The best examples of online brand awareness campaign examples in 2024 (that actually worked)

Real examples of best online brand awareness campaign examples in 2024

If you want to learn how to build awareness, you start with real examples, not theory. Below are examples of best examples of online brand awareness campaign examples in 2024 that marketers actually talked about, measured, and tried to copy.

These examples include:

• A TikTok‑first launch that turned a niche beverage into a mainstream obsession.
• A B2B brand that used LinkedIn and long‑form video to dominate a category conversation.
• A health‑focused campaign that built trust by leaning on science and .gov/.edu sources.
• A DTC brand that used creators and UGC to flood social feeds without feeling like ads.

All of these are online brand awareness plays first, performance plays second. That distinction matters.

Prime Hydration’s TikTok‑driven domination: an example of creator‑led awareness

You can’t talk about examples of best examples of online brand awareness campaign examples in 2024 without mentioning Prime Hydration. Co‑founded by Logan Paul and KSI, Prime didn’t just buy ads; it built a fandom.

What they did online:

• Flooded TikTok and YouTube Shorts with short, loud, personality‑driven clips.
• Leaned on the founders’ existing audiences to create massive earned reach.
• Encouraged fans to post haul videos, taste tests, and store‑shelf sightings.

Instead of polished TV spots, Prime’s awareness campaign examples include:

• Meme‑able moments from influencer boxing events.
• Co‑branded content with athletes and gaming creators.
• Limited‑edition flavors teased online first to spark FOMO.

Why this is one of the best examples:

• It shows how creator‑led brands can skip traditional media and go straight to social.
• It proves that awareness in 2024 is about shareability, not just reach.
• It turned every fan’s phone into a distribution channel.

For your brand: You may not have Logan Paul, but you can still build a creator “bench” and design launches that are content‑first, ad‑second.

Duolingo’s chaotic TikTok persona: an example of brand voice driving awareness

Duolingo’s owl has been haunting feeds for years, but 2024 cemented the company as a textbook example of online brand awareness done right.

What they did online:

• Doubled down on short‑form video with a chaotic, unfiltered brand persona.
• Reacted in real time to trends, celebrity news, and pop culture.
• Let social teams move fast without layers of approvals.

Their best examples of online brand awareness campaign examples in 2024 include:

• TikTok skits that barely mention the app but make the owl instantly recognizable.
• Cross‑platform memes that get screenshotted and reposted on X, Instagram, and Reddit.
• Collabs with other brands and creators that feel like inside jokes, not partnerships.

Why it worked:

• Duolingo optimized for entertainment value, not feature lists.
• The owl built distinctive brand assets—a concept backed heavily in marketing research from places like Harvard Business School.
• People followed the brand account like they would a creator, not a company.

For your own campaigns, this is a clear example of how a consistent, bold brand voice can carry awareness even when you barely talk about the product.

Liquid Death’s dark humor and UGC: examples include stunts, not just ads

Liquid Death is another standout among examples of best examples of online brand awareness campaign examples in 2024. It sells canned water, but markets like a metal band.

What they did online:

• Launched outrageous stunts—like “selling your soul” or mock legal disclaimers.
• Encouraged fans to post photos and videos of the cans as status symbols.
• Used edgy, shareable creative that feels more like internet culture than CPG marketing.

Examples include:

• Over‑the‑top product descriptions and fake horror‑style trailers on YouTube.
• Social posts that lean into controversy without crossing into outright offense.
• Collaborations with artists and comedians who already own niche communities.

Why it’s one of the best examples:

• It shows that even a commodity product can carve out an identity online.
• It relies heavily on earned media and UGC to multiply brand impressions.
• It proves that awareness can be built by owning a tone, not just a tagline.

If your category feels boring, this is a strong example of how to use humor and community to stand out.

HubSpot’s “Education First” strategy: B2B example of digital brand awareness

B2B often gets ignored in lists of online brand awareness campaign examples, but HubSpot is a reliable example of how to win the long game.

What they did online in 2024:

• Continued to invest heavily in free courses, certifications, and templates.
• Dominated search with content covering everything from CRM to email marketing.
• Used YouTube, podcasts, and LinkedIn to push helpful content, not just product pitches.

Their best examples of online brand awareness campaign examples in 2024 include:

• Long‑form guides that rank for high‑intent keywords.
• Certification programs that turn marketers into brand advocates.
• Co‑branded reports and webinars with other SaaS platforms.

Why this is a powerful example:

• It shows that awareness can be built by teaching, not just telling.
• It aligns with research from institutions like Harvard on content marketing and trust.
• It generates both brand recall and email subscribers—awareness plus pipeline.

If you’re in B2B, this is the example of how to make your brand the default source people trust when they need answers.

Calm and Headspace: health‑adjacent awareness backed by authority

Mental health apps like Calm and Headspace are strong 2024 examples of online brand awareness campaign examples where trust is the differentiator.

What they did online:

• Partnered with health experts and referenced credible sources like NIH and CDC in their content.
• Created short, soothing videos and breathing exercises on YouTube and Instagram.
• Ran targeted awareness campaigns around stressful moments (holidays, elections, back‑to‑school).

Examples include:

• “Sleep stories” shared widely on social and YouTube.
• Guided meditations positioned as quick, accessible tools for everyday stress.
• Collaborations with employers and schools that extended brand reach.

Why they’re among the best examples:

• They combine emotional storytelling with references to credible health research.
• They benefit from rising public interest in mental health, documented by organizations like Mayo Clinic.
• They build brand awareness and perceived legitimacy at the same time.

For brands in any sensitive category—health, finance, parenting—this is an example of how to pair awareness with authority.

Shopify and Stripe: long‑form content and founders as media

On the B2B side, Shopify and Stripe are examples of best examples of online brand awareness campaign examples in 2024 that didn’t rely on flashy ads.

What they did online:

• Turned founders and executives into thought leaders through podcasts, essays, and X threads.
• Published deep dives on e‑commerce, payments, and the future of online business.
• Sponsored and appeared in creator‑run business and tech shows.

Examples include:

• Stripe’s long‑form essays and talks about the internet economy.
• Shopify’s YouTube content and partnerships with successful store owners.
• Data‑driven reports that get cited by media and other marketers.

Why it works for awareness:

• It positions the brands as default experts in their categories.
• It creates a halo effect: when media covers e‑commerce or payments, these names show up.
• It builds awareness among founders and operators who may not be in a buying cycle yet.

If your buyers are sophisticated and research‑driven, this is the example of how to meet them where they learn, not where they scroll mindlessly.

Small brand example: DTC skincare using TikTok and UGC to punch above its weight

Not every success story is a unicorn. One of the most instructive examples of online brand awareness in 2024 comes from small DTC skincare brands that used TikTok and UGC to steal attention from legacy players.

What these brands did online:

• Sent low‑cost PR packages to micro‑influencers instead of chasing big names.
• Encouraged honest “before and after” content instead of scripted ads.
• Used TikTok search and SEO‑style captions to show up when people asked skincare questions.

Real examples include:

• Product routines broken into short step‑by‑step clips.
• Side‑by‑side comparisons with more expensive brands.
• Duets and stitches reacting to dermatologists’ advice and linking to reputable sites like WebMD.

Why this is one of the best examples for smaller teams:

• It shows you can build awareness on trust and transparency, not just budget.
• It uses creators as social proof, which is often more persuasive than polished ads.
• It leans into education and community, which drives repeat exposure.

If you’re not a household name (yet), this type of campaign is the example of how to let customers and creators do the awareness work with you.

Key patterns from the best online brand awareness campaign examples in 2024

Looking across these examples of best examples of online brand awareness campaign examples in 2024, a few patterns keep showing up:

1. Entertainment beats interruption
Brands like Duolingo and Liquid Death didn’t beg for attention; they earned it by being fun to watch. Their examples include:

• Short‑form video that fits native platform culture.
• Recurring characters, mascots, or founders as the “face” of the brand.

2. Credibility matters more than ever
Health and wellness campaigns that reference trusted sources like NIH, CDC, or Mayo Clinic build awareness that actually converts, because people believe them.

3. Creators are the new media companies
From Prime to DTC skincare, many of the best examples rely on creator ecosystems instead of pure ad buys. The brand is just one voice in a broader chorus.

4. Education is a long‑term awareness engine
HubSpot, Shopify, and Stripe show that teaching your audience can be the most effective example of awareness marketing—especially in B2B.

How to design your own online brand awareness campaign in 2025

Seeing examples is helpful, but the real value is translating these examples of best examples of online brand awareness campaign examples in 2024 into your own plan.

A practical approach:

Clarify the audience and the moment
Who needs to know you exist, and when are they most open to noticing you? Calm and Headspace timed campaigns around stressful seasons; you can do the same in your niche.

Choose 1–2 primary platforms
The best examples don’t try to be everywhere. They go deep where their audience already spends time—TikTok, YouTube, LinkedIn, or podcasts.

Decide your role: entertainer, educator, or authority
Most standout examples fall into one of these buckets:

• Entertainer (Duolingo, Liquid Death, Prime): lead with humor and personality.
• Educator (HubSpot, Shopify, Stripe): lead with content and frameworks.
• Authority (Calm, Headspace, health‑adjacent brands): lead with research and credible sources.

Design for shareability, not just impressions
Ask: Would someone send this to a friend or colleague? The best examples of online brand awareness campaign examples in 2024 all pass that test.

Measure the right signals
Awareness is fuzzy, but not unmeasurable. Track:

• Branded search volume.
• Direct traffic trends.
• Social mentions and UGC volume.
• View‑through and completion rates on video.

Then iterate. The brands above didn’t nail it on day one—they tested, watched what the audience loved, and leaned into it.

FAQ: real examples of online brand awareness campaigns

Q1: What are some real examples of online brand awareness campaigns I can learn from?
Real examples include Prime Hydration’s creator‑driven TikTok launch, Duolingo’s chaotic owl persona on social, Liquid Death’s dark‑humor content and UGC, HubSpot’s education‑first content strategy, Calm and Headspace’s mental‑health‑backed campaigns referencing NIH and CDC resources, and Shopify/Stripe’s thought‑leadership content.

Q2: What is an example of a low‑budget online brand awareness campaign?
A strong example of a low‑budget campaign is a DTC skincare brand sending small PR kits to micro‑influencers, encouraging authentic reviews and tutorials on TikTok. Most of the reach comes from UGC and word of mouth, not paid ads.

Q3: How do I know if my brand awareness campaign is working?
Look for rising branded search volume, more direct traffic, higher social mentions, and better engagement on content. These signals show people are not just seeing your name, but remembering it.

Q4: Do I need influencers for an effective awareness campaign?
Not always, but many of the best examples of online brand awareness campaign examples in 2024 used creators in some form. Even in B2B, executives, customers, and employees can act as influencers.

Q5: Are online brand awareness campaigns only for B2C brands?
No. B2B examples like HubSpot, Shopify, and Stripe show that long‑form content, reports, and thought leadership can build powerful awareness among professional audiences.