3 brand examples of viral social media campaigns

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1. Australian Lamb
Meat supplier Australian Lamb released a YouTube video satirizing the generation gap, a term used to describe the varying perspectives and lack of understanding between age groups. In the video, Australians from different generations are separated by an abyss. And, of course, the only thing that closes the gap is the sweet smell of delicious lamb barbecue.

A still from the YouTube video by Australian canada business email list Lamb titled "The Generation Gap | 2024 Lamb ad."

Australian Lamb appeals to all age groups by poking fun at generational archetypes. The title references a well-known term that wouldn’t normally be associated with lamb, sparking interest. The video also leans on influencer marketing with a brief cameo of John Allen.

2. Marc Jacobs
Marc Jacobs’ TikTok account is a masterclass in viral social media campaigns. The brand leans on niche trends/memes and communities on the platform. For example, they had a campaign with Sylvanian Drama, a faceless account known for its soap-opera-esque series featuring Calico Critters.

A still from a TikTok video featuring creator Slyvanian Drama and designer Marc Jacobs.

Along with featuring celebrities with strong ties to internet fashion culture like Lil Uzi and Alex Cosani, the designer brand works with a range of influencers. In the video below, they feature Raymonte, an influencer known for his videos where he compliments strangers in public. The collaboration was one of Raymonte’s first brand partnerships, but earned over six million views.