In the last decade, we’ve seen marketing evolve in ways that would have been unimaginable even just a few years ago.
The rise of social media, influencer culture, and digital platforms has turned traditional advertising on its head, giving birth to viral marketing campaigns that reach audiences at unprecedented scales.
These campaigns don’t just capture attention—they spark conversations, fuel trends, and, most importantly, drive action.
But what makes a campaign go viral? And how can brands harness the power of viral marketing to create meaningful connections with their audiences?
Table of Contents
Here are the 10 most viral marketing campaigns of the past decade:
1. Nike’s “Dream Crazy” Campaign
Launched in 2018, Nike’s “Dream Crazy” campaign was built around a bold narrative: standing up for what you believe in, even when it’s controversial.
Featuring former NFL quarterback Colin Kaepernick, who became a symbol of social justice after kneeling during the national anthem to protest racial inequality, the campaign took a strong stance on activism.
Nike framed this message within the context of perseverance and believing in oneself, which has always been central to its branding.
Impact:
The campaign was polarizing but undeniably powerful. It sparked intense debates across the country, with some customers boycotting Nike products while others applauded the brand’s bravery.
The conversation surrounding the ad went beyond sports and into broader societal issues. Despite some initial backlash, Nike’s sales surged, and the campaign won multiple advertising awards.
Kaepernick became a brand ambassador, and Nike solidified its position as a company that stands for something bigger than sports.
Insights:
Nike’s success with “Dream Crazy” highlights the power of aligning with a cause.
Consumers, especially younger ones, want brands to take a stand on social and political issues.
Nike showed that standing by your values, even when controversial, can foster brand loyalty and deepen emotional connections with your audience.
Personal Opinion:
I think Nike’s decision to embrace such a bold narrative was both courageous and strategic.
The brand knew it would alienate some people, but it also understood that younger consumers expect brands to have a voice on important social issues.
In today’s world, neutrality often comes across as indifference, and Nike recognized the power of standing firm in their beliefs. It’s a reminder that taking risks is sometimes necessary for long-term growth and relevance.
2. Old Spice’s “The Man Your Man Could Smell Like”
In 2010, Old Spice, a brand long associated with older generations, needed a complete image overhaul.
The “The Man Your Man Could Smell Like” campaign, featuring the charismatic and absurd Isaiah Mustafa, became an instant hit.
The campaign leaned into over-the-top humor and absurdity, with Mustafa speaking directly to female viewers while making a case for why their male partners should use Old Spice products.
Impact:
The campaign went viral almost immediately, leading to a dramatic increase in Old Spice’s sales and a total brand reinvention.
The combination of humor and direct social media engagement helped the brand gain traction with younger men and women alike.
Old Spice became the top-selling body wash for men within months of the campaign’s launch, thanks in large part to its memorable and shareable ads.
Insights:
Humor, when done right, can be a game-changer in marketing. Old Spice’s ability to poke fun at itself and play into gender dynamics with a humorous twist made the brand more relatable and shareable.
The campaign also showcased the power of social media engagement, with real-time video responses that kept the buzz going long after the initial ad aired.
Personal Opinion:
What I love about this campaign is how it wasn’t afraid to be weird. Too often, brands shy away from humor out of fear of alienating people, but Old Spice leaned into its quirky side and created something entirely unique.
It showed me that sometimes, going for a laugh—and even embracing the absurd—can do wonders for a brand that’s stuck in a rut.
3. Dove’s “Real Beauty Sketches”
Dove’s “Real Beauty Sketches” campaign in 2013 used a simple but powerful concept. A forensic artist sketched women based on how they described themselves and then compared those drawings to sketches made based on how others described them.
The campaign aimed to challenge societal beauty standards by showing that women often see themselves as less attractive than others see them.
Impact:
The campaign went viral, receiving millions of views within days of its release. It struck a chord with women around the world, generating conversations about self-esteem and the way beauty is perceived.
Dove’s sales rose, and the campaign solidified Dove’s positioning as a brand that cares about real beauty and self-confidence.
Insights:
Dove tapped into an important and universal insight: the way women perceive themselves versus how others see them.
By highlighting the disconnect, Dove created an emotional connection that transcended traditional beauty advertising. This campaign shows that when a brand can tap into a deeper social issue, it can create lasting emotional resonance.
Personal Opinion:
I think what makes this campaign special is its authenticity. Dove didn’t rely on models or unrealistic beauty standards—instead, it empowered real women by showing them how beautiful they truly are.
It’s a refreshing departure from the airbrushed images that dominate the beauty industry, and it resonates on a personal level because it challenges the insecurities we all have.
4. Oreo’s “You Can Still Dunk in the Dark”
During the 2013 Super Bowl, a power outage caused a game delay, and Oreo’s marketing team quickly capitalized on the moment.
They tweeted a simple image of an Oreo cookie with the caption, “You can still dunk in the dark,” during the blackout.
The tweet immediately went viral, with fans applauding Oreo for its quick thinking and humor.
Impact:
The tweet became an instant sensation, racking up thousands of retweets and likes.
Oreo’s agility in responding to the live event won them praise from both consumers and marketing professionals.
It also cemented the brand’s reputation as a savvy digital marketer capable of responding to cultural moments in real-time.
Insights:
Real-time marketing can be incredibly effective if executed well.
Oreo’s ability to quickly react to an unexpected event demonstrates the importance of having a nimble, creative team ready to capitalize on spontaneous opportunities.
In today’s fast-paced digital world, being able to insert your brand into real-time conversations can significantly amplify its reach.
Personal Opinion:
This campaign shows how important it is to be agile in the digital age. The moment wasn’t planned, but Oreo’s team was prepared to seize the opportunity, turning a simple tweet into one of the most memorable marketing moments in recent history.
It’s a great reminder that sometimes the most impactful campaigns come from reacting quickly and authentically to the world around you.
5. ALS Ice Bucket Challenge
The ALS Ice Bucket Challenge, which started in 2014, encouraged people to dump a bucket of ice water over their heads, post a video of it on social media, and challenge others to do the same—all while raising money for ALS (amyotrophic lateral sclerosis) research.
What started as a small-scale effort quickly went viral, with celebrities, athletes, and everyday people around the world participating.
Impact:
The campaign raised over $115 million for ALS research and brought global attention to a disease that was previously not well known.
It was a prime example of user-generated content fueling virality, with millions of people sharing videos and nominating friends to participate.
Insights:
The ALS Ice Bucket Challenge shows the power of user-generated content combined with a good cause.
People love to participate in challenges, especially when they feel like they’re contributing to something meaningful.
The simplicity of the challenge, combined with its shareable nature, made it easy for the campaign to spread like wildfire.
Personal Opinion:
What stood out to me about the Ice Bucket Challenge was its grassroots nature. It wasn’t a polished marketing campaign but rather a viral phenomenon that snowballed organically.
It’s a great reminder that not all successful campaigns need huge budgets or celebrity endorsements—sometimes, it’s the authenticity and simplicity that resonates most.
6. Apple’s “Shot on iPhone” Campaign
Launched in 2015, Apple’s “Shot on iPhone” campaign showcased the impressive photography capabilities of the iPhone by featuring stunning photos taken by real users.
The campaign turned everyday iPhone users into content creators, with Apple selecting the best user-generated photos to feature in global advertisements, billboards, and online.
Impact:
The campaign elevated Apple’s brand by positioning the iPhone as a high-quality camera in addition to being a smartphone.
It fostered community engagement, as users were excited to share their photos and potentially be featured in the campaign. “Shot on iPhone” has become one of Apple’s most successful campaigns, continuing to evolve with each new iPhone release.
Insights:
By leveraging user-generated content, Apple created an authentic campaign that resonated with consumers.
The campaign also reinforced Apple’s brand values of creativity and innovation, while simultaneously promoting the iPhone’s technological prowess. It’s a masterclass in how brands can use their customers to tell their story.
Personal Opinion:
What I love about the “Shot on iPhone” campaign is its simplicity and authenticity. It celebrates the creativity of its users while subtly showcasing the product’s quality.
Apple didn’t need flashy, high-budget ads to sell the iPhone—they let the users do the talking, which made the campaign feel more organic and genuine.
7. Spotify’s “Wrapped”
Spotify’s annual “Wrapped” feature, launched in 2015, allows users to see personalized statistics about their listening habits over the past year, including their most-streamed artists, genres, and songs.
The feature turns Spotify usage into a shareable experience, with users excited to post their results on social media.
Impact:
“Wrapped” quickly became a viral sensation, with millions of users sharing their personalized stats each year.
The campaign not only strengthens user engagement but also turns Spotify into a major cultural moment at the end of every year.
Artists and listeners alike celebrate their results, keeping Spotify top of mind as the go-to music streaming platform.
Insights:
Spotify’s “Wrapped” is a perfect example of how personalization and interactivity can drive engagement.
By giving users a fun way to reflect on their habits and share with their friends, Spotify creates a sense of community and excitement around the platform.
This type of campaign shows that when brands give their audience something personal and shareable, it can lead to massive organic growth.
Personal Opinion:
I’m a huge fan of Spotify’s “Wrapped” because it’s such a fun, personalized experience that makes users feel special.
It taps into our innate desire to share our accomplishments (or in this case, our music tastes) with others, which is why it spreads so easily on social media. It’s a brilliant way for Spotify to deepen its connection with its audience while also promoting the platform.
8. Pokémon Go’s Global Phenomenon
In 2016, Pokémon Go took the world by storm, combining augmented reality (AR) with a beloved franchise.
The mobile game allowed players to catch Pokémon in real-world locations using their smartphones, creating an interactive experience that encouraged people to explore their surroundings while playing.
Impact:
Pokémon Go became a global phenomenon almost overnight, with millions of users worldwide. The game generated billions of dollars in revenue and reignited interest in the Pokémon brand.
It also brought augmented reality into the mainstream, demonstrating the potential of AR for future gaming and marketing experiences.
Insights:
Pokémon Go shows how nostalgia, combined with innovative technology, can drive massive engagement.
By tapping into the love for a classic franchise while offering a completely new way to interact with the game, Niantic created an experience that appealed to both longtime fans and new players.
The game also highlighted the potential for brands to use AR to create interactive, location-based experiences.
Personal Opinion:
Pokémon Go is a fantastic example of how nostalgia can be harnessed to create something fresh and exciting.
The game’s AR component was groundbreaking, but what really made it successful was the way it brought people together.
I remember seeing people outside, in parks, in groups, all playing together. It was more than just a game—it became a shared experience, which is why it resonated so deeply.
9. Fyre Festival (For Better or Worse)
It promised an exclusive, Instagram-worthy experience on a private island in the Bahamas.
The campaign was a viral success, thanks to glamorous influencer marketing and high production value.
However, the festival itself turned into a disaster, with attendees arriving to find substandard accommodations and no musical performances.
Impact:
While the festival was a failure, the marketing campaign was a viral success—albeit in a way that ultimately hurt the brand.
The power of influencer marketing was on full display, with the promise of exclusivity driving ticket sales.
However, the disconnect between the marketing and reality led to public outrage and legal repercussions for the organizers.
Insights:
Fyre Festival’s marketing campaign shows both the potential and the dangers of influencer marketing.
While influencers can create enormous buzz, the product must live up to the hype.
Authenticity is key, and when marketing overpromises and underdelivers, it can damage a brand irreparably.
Personal Opinion:
The Fyre Festival disaster serves as a cautionary tale for marketers. Influencers can create viral excitement, but without substance behind the hype, the results can be catastrophic.
The campaign showed me the power of influencers, but it also reinforced the importance of transparency and delivering on promises—no amount of viral marketing can make up for a poor product or experience.
10. Always’ “#LikeAGirl” Campaign
Launched in 2014, Always’ “#LikeAGirl” campaign aimed to tackle gender stereotypes by challenging the negative connotation of the phrase “like a girl.”
The campaign featured young girls and women who demonstrated strength, confidence, and resilience, flipping the insult on its head and encouraging girls to embrace their abilities.
Impact:
The campaign resonated with audiences worldwide, particularly young women, and quickly went viral.
It sparked important conversations about gender equality and self-confidence. The campaign earned numerous awards and helped Always reposition itself as a brand that empowers women rather than simply selling personal care products.
Insights:
Always’ “#LikeAGirl” campaign shows that brands can drive viral engagement by aligning with social causes in an authentic way.
By addressing an important issue and turning a common insult into a message of empowerment, Always created a campaign that was not only impactful but also deeply resonant with its audience.
Personal Opinion:
I think this campaign is a great example of how a brand can take a stand on social issues in a way that feels authentic and powerful.
Always managed to connect with women on an emotional level, challenging societal norms and encouraging empowerment. It’s a reminder that brands can—and should—use their platform to drive positive change, and when they do it well, the results can be both viral and meaningful.
The 10 Common Traits That These Viral Successes Share:
1. Emotional Connection
All of these campaigns connect with their audience on a deep emotional level, whether through empowerment, humor, or nostalgia. Nike’s “Dream Crazy” campaign aligned itself with values of courage and activism, while Dove’s “Real Beauty Sketches” tapped into feelings of self-worth and beauty perception. These campaigns weren’t just selling products; they were selling a narrative that touched on personal and societal values, making them resonate on a more profound level.
2. Authenticity
The campaigns were authentic to the brand’s voice and values, which made them more believable and relatable. Always’ “#LikeAGirl” campaign, for example, genuinely challenged gender stereotypes in a way that felt consistent with its brand promise of empowerment. Authenticity was also key in Apple’s “Shot on iPhone” campaign, which used real user-generated content to showcase the product’s capabilities, lending credibility to its message.
3. Cultural Relevance
Most of these campaigns tapped into something timely in the cultural zeitgeist. Nike’s campaign intersected with a broader social movement for racial justice, while Oreo’s “Dunk in the Dark” capitalized on a real-time event at the Super Bowl. By aligning themselves with trending conversations, these campaigns were able to capture the public’s attention when it mattered most.
4. Risk-Taking
Several of these campaigns took bold risks. Nike’s decision to feature Colin Kaepernick was highly controversial, as was Old Spice’s bizarre and quirky ad with Isaiah Mustafa. These risks paid off by differentiating the brands from the competition and sparking debates that brought even more attention to the campaigns. Without boldness, they might have been forgettable.
5. User-Generated Content and Participation
A few of the most successful viral campaigns relied on user-generated content and active participation, like the ALS Ice Bucket Challenge and Spotify’s “Wrapped.” These campaigns invited the audience to not just consume the message, but actively engage with it, turning them into ambassadors for the brand. This kind of involvement can lead to exponential sharing and greater engagement.
6. Storytelling
Every viral campaign tells a compelling story. Whether it’s Nike’s narrative of overcoming adversity, Dove’s exploration of beauty standards, or Always’ challenge to stereotypes, the campaigns were effective because they told stories that resonated on a personal level. People share stories, not just advertisements, and these brands understood that.
7. Simplicity
Many of these campaigns had simple, yet powerful messages. Oreo’s “You Can Still Dunk in the Dark” was a simple, clever tweet that resonated because of its timing and relevance. The ALS Ice Bucket Challenge was a straightforward, easy-to-participate-in campaign that spread effortlessly. The simplicity made these messages easy to share and remember.
8. Leveraging Influencers and Celebrities
Several campaigns benefited from leveraging influencers and celebrities to amplify their message, such as the Fyre Festival (though it ultimately backfired) and Nike’s use of Colin Kaepernick and other athletes like LeBron James and Serena Williams. This added credibility, reach, and cultural cache to the campaigns, accelerating their spread.
9. Visual Appeal
Campaigns like Apple’s “Shot on iPhone” and Dove’s “Real Beauty Sketches” used strong visuals to grab attention and communicate their message powerfully. Great imagery, especially when tied to an emotional or aspirational message, is more likely to be shared, and this was evident across several of the viral campaigns.
10. Interactivity and Shareability
The best viral campaigns are designed to be shared easily, and often, they encourage some level of interactivity. Spotify’s “Wrapped” allowed users to create and share personalized summaries of their listening habits, while the ALS Ice Bucket Challenge’s participatory nature encouraged widespread involvement. The more interactive and shareable a campaign is, the more likely it is to go viral.
The common traits shared by these viral marketing successes emphasize the power of authenticity, emotional connection, and cultural relevance.
Whether through bold storytelling, simplicity, or active user participation, these campaigns managed to create experiences that resonated with people on a deeper level.
In an age where consumers crave authentic engagement, brands that can tap into meaningful conversations, align with cultural moments, and foster community involvement will continue to achieve viral success.
Final Thoughts
Each of these viral campaigns offers valuable insights into how to craft messages that resonate, engage, and spread organically.
The common thread among these campaigns is that they don’t just sell products—they tell stories, connect with people’s values, and often involve the audience in a meaningful way.
From humor and nostalgia to social good and real-time engagement, these campaigns show that virality is about creating authentic, memorable experiences that people want to share.
It’s clear to me that the key to going viral lies in tapping into something deeper than just consumerism.
Brands that can authentically connect with their audience—whether through emotion, humor, or participation—have the power to not only go viral but also to leave a lasting impression.
About The Author:
David is a creative director and marketing professional with a wealth of expertise in marketing strategy, branding strategy and growing businesses. He is a founding partner of a branding and marketing agency based in New York and has a Bachelors Degree in Communication from UWE.
Over David’s 25+ year career in the the world of branding and marketing, he has worked on strategy projects for companies like Coca-Cola, Intercontinental Hotels, AMC Theaters, LEGO, Intuit and The American Cancer Society.
David has also published over 250 articles on topics related to marketing strategy, branding Identity, entrepreneurship and business management.
You can follow David’s writing over at medium.com: medium.com/@dplayer