The year’s coming to an end, and it’s time to spectate the best marketing campaigns of 2025. This year got very creative with their marketing, so your brand has to pace up. Viral Omega is here with the top 10.
1. Justin Bieber’s Skyler
Justin Bieber, worth $200 million, is building his own brand and this time, it’s not just about slapping a name on streetwear. Bieber’s new venture, Skyler, is his most ambitious project yet. He’s in the design rooms, walking factory floors, and wearing Skyler everywhere, turning himself into a walking billboard.
Bieber has clearly learned from his previous label, Drew. Skyler includes footwear, apparel, and accessories, forming a scalable brand system that doesn’t rely on his face on every product.
For anyone studying marketing campaign examples, this is textbook brand architecture that shows the difference between short-term hype and long-term identity.
2. Doja Cat x MAC: Turning Makeup into Edible Art
Doja Cat just took a bite of her MAC lipstick and the internet stopped. The marketing campaign kicked off at the VMAs when Doja casually ate her lipstick. Then came the official photos, followed by a bold video of her wearing nothing but the lipstick.
The twist? The lipstick wasn’t made in MAC’s lab. This edible art turned into a spectacle when the imaginary auction for the bitten lipstick dropped, priced at $926.25, a clever nod to Doja’s date, September 26, 2025.
Part fashion, part dessert, and entirely viral. This stunt stands tall among the best marketing campaigns recently. It proves that when creativity meets storytelling, even a lipstick can become luxury art.
3. Duolingo
Duolingo just proved why it’s a masterclass in marketing campaigns in 2025. Their latest stunt made the internet stop scrolling, talk, and debate all in one viral moment.
It started simply: a chilling post announcing that Duo the Owl is dead. Fans were shocked, curious, and immediately engaged. But this was just the opening act.
Why This Stunt Worked
- Drama that hooks: Duolingo posted a funeral video with Duo’s friends Lily and Zari carrying his coffin to a pickup truck.
- Unexpected twist: A Tesla Cybertruck runs over Duo. Completely shocking, completely shareable.
- Cultural participation: Organizations like the World Health Organization, Netflix, and the European Space Agency joined in, posting their own tributes.
This wasn’t just about Duo as a mascot, it was about turning a simple education app into a cultural phenomenon.
4. Oreo x Selena Gomez: A Nostalgic Collaboration Done Right
When Oreo teamed up with Selena Gomez for “Selena’s Collection,” it wasn’t just another influencer deal. It was a heartfelt campSelena Gomez and Oreo created hype, limited edition excitement, and a shareable experience for fans.
- Oreo released a super rare cookie with Selena Gomez’s signature that unlocks a secret song.
- Variety of Oreos included designs like Fiery Heart and Selena Tours, inspired by her childhood and musical journey.
- The collaboration was limited edition, creating scarcity and excitement for fans worldwide.
- Fans shared posts, reviews, and reactions online, increasing Oreo’s social media presence.
5. Bumble x Amelia Dimoldenberg: The Perfect Personality Match
When Bumble picked Amelia Dimoldenberg as the new face of the brand, it wasn’t random it was strategic genius.
Here’s why it worked:
- Social proof: Amelia is a trusted figure in modern dating conversations.
- Relatability: Her humor and awkward charm made dating feel less intimidating.
- Messenger effect: Who delivers the message matters, and Amelia made Bumble’s tone feel human.
6. Jacob & Co. Caviar Tourbillon: When Luxury Meets Nature
Jacob & Co. launched their Caviar Tourbillon Series in a super creative way. They launched products with a chameleon climbing on the watch, changing colors to match the red, yellow, and green of the gemstones. The watches themselves are million-dollar pieces, and this bold, eye-catching idea generated 4.2 million views only on YouTube.
7. Apple x Dua Lipa: Style Meets Technology
Minutes after Apple unveiled the iPhone 17 Pro, Dua Lipa was already holding the orange version before the world even got a glimpse.
Apple gave her early access, letting her showcase the phone across her tour and Instagram. Her posts turned the iPhone 17 Pro into a cultural statement, a symbol of exclusivity and style. Every photo, video, and mention acted as organic marketing.
8. Kylie Cosmetics
What’s with everybody rebranding in 2025? First, a few brands cleaned their entire Instagram feeds just like Balenciaga and Fenty Beauty recently did and now, it’s Kylie Cosmetics’ turn. But this time, it’s not just a rebrand. It’s a revival.
https://www.instagram.com/reel/DPrbB8Sj2Dm/?utm_source=ig_web_copy_link&igsh=ZDNlZDc0MzIxNw==
Here’s what’s going down:
- Kylie changed her profile photo and wiped her brand’s Instagram, leaving behind just nine iconic posts from her King Kylie era.
- She’s reposting old videos, including the legendary glosses video, recreated with a modern twist.
- Fans’ tweets and requests are being highlighted on her Instagram, showing that Kylie is keeping her customers’ feedback in consideration.
That’s the real power move here. She’s giving customers exactly what they want: reviving their favorite shades, packaging, and energy from her most-loved era.
9. TrüFrü Global
When it comes to health and fitness brands, TrüFrü just nailed how PR should be done.
Their PR boxes are everything:
- Custom from top to bottom: box, apparel, and a fun newspaper.
- And of course, their fruit + chocolate product right in the spotlight.
- Everything is built to be sharable, fun, and photo-ready.
This is how you do PR in 2025. You don’t just send a product, you send an experience.
10. Equinox
On January 1st, while every other gym was welcoming resolutions and new sign-ups, Equinox said:
“We don’t accept new members on January 1st. Commitment doesn’t wait.”
That’s like a shopping mall saying it won’t let in new customers on Black Friday. Bold, right?
And it worked.
- The campaign sparked massive outrage, debate, and coverage everywhere.
- It made Equinox look exclusive, elite, and unbothered by trends.
- By turning away people on the biggest day for gyms, they built desire and status.
While most gyms sell accessibility, Equinox sold commitment and luxury. And in 2025’s world of “do everything for clout,” that’s what makes this campaign unforgettable.
Why These Are the Best Marketing Campaigns in 2025
Each of these campaigns reflects the shift toward immersive storytelling and experiential engagement. They don’t just sell products, they create culture.
- Skyler shows how brand IP can scale beyond personality.
- Doja Cat’s MAC moment blends art and marketing flawlessly.
- Bumble, and Oreo show that emotion and relatability outperform traditional advertising.
- Jacob & Co. and Apple remind us that innovation and storytelling still lead the luxury conversation.
The best marketing campaigns of this year understand that visibility means nothing without authenticity.
Final Take
As Viral Omega sees it, the brands that will dominate in 2025 and beyond are those that blend strategy with soul. Whether it’s a lipstick turned chocolate, a pop icon’s fashion empire, or a tech product transformed into art, the next wave of best marketing campaigns will continue to blur lines between creativity and commerce, emotion and engagement, and brand and audience.
Successful campaigns use storytelling, creativity, and engagement. They go beyond selling products to create culture, like Doja Cat’s MAC lipstick or Selena Gomez x Oreo.
A campaign is a strategic promotion of a product or brand. Example: Beldent Chewing Gum used twins to link gum with attractiveness.
Skyler built brand IP beyond celebrity, focusing on storytelling, design, and ecosystem rather than just putting Justin Bieber’s name on products.
