Best 15 global brands on social media to learn from in 2025
Today’s leading brands build loyalty with platform-specific strategies to connect authentically with audiences. If your social media marketing isn’t returning dividends, this exploration of global brands on social media—and their innovative strategies—could be the inspiration you seek.
Social media and marketing are basically inseparable today. In 2025, it’s where viral trends emerge, brand loyalty is established and brand narratives integrate into popular culture. With over 5 billion daily users, the opportunities are enormous, but so is the pressure to get customers to notice your brand.
The average person spends 143 minutes every day on social media, with Gen Z averaging over four hours, mainly on Instagram, YouTube and TikTok. 74% have used social media to discover new brands and 76% check reviews before making a purchase.
Today’s leading brands show up where their target customers spend their time, scaling their digital marketing efforts to a point where in-house creative teams often buckle under the pressure.
In this context, many top brands have started to outsource their social media creative to specialized creative partners that are known for delivering high-quality creative solutions at the pace of modern businesses.
In this article, we examine how the world’s most successful brands win on social media, outlining their strategies for success and key methods to help you scale your enterprise’s social media presence.
The secret sauce of a global social media strategy
There’s no magic formula for social media success. However, there is a way to enhance visibility and drive results more effectively without overwhelming your in-house team. 😉
This is just part of our amazing work with multiple enterprise customers on socials, and many other channels. Looks like magic, right?
Superside is the not-so-secret weapon behind some of the world’s most ambitious social media campaigns and most successful brands.
With ultra-fast turnaround times, our teams seamlessly integrate with our customers’ creative teams, providing the systems and creative firepower needed to deliver high-converting, engaging social campaigns.
How Superside boosts brands’ social media presence
Oyster approached us with a hefty challenge: To launch a global social campaign quickly and ensure it felt local wherever it appeared. No generic templates. No copy-paste creative. Just content that felt thoughtful and relevant.
Stepping up to the challenge, we supported Oyster with 20 localized videos and 100s of assets for over 60 markets, all on-brand, platform-ready and optimized for paid and organic advertising. Automating the production pipeline helped Oyster to reduce the expected production time by 57% and save $10,000+ during their campaign.
The campaign was a resounding success, and Oyster’s team had time to breathe and focus on what mattered most: reaching their key audiences across the world.
This can happen for your teams and your marketing, too.
As the world’s leading AI-powered creative service, we’ve helped many other in-house teams at leading brands like Reddit, Picsart and Shopify scale their branding and marketing campaigns fast and cost-effectively.
Whether you need graphics for social posts, paid ad creative, videos for Reels and Shorts or an entirely new social media marketing strategy, we’re ready to jump in, roll up our sleeves and empower your creative team.
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Top 15 global brands on social media in 2025
Some of the leading brands in the list below push the boundaries of storytelling; others keep their messaging simple yet highly effective.
The world’s most recognizable brands all understand their target audiences extremely well, know how to connect with them and have a strong social media strategy in place. Learn more about them below:
1. Duolingo: Death of Duo
(Source: Duolingo, TikTok)
Strategy: Chaos marketing and unapologetic fun.
In February 2025, Duolingo “killed off” its mascot Duo, posting fake memorials and offbeat creator content across social media.
The stunt went viral: #ripduo hit over 45K mentions, and users rallied to bring him back by earning 50 billion experience points through in-app learning.
The resurrection video exploded, catapulting Duolingo’s TikTok following from 50k to 16M in just a few days.
- Why it worked: Duolingo harnessed platform-native humor and creator energy, transforming a bold move into significant engagement and brand loyalty.
- Best for: Brands willing to break the mold to supercharge their brand image.
2. GoPro: GoPro Awards
(Source: GoPro)
Strategy: User-generated content powered by global adventure.
The GoPro Awards invites users to share their most breathtaking footage, from surf sessions and skydives to dog-cam adventures. Outstanding entries can win gear, cash and visibility on GoPro’s platforms.
Now in its fifth year, GoPro’s Million Dollar Challenge received over 42,000 submissions from 126 countries, marking a 66% increase compared to the previous year.
This Instagram GoPro clip is an impressive example.
- Why it works: By turning customers into creators and loyal followers, GoPro doesn’t just showcase the product; it uses visual content to demonstrate what you can achieve with it.
- Best for: Lifestyle and adventure brands focused on action and community.
3. Coca-Cola: Share a Coke
Strategy: Nostalgia meets personalization on a global scale.
In 2025, Coca-Cola relaunched its iconic “Share a Coke” campaign for a new generation, adding QR codes, personalized video content and cross-platform reach tailored for Gen Z audiences.
It’s a modern twist on a classic that resonates emotionally, with better tech and a broader impact.
- Why it worked: The campaign combined emotion with innovation, proving that personalizing at scale is perfectly possible.
- Best for: Global enterprises looking to build emotional connections across the social media landscape.
4. PlayStation: Live from PS5
Strategy: Immersive, platform-native storytelling with global reach.
After years of limited stock, 2023 marked the return of the PS5’s global availability. “Live from PS5” reignited the hype, reframing game launches as breaking news from inside PS5 worlds.
The four-week campaign ran in 51 markets and 32 languages, with 600+ assets adapted for social, TV, out-of-home advertising and digital channels.
- Why it worked: The campaign made the product launch feel like an event. With real-time storytelling, PlayStation drove global buzz, boosting PS5 sales to 19.1 million units that year—a 66% increase year-on-year.
- Best for: Brands looking to reconnect with fans and create stories people want to share.
5. Spotify: Wrapped
(Source: Spotify)
Strategy: Personalized data storytelling meets cultural commentary.
Spotify Wrapped has shown the world how to use data-driven content effectively.
Each December, every Spotify user gets a personalized, visually engaging summary of their top songs, artists, genres and listening habits from the past year.
In 2024, each user got a limited-time AI-made podcast, breaking down their biggest music moments. Wrapped also introduced monthly moods and a playlist showing how each listener’s taste changed over time.
By early 2025, Spotify had 268 million subscribers (up 12% year-on-year) and 678 million monthly users (up 10% year-on-year).
- Why it works: Every year, Spotify transforms personal data into emotional, nostalgic and highly shareable content.
- Best for: Enterprises seeking a social media strategy that prioritizes personalization and performance.
6. CeraVe: Michael CeraVe
(Source: Grace Mitscherlich, TikTok)
Strategy: Internet humor meets product credibility.
In early 2024, CeraVe launched a campaign that had people genuinely confused.
Canadian actor Michael Cera appeared in influencer marketing content and red-carpet interviews, subtly fueling rumors that he was the genius behind the CeraVe brand. His signature awkward charm and the uncanny name connection made it all feel strangely plausible.
The campaign built up to a Super Bowl ad revealing the truth: The actor wasn’t behind the skincare brand—CeraVe’s secret sauce is its dermatologist-developed formulas.
By turning a playful conspiracy into a viral, multi-platform event, CeraVe didn’t just capture attention—it transformed the brand into a cultural icon and shattered sales records.
- Why it worked: The campaign blurred the line between reality and myth. With 32 billion impressions, a 1,350% spike in search traffic and record-breaking sales, CeraVe proved an offbeat campaign can work like a charm.
- Best for: Brands wanting to earn attention through humorous content, internet-savvy storytelling and smart celebrity casting.
7. Nike: So Win
Strategy: Emotional storytelling through sport.
With a powerful message challenging the idea that women can’t win, Nike’s “So Win” campaign felt more like a statement than an ad. Narrated by Doechii and featuring stars like Caitlin Clark, Sha’Carri Richardson and A’ja Wilson, Nike pushed back on the world’s thinking and answered, “So win.”
In a clever social-first move, Nike dropped the ad online before the 2025 Super Bowl, building momentum before it officially aired.
- Why it works: The campaign was empowering, unifying and struck a chord. With 66 million views in 24 hours, it became Nike’s most-watched Instagram video content.
- Best for: Brands wanting to reach their audiences with relatable, meaningful stories.
8. Airbnb: Icons
(Source: Airbnb, Kelsey McClellan)
Strategy: Nostalgic marketing combined with an immersive brand experience.
In 2024, Airbnb launched “Icons,” offering unique stays hosted by famous figures from music, film, art and sports.
Highlights included the floating Up house in New Mexico, a night at the Ferrari Museum and waking up in the Musée d’Orsay in Paris. These experiences sold out quickly and generated significant online buzz.
- Why it worked: By blending pop culture with exclusive, once-in-a-lifetime access, Airbnb created experiences people couldn’t help but post, tag and engage with on social media.
- Best for: Companies wanting to create highly shareable experiences.
9. Samsung: Galaxy S25
Strategy: Making AI technology accessible to all.
Samsung’s Galaxy S25 campaign showcased AI as practical and relatable, highlighting features like live translation and advanced photo editing and demonstrating the phone’s role in everyday life.
The campaign helped drive record demand in Samsung’s home market, with one million units sold in South Korea within six days.
- Why it worked: Samsung transformed a feature-rich launch into a straightforward, practical experience designed for today’s social media platforms.
- Best for: Tech companies with innovations to showcase.
10. Mercedes-Benz: Knows your day. Drives your way.
Strategy: Premium visuals through a lifestyle lens.
Launched in September 2024, this campaign features Antonio Banderas and his daughter in a cinematic short film that evokes emotion while showcasing intelligent car technology.
It combines high-quality production with a relatable father-daughter story, making innovation feel personal.
- Why it works: The campaign frames innovation through a human story and shows how the tech is used in everyday life.
- Best for: Premium brands looking to strike a balance between innovation and a human touch.
11. National Geographic: Your Shot
(Source: @natgeoyourshot, Instagram)
Strategy: Using crowd-driven narratives via photography.
National Geographic’s “Your Shot” initiative invites photographers of all levels to share their work, featuring selected images on themed accounts, such as @natgeoyourshot and @natgeotravel.
Since its launch as a photo feature in 2006, it’s grown into a thriving digital National Geographic community with 46 million followers.
- Why it works: National Geographic built its brand with its audience, using everyday photography to tell powerful stories.
- Best suited for: Brands looking to build vibrant, creative social media communities that share visually stunning content.
12. Heineken: 0.0 Reasons needed
Strategy: Purpose-driven storytelling with a twist.
Heineken recently redefined alcohol-free beer by positioning Heineken 0.0 as a positive choice rather than a compromise, highlighting people enjoying the drink in everyday situations.
The campaign tone is playful, and the message is clear: You don’t need an excuse to go alcohol-free.
- Why it works: The campaign embraces a rising lifestyle trend by normalizing non-alcoholic choices without being preachy.
- Ideal for: Brands wanting to reframe products as empowering choices rather than compromises.
13. Adidas: Messi x Bad Bunny Drop
Strategy: Combining hype culture with cultural icons.
Adidas successfully built anticipation for the limited-edition Gazelle Indoor sneaker and F50 boot through its collaboration with Lionel Messi and Bad Bunny.
The campaign featured social media teasers and video content of the duo reading fan messages, sparking buzz and getting fans talking online.
- Why it worked: This wasn’t just a product launch but a pivotal crossover that merged sport, music and culture, expanding the brand’s reach.
- Best for: Brands wanting to enhance relevance, extend their reach and foster strong personal connections with their target audiences.
14. Dove: #TheFaceof10
Strategy: Advocacy via influencer partnerships.
Dove addressed the pressure on girls as young as 10 to use anti-aging products through a campaign featuring Drew Barrymore.
Collaborating with body confidence advocates, dermatologists and TikTok influencers, the brand aimed to promote healthy self-esteem and age-appropriate beauty standards.
The campaign won a Bronze Lion at Cannes in 2024, strengthening Dove’s reputation as a brand that leads with empathy and purpose on social media.
- Why it worked: The campaign once again aligned the brand’s values with current social issues and used prominent TikTok voices to help share a powerful message. It’s a prime example of a campaign that resonates deeply with the brand’s target audience.
- Best for: Enterprises that prioritize authenticity and social responsibility.
15. Apple: #ShotOniPhone
Strategy: Genuine user-created content paired with influencer marketing.
Apple launched #ShotOniPhone in 2015 to showcase the iPhone 6’s camera, featuring genuine photos from users and influencers rather than staged ads.
This approach generated over 70 million Instagram interactions, making the campaign a long-running series.
The success of the campaign paved the way for subsequent iterations, including the recent Chinese New Year short film, “I Made a Mixtape for You,” shot entirely on the iPhone 16 Pro.
- Why it works: Their campaigns demonstrate the iPhone’s cameras in action through the people who use it every day.
- Best for: Consumer tech brands wanting to tell authentic stories through social media users.
10 essential elements for successful social media campaigns
High-performing campaigns and social media posts have common elements, but there’s no one-size-fits-all formula.
Use this checklist to create an effective social media strategy for this year and beyond:
1. Start with a brand audit
Take a step back and look at how your brand shows up online. Is your message clear? Are your visuals consistent across your chosen social media channels? Are you still engaging the right audience?
If not, Superside’s creative strategists can help you spot the gaps in your marketing strategy and refine your message.
2. Speak with one voice, everywhere
If your Instagram content feels too casual and your LinkedIn posts read like legal documents, it’s time to bring both channels into sync.
A consistent brand voice builds trust among social media users and makes your brand more memorable.
3. Design for engagement, not just impressions
Go beyond surface-level metrics and focus on content that sparks real interactions. Aim for saves, shares, duets, comments and DMs, not just passive views.
Understand your target audience’s preferences and habits, then create campaigns they’ll want to actively participate in.
4. Make videos your MVP
89% of people say video content has influenced their buying decisions.
From TikTok to cinematic trailers, video content is highly viewed and shared. This is why many brands prioritize this format this year and beyond.
5. Be data-driven (but not data-drowned)
Use data to improve your content, but don’t overcomplicate things.
Focus on what’s working, like posts that drive real engagement or lead to conversions. Superads make it easy to see what’s performing, so you can adjust quickly without getting lost in the numbers.
6. Scale your creative without losing quality
High volume doesn’t have to come at the expense of quality.
With Superside, you can scale your creative across formats such as video, static and motion graphics, print and even interactive formats such as AR and 3D, all while preserving your visual identity and the high standards your brand is known for.
7. Stay culturally relevant and platform-fluent
Your TikTok content won’t connect with audiences on LinkedIn and vice versa. Produce content that aligns with each platform’s “language,” trends and audience preferences.
8. Create content for humans
If your digital marketing content doesn’t feel authentic, it won’t resonate. The best-performing brands sound human, show empathy and know how to engage their audiences in unique ways.
9. Lean into user-generated content (UGC)
From fan shout-outs to creator collaborations, tapping into user-generated content is one of the simplest ways to amplify your message, establish trust and populate your content calendar.
10. Test, learn, repeat
There’s no finish line. Keep experimenting, stay flexible and treat your social media strategy and campaigns as a work in progress.
Stay relevant on social platforms with Superside
Leading brands don’t just randomly publish their social media posts; they create excellent social media strategies and engaging, relatable campaigns that resonate with their target audiences.
Starting with a clear brand strategy, they consistently show up with purpose across their chosen social platforms.
If you want your brand to remain relevant and thrive on today’s top social media channels, partner with Superside.
As the world’s #1 AI-powered creative service, we help in-house teams at leading brands like Amazon, Intuit, Reddit and Salesforce scale high-performing creative faster and more cost-effectively than traditional agencies. Let’s do the same for you.
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FAQs
Emanuel is a Content Specialist at Superside. With the knowledge that three languages (and counting) and digital marketing can serve a creator, he has helped B2Bs from multiple industries to write, optimize and scale their content game with compelling pieces that answers questions and solve problems. On Superside, Emanuel streamlines content ideas into powerful articles that guides you on how to use Superside multi-powered services to scale your business to the max.
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