In 2024, the social media game changed…again. Attention is harder to earn, audiences are savvier, and the platforms themselves are evolving fast. But the brands that are winning are not just posting, they’re connecting and boosting exposure. In fact, 83% of marketers report increased exposure as a benefit of social media marketing.
From AI-powered stunts to real-time cultural commentary and community-first campaigns, this year’s standout strategies prove that creativity, relevance, and authenticity still rule.
Here at Logic Digital, we’re a social media marketing agency in Nottingham helping small businesses build a niche on social media and connect with audiences. Whether you’re a brand owner, marketer, or just looking to sharpen your social media marketing strategy, these five campaigns offer sharp lessons on what’s working, and how to make it work for you.
1. Lil Sweet Treat: Building buzz before you even launch
Lil Sweet Treat, a dessert business, nailed the art of pre-launch storytelling. Instead of waiting until opening day to market her brand, the founder started documenting her journey from day one – sharing packaging experiments, recipe trials, branding decisions, and even moments of self-doubt. Everything was out in the open, and it played out entirely on Instagram and TikTok.
She invited her audience into the process by asking for input in the comments, “Which flooring colour do you prefer?” “Should I keep this logo or change it?”. This wasn’t just engagement, it was co-creation. By the time the business officially launches, she already has a loyal fanbase invested in her success.
Why it worked:
- Low-cost, high-impact content.
- Authenticity and vulnerability created trust.
- Inviting feedback gave people a reason to care.
Takeaway: Start early, be real, and make your audience feel like insiders. If you’re working on something exciting, talk about it. Don’t wait until it’s perfect! Audiences love authenticity and candidness.
2. Dove: Real-time marketing with a purpose
Dove jumped into a trending conversation when the term “Sephora kids” (referring to very young pre-teens shopping in Sephora rather than age-appropriate stores) started going viral. Instead of making it about sales, Dove used the moment to double down on their long-running Real Beauty mission, calling for age-appropriate beauty standards and mental health support for young girls.
This wasn’t just reactive content. It was real-time marketing with meaning…and it hit hard. The brand was praised for not only jumping into a relevant conversation, but for doing so with empathy and substance.
Why it worked:
- Timely reaction to a fast-moving trend.
- Aligned perfectly with Dove’s brand values.
- Delivered a message without selling a product.
Takeaway: Not every trend is worth jumping on, but when one aligns with your mission, move fast and speak up. Audiences love brands that stand for something and show up at the right time.
Learn more: How to create a winning social media strategy
3. L’Oréal: AI meets guerrilla marketing
In 2024, L’Oréal started pushing the boundaries of what guerrilla marketing can look like, without ever leaving a screen. Using AI tools, they created hyper-realistic visuals of stunts and placements that looked like massive real-world campaigns (think: product installations on skyscrapers, city-wide projections). But it was all generated content! No permits, no crews, no million-dollar spend.
These short-form videos spread across social media, sparking buzz, confusion, and a lot of free sharing. People weren’t just impressed, they were talking.
Why it worked:
- Visually bold and surprising.
- Low production cost, high visual impact.
- Created mystery and shareability.
Takeaway: If you can’t afford big-budget outdoor marketing, fake it smart. AI-generated visuals can help you stage attention-grabbing “stunts” that live entirely online, and still get people talking.
4. Hootsuite (and others): Branded newspapers break the feed
In a time when every feed is a blur of influencer selfies, new announcements and product drops, Hootsuite stood out with something surprisingly old-school: a branded newspaper. It wasn’t just them, brands like Loewe, Jacquemus, Refy, and H&M also jumped on this trend, designing newspaper-style visuals to announce product launches, updates, and campaigns.
These weren’t real printed papers, they were created by the brand and printed to look like front pages – styled like scoops or headlines and posted to social media. This concept blurs the line between traditional and digital media, and it worked because it interrupted the norm, subtly screaming ‘BIG NEWS’ by tapping into associations of newspaper front covers with exciting headlines.
Why it worked:
- Pattern interruption in a visually oversaturated space.
- Feels exclusive, like you’re getting the “inside story.”
- Clever yet simple way to frame big news.
Takeaway: Format matters. If your message isn’t landing, maybe it’s not what you’re saying, but how you’re saying it. Use unexpected visuals to stop the scroll and cut through the noise on social media.
5. Refy: Brand trips, but make it for the fans
Influencer brand trips used to be the gold standard of social media marketing with flashy destinations, big names and curated content. But the landscape has shifted. Gen Z, now the most marketing-savvy generation, sees through it. In fact, 73% of Gen Z say they resonate more with micro-influencers than celebrities, and they’re increasingly wary of brands spending big to reward the already-rich.
Refy flipped the influencer marketing script by ditching the typical luxury brand trip for influencers and offering the experience to their own customers. The campaign was run through Instagram’s members-only community chat, where loyal fans were invited to apply for a chance to go on an all-expenses-paid luxury trip.
They didn’t blast it to the public feed. Instead, they targeted their most engaged followers – the ones who already loved the brand. The result was tons of authentic, user-generated content from fans, not influencers. It looked and felt like a community, not a PR stunt.
Why it worked:
- Focused on real customers, not influencer hype.
- Created organic content with heart.
- Sent a strong message about loyalty and community.
Takeaway: Community is currency. Give back to the people who support you, and they’ll do your marketing for you. Even if you can’t fund a trip, think about how you can reward and spotlight your real fans.
What 2024’s best social media campaigns teach us
If there’s one common thread across these campaigns, it’s this: audience-first thinking. Whether it’s storytelling, surprise visuals, or values-driven responses, the best campaigns aren’t just talking at people, they’re connecting with them.
Here’s your cheat sheet for what’s working right now:
- Tell stories, not just features.
- Make your audience part of the process.
- Respond in real time…with purpose!
- Use unexpected formats to cut through the noise.
- Reward community over clout.
Social media isn’t just a distribution channel. It’s where your brand lives, so build your brand’s world and connect authentically with your audience.
Choose our social media management agency for your brand
Here at Logic Digital, we specialise in social media marketing consultancy and PPC advertising that drives real results. Whether you need help refining your social media strategy or want to run high-performing paid campaigns, we bring a sharp, no-nonsense approach backed by data and experience. Our goal is simple: help you reach the right audience, cut wasted spend, and turn attention into action.
Ready to level up your social strategy? Contact us today to get started.
