Top five marketing campaigns that stood out in 2025:
1. EE – Safer SIMs
In the summer, EE launched its Safer SIMs campaign, responding to a growing concern amongst parents: how to ensure their children use social media, and the internet in general, safely and responsibly through their smartphones. As the first major UK network to offer these safety-first plans, EE positioned itself as a flagship provider of responsible smartphone access for young mobile users, granting greater peace of mind for parents.
Timed perfectly with the start of the new school year, the campaign aimed to give parents confidence that their children would be safer online, while allowing kids to stay connected. This campaign successfully addressed a key societal concern with clarity and reassurance.
2. Duolingo – The viral death (and resurrection) of Duo the owl
In February, the language app posted cryptic announcements that their beloved green owl mascot, Duo, had died. Memes exploded and speculation spiralled, only for the community to ‘resurrect’ Duo through large amounts of engagement.
It was dramatic, absurd, and yet undeniably effective. This campaign highlighted the power of unpredictable storytelling, giving Duolngo’s social media following a major boost. By embracing humour, the brand showed just how far bold creativity can go when paired with a large online community.
3. British Skin Foundation – ‘The burning billboard’
To highlight the dangers of continuous UV exposure, the British Skin Foundation unveiled a striking visual campaign – the ‘burning billboard’. Using AI, the billboard displayed an image of healthy skin that gradually burned based on UV levels in different locations.
This campaign helped to educate passers-by about the dangers of sun damage in a way that made the issue feel immediate and relevant, while also promoting the benefits of sun protection. This is a great example of visual storytelling at its best; creating a memorable campaign that raises awareness about skin health and begins new conversations.
4. Dove - #newyearsunresolution
In 2025, Dove continued its long-standing mission to challenge harmful beauty standards with its #newyearsunresolution campaign. Instead of promoting another list of New Year Resolutions that focuses on ‘fixes’, Dove encouraged people to write down an unrealistic beauty standard they felt pressured to conform to, and then tear it up.
This campaign supported the Dove Self-Esteem Project, offering tools and resources to help women begin to undo years of internalised beauty expectations. It served as a reminder that meaningful campaigns can empower positive change.
5. Jet2 Holidays – ‘Nothing beats a Jet2 holiday’
When the slogan ‘nothing beats a Jet2 holiday’ unexpectedly became the soundtrack for holiday mishaps on TikTok, Jet2 didn’t shy away from what could have been a potentially negative online trend for the brand.
Instead, they launched a TikTok challenge that encouraged users to share their relatable travel fails. By leaning into the humour, rather than avoiding it, Jet2 demonstrated how crucial real-time engagement is. Rather than ignoring a movement that could have harmed their reputation, they joined in on the chaos, and ultimately gained even greater exposure, boosting overall brand awareness.
From immersive visuals to community-fuelled memes, 2025 proved that creativity is still important when it comes to a successful marketing campaign. These campaigns sparked discussions and demonstrated how unexpected storytelling can become viral moments.
The importance of a well thought out marketing campaign:
The most effective campaigns are those built on strong, strategic foundations that:
- Provide clear direction
- Build brand trust and loyalty
- Use data to guide decision making
- Deliver measurable and sustainable results
Without a marketing campaign strategy, even the boldest and most unique of ideas can end up going nowhere. A thoughtful approach ensures campaigns not only grab attention but also leave a lasting impact amongst your target audience. If you want to explore this further, read our blog on the key consideration before launching a campaign.
How Hydra Creative can help you with your next marketing campaign:
At Hydra Creative, our in-house team of digital marketing strategists specialise in design, video production, branding, and social media management.
Whether you’re looking to start a conversation, or stand out in a crowded space, we can help you develop a campaign that resonates with your audience and helps ensure your business stays memorable for years to come.
Contact our friendly team today for an initial consultation.
