Social Media Content Marketing: 7 Examples You Can Steal
You know you need to be on social media, but figuring out what to post that actually moves the needle is a constant struggle. You’re not alone. The secret isn’t just posting more—it’s posting smarter. And the easiest way to do that? Learn from the brands that are already winning.
Over our twenty-plus years in the digital trenches (we started SoftCrust back in 2003), we’ve seen countless trends come and go. The campaigns that stick aren’t just flashy; they’re strategic. They connect on a human level. And the best part? You don’t need a Hollywood budget to borrow their core ideas.
Inspired by the strategies that earned us a spot as a leading digital marketing agency in the GoodFirms 2022 rankings, here are seven real-world social media campaigns we love, along with straightforward ways you can adapt them for your own brand.
1. The “Make It About Me” Campaign: Barbie’s Selfie Generator
Everyone wanted to be in the Barbie movie. Warner Bros. got this, so they built an AI tool that let people put themselves on a classic Barbie or Ken poster. It was genius.
Why this worked so well: It wasn’t an ad; it was a toy. It gave people a fun, personal way to interact with the brand and then share that interaction with their own friends. The result? A tidal wave of free, authentic advertising.
Your takeaway: How can you make your audience the star? Could you create a tool that lets them visualize using your product? Or run a contest featuring user-generated content? Give people a reason to participate, not just watch.
2. The “Inside Joke” Campaign: CeraVe’s Michael CeraVe Stunt
Skincare brand CeraVe ran a hilarious, weeks-long prank suggesting the actor Michael Cera was their founder. The internet went wild with memes and speculation before the brand revealed the truth in a Super Bowl ad.
Why this worked so well: It was clever, self-aware, and built suspense. It showed that a brand known for clinical, dermatologist-recommended products didn’t take itself too seriously. It created a massive, organic conversation.
Your takeaway: Don’t be afraid to have a sense of humor. Is there a fun, industry-related myth or inside joke you can play with? A little mystery and wit can make your brand feel more human and relatable.
3. The “Feel-Good” Campaign: Coca-Cola’s Happy Tears
Coca-Cola launched a “Happy Tears Zero Sugar” kit for Random Acts of Kindness Day, encouraging people to share stories of someone who moved them to tears of joy.
Why this worked so well: It connected the product to a powerful, positive human emotion. It wasn’t about how Coke tastes; it was about how it makes you feel—connected and happy. The campaign sold out instantly and generated billions of impressions.
Your takeaway: Tap into emotion. Can you connect your brand to a feeling of community, gratitude, or joy? People remember how you make them feel long after they forget your product’s features.
4. The “Shock Value” Campaign: Duolingo “Kills” Its Mascot
In a risky move, Duolingo “killed off” its beloved owl mascot, Duo, across its social channels, creating a wave of confusion and concern before bringing him back as “AI-enhanced.”
Why this worked so well: The sheer shock got everyone talking. It was a bold way to announce a major product update and demonstrated that the brand was dynamic and not afraid to shake things up.
Your takeaway: Are you playing it too safe? Sometimes, a surprising or unconventional approach can break through the noise and re-energize your audience’s interest.
5. The “Lifestyle” Campaign: Airbnb’s “Live There”
Airbnb’s campaign focused on the experience of “living” in a destination, not just visiting it. They used beautiful, authentic visuals and stories to sell a feeling, not just a rental.
Why this worked so well: It reinforced their core differentiator against hotels. They sold the dream of belonging anywhere in the world, which is a far more powerful motivator than the practicalities of booking a room.
Your takeaway: Sell the outcome, not the item. A coffee shop isn’t selling beans; it’s selling a quiet moment of peace. A CRM isn’t selling software; it’s selling more closed deals and less stress. Frame your content around the better life your customer gets.
6. The “Personalized Data” Campaign: Spotify Wrapped
Every December, Spotify gives users a personalized, shareable summary of their listening habits. It’s a cultural event that people eagerly anticipate.
Why this worked so well: It makes users the hero of their own story. The data is inherently interesting to them, and the shareable graphics turn every user into a brand ambassador. It’s marketing that feels like a gift.
Your takeaway: How can you use data to delight your customers? Could you provide them with a personalized “year in review” showing the value they got from your service? Even a simple “thank you” post highlighting customer milestones can build immense goodwill.
7. The “Challenge” Campaign: Chipotle’s Lid Flip
Chipotle partnered with a popular creator to launch a #ChipotleLidFlip challenge on TikTok, asking users to film themselves flipping the lid of their burrito bowl.
Why this worked so well: It was simple, fun, and inherently viral. User-generated content (UGC) campaigns like this are pure gold because they’re authentic. We’ve seen for clients that a strong UGC strategy can boost organic search traffic by 50% or more because it builds real community and credibility.
Your takeaway: Create a simple, fun action that encourages participation. A challenge, a contest, a unique hashtag—make it easy for your fans to create content for you.
The Final Word
The goal for 2025 and beyond isn’t to be everywhere at once but to be strategic in the places that matter. Pick one or two of these examples that resonate with your brand’s personality and adapt them. The most successful social media isn’t about being perfect; it’s about being human, providing value, and building real connections.
Ready to put these stolen ideas into a strategy that delivers? Since 2003, the team at SoftCrust Digital Experts has been helping brands build authentic, results-driven social media presences.
