This summer, we saw brands push boundaries and give us campaigns that made us laugh, think, and, of course, share. From beauty brands taking on corporate power structures to coffee shops teaming up with style influencers, here are the social media campaigns that absolutely nailed it this quarter.
If you’re going to grab people’s attention in 2024, you better be bold, and e.l.f. Beauty did just that with their So Many Dicks campaign. The name was a bit, ahem, provocative, but it wasn’t just for shock value. This campaign hilariously (and brilliantly) called out the gender imbalance in boardrooms—highlighting how ‘so many dicks’ (aka men, and specifically men called, Richard) still dominate leadership positions.
The genius here was how e.l.f. used humour to tackle a pretty serious issue. The play on words wasn’t just for clicks, it was a commentary on corporate inequality, wrapped up in the brand’s signature cheeky tone. The campaign sparked real conversations while staying true to e.l.f.’s playful, rebellious brand identity.
Greggs took a surprising, and sparkling, turn this September, with their Baked in Gold campaign, launching an actual jewellery line. Yes, you read that right—Greggs brought out a collection of 22-carat gold-plated jewellery inspired by their iconic bakes. This included sausage roll stud earrings and pink jammie doughnut charms – and we kind of want one.
The beauty of this campaign is how it plays on the contrast between high-end jewellery and Greggs’ down-to-earth, affordable food. By turning their best-loved snacks into gold, they created a buzz that was equal parts quirky and clever. It didn’t just cater to Greggs fans—it appealed to anyone with a love for fun, out-of-the-box marketing.
The jewellery line, available as part of a limited collection, was a huge hit, demonstrating Greggs’ ability to elevate their brand identity while still maintaining their playful, tongue-in-cheek vibe.
Summer may have come to a close, but we’re still feeling bratty. After the success of Charli’s latest album, a SKIMS collaboration was truly a no-brainer. Charli brought her signature, edgy vibe to the brand’s body-positive messaging, making shapewear feel cool and empowering all at once. The campaign wasn’t just about clothes—it was about owning your look and your vibe, which is what Charli is all about.
By bringing in Charli, SKIMS made shapewear more than just functional—suddenly, it’s a fashion statement. The result? A campaign that resonated with Gen Z and Millennial audiences alike, proving SKIMS is about self-expression just as much as it’s about comfort.
Blank Street Coffee went full autumn chic with their recent Mel’s Maple Matcha launch in collaboration with celebrity stylist Melissa Holdbrook-Akposoe (aka Melissa’s Wardrobe). Known online for her impeccable fashion and impressive lifestyle, Melissa has a highly engaged following who take her recommendations super seriously, sharing along with the hashtag #MMMDI (Mel Made Me Do It).
Blank Street is no stranger to celebrity and influencer collaborations, having worked with Sabrina Carpenter back in June, and they know just how to create a partnership that feels authentic to both parties.
Why These Campaigns Worked
So, what’s the secret here? It’s all about mixing creativity with a healthy dose of fun. These brands don’t just sell products—they tell stories, make us laugh, and tap into cultural moments. From poking fun at corporate power dynamics to making a sausage roll feel high fashion, these campaigns stood out because they were smart, self-aware, and shareable.
