Marketing highlights of 2025: A year in review
As the year winds down and we get closer to 2026, it’s the perfect time to look back at and review some of the highlights from 2025.
Let’s jump right in!
Gap takes a hint from another brand’s misstep
I talked about it previously but GAP had one of the best marketing campaigns this year when they featured girl group Katseye in one of their ads, so I couldn’t leave it off of this list. This was a win for so many reasons, let’s dig into a few of them.
American Eagle launched a campaign with actress Sydney Sweeney which included the tagline “Sydney Sweeney has great jeans.” This was a major miss for the company and they experienced backlash because many thought the ad was offensive and promoting eugenics. On the heels of all of this backlash, Gap released their campaign which features a group of diverse young women and it instantly felt more relatable and refreshing.
This also performed well because it tapped into a popular rising girl group who just had a massive hit (titled Gnarly), it featured a nostalgic song (Milkshake by Kellis), it showed what the denim could do (through dance), and it featured a dance that many social media users attempted online.
This is a great lesson that another brand's misstep can be a lesson for you and, in some cases, an opportunity. It also shows the importance of representation.
AI use continues to rise
AI isn’t going away anytime soon and I’ve been seeing it more and more in marketing, from brands using it to write or create their social media posts, to ads created by AI (I’m looking at you Coca-Cola), and more. In fact, in 2025, a Shopify survey showed that 69% of business owners who use AI tools do so to generate content. So, if you’re not using AI in your marketing efforts yet, it may be time to do so. Now, there is a but here. We always suggest being mindful when it comes to AI. For example, using it to write all of your content or create your visuals isn’t the greatest idea as there are issues around plagiarism and art theft, it negatively impacts the environment, and a lot of people don’t like AI, many even dub it “AI slop”. It’s all about HOW you use it. For example, using it to create a list of ideas for social media content can be helpful and it still allows you to have some creative control and to be more authentic.
TikTok gets blocked in the U.S. and then returns
In January, TikTok users in the U.S. were blocked from the platform, but that didn’t even last a full 24 hours. This ban or suspension highlights the importance of not having all of your eggs in one basket, so to speak. For brands that were only on TikTok, the idea that this block could be long or even forever, was probably super stressful and scary. Many began building their presence on other platforms or reminded users to follow them elsewhere. While you don’t have to be on every platform, it is important to have a presence on at least a few selected platforms.
Collaborations continue
Brand collabs have been popular for a while now, but I feel like we’ve seen so many in the last few years and, with how successful they are, I don’t see it slowing down.
As I am writing this, Burger King has a Spongebob Squarepants meal and McDonald’s has their Grinchmas meal, but that’s just the tip of the iceberg. This year, we’ve seen Wendy’s collab with Wednesday, Kpop Demon Hunters branded ramen from Nongshim, Nike and Stranger Things, Stranger Things and Chips Ahoy! and SO MUCH MORE. As we look ahead to 2026, expect more collabs and you may even want to think about collaborating with someone yourself. Brands and businesses can collaborate with each other and with creators (even microcreators). This is just something to think about for those 2026 vision boards and plans.
I feel like we got a little bit of everything covered, but why not add a few of OUR highlights!
This year, we attended some amazing events like the Baby Show!
We also welcomed new clients, like Dr. Christine Palmay, Mortgage Roadmaps, and CST Savings Inc.
Connected with over 40 amazing content creators and influencers.
And so much more!
We can’t wait to see what 2026 brings!
What are your highlights of 2025?