our favourite october marketing moments
At Croissance PR, we’re always watching what makes campaigns truly stick. 2025 has already given us some brilliant examples of storytelling, bold creativity, and culture-first marketing. Here’s a breakdown of why these campaigns hit the mark and what PR pros can learn from them.
Refy: “Iconic Never Gets Old”
REFY’s 2025 campaign celebrated age diversity and redefined what beauty means at every stage of life.
Why it worked:
Real faces, real ages – Celebrating women of all generations without filtering or tokenism made the campaign genuinely empowering.
Minimal, iconic visuals – Bold, simple imagery allowed confidence and storytelling to shine, rather than heavy branding.
Wicked: For Good
This marketing sequel for Wicked part 2 tied the world of Wicked to fashion, beauty, and lifestyle, creating a multi-layered content ecosystem.
Why it worked:
Smart collabs – Partnerships with brands like PUMA, Essie, and Swarovski aligned perfectly with the film’s aesthetic.
Story-led branding – Every post reinforced the core message of “everyday magic.”
Culture-first creative – Bold visuals, TikTok-native content, and fan-led storytelling kept the campaign feeling organic, not corporate.
SKIMS Thong Rollout
SKIMS’ micro-thong launch took minimalism to the extreme, creating maximum conversation.
Why it worked:
Virality through boldness & shock value – The faux-hair thong sparked intense online debate, fueling memes, talk shows, and user-generated content.
Scarcity + influencer amplification – Limited supply, teaser posts, and massive influencer engagement generated high FOMO, rapid sell-outs, and huge earned media reach.
Taylor Swift – Life of a Showgirl Album Launch
Taylor Swift turned her 2025 album launch into a multi-channel cultural moment.
Why it worked:
Multichannel event – Podcast announcements, city-landmark illuminations, limited-edition releases, and theatrical windows built ritual and urgency.
Organic participation – Fans, brands, and media joined the campaign organically, amplifying the message far beyond paid ads.
Victoria’s Secret 2025 Runway Comeback
The 2025 Victoria’s Secret show wasn’t just a runway, it was an experience.
Why it worked:
Event-driven virality – Livestream shopping, social buzz, and pre-show teasers turned viewers into active participants.
Inclusive casting – A mix of legacy supermodels and diverse new faces balanced nostalgia with cultural relevance.
Global reach – Real-time digital engagement ensured the show reached far beyond traditional fashion audiences.
Absolut – “Born to Mix” Advert
Absolut Vodka’s 2025 campaign fused product with culture.
Why it worked:
Immersive storytelling – Music, movement, and visual artistry made the brand feel emotionally engaging and culturally relevant.
Bold inclusivity – Featuring diverse dancers and remixing a classic track gave the campaign both global resonance and local relatability.
Key Takeaways for PR and Marketing Pros
Culture-first creativity wins – Campaigns that feel native to social and digital culture always outperform corporate-heavy messaging.
Story > product – People remember narratives, not features. Every campaign above tells a story first, product second.
Collaboration amplifies reach – Strategic partnerships with brands, influencers, or cultural icons multiply exposure exponentially.
Scarcity + boldness = buzz – Limited drops, surprising visuals, and conversation-driving moments create organic virality.
2025 is proving that the campaigns that work are clever, culturally tuned, and story-driven, And for PR pros, that’s a masterclass in how to think about visibility, influence, and long-term brand impact.
