3 social campaigns that blew us away this year
Some campaigns get a few likes. Others take over your feed.
2025 delivered some absolute gems that made us stop scrolling, start laughing, and in one case, question the fate of a certain green owl.
Let’s take a look at the social campaigns that didn’t just land, they exploded!
Duo is dead!? (Well, sort of)
On 11th February, Duolingo broke the internet with a shocking announcement: their iconic mascot, Duo the Owl, had died.
Dramatic? Definitely.
Effective? 100%.
The campaign dropped just days after a routine app update revealed a version of Duo with cartoon “X”s for eyes. Instead of brushing it off, Duolingo’s social team did what they do best, ran with it. Fast.
Cue a full-blown social funeral.
Tributes from brands like Netflix, WHO, and Xbox. Even Dua Lipa chimed in. Yes, really.
But here’s the twist: Duo wasn’t really dead. The entire thing turned out to be a hoax, encouraging users to earn XP to bring him back. And they did. 50 billion XP later, Duo was miraculously revived.
Why it worked:
- A rollercoaster of a story that had fans hooked
- Mass engagement (and genuine app usage!) driven by emotion and humour
- Lightning-fast turnaround from Duolingo’s in-house team
- Other brands got involved, helping it reach even more people
Cadbury made us feel seen (Again)
Cadbury are no stranger to emotional storytelling, but their 2025 “Made to Share” campaign took things to another level.
They released 12 limited-edition bars, each featuring a playful reason to share a piece with someone else. Think:
“Who made the brew”
“Who remembered your birthday”
“Who drove”
The packaging wasn’t just clever, it was relatable. You didn’t just eat a chocolate bar; you shared a thank you, a moment, a memory.
It felt personal. And that’s exactly what made it shareable.
Why it worked:
- Captured everyday experiences we all recognise
- Made the product the messenger of generosity
- Created organic sharing moments—online and off
- Reinforced Cadbury’s ongoing brand story of kindness and connection
Mummy Pig on breakfast TV? Yep.
In possibly the most bizarre (yet brilliant) crossover of the year, Good Morning Britain took a break from hard news to deliver… a pregnancy announcement.
From Mummy Pig.
Yes, that Mummy Pig.
Live on air, viewers were treated to an “interview” with the animated character, complete with surprise interruptions from Peppa herself. It was all part of a PR push to promote a special Peppa Pig episode where the family welcomes a new baby.
Wholesome, surreal, and just the right amount of chaos to get the internet talking.
Why it worked:
- Unexpected use of a mainstream media platform
- Blended nostalgia and surprise in a genius way
- Gave families (and social feeds) something to smile about
Lesson: If you're going to hijack a platform, do it in a way no one sees coming.
So, what can we learn from these campaigns?
They didn’t play it safe.
They didn’t try to please everyone.
They owned their moment and made us feel something.
Whether it was grief (for an owl), gratitude (for a chocolate bar), or surprise (at a cartoon pregnancy), these campaigns got one thing very right: they connected.
Want your brand to make this kind of noise?
At Gather Social, we help brands turn creative ideas into campaigns that actually cut through.
No fluff. No guesswork. Just a standout strategy that makes your audience feel something.
Ready to create your next scroll-stopping moment?
Let’s talk.
Contact Gather Social today.
