Category
Lifestyle
Assisted Choices
Trend cluster
Category
Trend
Campaign
Brands are encouraging consumers to post in campaigns to start widespread trends.
4.0
Trend score
Trend
What is the Trend Campaign trend?
Trend Campaign: Brands are taking to social media platforms to launch interactive campaigns that encourage users to post unique content to enter. These post-based campaigns are intended to start wider spread trends where consumers boost the reach of the campaign far beyond its original audience.
Insight
The consumer insight behind the Trend Campaign trend
When looking to enter into online marketing, particularly through popular social media or video-sharing platforms, brands often find that traditional marketing methods, such as pushing banner ads or pop-ups, are not as effective as they once were. This is in large part due to the live, ever-changing culture of social media platforms adapting to reject typical corporate engagement. To subvert this challenge and better connect with modern audiences, brands are launching interactive campaigns.
Trend themes
Themes within the Trend Campaign trend
Three behaviours holding the trend together01
Authenticity-Driven Campaigns
Brands like BeReal are focusing on authenticity and raw content, challenging the polished norms of social media.
02
Interactive Social Media Marketing
Panera's Father’s Day promotion exemplifies how businesses are engaging consumers through participatory and humor-driven social media campaigns.
03
Seasonal Themed Marketing Engagement
The Tri Pumpkin campaign showcases a trend where brands leverage seasonal enthusiasm and social media contests to engage niche communities.
Industry implications
What the Trend Campaign trend means for industry
Where the trend changes the playbookFor
Digital Marketing
The rise of interactive online campaigns highlights a shift in digital marketing strategies toward deeper consumer engagement and authentic brand storytelling.
For
Food and Beverage
Campaigns like Panera’s and Danone’s illustrate the potential for culinary brands to engage with consumers through humor, flavors, and seasonal excitement.
For
Non-Profit and Awareness Campaigns
Innovative apparel-based movements like Hats for Hope demonstrate the power of fashion in promoting social causes and community engagement.
Workshop question
How can we leverage interactive and participatory elements in our marketing campaigns to inspire user-generated content that catalyzes new trends on social media?
Trend signals
Trend signals for Trend Campaign
Trend score 4.0 out of 10, from popularity 48%, activity 39%, freshness 35%.
Popularity48%
Activity39%
Freshness35%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Trend Campaign trend
8 featured examples from Jun 23, 2023 to Jan 30, 2025CategoryMarketing
Pumpkin-Inspired Community-Themed Campaigns
Danone North America Debuts the Tri Pumpkin Campaign
Seasonal campaigns like Tri Pumpkin can drive sales by appealing to consumers' flavor preferences during peak times.
CategoryMarketing
Brand-Boosting Social Media Contests
Iconic Beverage Group Debuts the Iconic Agua Challenge
Introducing engagement-driven social media campaigns can elevate brand perception and increase consumer engagement.
CategorySpecial
Interactive Family-Friendly Holiday Campaigns
Bolthouse Fresh Foods™ Runs Are You Reindeer Ready?
The food and beverage industry is innovating with holiday-themed healthy snack campaigns to attract health-conscious families.
CategoryMarketing
Authentic Ambassador Campaigns
BeReal is Looking for "The Realest Person on Earth"
BeReal's authenticity-driven approach presents opportunities for social media platforms to differentiate themselves by prioritizing genuine connections and unfiltered content.
CategoryMarketing
Cheeky Father's Day Promotions
Panera Celebrated Father's Day by Accepting Dad Jokes as Payment
Innovative promotions and meal offerings can differentiate brands in a competitive market.
CategoryLifestyle
Salad-Shaking Contests
Little Leaf Farms Wants to See Your Best Shake for $10,000
The growing consumer focus on healthy living is driving innovation in kale-integrated food products and fitness partnerships.
CategorySocial Good
Awareness-Raising Apparel
The Hats for Hope Movement Introduces a Stylish Crewneck to Its Campaign
Incorporating cause-driven designs into mainstream fashion can boost sales while elevating brand ethos and societal contributions.
CategoryMarketing
Authentic Men-Targeted Campaigns
Schick Encourages Men to Follow Their Passions in New Campaign
Innovation opportunity for personal care brands to develop campaigns that connect with male consumers on a deeper level.
