Viral marketing campaigns have the power to transform a brand’s presence by igniting widespread interest and engagement from the very start. Millions of ad campaigns come and go with limited notice, but only a select few spark a domino effect that reverberates throughout industries.
With the help of our experts, let’s take a look at 8 viral examples and uncover actionable strategies you can use in 2025 to create your own buzz-worthy campaign.
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8 Viral Marketing Examples
Here are some of the most successful viral marketing campaign examples in recent years:
- Spotify Wrapped
- elf's "Eyes. Lips. Face." campaign
- Gymshark's "Change Your Life" campaign
- Barbie and Oppenheimer
- Calvin Klein's Spring 2024 campaign
- ALS “Ice Bucket” challenge
- Oreo’s “Dunk in the Dark” campaign
- Dove’s “Real Beauty Sketches” campaign
1. Spotify Wrapped Generated Shares, Engagement, and Loyalty From 640M Users
Data privacy has long been a hot topic in the digital age but Spotify has ingeniously turned customer behavior metrics into an exciting feature that millions of users look forward to each year.
From January to the end of November of each year, the streaming giant tracks users’ listening habits and creates detailed, personalized year-end summaries. These metrics are presented in visually engaging and interactive slides, encouraging avid fans to share their results.
Spotify Wrapped's popularity continues to soar, with monthly active users increasing from 602 million in 2023 to 640 million in 2024, a growth of 38 million users in just one year.
Reach:
- 640 million as of 2024
- Most-streamed artist: Taylor Swift with 26.6 billion streams
- Most-streamed song: "Birds of a Feather" with 1.775 billion streams
What made it viral:
- Personalized user insights: Spotify Wrapped taps into users' love for self-discovery by analyzing their listening habits, offering a personalized experience that feels unique to each individual.
- Social sharing and community engagement: The campaign encourages users to share their summaries on social media, fostering a sense of community and collective participation.
- Annual anticipation and fresh features: By introducing new elements each year, such as AI-generated podcasts and listening personalities, Spotify keeps the campaign fresh and engaging.
2. e.l.f. Cosmetics Garnered 7 Billion Views With One Song
e.l.f. Cosmetics began as an indie digital brand and grew a massive following on TikTok and other social platforms through a series of viral marketing campaigns.
Among these, its most successful endeavor is the song “Eyes. Lips. Face. (e.l.f.),” a catchy original anthem with lyrics that echo the brand’s name. It was launched in 2019 with the hashtag #eyeslipsface and invited users to create their own videos synced to the track.
This campaign marks one of the first song-based marketing efforts to go viral on TikTok, inspiring many brands to follow suit. The simplicity of the lyrics and the engaging beat provided a lot of room for creativity, and videos ranged from standard makeup tutorials to funny memes and comic skits.
In 2024, e.l.f. extended its momentum with innovative campaigns like the "eyes. lips. face. fandom." sports-themed campaign featuring Joey King and Lucien Laviscount.
Reach:
- 7 billion views and 5 million user-created videos for the #eyeslipsface campaign
- The first brand featured on TikTok’s Shop Super Brand Day, debuting their Power Grip Dewy Setting Spray with an original song to engage the TikTok community.
What made it viral:
- Catchy original song: The "Eyes. Lips. Face." song was specifically crafted to be engaging and easy to replicate, encouraging user participation.
- User-generated content: The campaign invited users to create their own videos, fostering a sense of community and personal investment.
- Platform utilization: By leveraging TikTok's format and audience, e.l.f. tapped into a rapidly growing platform ideal for viral content.
3. Gymshark’s Change Your Life Campaign Gained 45.5M Views in 3 Months
With a viral marketing campaign, Gymshark, an England-based fitness apparel brand, set itself apart in a competitive market as a value-adding, down-to-earth company that directly engages with its audience.
The brand launched its “Change Your Life” campaign in 2018, encouraging users to set a fitness goal at the start of the year on January 1st and post their transformations and gains after 66 days. Participants had to tag the official account and their posts with the hashtag #gymshark66 to be eligible for the grand prize: a year’s supply of Gymshark gear.
Reach:
- 45.5 million views on TikTok
- Ongoing engagement through annual challenges and app-based resources
What made it viral:
- Behavioral science approach: Focuses on the idea that it takes 66 days to build a habit, making it relatable and motivating.
- User-generated content: Encourages users to share their fitness journeys, fostering community and authenticity.
- Ongoing value: Gymshark supports participants with free tools and resources to help them achieve their goals.
4. Barbenheimer Drove $1.45 Billion at the Global Box Office
Sometimes, there’s no telling what will capture the general audience’s imagination, such as the simultaneous release of the Barbie and Oppenheimer movies in 2023 that created an unexpected social media phenomenon.
Barbie and Oppenheimer were two of the most anticipated film releases of 2023, and they happened to share the same premiere date. This social media phenomenon was driven primarily by fans, who found the opposed aesthetics, themes, and storylines of the films ironic and humorous, leading to fan-driven discussion, memes, and artwork across various platforms.
Reach:
- The combined global box office revenue for the two films surpassed $2 billion, with Barbie grossing over $1.4 billion and Oppenheimer earning more than $800 million.
What made it viral:
- Contrasting themes: The stark differences between Barbie (bright comedy) and Oppenheimer (serious drama) created intrigue and humor.
- Fan-driven content: Social media buzz, memes, and fan art amplified engagement.
- Cultural event: Many viewers participated in double-feature screenings, turning it into a unique shared experience.
5. Calvin Klein’s Collaboration With Jeremy Allen White Generated $12.7M in Media Exposure
In January 2024, Calvin Klein launched a campaign featuring actor Jeremy Allen White, known for his role in The Bear, in a series of intimate and minimalist portraits. The visuals struck a chord on social media, particularly on Instagram and TikTok, where fans shared their reactions and created memes celebrating White’s charismatic and relatable persona.
Reach:
- The campaign generated $12.7 million in media impact value within 48 hours of its release.
- An Instagram post from the campaign garnered over 1.4 million likes
What made it viral:
- Celebrity influence and strategic timing: Jeremy Allen White’s rising stardom, fueled by his award-winning role in The Bear, brought widespread attention and excitement to the campaign.
- Timeless visuals: Calvin Klein’s minimalist aesthetic, paired with White’s raw charisma, created a striking campaign that resonated across demographics.
- Social media buzz: The campaign’s relatable tone and high-quality visuals inspired significant user engagement, including memes, reaction videos, and commentary.
6. ALS Ice Bucket Challenge Raised $115 Million for Research
In 2014, the ALS Ice Bucket Challenge became a global sensation, raising awareness and funds for amyotrophic lateral sclerosis (ALS), also known as Lou Gehrig’s disease. Participants were invited to film themselves pouring a bucket of ice water over their heads, share the video on social media, and tag friends to take on the challenge within 24 hours.
What started as a grassroots effort snowballed into one of the most successful viral campaigns in history, driven by its simplicity, social media appeal, and the participation of celebrities like Bill Gates, Oprah Winfrey, and LeBron James.
Reach:
- $115 million raised for ALS research
- 17 million videos uploaded to social media
- 440 million people engaged globally
What made it viral:
- Social good: The campaign tied a fun challenge to a meaningful cause, encouraging participation across all demographics.
- Celebrity involvement: High-profile figures amplified visibility and inspired widespread participation.
- Simplicity and shareability: The easy-to-execute challenge made it accessible and highly shareable on platforms like Facebook, Twitter, and Instagram.
7. Oreo’s ‘Dunk in the Dark’ Tweet Became a Real-Time Marketing Masterpiece
During the 2013 Super Bowl, a blackout at the Mercedes-Benz Superdome halted the game for 34 minutes. While most brands scrambled to adjust, Oreo’s marketing team seized the opportunity, tweeting a simple, witty graphic: “You can still dunk in the dark.”
This timely and humorous response resonated with viewers and quickly became a viral sensation, earning widespread praise as a prime example of real-time marketing done right.
Reach:
- 15,000+ retweets within minutes of posting
- 20,000 likes within a few hours
- Featured in hundreds of media outlets as a case study in real-time marketing
- Boosted Oreo’s cultural relevance as a modern, adaptive brand
What made it viral:
- Timeliness: Oreo capitalized on the unexpected Super Bowl blackout with speed and wit.
- Simplicity: The minimalist graphics and clever captions perfectly aligned with Oreo’s branding.
- Social media savvy: The tweet’s format was ideal for Twitter’s fast-paced, shareable nature.
- Brand personality: Demonstrated Oreo’s ability to stay relevant and relatable by engaging with trending moments.
8. Dove’s Real Beauty Sketches Sparked a Global Conversation About Beauty
In 2013, Dove launched its groundbreaking Real Beauty Sketches campaign, which quickly became the most-viewed online video ad of all time. The campaign featured an FBI-trained forensic artist sketching women based on their self-descriptions and then based on how others described them. The resulting sketches revealed stark differences: women often perceived themselves as less beautiful than how others saw them.
The campaign resonated globally, sparking discussions about self-esteem and beauty standards. It was uploaded in 25 languages to 33 Dove YouTube channels and viewed in over 110 countries. The campaign is living proof that YouTube can be a great avenue for companies to gain exposure.
Reach:
- 114 million views globally in less than a month
- 15 million views in China shortly after launch
- 4 billion media impressions across print, broadcast, and digital channels
Old Spice’s “The Man Your Man Could Smell Like”, Always’ #LikeAGirl, and Coca-Cola's #ShareACoke campaigns are other examples of highly successful and memorable viral social media campaigns.
How To Go Viral With Your Next Marketing Campaign
Going viral is a mix of strategy, creativity, and timing. Here are actionable steps to help your campaign reach viral status:
- Know your audience: Understanding your target audience's preferences, values, and behaviors is crucial. Utilize data-driven insights to tailor content that resonates with them.
- Tap into trends: Leveraging current social media trends, memes, or cultural moments can make your campaign more relatable and shareable.
- Craft emotionally resonant content: Content that evokes emotions such as joy, surprise, or nostalgia tends to be shared more widely.
- Prioritize visual appeal: High-quality visuals and compelling storytelling are essential for capturing attention and enhancing engagement, especially on platforms like Instagram and TikTok.
- Encourage user-generated content: Motivating your audience to create and share their own content related to your campaign fosters a sense of community and amplifies reach.
- Optimize for shareability: Ensure your content is easy to share by keeping it short, impactful, and platform-optimized. Viral marketing videos, especially those under 15 seconds, tend to perform best on platforms like TikTok.
- Collaborate with influencers: Partnering with influencers who align with your brand can amplify your message and lend credibility.
- Track and adapt: Monitoring your campaign's performance in real time allows you to make data-driven adjustments.
Benefits of Viral Marketing Campaigns
Viral marketing campaigns have the power to transform a brand’s trajectory. When executed effectively, they don’t just generate buzz — they drive real business outcomes:
- Amplify brand awareness: Viral content spreads rapidly, reaching a vast audience in a short time, increasing recognition and recall.
- Enhance credibility and trust: When users share your content organically, it serves as a form of social proof, boosting your brand's credibility and fostering trust among potential customers.
- Drive engagement and interaction: Viral campaigns encourage participation, foster meaningful connections, and build a loyal community around your brand.
- Increase website traffic and conversions: As your campaign gains traction, expect a surge in website visits and a higher likelihood of turning clicks into sales.
- Achieve cost-effective marketing: With viral reach, you can generate massive exposure without the hefty advertising spend, delivering an exceptional ROI.
- Strengthen brand loyalty: Memorable campaigns create emotional ties, making your audience more likely to stay engaged and return for repeat business.
- Outshine competitors: A successful viral campaign positions your brand as innovative and trend-savvy, helping you stand out in a crowded market.
Viral Marketing Campaigns: Takeaways
Viral marketing campaigns have the power to reach millions, boost brand awareness, and drive revenue. The key to success lies in creating content that resonates deeply with your target audience while staying aligned with current trends.
By focusing on audience connection, authenticity, and shareability, businesses can increase their chances of going viral. For expert guidance, partnering with a digital advertising agency can help craft compelling campaigns with viral potential.
Viral Marketing Campaigns: FAQs
1. How do you create a viral content marketing campaign?
Start by understanding your audience and what resonates with them. Create content that’s timely, emotional, and easy to share. Additionally, use trends, hashtags, or challenges to boost engagement, and collaborate with influencers to expand your reach.
2. Why is viral marketing important?
Viral marketing can instantly boost your brand’s visibility, often without massive budgets. It helps you connect with audiences, grow engagement, and generate loyalty in ways traditional marketing can’t.
3. Do you need a big budget to go viral?
Not always. In viral marketing, creativity matters more than money. Some of the most viral campaigns started with clever ideas and relatable content, proving that big results don’t always require big spending.
4. What kind of marketing is most successful?
Often, integrated campaigns that blend digital, content, influencer, and experiential strategies tend to excel. These campaigns focus on delivering genuine value and engagement rather than simply pushing a product.
Ultimately, successful marketing is measured by its ability to connect authentically with consumers, adapt to changing trends, and deliver measurable results.
