2024 was packed with marketing moments that made it into my swipe files. From campaigns that sparked chaos over the simplest ideas to brands that knew exactly how to tap into the cultural moment, this year proved that killer marketing doesn’t have to be complicated – it just has to hit the right note (at the exact right time… not that hard right?).
So, as the year wraps up, I’m handing out my very unofficial, very biased awards for the best of the best.
Here are my picks for the marketing MVPs of 2024.
the most consistent award
Winner: Sabrina Carpenter
This year is really felt like Sabrina was EVERYWHERE – yet somehow pulled it off in a way that never stepped over the line into overexposure. From topping the charts (Unsure I’ll ever be able to stop singing I’m working laaaaaaate) to creating viral pop culture moments that were all over TikTok and Instagram. She partnered with brands that felt so effortlessly aligned with her image, reinforcing her reputation as the ultimate Gen Z cool girl. And just when you thought she might take a breather, she rounded out the year with a Netflix Christmas special that managed to be on-brand and heartwarmingly festive – with a few cheeky NSFW references that made us love her even more.
What makes Sabrina’s marketing so award-worthy is her insane consistency. Every single thing she did this year felt like it came from the same core story – fun, relatable, stylish, just a little bit raunchy and totally in control of her narrative (and don’t even get me started on her hair). It’s rare for someone to do so well across so many platforms and mediums, but she made it look effortless.
The lesson? Consistency isn’t boring; it’s powerful when done well.
the most relevant award
Winner: Alex Cooper, Call Her Daddy
If you’ve paid any attention to the podcasting world, you already know that 2024 was Call Her Daddy’s year. Alex Cooper took her already-iconic podcast to new heights by landing some of the year’s most talked-about guests. From Vice President Kamala Harris and JoJo Siwa to Selena Gomez and Jamie Lynn Spears, Alex managed to snag interviews that no one else could. And it wasn’t just about getting the names – it was about the conversations. Alex has a way of creating a space where her guests feel comfortable enough to open up about things they’ve never discussed publicly.
Alex Cooper’s genius is knowing how to stay relevant while keeping Call Her Daddy the go-to place for big, unfiltered moments. It’s not just a podcast – it’s a must-listen. For marketers, it’s proof that exclusivity and relevance are the magic ingredients to keep people hooked.
the most simple-but-effective award
Winner: Rhode Skincare
Leave it to Hailey Bieber to take something as niche – and let’s be honest, simple – as a lip balm phone case and turn it into the most wanted item of 2024. Rhode Skincare’s marketing approach was bloody good. They leaned heavily into limited-edition drops, creating a sense of urgency that drove people straight to waitlists that seemed to grow longer by the second. Add Hailey’s perfectly curated, aesthetic-driven content and influencer-powered hype, and suddenly, Rhode wasn’t just another skincare brand – it was a movement.
What’s so impressive here is the simplicity of the idea. A phone case that holds your lip balm isn’t groundbreaking, but the execution made it feel essential. By combining scarcity, exclusivity, and just the right amount of Hailey’s cool-girl persona, Rhode managed to create mayhem. It’s proof that you don’t need a complicated concept to make waves – sometimes the simplest ideas are the ones that resonate the most.
the most collaborative award
Winner: Crocs
Crocs didn’t just have a moment in 2024 – they had an entire year (and I’m still shook that crocs and socks is a completely acceptable fashion choice). The brand’s never-ending stream of collaborations felt like a masterclass in keeping things fresh. From high-fashion partnerships with Lacoste to playful tie-ins with Pringles, Taco Bell, and even SZA, Crocs showed the world that their product can fit literally anywhere. They’ve essentially created a model where their collaborators do all the heavy lifting, introducing Crocs to new audiences with every drop.
Seriously, if you have never had a look at all there collabs, take a looksy.
What’s so good about this approach is how scalable it is. Crocs doesn’t need to spend millions reinventing their product or brand – they just let the collaborators bring their own spin to the iconic clog. The result? A brand that stays relevant without losing its playful, accessible identity. It’s a lesson in leveraging partnerships to do the work for you while keeping your own marketing machine humming in the background… AKA The dream.
the most well-placed award
Winner: Specsavers’ Airport Billboards
In a world dominated by digital advertising, Specsavers proved that a well-executed OOH campaign can still steal the show. Their billboards at Sydney Airport, which cheekily trolled tourists with “Welcome to Melbourne” signs were the perfect combination of wit, location relevance, and brand alignment.
What makes this campaign so memorable is its simplicity (clearly I’m in love with simple ideas it seems!). Specsavers didn’t overthink it – they just found the right moment and the right audience and hit them with a message that made sense in context. This is old-school marketing at its best, and it worked because it was tailored to its environment.
The takeaway here? The real world is still a valuable place to grab attention if you do it thoughtfully and creatively.
the most authentic award
Winner: Athletes’ Social Media
When the Olympic Committee loosened its social media rules this year, it unlocked a whole new dimension for fans. Athletes staying at Olympic Village gave us unfiltered glimpses into their lives, sharing everything from pre-event rituals (surely I wasn’t the only one that interested in their gifts?!) to emotional reflections on their performances. These moments humanised the athletes in a way the Olympics’ polished, highly produced content often doesn’t.
This shift really showed how authenticity and relatability can build stronger, more loyal fan bases. Instead of just admiring these athletes for their talent, fans got to connect with them as people. It’s a reminder that sometimes the most impactful content is the stuff that feels the least polished (brands… take note!).
the most ballsy award
Winner: Elf’s So Many Dicks Campaign
Elf’s So Many Dicks campaign will forever be in my favourites file. Yes, they’re a cosmetics company – but they used this campaign to make a bigger statement. By calling out the lack of diversity in corporate boards with a tagline that was impossible to ignore, Elf turned an important social issue into a campaign that was both hilarious and impactful. They backed it up with research and data, giving the campaign substance beyond just a click-baity headline.
What makes this so award-worthy (in my opinion!) is the balance it struck. It was bold without being flippant, funny without undermining the seriousness of the issue. And it got people talking – not just about Elf, but about the broader conversation around corporate diversity. In 2025, I reckon the best campaigns will be ones that don’t just sell a product; but spark a conversation.
the most zeitgeist-y award
Winner: Airbnb
Nostalgia and pop culture were big in 2024, and Airbnb capitalised on both with campaigns that let fans live their wildest childhood dreams. From Polly Pocket’s tiny, adorable world to Barbie’s Malibu Dreamhouse (hosted by Ken, no less) and even Ugly Betty’s quirky apartment, Airbnb managed to insert itself into the cultural zeitgeist in a way that felt both fun and authentic.
What’s so impressive about these campaigns is how immersive they were. Airbnb didn’t just sponsor these moments – they brought them to life. By tapping into trending topics that already had momentum, they created experiences that people couldn’t wait to share and DESPERATELY wanted to be a part of. When you align your brand with what people are already excited about? Chefs kiss.
