If there’s one thing every marketer chases, it’s attention — the right kind, at the right time. But flashy ads don’t always build recognition that lasts. What does? Smart, consistent content people actually want to engage with.
Over the past year, a few brands nailed it. They didn’t just rack up views; they turned campaigns into conversations. Here are five strategies that stood out in 2025, and the lessons behind them.
People connect to stories, not sales pitches. But the most effective stories this year didn’t feel polished — they felt personal.
Take Snapchat’s “Say It In a Snap” campaign. Instead of showing curated perfection, it leaned into fun, everyday moments. It reminded people what Snapchat was supposed to be about: human connection and playfulness.
Why it worked: The brand didn’t overcomplicate it. It told small, relatable stories and let the audience fill in the rest.
Sometimes awareness comes from shock value — when done right.
Think of Doja Cat’s VMA lipstick stunt for MAC Cosmetics in 2025. She “ate” a lipstick on stage (it turned out to be chocolate). It was quirky, funny, and instantly viral. The media picked it up, fans debated it, and the brand stayed in the spotlight.
Key point: Bold stunts work when they stay true to your brand’s voice. Outrageous for the sake of it feels off; authentic surprises get remembered.
Great campaigns tap into what people are already talking about.
McDonald’s Canada teaming up with Shania Twain is a perfect example. The collab leaned on Canadian pride and nostalgia — cowboy boots, humor, country-pop energy — and it worked. It didn’t just sell food; it sold a feeling.
Takeaway: You don’t always need to invent new culture. Sometimes you can ride the wave of what’s already happening — and make it yours.
In 2025, brands that stood for something bigger than product lines got noticed.
American Eagle’s “Sydney Sweeney Has Great Jeans” campaign did exactly that. It wasn’t just about denim; it sparked conversations around image, identity, and self-expression. Controversial? Sure. Effective? Absolutely — it drove attention and trust at the same time.
Beauty brands leaned into this too. Charlotte Tilbury, La Mer, Rare Beauty — all used authenticity and storytelling over airbrushed perfection. Pop-ups, real-life stories, and content that felt human kept their audiences engaged.
Lesson: Purpose sells. But only if it’s real and consistent.
The smartest awareness plays this year were interactive. Instead of “watch this,” it was “do this with us.”
ON24’s content experiences — webinars with polls, interactive tools, live feedback — showed how much deeper engagement goes when people are part of the story.
And then there’s Chili’s “Fast Food Financing” pop-up. It blended humor, urgency, and real-world experiences. People lined up, shared photos, and made it a talking point far beyond the event itself.
Takeaway: Don’t just broadcast. Invite participation. It makes people feel connected, not marketed to.
The brands winning in 2025 aren’t the ones spending the most money. They’re the ones taking smart risks. Telling stories with a human edge. Showing up consistently. Jumping into culture. Giving people a reason to join in instead of just scroll past.
At the end of the day, awareness isn’t about being the loudest. It’s about being the brand people remember when the feed is closed.
Want your brand to be the one people remember after they close the feed? Explore our content marketing services and start turning attention into lasting impact
