7 top campaigns from 2024 and the tactics that drove success

These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.

RXBar combats ‘New Year, New You’ ads with B.S. Blocker Truck

The truck will tour New York City on Jan. 3 and literally block “toxic” ads reported to the brand by consumers who text a designated phone number.

TurboTax showcases how AI streamlines tax preparation in new campaign

With the rise of AI and the computing power of smartphones, the Intuit brand claims that doing taxes in person with a tax professional is outdated.

Sociable: Meta’s plan to unleash AI bot profiles could actually work

The tech giant is planning to deploy millions of generative AI characters and have them pose as actual users on Facebook and Instagram.

Amex keeps focus on younger customers

The credit card company is sticking with a strategy to concentrate marketing on the millennial and Gen Z generations shaping shopping trends.

Nike shifts more performance dollars to brand building as part of reset

The company will also reduce its reliance on promotional activity and paid traffic as it seeks to reclaim a premium positioning with sports as its North Star.

Pull-Ups animates potty training reality to reach millennial, Gen Z parents

Led by Leo Burnett, a marketing relaunch for the Kimberly-Clark brand features animated characters Terd and Yureen alongside its iconic jingle.

EV maker Lucid asks drivers to ‘Compromise Nothing’ in first ad campaign

Founded in 2016, the auto brand combats “a legacy of unfortunate trade-offs” among EVs in ads spanning digital, social, print, CTV and OOH.

Campaign Trail: Olipop gets in on holiday cheer with stop-motion yetis

CMO Matt Bruhn explained how the better-for-you brand disrupted Big Soda holiday advertising alongside indie agency Callen.

General Mills brings Kelce, Watt families together over football traditions

A new sitcom-style campaign features a variety of the company’s top brands, such as Lucky Charms and Old El Paso, and limited-edition products.

Nostalgic Jolt Cola returning to shelves as an energy drink

The beverage, popular in the 1980s and 1990s, will be marketed on social platforms including TikTok, YouTube and Facebook in a bid to Gen Z.

Programmatic ad spend grows alongside efficiency gains: ANA

As a result of the shifts toward more spending in CTV and private marketplaces, the ad industry is seeing positive movement in programmatic.

NFL teams with Betches Media to grow viewership among women

The women-focused entertainment platform will have access to tentpole events like the Super Bowl to fuel content including social and digital campaigns.

How JBL’s college marketing is evolving to deliver long-term brand value

Influencer content on Instagram and TikTok is “blowing away” industry benchmarks, according to marketing execs at the Harman-owned brand.

Uber hires Target, Albertsons retail media maven to lead ads business

Kristi Argyilan spent the past three years building Albertsons’ ad unit, which is at a point of uncertainty following the collapse of the proposed Kroger merger.

Sociable: US Supreme Court will hear TikTok’s appeal over sell-off bill

TikTok will have another chance to argue against a bill requiring the app’s business in the U.S. be sold to an American-based entity.

Sony, Disney put Mickey on the court for Christmas Day NBA broadcast

The first animated alternate presentation of an NBA game will feature a cadre of cartoon icons, potentially reaching a wider audience.

Grand Marnier celebrates fusion in multiyear pact with musician Future

The tie-up aligns with the 10th anniversary of the musician’s “Dirty Sprite 2” album and comes as parent Campari heavily targets U.S. consumers. 

P.F. Chang’s finds new CMO in Ticketmaster, PepsiCo marketer

The casual dining chain becomes the latest restaurant brand to hire new marketing leadership as consumer behaviors continue to evolve.

Consumers call AI-generated video ads annoying, confusing, per NIQ

Even AI-generated ads perceived as high quality and polished-looking did not leave as memorable an impression as conventional advertising. 

Wonderful Halos’ edgy campaign sees kids call IRS, cut brake lines

“Hands Off My Halos” highlights the lengths children will go to keep mandarins from their parents and will span social media, streaming and more.

Santa Claus makes the switch to Pepsi in brand’s latest dig at Coke

The Christmas icon, who has a long-standing association with Coca-Cola, proves a fickle soda fan in Pepsi’s holiday social content push.

Orangetheory introduces brand revamp with ‘Every Reason is the Right Reason’

The new campaign and platform focus on the diversity of Orangetheory members and tie into a brand strategy centered around encouragement.

Duolingo’s owl mascot plays ‘Squid Game’ with sprawling Netflix tie-up

“Learn Korean or Else” unites the language-learning app with the streamer for out-of-home stunts and social content, including an interactive TikTok filter.

Nearly half of consumers feel ignored by marketers: Here’s what the numbers say

Among consumers who feel ignored, 75% would rather support brands that align with their values, iHeartMedia’s research found.