commitment in “opening doors to everyone.”
Looking ahead to 2025
As the media landscape evolves, brands have more opportunities than ever to connect with audiences in fresh and impactful ways. From online Substack platforms to newsletters and podcasts, the possibilities for strategic and creative outreach continue to expand. Drawing inspiration from 2024’s standout campaigns, brands in 2025 can focus on building communications strategies that maximize reach, deepen engagement and resonate across multiple platforms.
