Marketing today is a blend of creativity, technology, and human connection. In the last few years, as the world faced challenges like the COVID-19 pandemic and an increasingly digital marketplace, brands have had to rethink the way they connect with audiences. The result? Some of the most innovative, creative, and daring marketing strategies we've seen to date.

This article dives into the most creative marketing strategies from the last two years, with a focus on how brands have captured attention and built engagement. From interactive experiences to viral social media stunts, modern marketers are blending art with technology—and sometimes humor– to stand out in the crowded marketplace.

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1. Viral Video Campaigns: A Renaissance in Advertising

We’re living in the golden age of short-form video content, and brands are riding the wave. Platforms like TikTok, Instagram Reels, and YouTube Shorts have become essential marketing battlegrounds where creativity meets virality. Companies that understood the nuances of these platforms reaped massive rewards in terms of reach and engagement.

In 2020, a clip of Nathan Apodaca, aka @420doggface208, skateboarding and sipping a bottle of Ocean Spray cranberry juice while listening to Fleetwood Mac’s "Dreams" received millions of views, and went viral. Ocean Spray quickly seized the moment, gifting Nathan a cranberry-red truck filled with their product. Sales soared, and the video, initially spontaneous, became a marketing triumph.

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2. Interactive Campaigns: Engaging the Digital Picasso

Interactivity has taken center stage in creative marketing, with brands inviting consumers to be co-creators. These campaigns provide immersive experiences, turning passive viewers into active participants. From AR filters on Instagram to interactive quizzes, brands have realized that the more engaged the customer, the more memorable the campaign.

High fashion met gaming in 2021 when Balenciaga launched a collection within Fortnite, a massive multiplayer online game, allowing players to dress their avatars in exclusive Balenciaga outfits. The campaign also extended into the physical world with a limited-edition apparel collection. It’s one of the best examples of how brands are merging digital and physical realms to create unique, interactive experiences.

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3. Purpose-Driven Marketing: When the Cause is the Campaign

Consumers are increasingly looking for brands that stand for something beyond profits. In response, companies have focused on cause-driven marketing, where they align their brand with social, environmental, or ethical causes. This strategy is particularly effective among younger audiences who prefer to support brands that reflect their values.

Consider Ben & Jerry’s, a multinational ice-cream brand that has been vocal about social justice and environmental issues, but their campaigns over the last two years have elevated their advocacy to new heights. In 2021, the brand launched a series of climate change campaigns, including “Unfudge Our Future,” aimed at pressuring world leaders to take climate action. This wasn’t just an ad campaign; it was a full-fledged movement, backed by petitions, social media posts, and even custom flavors promoting climate action.

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4. Nostalgia Marketing: The Past is Present

In uncertain times, people crave familiarity. Over the last two years, brands have tapped into nostalgia as a way to offer comfort and connect with audiences on an emotional level. By invoking memories of the “good old days,” brands have reignited passions, built engagement, and made their products feel timeless.

LEGO has masterfully blended nostalgia with modern pop culture, targeting both children and adults who grew up with their iconic bricks. In 2022, LEGO launched a series of nostalgic sets aimed at adults, including collaborations with franchises like Star Wars, Super Mario, and even Friends. They also encouraged fans to recreate their favorite childhood memories with new and improved sets.

One standout campaign was their collaboration with Seinfeld, where they released a detailed LEGO set of Jerry’s apartment, giving fans the chance to revisit the iconic 90s sitcom in brick form. These campaigns didn’t just bring back fond memories—they also invited fans to engage creatively by allowing them to relive their childhoods in new ways.

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5. Meme Marketing: Humor that Hits Home

Meme culture has become a language of its own, and savvy brands know how to speak it fluently. Rather than taking themselves too seriously, brands are hopping on trending memes and injecting humor into their marketing. The key here is timing and authenticity—being quick on the draw while still remaining on-brand.

Over the past two years, Ryan Reynolds has leveraged humor, whether it's by responding to trending memes, creating humorous ads like “The Vasectomy” for Father’s Day, or hilariously trolling Peloton after their infamous ad controversy, to make his gin brand, Aviation Gin, resonate with consumers across digital platforms.

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6. Brand Collaborations: Two is Better than One

Cross-brand collaborations have been a creative goldmine for companies looking to expand their reach and attract new audiences. The beauty of these collaborations is that they allow brands to mix different worlds, generating buzz and creating products or experiences that neither brand could pull off alone.

In 2021, two seemingly opposite brands—Gucci and North Face—teamed up for one of the most talked-about collaborations of the year. Gucci brought its luxury aesthetic, while North Face brought rugged outdoor appeal. The result? A collection that merged high fashion with outdoor gear, tapping into the growing trend of “gorpcore”—a style centered around hiking gear.

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7. AR and VR: Immersive Marketing for the Digital Renaissance

Augmented reality (AR) and virtual reality (VR) aren’t new technologies, but they’ve been embraced in creative ways over the past two years, especially as consumers spent more time online during the pandemic. From virtual store experiences to AR try-ons, these technologies have created new ways for customers to interact with brands.

IKEA’s AR app “Place” allows users to virtually place IKEA furniture in their own homes using their smartphone cameras. The app became a lifesaver during the pandemic, when customers couldn’t visit stores in person but still needed to redecorate their homes. By visualizing products in real-time and real space, IKEA turned a stressful shopping experience into a creative and fun activity.

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The past two years have shown that the most effective marketing strategies are those that embrace creativity, whether it’s through video, memes, or interactive experiences. By combining art, technology, and human emotion, brands are not just selling products—they’re telling stories, building communities, and creating memories.

The modern marketer is part-artist, part-psychologist, and part-technologist, constantly experimenting with new ways to capture hearts, minds– and wallets. So, the next time you see a viral short video or find yourself immersed in a virtual reality experience, remember—you’re not just being marketed to, you’ve become part of the art.

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Marketing Strategies: Standing Out in a Crowded Market