10 best social media marketing examples in 2023-24

Akshay Puri

January 4, 202412 min read

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In today's fiercely competitive business landscape, social media marketing is an important tool for success. Whether you're running a startup or a small- to medium-sized enterprise, mastering social media marketing is crucial. It's the linchpin for enhancing brand recognition, cultivating robust customer engagement and driving revenue growth. 

In this article, we'll be exploring the vital role of social media marketing in 2023-24, showcasing successful examples. We'll be delving into the power of user-generated content, the art of interactive storytelling campaigns and more. So, let’s get right to it, starting with the definition. 

Table of Contents

What is social media marketing? 

Social media marketing is a digital marketing strategy that utilizes social media platforms to promote products, services or brands to a wide audience. Social media marketing can encompass various activities, such as: 

  • Content creation: Crafting compelling text, images, videos and other media to capture the attention of users 

  • Audience engagement: Building a customer community by interacting with users through likes, comments, shares and messages 

  • Analytics and data analysis: Monitoring and analyzing performance metrics to refine strategies and achieve measurable social media goals 

  • Influencer partnerships: Collaborating with influencers to leverage their credibility and reach 

  • Reputation management: Maintaining a positive brand image by promptly addressing feedback and resolving issues 

Top 10 social media marketing examples in 2023-24  

The examples of social media marketing highlighted below show how brands are creative and effective in getting users to like and engage with their content. 

1. How Dove used ‘Real Beauty Sketches’ to skyrocket engagement

Dove, a personal care brand, launched the "Real Beauty Sketches" campaign in which women described themselves to an artist who drew two sketches: one based on their self-description and another based on how others saw them. The second sketch was more flattering, promoting self-acceptance. This emotionally resonant story used beautiful visuals and leveraged social media to reach millions.  

The ad campaign was released on April 14, 2013, and quickly generated a strong reaction, going viral within days. According to AdAge, the campaign generated just under 30 million views and 660,000 Facebook shares during its first ten days. And by the end of two weeks, the 3-minute video had been viewed 30.6 million times; user feedback on YouTube was 97.6% positive (98,000 likes and 2,200 dislikes).  

This campaign illustrates how digital marketing can connect with audiences, change perceptions and achieve business goals through storytelling, visuals, social media and result tracking. 

The subject of a before-and-after sketch routine by Dove-s artist


2. How GoPro leverages user-generated content (UGC) to create viral marketing campaigns 

GoPro's marketing success lies in its user-generated content. Its campaign "Million Dollar Challenge" transformed customers into brand ambassadors by showcasing their adventurous experiences on social media. This helped the brand to improve engagement and build a solid community around the brand. 

Since its launch, it has become one of the brand’s most successful marketing campaigns, garnering a record 43,000 submissions globally this year. In April, 55 video creators from 21 countries took an equal cut of the $1 million prize — each receiving $18,181.81 and their clip appearing in a final highlight cut.

3. How Coca-Cola scored big with its ‘Share a Coke’ campaign 

Coca-Cola’s "Share a Coke" campaign achieved remarkable success when the brand personalized bottles with popular names. This campaign encouraged social sharing by creating emotional connections. 

Starting in Australia, where the brand sold more than 250 million customized Coke bottles and cans, the “Share a Coke” campaign quickly spread to more than 70 countries worldwide. The brand witnessed its sales increase by more than 2.5 percent less than a year after the campaign's release in 2012.  

Up to now, the Share a Coke Campaign has generated millions of dollars and countless impressions for Coca-Cola, thus becoming one of the most exceptional case studies in the global marketing industry. 

A Share a Coke promo by Coca-Cola


4. How Tesla taps into Elon Musk’s social persona to better connect with its followers 

The authentic and often quirky social media presence of Elon Musk, the CEO of Tesla, helped the brand generate buzz and connect directly with customers. His posts align with Tesla's brand identity. All this fostered transparency and excitement among its audience, showcasing the power of a CEO's personal touch in brand marketing. 

A social media handle of Tesla


5. How Nike grows its community of loyal followers with UGC 

Nike rolled out the “Choose Your Winter” campaign to address the issue of cold weather and how it impacts athletes’ performance. 

The campaign revolved around the following themes. 

Athleticism in All Seasons: This was Nike’s way of advocating for year-round activity despite temperature changes, and to encourage its customers to stay active through developing winter sports and activities 

Comedic Brand Marketing: The use of humor and satire in the ad is a key trend that can be used to attract Gen Z and other young consumer segments, driving greater engagement with campaigns and messages 

6. How British Army’s ‘Nothing can do what a soldier can do’ campaign resulted in record recruitment numbers 

The British Army's recruitment campaign addressed the fear of automation in the military. It emphasized the irreplaceable value of soldiers using the tagline "Nothing Can Do What a Soldier Can Do." The campaign combined technology and human judgment to assure recruits that their intelligence remains essential to the Army's future. 

A promo of the British Army-s Nothing Can Do What a Soldier Can Do campaign


7. How Gillette's ‘We believe: The best men can be’ campaign broadened people’s minds

In January 2019, Gillette launched a progressive social media campaign coined "The Best Men Can Be," which challenged traditional masculinity. Their YouTube film showcased the pitfalls of toxic masculinity. And this campaign was inspired by the #MeToo movement, and it promoted positive examples of manhood.  

On Instagram, it spotlighted male role models with inspiring personal growth and transformation stories. 

A promo of Gillette-s The Best Men Can Be campaign


8. How Old Spice reinvented a classic through social media and captured everyone’s hearts 

Old Spice successfully reinvented itself through humorous social media advertising, like with the "The Man Your Man Could Smell Like" campaign. It harnessed surprise and humor, proving that laughter is a powerful marketing tool. 

This campaign boosted its brand awareness, followers and engagement. 

A promo of Old Spice-s The Man Your Man Could Smell Like campaign


9. How Spotify keeps its users engaged through personalized marketing 

Spotify's Wrapped campaign is a great example of personalized marketing. Every year, users look forward to their personalized music summaries through this campaign, which showcases their top songs and artists.  

This not only engages users but also shows that Spotify knows them well. It encourages them to share their music experiences on social media. 

An astrology-themed presentation of artists to users as part of the Spotify "Wrapped"


10. How Greggs marketed its product with pizzazz on social media  

The brand's vegan sausage roll campaign was a sensation. It used iPhone-style video ads with humor, engaging with customer feedback cleverly. This approach boosted sales, making it a top-selling product. 

A Gregg-s vegan sausage roll next to a drink


Read More: 7 Inspirational Social Media Campaign Examples  

Now let’s turn our attention to user-generated content (UGC) and how brands go about sourcing it.  

How do brands encourage users to create and share content?  

The collection of user content enables brands to build a repository of content to publish. More importantly, people are more inclined to trust a brand that showcases user content on their social platforms. This is because the user content is written by existing customers based on their personal opinion of a particular brand. 

However, the biggest challenge is motivating customers to create user content. So, here are some tips to help you rope in more user-generated content: 

  • Ask for feedback from users: The easiest way to get reviews is to make a direct request to your clients. You can send them an email or a WhatsApp link to review your product.  

  • Create a unique brand hashtag: Having a unique hashtag for your brand helps to improve its visibility on social channels. It also lets you find all the relevant posts your customers have published from their accounts. The content is already spread across the digital landscape — all you have to do is reach these users and request their permission to post it. Learn the use of hashtags on social media

  • Launch a contest: Hosting a contest on Linkedin, Instagram or Twitter is another powerful means to bringing in user content to your brand. For example, it could be an engaging contest that offers your customers the opportunity to express their affection for your brand and products as they compete for an exclusive brand hamper. 

Also Read: How to leverage user-generated content on social media 

Benefits of user-generated content on brand engagement  

User-generated content has become pivotal in modern brand engagement strategies. It encompasses a range of content types, including videos, images and testimonials, that are created and shared by users across online platforms.   
Here are some of its benefits when it comes to brand engagement:  

  • Boosts customer engagement: It can boost customer engagement with your brand by prompting users to participate in contests, hashtags and interactive campaigns.  

  • Authenticity drives trust: It involves authentic experiences and opinions of customers about your brand that help build trust among them. 

  • Improves SEO and credibility:  It often includes keywords and phrases relevant to your brand, which positively impact your SEO efforts. 

 Read More: Customer engagement models: A detailed guide  

There are plenty of other ways you can engage users besides UGC. Let's look at a few of them along with relevant examples.

Interactive campaigns 

Brands employ a range of creative content formats such as posts, videos and interactive activities that encourage audience engagement, including responding to queries and sharing personal experiences.  

This strategy cultivates a deeper connection between the audience and the brand, allowing individuals to become emotionally invested in the brand's narrative. By inviting active participation, businesses entertain their audience and pique their interest and involvement.  

LEGO uses interactive elements in stories 

A toy-sized, LEGO-made Harley Davidson


LEGO's Instagram strategy is smart. Although their commercials target kids, their Instagram is all about grabbing the attention of grown-ups who buy LEGO. Its Instagram account showcases cool art that’s made with LEGO products. Additionally, LEGO uses polls and quizzes to make things more exciting.  

For instance, it recently featured a LEGO Harley Davidson and asked, "How many LEGO pieces built this life-size Harley?" This is a brilliant way to engage people with their awesome products and bridge the generation gap among its customers. 

Increase engagement and interaction through storytelling 

Implementing storytelling on social media can significantly enhance engagement and interaction. Here’s how you can go about it. 

  • Engaging narratives: Craft captivating stories that resonate with your audience, stirring emotions and piquing their interest. 

  • Visual appeal: Incorporate compelling visuals, such as images, videos and infographics, to augment your storytelling. 

  • User involvement: Encourage followers to contribute stories related to your products or services, which will create a sense of community. 

  • Interactive features: Utilize polls, quizzes and Q&A sessions to actively involve your audience and gather valuable feedback. 

  • Feedback-driven strategy: Continuously monitor audience responses and adjust your storytelling strategy accordingly. Social media monitoring is instrumental when it comes to sustained engagement and interaction. And stop replying to irrelevant messages. If you need help in blocking out the clutter, try Sprinklr Social's AI-powered filters today to find the conversations that matter most.  

Shoppable posts and instant purchases  

Shoppable posts are online shop windows within social media. They let businesses showcase products in their posts, and when you tap on a product, you see more details and a link to buy it. 

Shoppable social media posts have revolutionized how e-commerce brands interact with their customers. These posts blend content and commerce seamlessly, allowing users to purchase directly from their favorite platforms.  

Instant purchases take it a step further. They let you buy the product without leaving the social media app. You click, confirm your purchase and it's done! There's no need to visit another website. 

Both of these features make shopping on social media quick and easy, turning your browsing into buying with just a few taps, making it super convenient for shoppers. 

Read More: What Is Social Commerce and How to Use It 

Examining how an e-commerce brand uses shoppable posts 

Now, let's look at how an e-commerce brand can effectively utilize shoppable posts to enhance the shopping experience. 

  • Visual appeal: Shoppable posts are visually enticing, featuring high-quality images or videos of products in real-life scenarios. 

  • User engagement: Such posts encourage active engagement. With a simple tap, users can get more details on tagged products. 

  • Seamless shopping: Instant purchases are also just a tap away, and users don’t need to leave the app or website to buy products. 

  • Data-driven insights: Brands can track social media engagement and conversion metrics to refine their shoppable posts. 

  • Tracking ROI: Brands can measure the social media ROI of shoppable posts through sales attribution and engagement analytics. 

The ease and efficiency of instant purchases on social media  

Instant purchases on social media platforms have redefined the shopping experience by providing a seamless, efficient and secure way for users to make purchases. This innovative approach bridges the gap between content and commerce, making it a powerful tool for brands to engage their audience, drive sales and build lasting customer relationships. Here’s how instant purchases make win-win situations happen on social media: 

  • Seamless checkout process: Social media platforms have optimized their interfaces for easy and efficient checkout. Users can securely store payment information, making future transactions incredibly swift.  

  • User-friendly interface: Social media platforms are renowned for their user-friendly interfaces. The integration of instant purchase features maintains this ease of use. Users can effortlessly view product details, prices and reviews. 

  • Tracking and analytics: For brands, instant purchases offer the advantage of robust social media analytics and tracking. They can monitor the performance of shoppable posts, gaining insights into user behavior, conversion rates and the effectiveness of their social commerce strategies.

Bonus tip: You can get more valuable insights on social customer interactions using a social media management tool.

A case study of Airbnb's quick and relevant responses

Interactions between an Airbnb customer and the Airbnb customer service team


The challenge 
A customer had a less-than-ideal experience with an Airbnb booking. They expressed their dissatisfaction on social media, highlighting their frustration and disappointment.  

The response 
Airbnb's customer service team sprang into action, responding swiftly to the customer's post. It acknowledged the problem and provided a helpful and empathetic solution within a remarkably short timeframe. 

The transformation 
What could have been a damaging encounter for the customer turned into a bright and positive one. Airbnb's prompt response resolved the issue at hand and showcased its commitment to social media customer service and satisfaction. 

The key takeaway 
This example underscores the vital importance of quick responses on social media platforms. When companies like Airbnb react promptly to customer inquiries and concerns, they show that they value their customers and take their feedback seriously. 

Managing multiple social platforms and incoming messages can get chaotic and time-consuming as replies increase. This is where Sprinklr's social media management platform shines. By centralizing your social communications with Sprinklr, you can efficiently monitor mentions and message history in real-time, thereby eliminating the need to switch between platforms.  

Building stronger connections through real-time interaction 

Talking to people on social media right when they reach out is a powerful way for companies to build better customer relationships. This means answering their questions quickly, sharing interesting posts and joining in on hot topics. It's all about making a real and long-lasting connection with the people who use your products or services. Here's what you need to do: 

  • Timely responses: Promptly engage with followers' comments, questions and feedback to show that their voices are heard and valued. 

  • Customer-centric approach: Demonstrate a commitment to customer satisfaction by addressing inquiries and concerns promptly to foster trust and loyalty. 

  • Trending topics: Stay current by participating in discussions related to trending topics, showcasing the brand's relevance and awareness of the world around it. 

  • Transparency: Acknowledge positive and negative feedback openly to show a willingness to listen, learn and improve. 

  • Humanize the brand: Use a conversational, authentic tone that humanizes the brand and makes it relatable to the audience. 

  • Engagement initiatives: Host interactive sessions like live Q&A and polls to encourage active participation and community building. 

Innovative use of AR/VR: A brand's immersive campaign 

Augmented and virtual reality (AR/VR) social media campaigns elevate brand engagement by leveraging cutting-edge technology to immerse users in virtual environments via devices like smartphones or glasses. 

Within these digital realms, brands showcase their products and narratives in captivating 3D formats, allowing users to even virtually "try on" products and explore virtual stores authentically.  

These experiences leave a lasting impression as they enhance message memorability and amplify excitement for brands. 

A look into IKEA’s AR/VR campaign

Furniture being displayed behind a phone that has the IKEA app open


IKEA, the popular home furnishing brand, has introduced an exciting way for customers to visualize furniture in their homes before purchasing. Through its special app, customers can "try out" furniture virtually before buying them. 

This app allows you to do two things. First, you can experiment with entire furniture sets to see how they fit in your room. Secondly, you can focus on a single piece, like a chair or sofa, to see if it suits your space. 

This app gathered over 5,000 reviews on Apple's app store, with an impressive average rating of 4.6 out of 5 stars. The reviews from users mostly say that this app and its "try before buying" feature have improved their shopping experience. In simple terms, it's like having a sneak peek of any piece of furniture in your home. 

How immersive technologies enhance user experience and engagement 

Immersive technologies like AR and VR are reshaping the social media landscape as they enhance user experiences and engagement in exciting ways. Here’s how: 

  • AR filters and lenses: AR filters and lenses on platforms like Snapchat and Instagram allow users to transform their selfies with playful animations, masks and effects. 

  • Virtual social spaces: VR-based social platforms create virtual environments where users can interact as avatars of themselves. 

  • Enhanced storytelling: AR and VR enable immersive storytelling experiences on platforms like Meta's Oculus. 

  • Product discovery: AR-powered try-on experiences on social media enable users to sample products like clothing and cosmetics virtually. 

  • Virtual events and live streaming: VR enhances live streaming by providing 360-degree views of events. 


From leveraging user-generated content to crafting compelling storytelling campaigns, there are myriad avenues for brands to establish meaningful connections with their target audience. As social media continues to impact consumer behavior, it has become imperative for businesses to remain at the forefront of these evolving trends. 

Sprinklr is at the forefront of this evolution, harnessing powerful AI technology to support businesses to run marketing campaigns effectively. It facilitates the creation and effective tracking of campaigns and offers robust analytical capabilities to measure their performance and mitigate associated risks.  

To experience the game-changing capabilities of Sprinklr Social, simply request for a free demo today.

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