Social media has taken brand marketing to new heights as its reach, creative and targeting capabilities have evolved significantly over the years. Engaging with social media is one of the most popular online activities worldwide, and we can expect even more growth in the coming years. According to Statista, in 2021 more than 4.26 billion people were using social media. That number has grown to nearly 4.9 billion in 2023 and is projected to increase to almost 6 billion in 2027. Perhaps the hottest social media marketing trend is video as TikTok usage surged, and the potential for success on the short-form video platform is undeniable when done correctly. (By correctly, we mean an advertisement that isn’t immediately identifiable as an ad.) Social media trends have evolved from a simple sponsored Facebook update to something more intentional that grabs consumers’ attention and engages them, leveraging pop culture or the latest viral trend. Here’s a sampling of unique and subtle social advertisements.
Procter & Gamble’s Tide noticed one of 2023’s breakout TikTok stars, Jake Shane (or @octopusslover8). Shane had a quick rise to popularity after his signature octopus reviews turned into an original comedic improv bit where he plays out scenarios his followers suggest, such as “do the founding fathers after John Hancock signed his name super big,” or “Diet Coke’s reaction to Coke Zero.” With many of his videos garnering millions of views, Tide suggested (and commissioned) its own idea to Shane: “Do the chair everyone piles their clothes on.” Shane shared the paid (but original) video on TikTok with the #tidepartner hashtag. It has garnered more than 464,000 views.
Pabst Brewing Co.’s Pabst Blue Ribbon leveraged one of the biggest pop culture moments and celebrity cheating scandals of 2023, known as “Scandoval.” It involved three castmates from Bravo reality TV show “Vanderpump Rules,” including Ariana Madix. In a subtly sponsored May Instagram update, Madix is seen holding a PBR can with the caption “Vanderpabst Rules #TeamAriana” and a link to the brand’s Instagram profile and shop.
Chubby Snacks, an emerging packaged snack brand billed as a better-for-you alternative to regular peanut butter and jelly sandwiches, ran sponsored video ads on Facebook directing users to Fresh Thyme for a free bag of PB&Js. The ad linked to a branded landing page that requested users’ mobile numbers and encouraged them to purchase Chubby’s at their local retailer and text their receipt to redeem a special offer, powered by cash-back platform Aisle.
Post Consumer Brands’ Pebbles ran Snapchat video ads featuring children’s unique creations made from Pebbles cereal boxes (e.g., a sword and armor) as part of its “Create with Pebbles” platform and “Yabba Dabba Dunk” creative challenge. The ads invited children/parents to purchase a specially marked box of cereal, create their own comic story and submit it (via video/photos) on CreateWithPebbles.com (with a link provided in the ads).
Skincare brand COSRX ran a #LayerYourSPF TikTok campaign in Indonesia, Philippines, Malaysia and Vietnam from April 14 to May 7. The filter-based challenge encouraged users to educate others on the importance of sun protection through a wide range of video content. According to the company, the campaign reached a total of 193 million views under the hashtag #LayerYourSPF and 1.9 billion views under the brand hashtag #COSRX.
Molson Coors tied in to June 8’s designation as “National Best Friend Day” in a sponsored Facebook update, promoting Coors Light and Blue Moon as well as a chance to win a trip to Colorado to visit the beer brands’ breweries. The sweepstakes ads were exclusively on Facebook and featured Jewel-Osco’s logo, indirectly encouraging users to shop there, and linked to an entry site.
