I Found the 4 Best Marketing Campaigns in February 2025

When you’re out for a run, there’s no need to be so hard on yourself – a lesson that Elmo shared this month in a marketing campaign for Swiss sportswear brand On. Titled “SOFT WINS,” the campaign encouraged runners to take a softer approach to exercise.  

To express this message, On created an uplifting ad that featured Elmo speaking with a group of runners. As they stood around him, he asked them to reconsider the reasons why they were exercising, suggesting that they see it as an opportunity to have fun, enjoy the fresh air, or even play tag. From Elmo’s perspective, fitness doesn’t have to be high-intensity or competitive to be effective.

In a world that never seems to slow down, this marketing message is a breath of fresh air and reflects a cultural shift towards a softer, more thoughtful way of living. Also, the appearance of an iconic childhood character helps On’s target audience tap into their childlike side, giving them a chance to forget about their worries.

You can watch the ad below:

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• What to take away from the campaign: By having a clear understanding of its target audience’s core needs, On was able to create a winning marketing campaign. When planning your marketing strategy, think about your audience’s pain points and how you can offer a solution.

Pete Davidson – the comedian known for dating the likes of Kim Kardashian and Ariana Grande – has a new partner that the internet won’t stop talking about. In fact, he’s now the “Official Boyfriend” of fashion brand Reformation in a tongue-in-cheek campaign. 

In a marketing video that garnered over three million views on TikTok, Reformation presented Davidson as the perfect boyfriend who’s attentive, supportive, and a fantastic listener. He also posed in a series of photos sporting an “Official Boyfriend” t-shirt which, unsurprisingly, led to a flood of comments on Reformation’s Instagram account.

The campaign went beyond selling pretty clothes, using culturally relevant humor (like Davidson’s dating history) while playing into the fantasy of an ideal boyfriend who’ll help you pick out the perfect outfit and hand you a delicious macadamia matcha latte at the same time.

• What to take away from the campaign: Humor is a powerful tool, especially when it’s combined with cultural trends. If you’re on the hunt for trending topics to join in with, see how you can engage with them from a unique brand perspective – you may just find a fun marketing angle to roll with!

➡️Curious about what’s hot on social media? See February’s biggest TikTok trends.

This month, Bumble joined runners at the Barcelona Half Marathon to spread some positive energy. Teaming up with GoodNews Coffee, the brand created feel-good moments for runners by handing out flowers, holding up motivational signs, and serving up delicious cups of coffee.

Color theory was a key aspect of this campaign, since Bumble’s signature yellow was plastered everywhere. This included GoodNews’ eye-catching coffee cart, Bumble’s staff uniforms, the signs shown to the runners, and the bright sunflower bouquets. Since the color is difficult to miss, Bumble’s presence added a cheerful touch to the entire marathon.

The joy of the race also translated well on social media, with Bumble’s followers expressing their support through emojis and kind comments on Bumble Spain’s Instagram account.

• What to take away from the campaign: To leave audiences with a positive impression of your brand, a little kindness can go a long way. Whether you want to hold an experiential marketing pop-up and hand out freebies, or share uplifting posts from your social media accounts, you can reach your desired customers through good deeds.

When you think that you’ve seen it all, Duolingo came along and killed off its green bird mascot. As expected, the internet lost its mind. After the brand officially announced the bird’s passing on its social media platforms, Duolingo’s followers were left in a state of confusion and felt determined to find out what exactly had happened.

Over the next few days, Duolingo amped up the shortform content. One video captured the moment when Duo was struck down by a Tesla car, while another showcased the rest of Duo’s mascot friends being killed off. Even better, these videos accumulated thousands of comments from devastated followers sharing their condolences.

As we’ve seen from Duolingo’s past marketing campaigns, this is a brand that isn’t afraid to push the boundaries of what’s acceptable on social media. Through these bold stunts, Duolingo is able to stay relevant and spark endless memes and discussions online.

• What to take away from the campaign: Sometimes the best campaigns stem from the unexpected. After all, who could’ve predicted that the beloved green bird would be killed off? If you’re planning a marketing campaign, think about how you could deliver something fresh or unusual to your audiences.

Now that I’ve run you through the best marketing campaigns of February 2025, do you have a favorite? Let me know in the comments below. I’ll be back next month with more examples to take inspiration from.