Hashtags have become the backbone of digital marketing, connecting brands and audiences in real time. In 2025, some of the most successful campaigns demonstrated just how powerful a well-crafted hashtag can be for brand awareness, user engagement, and community building. Here are ten of the best hashtag campaign examples from last year, along with actionable insights for marketers planning their next big move in 2026.
Why Hashtag Campaigns Matter
Hashtags, marked by the # symbols are more than just trendy add-ons. They categorize content, boost discoverability, and help brands reach wider audiences. When executed well, a hashtag campaign can spark conversations, drive user-generated content, and even create global communities around shared interests.
#ShareACoke (Coca-Cola)
Coca-Cola’s #ShareACoke campaign is a masterclass in personalization. By printing names on bottles and encouraging customers to share photos with their personalized drinks, Coca-Cola created a viral loop of user-generated content. The campaign not only increased brand visibility but also fostered personal connections between consumers and the brand.
Lesson: Make your campaign personal and interactive to encourage participation.
#MyCalvins (Calvin Klein)
Calvin Klein’s #MyCalvins campaign tapped into influencer power and everyday consumers alike. By inviting people to share selfies in Calvin Klein apparel, the brand showcased real customers and celebrities side by side. The campaign’s longevity proves the value of blending aspirational and authentic content.
Lesson: Feature real customers and influencers to build authenticity.
#JustDoIt (Nike)
Nike’s iconic #JustDoIt campaign continued to inspire millions in 2025. By sharing stories of athletes overcoming adversity, Nike reinforced its brand values of determination and empowerment. The hashtag became a rallying cry for people to share their own journeys.
Lesson: Align your hashtag with your brand’s core values to inspire organic participation.
#IceBucketChallenge (ALS Association)
The #IceBucketChallenge remains one of the most effective cause-driven campaigns. It encouraged participants to dump ice water over themselves and challenge others, all while raising awareness and funds for ALS research. The viral nature of the challenge made it a global phenomenon.
Lesson: Make participation fun and easy to replicate for maximum reach.
#ShotoniPhone (Apple)
Apple’s #ShotoniPhone campaign leveraged the creativity of its users by encouraging them to share photos taken with their iPhones. This not only highlighted the product’s capabilities but also created a massive gallery of user-generated content that doubled as authentic advertising.
Lesson: Showcase your product through your customers’ creativity.
#TrippinWithTarte (Tarte Cosmetics)
Tarte Cosmetics’ #TrippinWithTarte campaign asked users to create travel-inspired makeup looks. The brand featured the best content on its official channels, turning ordinary customers into brand ambassadors and driving engagement through inclusivity and fun challenges.
Lesson: Celebrate user creativity and reward participation.
#ShareYourEars (Disney & Make-A-Wish Foundation)
Disney’s #ShareYourEars campaign blended brand promotion with social good. For every photo posted with Mickey ears, Disney donated to the Make-A-Wish Foundation. This campaign resonated with fans and supported a meaningful cause, proving that brands can do well by doing good.
Lesson: Connect your campaign to a cause for deeper emotional engagement.
#DoYouLoveMe (M&M’s)
M&M’s #DoYouLoveMe campaign supported same-sex marriage by featuring rainbow-colored candies and encouraging users to share their own stories. The campaign’s inclusive message aligned with social values and generated positive attention for the brand.
Lesson: Stand for something meaningful—consumers respond to authenticity and values.
#WantAnR8 (Audi)
Audi’s #WantAnR8 campaign built anticipation for a new car launch by inviting fans to share why they wanted an Audi R8. The most creative responses were rewarded, turning fans into brand storytellers and amplifying excitement around the launch.
Lesson: Use contests and incentives to drive user-generated content.
#HereToCreate (Adidas)
Adidas’ #HereToCreate campaign celebrated creativity in sports and fashion. By featuring athletes and artists pushing boundaries, Adidas inspired followers to share their own creative journeys, reinforcing the brand’s innovative identity.
Lesson: Highlight innovation and self-expression to connect with diverse audiences.
How to Plan Your Own Hashtag Campaign
Drawing inspiration from these campaigns, here are some key steps to create your own successful hashtag campaign in 2025:
Set Clear Goals: Define what you want to achieve—brand awareness, user content, or social impact.
Know Your Audience: Tailor your hashtag and content to your audience’s interests and behaviors.
Craft a Memorable Hashtag: Make it unique, concise, and easy to remember.
Promote Across Platforms: Use all your social channels and consider influencer partnerships.
Encourage Participation: Run contests, challenges, or charitable tie-ins to boost engagement.
Monitor and Adapt: Track performance with analytics and adjust your strategy as needed.
Hashtag campaigns are more than just marketing trends—they’re powerful tools for building brand communities and driving real engagement. By learning from the best of 2025, marketers in 2026 can craft campaigns that resonate, inspire, and deliver measurable results.
How To Create Successful Hashtag Campaigns With Social Walls
A crucial factor in maximizing the impact of any hashtag campaign is integrating a social wall. Social walls aggregate user-generated content from platforms like Instagram, Twitter, and Facebook, displaying posts that use your campaign hashtag in real time—on event screens, websites, or even in-store displays. This not only boosts visibility but also encourages more people to participate, knowing their posts could be featured instantly and publicly.
To create a successful hashtag campaign with a social wall:
- Choose an engaging, memorable hashtag that aligns with your brand or event.
- Promote the hashtag everywhere: on your website, social media, email newsletters, and at physical or virtual events.
- Set up your social wall using a platform that can pull in content from your chosen social networks and hashtags. Customize its appearance to match your brand for a seamless experience.
- Encourage participation by running contests, polls, or challenges—rewarding the most creative or active contributors.
- Display the social wall prominently at events or on your website, so attendees and visitors see real-time engagement and are motivated to join in.
- Moderate content to ensure only appropriate and relevant posts appear, maintaining a positive and on-brand atmosphere.
By showcasing real, user-generated posts, social walls add authenticity and social proof to your campaign, turning participants into brand advocates and amplifying your campaign’s reach and impact
