PLM’s 2025 brand & campaign columns wrapped
Looking back on the year, we’ve had no shortage that gave us real gems to unpack. From Rhode’s Lip Peptides moment featuring Canadian pop icon Tate McRae, to Nike’s Super Bowl Ad, On’s Zone Dreamers, and Jet2’s culture-shaping ad, this Brand & Campaign column has been packed with insights for both small and big businesses or brands. And if you’re in the mood for a quick trip down memory lane, you’re more than welcome to dive back in.
As the year comes to a close, I wanted to round up some of the biggest takeaways from these campaigns and spotlight the strategies that kept showing up across brands; ones we’ll likely see even more of as we head into 2026. Let’s get into it.
the gems from some of our favourite campaigns this year
Rhode Beauty's lip shapes
Rhode Beauty reminded us this year that disruption pays off. Instead of launching the usual lip liners we’re all familiar with, the brand introduced Peptide Lip Shapes; a simple but genuinely innovative twist that instantly stood out. And clearly, it worked. As we now know, e.l.f. Beauty acquired Rhode in a $1 billion deal, with the brand more than doubling its consumer base over the past year and generating $212 million in net sales in the 12 months ending March 31, 2025.
It’s hard to ignore the role products like Peptide Lip Shapes played in that growth especially for a brand with a limited product line. The takeaway? Do the groundwork, understand the market, spot the gap, and be bold in how you solve for it. True innovation doesn’t need to appeal to everyone it just needs to resonate deeply with the audience you’re building for.
On's Zone Dreamers - the best movie never made
On’s Zone Dreamers campaign is a reminder that when a brand feels lost or unsure where to start with its strategy, returning to its why can be the most powerful reset. By revisiting the spark that ignited the business, that is the problem it was created to solve and the gap it set out to fill On grounded the campaign firmly in its mission to “ignite the human spirit through movement.” This approach not only reinforced the brand’s vision, but also reminded audiences why they connected with On in the first place, deepening relevance, emotional connection, and long-term loyalty.
Nike’s Super Bowl ad: a masterclass in storytelling & strategy
I’ll admit I might be a little biased with this one, because this was easily the blog I enjoyed writing the most this year. Nike gave us a true masterclass in storytelling, so we’re pulling out two gems from this campaign.
your campaigns must always evoke a feeling.
For a campaign to truly resonate and leave a lasting impression, it has to make people feel something. Whether that feeling is nostalgia, inspiration, joy, exclusivity, or timelessness, emotion is what makes a campaign memorable. And for smaller brands especially, staying rooted in your core values , and the values of your audience is key. When campaigns are built around those shared beliefs and told through compelling stories, they create deeper emotional connections that don’t just engage audiences, but inspire real action.
keep the conversation going
What happens after a campaign launches is just as important as the launch itself. To maintain momentum and maximise impact, brands should think about how to keep audiences engaged in the weeks that follow, whether that’s through a mini content series, behind-the-scenes footage, or additional storytelling that builds on the original narrative. Encouraging audience participation through comments, user-generated content, or interactive conversations can also deepen engagement. With audiences constantly surrounded by brand messages, staying top of mind is key.
Burberry has truly nailed this approach with behind-the-scenes content and follow-up storylines that tie seamlessly into their campaigns, and we love it. I’ve probably said this before, but my favourite ad from them remains “It’s Always Burberry Weather: London In Love,” where we were treated to extensive BTS moments and follow-up interviews with the cast, making the campaign feel immersive and unforgettable. They took the same approach with their Christmas ad, making it the second Burberry campaign this year that really stood out to me.
the power of turning negative moments into wins with Jet2
Jet2 saw an opportunity and they seized it! A TikTok trend went viral using an audio clip from a Jet2 ad they had posted on YouTube years ago, featuring people sharing embarrassing and humorous moments. While the trend could have reflected negatively on the brand, Jet2 leaned in strategically, encouraging users to post and tag them with a £1,000 reward at stake. The result? Increased awareness, engagement, and a smart way to turn a potentially negative situation into a positive outcome.
How a brand responds to unexpected or negative moments can make all the difference. Jet2’s approach amplified visibility while staying true to their audience showing that with the right strategy, even awkward or humorous trends can become opportunities.
that's it folks!
2025 gave us an incredible run of standout campaigns. With the social media landscape constantly evolving, and AI becoming an even bigger part of the creative process I’m genuinely excited to see what brands bring in 2026. My prediction? We’ll see more campaigns built with follow-up series in mind, greater authenticity, and less perfection as audiences continue to crave real connection. I also expect an increase in AI-led campaigns, alongside a rise in nostalgic storytelling that taps into familiarity and emotion. With that said, I hope everyone enjoys the holiday season see you in 2026! ✨
Social Media and Marketing Strategist and
Creator Executive
