Viral marketing campaigns: Creator relay

Cases
41
Median Spread Score
38
Most started on
X32%
First post to peak
1 days

By mechanic

All380Controversy154Newsjacking140Response chain110Transgression108Real-world spectacle75Pairing74Mystery & lore60Scarcity drop49Visible in use46Creator relay41Identity badge29Challenge26Maker origin18Underdog17Political adoption16Sell-out loop16Remixable template15Shareable output13Revival11Brand pile-on9Fandom mobilisation7Dupe economy6

IKEA paid Roblox jobs

55
Official game screenshot showing the IKEA showroom and co-worker avatars.

16B impressions

CeraVe: Michael CeraVe

53
Guys run to this pharmacy in BK, I just saw MICHAEL CERA signing bottles!! 😳😳😳I'm a #ceravepartner, and I'm asking @CeraVe what is going ON #nyc #fyp #celebritysighting

32B impressions

YETI x Liquid Death Casket Cooler

52
The Life-Sized Casket Cooler from Liquid Death x YETI

1.2B impressions

Dr Pepper: The Dr Pepper Jingle

49
@Dr Pepper please get back to me with a proposition we can make thousands together. #drpepper #soda #beverage

4.1B impressions

Mikayla Nogueira’s Telescopic Lift ad

49
THESE ARE THE LASHES OF MY DREAMS!! @lorealparisusa never lets me down 😭 #TelescopicLift #LorealParisPartner #LorealParis @zoehonsinger

64.2M views

Barbie Selfie Generator

48
Take a selfie to become a Barbie (or Ken)! ✨📸 Visit to take a selfie with the #BarbieTheMovie Selfie Generator!

Bentley Girl ASMR

47
Luxary ASMR test Bentley Mulsanne 🧠🗣️ #jetcarru #shorts #youtubeshorts

20M views

CRED Antakshari

47
Me returning to home from college after a successful Mass Bunk :

Payless Palessi

46
The Payless Experiment

8.8B impressions

Adidas Support Is Everything breast grid

45
Official Breast Gallery campaign image in the copywriter’s portfolio.

Revolut Luís Figo: Hazlo por tu dinero

45
Revolut’s Figo billboard in Madrid, photographed in the executive’s launch post.

Louis Vuitton: Victory Is a State of Mind

44
Cristiano Ronaldo on Instagram: "Victory is a State of Mind. A long tradition of crafting trunks photographed by @annieleibovitz for @louisvuitton"

78.4M impressions

Unacademy Lesson No. 7

44
Eyes on the target and determination to break every barrier makes a champion! This International Day of Education, make a note to remember Lesson No 7 during tough times. #DhoniUnacademyFilm…

103M views

Volkswagen’s Elis Regina and Maria Rita AI Duet

44
VW 70 anos | Gerações | VW Brasil

2.7B impressions

Unisom: Don't Sleep on Saquon

43
Official Unisom SleepTabs product packaging.

1.9B impressions

Amazon Finds a Way

42
Special delivery... #AmazonFindsAWay #JurassicWorld

50.8M impressions

Nike Air Max Shinjuku 3D billboard

41
＼📣放映開始／ AIR MAXの誕生35周年を記念して、 #クロス新宿ビジョン に巨大な #ナイキ の3Dシューズボックスが登場👟✨ 3月21日(月)より27日(日)までの放映です▶️

200M impressions

Reiss Finance Bro Flash Mob

40
Stop looking. We’ve found them. #fyp #maninfinance #finance #leadenhallmarket #londontiktok #reiss @ultimateeventdancers @Billen Ted @Girl On Couch @itsadamlyons_

3M views

CRED Director's Cut: David Warner and S. S. Rajamouli

39
Warner bros 😉 @ssrajamouli

3.4M impressions

Jeremy Allen White for Calvin Klein Spring 2024

38
Jeremy Allen White in Calvin Klein Underwear | Spring 2024 Campaign

9M impressions

Nutter Butter, You Good?

38
nutter butter on Instagram

Healthier on Ro with Serena Williams

36
Serena Williams injects herself with a GLP-1 weight loss drug as millions watch the Super Bowl. She dances and shows off how “convenient” it is to get GLP-1s using the Ro app. She even says you can…

12M views

Coperni robot dogs

35
Robots abren el desfile de Coperni FW23 #pfw

216.7K impressions

e.l.f.ino & schmarnes

34
so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?

33.8M views

Gisou Girl Fridge

34
Create’s 107L Fridge Retro, the base model used for the Gisou gifting collaboration.

250 derivatives

KitKat: Windows Break

33
Time to have a break... KitKat® anyone? 🍫

3.8M views

JD Sports x The North Face Big Ben puffer

33
JD Sports on Instagram: "We’re all on an expedition 🤝 #JD #JDSports #TNF #TheNorthFace #BensNotHot"

25.7M impressions

CSAA Rickroll 2.0

32
InsurAAAnce & Rick Astley Never Gonna Give You Up

2.2B impressions

RHB Lembaran Baharu (Forgiveness)

32
RHB Raya 2024 | Lembaran Baharu

232.9K impressions

Insta Novels

31
Phone screens showing the Alice, Yellow Wallpaper and Metamorphosis Insta Novels covers.

Pusha T’s Arby’s Spicy Fish Diss Track

31
Just dropped a diss track with @Arbys. Grab some popcorn and a Spicy Fish Sandwich. #ArbysSpicyFishDissTrack #ArbysPaidMeButIWouldSayThisAnyway

5.7M views

CRED: Being Ravi Shastri Is Fun

30
Don't remember any of this.

1.5M views

Meet the New Volvo EX90

29
Meet the new Volvo EX90

351.9M impressions

Daniel Craig for Loewe Fall 2024

28
Daniel Craig for Loewe (2024)

196.7K views

Chevrolet A Holiday to Remember

27
A granddaughter drove her grandmother with dementia through familiar places in a classic Chevrolet Suburban.

9.1M impressions

Popeyes: pope yes

26
Official Pope Yes campaign case board, showing the pun and reported reactions

Jacquemus Le Bambino bag buses

25
JACQUEMUS on Instagram: "I THINK I LIKE PARIS NOW 🫠"

8.8M impressions

SKIMS White Lotus Valentine’s Day campaign

25
Kim Kardashian on Instagram: "I watched White Lotus and had to have my girls! LAUNCHING JANUARY 26: THE @SKIMS VALENTINE’S DAY SHOP. It’s back and sexier than ever, starring breakout stars and…

4.6M views

Maggie Smith for Loewe

22
Jonathan Anderson on Instagram: "So proud Juergen Teller captures @LOEWE Spring Summer 2024 precollection featuring #MaggieSmith Photography @JuergenTellerStudio Creative direction…

Marc Jacobs’s Flaming Anniversary Cake

21
Marc Jacobs on Instagram: "Marc Jacobs at the office on 72 Spring Street, NY. #MJ40"

7M views

Maybelline Sky High CGI lashes

18
Maybe London’s born with it, Maybe it’s✨Maybelline ✨

5.5M impressions

More collections

Creator relay in every industry