Let’s face it, folks. 2024 has been the year of the influencer. Whether you’re scrolling through Instagram, YouTube, or TikTok at 2 a.m. (no judgment), chances are you’ve been influenced—maybe even into buying a limited-edition air fryer that doubles as a karaoke machine. Let’s take a moment to celebrate some of the most brilliant influencer marketing campaigns of the year—because these brands and their chosen influencers truly understood the assignment.
1. Pepsi’s “Sip the Future” Campaign
What happens when you mix AI, retro vibes, and a dash of futuristic flavors? Pepsi’s Sip the Future campaign nailed this trifecta. Partnering with TikTok star Ella Bits (yes, the one who made holographic nail art a thing), Pepsi asked influencers to reimagine soda flavors for the future. Fans loved the interactive twist—choosing flavors in live streams and seeing influencers try the bizarre combos (banana cola, anyone?). The campaign not only pushed sales but also gave Gen Z a reason to sip and smile.
2. Nike’s “Run Your World” Movement
Nike proved once again why it’s a global marketing powerhouse. This year, their “Run Your World” campaign paired everyday influencers—teachers, nurses, and delivery drivers—with A-listers like marathon queen Eliud Kipchoge. Together, they showed that running is for everyone, from pros to Sunday joggers. The heartfelt storytelling resonated across Instagram and YouTube, while a virtual marathon led by influencers created a global sense of community. Cue the applause (and sore legs).
3. Duolingo’s Celebrity Comeback
Who would’ve guessed that learning a new language could be so…hilarious? Duolingo teamed up with iconic comedian Tiffany Haddish and a slew of micro-influencers to make their language app a viral sensation. Tiffany’s “awkward foreign restaurant order” sketches, coupled with influencers trying (and hilariously failing) to master phrases, kept audiences hooked. The genius? Relatable content wrapped in humor, with just enough product spotlight to nudge downloads into record-breaking numbers.
4. LEGO’s “Build the Dream” Series
If you think LEGO is just for kids, 2024 might have changed your mind. LEGO collaborated with gaming influencers and DIY creatives to launch the “Build the Dream” series. They took viewers on a journey of constructing fantastical cities inspired by gaming universes like Minecraft and Zelda. This multi-platform campaign thrived on creativity and nostalgia, blending influencers’ personal styles with LEGO’s playful ethos. Result? Millions of adults are now proudly assembling mini castles at their desks. #Winning.
5. Fenty Beauty’s “Unfiltered Beauty”
In a world full of airbrushed perfection, Fenty Beauty stood out by getting real. Their “Unfiltered Beauty” campaign encouraged influencers to ditch filters and embrace authenticity while trying new products. From acne positivity to bold color experiments, influencers showcased Fenty in the real world. With hashtags like #NoFilterFenty, this campaign celebrated diversity, self-love, and inclusivity—and racked up millions of heartfelt shares.
Why These Campaigns Worked
What made these campaigns memorable? Three key factors: authenticity, relatability, and creativity. The brands didn’t just push products—they created moments, sparked conversations, and made us feel something. And that, my friends, is the secret sauce of influencer marketing.
So, what’s next for influencer campaigns in 2025? Well, if these campaigns are any clue, we’re in for more innovation, more relatability, and—hopefully—fewer ads for weird coffee detox drinks. Cheers to that!
