10 Viral Ad Campaigns and What We Can Learn from Them

On the internet, anything can go viral. But that doesn’t mean that there aren’t tried and tested recipes for success. Here, we break down some of the most viral ad campaigns in the last few years. 

As you’ll learn, the top viral marketing campaigns use a mix of social media listening, trendspotting, creativity, and sincerity. From video landing page ideas to social media marketing, these campaigns integrated the best elements that took the internet by storm.  

1. Apple: Shot on iPhone

One of the best ways to go viral online is to call for user-generated content. And Apple’s annual Shot on iPhone ad campaigns just gets that sweet spot right. 

What we can learn from the campaign: No true ads person will just put out a call for content and call it a day. Give the audience something that they want to make content with, and you’re golden. With Apple, their Iphone’s features are enough to make a whole generation of individuals experiment with their creativity. 

2. Gillette: #SayPubic Campaign

In 2022, Gillette Venus released The Pube Song to start a conversation and normalize pubic hair in women’s bodies. It’s one of the brand’s more viral ad campaigns because of its playful tone and strong self-love message.  

What we can learn from the campaign: It can be a calculated marketing risk to talk about what’s taboo. But their song campaign manages to balance the weighty message with a lighthearted delivery that doesn’t take away from the issues it’s discussing. 

3. Airbnb: Ukraine

Airbnb’s Ukraine campaign is also a moment that smashed everyone’s screens. In 2022, the company announced that global users could lend support to Ukrainians by renting out Airbnbs. 

What we can learn from the campaign: Sometimes, the best marketing move is to just rise to the occasion, get in touch with your own humanity, and do something nice. In addition, viral ad campaigns like this allowed millions to extend tangible support to Ukrainians. 

4. Netflix: Wednesday

Netflix is always goofing around with its marketing campaigns, but they didn’t come to play with their Wednesday promotions. Specifically, their release of ‘The Thing’ upon random New Yorkers really lighted up everyone’s week. 

What we can learn from the campaign: It’s okay to be fun and think outside of the box! You don’t have to stick to the same strategies if you want to go viral. In fact, when you do things on a grand scale, the audience does the virality for you. 

5. Dunkin: Ben Affleck 

This recent Dunkin ad is short, but it’s comedy gold. It features the actor in a meta-scene where he talks about acting for a Meta ad. It’s short, snappy, and only 30 seconds, which may be why it quickly made rounds in social media. 

What we can learn from the campaign: It’s all about references here. This Dunkin campaign wouldn’t be effective if it weren’t for the well-known fact that Ben Affleck loves his Dunkin Donuts. Instead of brands simply ignoring this fact, it’s the perfect opportunity for them to collaborate and show the audience that they’re listening. 

6. Doritos: Jack’s New Angle

This star-studded ad uses the signature Dorito triangle as the star of the story. It combines the elements of music and food together, so the 2023 Doritos Super Bowl ad was truly on brand. 

What we can learn from the campaign

The ad works for the sheer spontaneity of it. Jack Harlow, Missy Elliot, and Elton John in one video? Now that’s star power. The narrative is also compact, with a playful and unexpected twist delivered at the end. 

7. Milo: Park Seo-joon

The Korean actor paired up with Milo Indonesia for a simple ad campaign. But there’s more. Milo also released a limited edition packaging that had netizens scrambling to get their hands on one. 

What we can learn from the campaign: We know that the K-wave is rising high, but that will only get your interactions so far. However, what made this viral marketing strategy work was that it had the actor plastered on the packaging. 

8. Rare Beauty: What are you made of?

Meanwhile, Rare Beauty’s ‘What are you made of’ campaign isn’t just about beauty and makeup. It’s about giving the community a safe space to speak about their lives. The curated content from Selena Gomez’ following is touching, but it also pays homage to Rare Beauty’s brand values. 

What we can learn from the campaign: Well, you could argue that Rare Beauty content always goes viral. But this specific campaign didn’t just blow up for no reason. For one, they used people with their authentic beauty stories. In fact, the spotlight on the Latino community makes this even sweeter. 

9. Dove: #DetoxYourFeed

This lengthy campaign by Dove guides parents on how to talk about complex body image issues for teenage girls. The company also released a short film to show how much social media can harm young girls. 

What we can learn from the campaign: Dove’s hard-hitting campaign hits us where it hurts. After doing body positivity campaigns with inclusive models from different backgrounds, they’re now addressing the root of the problem: social media. 

10. Mcdo: BTS 

Mcdo partnered with global K-pop artists BTS to release limited-edition BTS Meals with their signature purple color.

What we can learn from the campaign: We don’t think this campaign warrants any more explanation. But just so you know, employing artists with a global audience will always pay off when the product collaboration is affordable and accessible.

Also, did we mention that fans were selling the used packaging in online forums? It was a crazy time. To date, we think this is one of Mcdo’s most viral campaigns.  

And there you have it, some viral campaign examples to inspire your next marketing strategy. We just wanted to remind you in case this wasn’t clear yet, though. Viral ad campaigns work because the appeal isn’t surface-level.