Best Digital Marketing Campaigns of 2017
In 2017, some of the most memorable marketing campaigns did more than promote a product. They sparked conversations, invited people to take part and made clever use of the digital platforms audiences already used every day. From interactive stunts to powerful brand films, these campaigns offered lessons in creativity, timing and audience engagement.
There is no single measure of the “best” campaign: success can mean strong engagement, widespread discussion, a clear brand message or a lasting cultural impact. The examples below stood out for combining digital thinking with ideas people wanted to share.
Burger King: “Google Home of the Whopper”
Burger King’s US campaign turned a television advert into an interactive digital stunt. At the end of the advert, a Burger King employee said, “OK Google, what is the Whopper burger?” The phrase was designed to prompt Google Home devices to read information about the Whopper.
The idea connected broadcast advertising with voice technology and quickly became a talking point online. It was simple, surprising and closely tied to the product. The response also showed the risks of building a campaign around a technology platform that a brand does not control: Google changed how its devices responded after the advert launched.
Why it stood out: It invited people to experience the advert beyond the screen and used a new technology in a way that was easy to understand.
Heineken: “Worlds Apart”
Heineken’s “Worlds Apart” brought together people with opposing views and asked them to complete a series of tasks before discussing their differences over a beer. The resulting film was shared online and focused on conversation, empathy and common ground.
The campaign gave viewers a story to follow rather than simply presenting a product message. Its social theme also encouraged discussion about whether people with sharply different beliefs could find a way to connect.
Why it stood out: The brand’s message was built into a human story, making the film more likely to be watched and shared than a conventional product advert.
Airbnb: “We Accept”
Airbnb’s “We Accept” campaign launched around the 2017 Super Bowl, a moment when a large audience was already paying attention. The advert presented a message of acceptance and belonging, while the campaign extended online through the company’s social channels and related initiatives.
It showed how a brand can use a high-profile media moment to express its values. It also demonstrated the importance of consistency: messages about inclusion are strongest when they are supported by a company’s actions, not only by its advertising.
Why it stood out: The campaign paired a clear statement with a timely launch and gave audiences a message they could discuss and share.
State Street Global Advisors: “Fearless Girl”
Installed in New York in 2017, the “Fearless Girl” statue faced the famous Charging Bull sculpture. The installation promoted a fund that included companies with greater gender diversity on their boards, and quickly became a widely photographed symbol.
Although the statue was a physical installation, its reach was amplified by digital sharing. Images and commentary travelled across social media, helping the campaign reach audiences well beyond its original location.
Why it stood out: A striking visual idea gave people a natural reason to take photographs, share them and discuss the campaign’s message.
Nike: Breaking2
Nike’s Breaking2 project set out to explore whether a marathon could be run in under two hours. The attempt in Monza, Italy, was livestreamed in 2017, with the athletes’ preparation and the challenge itself giving the brand an extended story to tell.
Rather than relying on a single advert, Nike created an event that could be followed online. The campaign combined sport, technology and human ambition, while giving viewers a reason to stay engaged before, during and after the attempt. The two-hour mark was not broken, but the project still generated a compelling story around performance and possibility.
Why it stood out: It made the audience part of a real-time sporting challenge and built content around the journey, not just the final result.
Pepsi: “Live for Now”
Not every widely discussed campaign is a success. Pepsi’s 2017 “Live for Now” advert, featuring Kendall Jenner, was intended to promote unity but was criticised for appearing to trivialise protest movements. The company withdrew the advert and apologised.
The response became an important reminder for marketers: social themes need careful research, a credible connection to the brand and thoughtful input from people who understand the communities being represented. A campaign can attract enormous attention and still damage trust if its message feels out of touch.
What it taught marketers: Reach is not the same as approval. Sensitive subjects require more than a timely reference or a well-known spokesperson.
What made these campaigns effective?
- A clear central idea: Each campaign could be summed up in a way that was easy to understand.
- Shareable content: Strong stories, striking visuals and unexpected interactions gave audiences a reason to pass the message on.
- More than one channel: The most engaging campaigns connected digital activity with events, television, social media or real-world experiences.
- A recognisable brand link: The strongest work connected its creative idea to the organisation behind it.
- Thoughtful execution: As Pepsi’s campaign showed, a bold idea needs to be tested for how audiences may interpret it.
Final thoughts
The best digital marketing campaigns of 2017 did not all follow the same formula. Some used new technology, others centred on human stories or visual spectacle. What they shared was a strong idea designed for people to experience, discuss or share—not simply watch.
For businesses planning a campaign today, the enduring lesson is to start with the audience and the purpose. Choose a message that fits the brand, make it easy to engage with, and consider how it will be received across different communities and platforms.
Top 8 FAQs on the Best Digital Marketing Campaigns of 2017
- What is the most popular digital marketing?
- What are the 5 pillars of a digital marketing campaign?
- What are examples of digital marketing campaigns?
- What are the top 7 types of digital marketing?
- What is a successful digital campaign?
- What are some of the best digital marketing campaigns?
- Which marketing campaign is most successful?
- What is the latest Coca Cola digital marketing campaign?
What is the most popular digital marketing?
There was no single most popular form of digital marketing in 2017, as choices depended on a brand’s audience and goals. However, social media marketing was among the most visible and widely used approaches, helping businesses share content, build communities and engage directly with customers. It was often combined with search engine optimisation, email marketing and online advertising to reach audiences across multiple channels.
What are the 5 pillars of a digital marketing campaign?
The five pillars of a digital marketing campaign are strategy, audience understanding, content, channel selection and measurement. A clear strategy sets the campaign’s goals and budget, while audience research helps shape relevant messages. Strong content gives people a reason to engage, and choosing the right channels—such as search, social media, email or paid advertising—helps it reach them. Finally, measurement and ongoing optimisation show what is working and where improvements are needed. The most successful campaigns in 2017 brought these elements together to create a consistent, engaging experience.
What are examples of digital marketing campaigns?
Examples of digital marketing campaigns from 2017 include Burger King’s “Google Home of the Whopper”, which linked a TV advert with voice-activated devices; Heineken’s “Worlds Apart”, a film about people with opposing views finding common ground; Airbnb’s “We Accept”, which promoted belonging across digital channels; and Nike’s “Breaking2”, a livestreamed attempt to run a marathon in under two hours. State Street Global Advisors’ “Fearless Girl” installation also gained a major online audience through widely shared images and discussion.
What are the top 7 types of digital marketing?
The seven most widely used types of digital marketing are search engine optimisation (SEO), content marketing, social media marketing, email marketing, pay-per-click advertising (PPC), affiliate marketing and influencer marketing. The standout campaigns of 2017 often combined several of these: for example, compelling content was shared through social platforms, supported by paid promotion and coverage in search results. The best mix depends on a brand’s audience, goals and budget.
What is a successful digital campaign?
A successful digital campaign is one that meets its objectives by reaching the right audience with a clear, relevant message and encouraging a measurable response, such as engagement, website visits, enquiries or sales. The standout campaigns of 2017 also gave people a reason to take part or share the message, while keeping the idea closely connected to the brand. Success is not just about going viral: it depends on meaningful results, a positive audience response and lessons that can inform future campaigns.
What are some of the best digital marketing campaigns?
Some of the most memorable digital marketing campaigns of 2017 included Burger King’s “Google Home of the Whopper”, which linked a TV advert with voice-activated technology; Heineken’s “Worlds Apart”, which used a human story to encourage conversation; Airbnb’s “We Accept”, which promoted belonging; and Nike’s livestreamed “Breaking2” marathon attempt. State Street Global Advisors’ “Fearless Girl” also gained global attention as people shared images of the statue online. These campaigns stood out for their clear ideas, engaging stories and ability to spark discussion across digital and real-world channels.
Which marketing campaign is most successful?
There is no single “most successful” marketing campaign, as success depends on the goals being measured, such as sales, reach, engagement or brand awareness. Among the standout digital campaigns of 2017, Heineken’s “Worlds Apart” was particularly successful at encouraging discussion and sharing through its strong human story, while Burger King’s “Google Home of the Whopper” drew attention for its inventive use of voice technology. The best choice therefore depends on whether success is judged by lasting brand impact, audience response or immediate commercial results.
What is the latest Coca Cola digital marketing campaign?
Coca-Cola’s latest campaign varies by country and launch date, but one of its most recent major global campaigns was the 2025 revival of “Share a Coke”. It combined personalised bottles and cans with digital experiences, inviting people to scan QR codes, create and share content, and connect with friends through social media. For the very latest activity in a particular market, check Coca-Cola’s local website and official social media channels, as campaigns are often launched regionally.
