Our Favourite Marketing Campaigns of 2024
With 2024 coming to an end, the Matter team have been reflecting on our favourite marketing campaigns and the key insights to take into 2025.
From creative digital activations to authentic, community-driven strategies, it’s been a year full of innovative approaches that pushed the boundaries of what effective marketing can be. Each campaign we’ve selected has made a lasting impact, not only on its audience but also on the marketing landscape itself. In this blog, we’ll share our team’s favorite campaigns from 2024, along with the key insights we’re taking into 2025. As we head into the new year, these campaigns remind us that the most successful marketing efforts are those that foster genuine connections and build lasting brand loyalty.
Managing Director Lisa’s Fav Campaign
Lisa’s favorite marketing campaign of 2024 was the International Paralympic Committee’s (IPC) TikTok campaign. The Paralympics account has grown into one of the most influential in sports, with over 4 million followers and 1.8 billion views by mid-2024. What makes this campaign stand out is its authenticity. Led by a Paralympian, the content feels real and relatable, showcasing both the triumphs and the humorous mishaps of Paralympic athletes. The tone is fun and refreshingly human—far from the polished portrayal typical in traditional sports marketing. Videos are filled with behind-the-scenes moments, bloopers, and candid interactions, creating a space where fans can engage with the athletes on a personal level. The viral success speaks for itself, with one video hitting nearly 77 million views. The campaign redefined how disability awareness can be both impactful and accessible, showing Paralympians as real people who inspire, entertain, and connect.
Key Takeaways
Authenticity Drives Engagement: By having a Paralympian lead the campaign, the IPC ensured the content was not only credible but also relatable. This authenticity made the athletes feel like real people, not distant heroes.
Humor Humanizes and Broadens Appeal: The campaign's use of humor and quirky, lighthearted moments allowed the IPC to present Paralympic athletes in a fun, relatable way.
Intern Mikaela’s Fav Campaign
Mikaela’s personal favourite campaign of 2024 is the Rhode Cinnamon Roll Lip Tint campaign. Rhode consistently goes beyond with every product launch, crafting marketing campaigns that are perfectly tailored to the essence of each product. Drawing inspiration from founder Hailey Bieber’s favourite foods—like Krispy Kreme strawberry-glazed donuts, pineapples, cinnamon rolls, jellybeans, passionfruit, birthday cake, and more—Rhode creates a unique connection with its audience. The Cinnamon Roll Lip Tint campaign truly takes the cake (or should we say, the cinnamon roll) for Mikaela this year, by taking community engagement to a whole new level. In collaboration with Community Goods, Rhode brought a cinnamon roll-inspired photo booth to the community and treated everyone to Cinnamon Roll Lip Tints and Cinnamilk Lattes. The campaign's success is a direct result of Rhode’s smart leverage of Hailey Bieber’s personal brand. Known for her famous cinnamon roll recipe, Hailey already has a dedicated fan base who loves her recipes, and the launch of Cinnamon Roll Lip Tints was a natural next step for them to enjoy.
Key Takeaways
Community involvement elevates marketing campaigns by giving the community a personalised brand experience.
Leveraging personal brands generates engagement from an already active fan base.
Senior Associate Laine’s Fav Campaign
Laine’s favorite marketing campaign of 2024 was Kamala Harris’s rebranded presidential campaign. From the moment President Biden withdrew from the race, Harris’s team unveiled her vibrant, Brat green Kamala HQ social media accounts. The campaign hit the ground running with a modern approach that embraced the power of pop culture and social media.
Key Takeaways
Leveraging Pop Culture for Connection: Harris’s team tapped into the power of pop culture, from using Beyoncé’s "Freedom" as the campaign anthem to collaborating with rap star Megan Thee Stallion and other influencers. These moves allowed Harris to connect with younger, diverse audiences who resonate with these icons. The inclusion of Beyoncé at a rally and an appearance on Call Her Daddy, a comedic podcast, positioned Harris as both relatable and ahead of the curve in terms of social media engagement.
Authenticity in Digital Storytelling: The campaign didn’t just aim to reach audiences—it aimed to involve them. By inviting digital creators to capture moments at the Democratic National Convention, Harris’s team gave people a front-row seat to the campaign. This move made Harris's campaign feel like a shared, participatory experience. By mixing humor, culture, and real-time engagement, it transformed political campaigning into something that felt more like a movement.
Senior Associate Emma’s Fav Campaign
Emma’s favorite campaign of 2024 is Shark’s brilliantly tailored social media strategy, especially their TikTok presence. What makes this campaign stand out is how well Shark has segmented its content to match different product categories and platforms. Shark has strategically marketed its products by first promoting their hair styling tools on TikTok and then extending the campaign to a pop-up salon in Newmarket. The influencer content generated from this event has been repurposed to further advertise on TikTok, creating seamless user-generated content. In short, Shark’s campaign is a standout example of how to blend fun, influencer-driven content with more traditional media in a way that feels fresh and authentic. Emma loves how it keeps her engaged across different platforms while highlighting the brand’s innovative products.
Key Takeaways
Cross-Platform Content Synergy: Shark has mastered the art of cross-promotion. The pop-up salon in Newmarket is a prime example. This seamless blending of physical events with digital engagement is brilliant for creating fresh, user-generated content that resonates with audiences.
Leveraging Competitive Positioning in a Crowded Market: Shark’s marketing cleverly taps into the competitive dynamics of the home appliance market, particularly against major players like Dyson. By emphasizing unique product features and highlighting value for money, Shark positions itself as a strong alternative to the dominant brand.
Whether it’s Rhode's community-driven, cinnamon roll-inspired activation, the IPC's authentic and relatable TikTok presence, Kamala Harris's culturally resonant social media strategy, or Shark's cross-platform, influencer-powered approach, these campaigns show that personalisation, authenticity, and creativity are key to engaging audiences.
As we head into the new year, these campaigns remind us that the most successful marketing efforts are those that foster genuine connections and leverage the power of modern platforms to build lasting brand loyalty.