In PR, one truth remains constant: you can’t make everyone happy. But the campaigns that do break through share one key trait – they know exactly who they’re talking to.
The most effective marketing and PR moments of 2025 spoke directly to their audiences’ interests, values, and habits. That means doing the research, understanding where your audience lives online, and tailoring both tone and creative accordingly. Playful humor may thrive on TikTok, while thoughtful commentary and leadership tend to resonate on LinkedIn. When brands get that balance right, the results can be magic. When they don’t? Well… that’s where the misses come in.
Top Hits
The Resurgence of Nostalgia Marketing: From fast-food throwbacks (Quieres Taco Bell?) to the revival of iconic music moments, brands leaned heavily into nostalgia this year and as a proud millennial – it worked. By tapping into millennial memories (and emotions), companies created instant connections that felt familiar, comforting, and shareable. Proof that sometimes looking backward is the best way to move forward.
Dogs, Dogs, Dogs: If there was one universal crowd-pleaser in 2025, it was dogs. Brands that authentically incorporated pets into their storytelling – without forcing it – consistently saw strong engagement. The takeaway? Wholesome content still wins when it feels genuine.
Jet2Holiday: The England-based company went viral in 2025 when millions of people started using its now iconic voiceover, “Nothing beats a Jet2Holiday,” for their own videos across social media, remixing the sound to soundtrack everything from chaotic travel moments to everyday mishaps, turning a simple ad line into a global cultural meme.
Joe Jonas Takes Miami: Few celebrity-driven campaigns felt as organically aligned as Joe Jonas’ Miami moment. It was local, fun, and culturally tuned – the kind of activation that feels less like an ad and more like a vibe.
Kris Jenner on Aging Gracefully: In a world where everyone watches your every move, Kris Jenner leaned into her choices by opening to Vogue Arabia in August about her recent aesthetic enhancements stating, “If you feel comfortable in your skin and you want to age gracefully – meaning you don’t want to do anything – then don’t do anything. But for me, this is aging gracefully. It’s my version.”
Top Misses
Tom Brady ‘Dog Cloning’ Announcement: The GOAT’s announcement that his new dog is a clone of his beloved late pet, Lua, sparked confusion and discomfort online, leaving fans divided on whether it was futuristic or just plain unsettling. The lesson? Transparency and tone matter, especially when personal news crosses into ethically gray territory.
AI Transparency Gone Wrong: Coca Cola’s 2025 AI-generated Christmas ads have sparked debate over the role of AI in creative work. Viewers found the imagery uncanny and emotionally flat, highlighting the risks brands face when AI replaces human storytelling without clear transparency. The backlash is a reminder that audiences still value authenticity and that even big brands can stumble if AI is used without careful oversight.
LeBron’s Tease Turns Heads…and Eyebrows: LeBron James sparked a social media storm with a cryptic announcement tease, leaving fans speculating about possible retirement or major career moves. The suspense built to a dramatic climax, only to reveal a Hennessy campaign… and it didn’t land well. Fans called the stunt misleading and tone-deaf, frustrated that what seemed like a career-defining movement turned into a marketing gimmick. The backlash is a reminder that even global icons can misfire when audience expectations aren’t managed.
Béis “Fraud” Email: What was supposed to be a witty subject line for the stylish luggage company turned int a controversial marketing tactic when the brand sent emails out with the subject like, “Action Required: Fraud Alert” causing panic and backlash for violating FTC guidelines (CAN-SPAM Act) about subject lines accurately reflecting content. What was supposed to be innocent click-bait to trick customers into opening their email turned into an illegal marketing stunt that angered consumers by manipulating fear for profit, leading to reports and criticism from marketing experts and customers alike.
Campaign Miscues and Branding Blunders: Several major brands struggled with rebrands or campaign rollouts (looking at you Cracker Barrel & Jaguar) that missed their audience entirely. Whether it was unclear messaging or visuals that didn’t align with brand identity, these moments underscored how risky change can be without audience buy-in.
The Takeaway
The biggest PR wins of 2025 weren’t necessarily the loudest but they were the most intentional. Campaigns that respected their audience, understood context, and delivered authenticity rose to the top. The misses, on the other hand, often stemmed from misaligned expectations, unclear messaging, or a failure to read the room.
As we head into 2026, the lesson is clear: know your audience, choose your platforms wisely, and remember that authenticity isn’t optional – it’s the baseline.
Because in today’s media landscape, your audience will always let you know how you did.
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