The 9 Top Instagram Campaigns for 2025: What You Should Learn

Not all Instagram campaigns are created equal. Some crash and burn faster than a soufflé in a thunderstorm, while others go viral and generate millions in revenue. The difference? Strategy, creativity, and knowing exactly what makes your audience tick.

Whether you're running Instagram advertising campaigns, planning an organic Instagram marketing campaign, or dipping your toes into Instagram ads for the first time, this guide will show you what the top performers are doing right—and how you can steal their playbook (legally, of course).

The 9 Instagram campaigns that got it right in 2025

These concepts made us stop scrolling and start taking notes.

1. D_b_

With this Instagram campaign, Scandinavian bag brand D_b_ kept it clean, clever, and wildly effective. Each ad in the series tackled a specific (and painfully relatable) travel problem, then instantly solved it with one of their sleek bags. 

The format was consistent: a GIF-style video with two punchy frames.
Frame 1: The problem, “Messy.” Frame 2: The D_b_ result, “Master.”

Another ad in the series: “Stained” to “Secured”

Do it yourself: D_b_ didn’t just make a good ad—they made a good format. The brilliance lies in how easily the concept breaks into a series: same structure, different angles. That’s the sweet spot for campaign efficiency and brand recall.

2. Spotify Wrapped (2024)

Spotify's annual Wrapped campaign continues to dominate Instagram feeds every December. What makes it so brilliant? It’s personalized, shareable, and taps into everyone’s favorite pastime: being the main character.

In fact, by mid-November 2024, over 2.2 million people had already posted about it, two weeks before its launch. So when it finally did, users flooded their Instagram Stories with their top artists, guilty-pleasure tracks, and chaotic listening stats. What’s also genius about this campaign is that Spotify did the creative work, designing bold, eye-catching visuals that felt personal. Then users took it from there, doing all the organic advertising for them.

Wrapped is the definition of a content pillar done right: a repeatable, ever-relevant, crowd-pleasing format they can run every single year. People now expect it. Heck, they'd probably riot if Spotify stopped doing it. That’s the power of building a ritual around your content.

What you can learn: You probably already have customer data at your fingertips—past purchases, loyalty stats, order history. Wrap it into something fun and personal. You could send personalized “year in review” emails that showcase each customer’s purchases and milestones. It’s a great way to show you’re paying attention and value their journey with your brand.

3. Oatly

I read this Oatly ad and thought, “What did I just read?”—and that’s the point of this campaign concept. It’s absurd. It’s self-aware. And the brand wants you to pause and read it several times.

Oatly is playfully acknowledging how messy and personal brand perception really is—people might enjoy the taste until they realize it’s Oatly, or dismiss it outright because of the alternative milk trend. Some people find alternative milk annoying or gimmicky; many are unsure. Instead of getting defensive or overselling, Oatly just owns the uncertainty with a wink: “Maybe you like us, maybe you don’t—you’ll figure it out.”

Another example from this campaign:

Do it yourself: Brands that are bold, niche, or polarizing—think craft beverages, edgy skincare, or unconventional wellness products—can benefit from this by leaning into what makes them different or misunderstood, turning potential skepticism into a humorous conversation starter.

4. Waterdrop

Waterdrop didn’t just sell a product—they sparked a habit shift. Their current 30-day challenge follows an influencer as he swaps out soda for Waterdrop’s cola-flavored drinks, showing how small changes can lead to better habits over time.

The Instagram marketing campaign paired educational and motivational content with UGC-style videos that felt more like a TikTok trend than a polished ad. The influencer documented his progress daily, sharing honest moments and inviting you to join the fun. 

What’s clever is that the challenge keeps you committed to the brand for at least 30 days. And since studies suggest it takes anything between 21 and 66 days to form a habit, Waterdrop’s onto something. Try the challenge; you might just be hooked on those cola cubes for good.

Do it yourself: This is a prime example of using a time-based challenge to spark behavior change and drive product usage in the process. If you sell something habit-forming (from fitness gear to supplements to journaling apps), consider creating your own themed challenge. Make it personal, progress-focused, and easy to document and share on Instagram. 

5. Duracell

As the National Oceanic and Atmospheric Administration (NOAA) warns of an above-average hurricane season this year in the US, Duracell is already out with an Instagram marketing campaign that feels alarmingly well-timed—and brilliantly strategic. This series of ads isn’t your typical “stock up now” warnings. They weave humor, urgency, and practicality into creative that’s actually fun to watch and makes you want to grab batteries immediately.

Another ad from their campaign:

This campaign is an excellent example of how to tap into real-world events outside of the usual holiday cycles. It’s not Christmas. It’s not Back to School. It’s a potential natural disaster that was predicted in the news, giving Duracell a chance to build an Instagram marketing campaign around timing, not just trends. And when the event is this serious, being useful becomes the ultimate sales tactic. Who wouldn't want better batteries, knowing power outages are just around the corner? 

Do it yourself: You don’t have to sell batteries or even be in a “crisis” category to pull this off. The real takeaway here is timing + relevance.

Let’s say you’re a sunscreen brand. You could build a mini Instagram ad campaign around the year’s strongest predicted heatwave, using a headline like “Hottest weekend of the year incoming. Can your sunscreen take the heat? 🥵”

You could even have someone approach sunburned beachgoers and say, “Here, our sunscreen can take the heat,” while handing out free samples. Then turn those moments into Instagram ads.

🔥 If you’ve been following the news and Duracell’s campaign has you fired up to build something timely ASAP, this guide will help you jump into Instagram for business.

6. Manscaped

Most male grooming ads are advertised by men. But Manscaped flipped the script with this cheeky little twist: they started targeting women. Specifically, the women who want their men to, well… tidy up a bit. Instead of relying on the typical masculine tropes, Manscaped reframed the product as a gift that benefits everyone involved.

And with Father’s Day coming up, it’s the kind of switch-up that makes people stop scrolling. It’s unexpected, and it makes total sense.

Another ad from the series: 

Do it yourself: Think bigger than your immediate audience. Who else wants this product to exist? Who else benefits from someone else buying it?

Sometimes the messenger is half the magic. Could a grandma rave about a toothbrush—not because of her teeth, but because her dentures have never been so well-polished? Could a cranky cat sing the praises of a new dog food brand, not because he likes the dog now, but because the smell is finally bearable? Flip the perspective. Surprise the viewer. 

7. Oats Overnight

Most food brands talk endlessly about how good their product is. Oats Overnight? They’ve taken a different approach—one that puts their people in the spotlight.

In this new series, employees share how it feels to work behind a product that everyone seems to love. And honestly? You can tell they mean it. There’s real joy in their testimonials—not just about the oats, but about being part of the process. That kind of pride is contagious. It makes the brand feel warmer, closer, and more human.

Another example from this campaign:

Do it yourself: Got quirky staff? Show them off. Got an unexpected backstory? Share it.

Whether it’s a team member who serenades the team during lunch breaks or a founder who started mixing formulas in their grandma’s garage, people want to see the real stuff behind the brand. Let us into your kitchen, your warehouse, your lunch break debates over flavor names. Show us what makes the inside of your business as lovable as the outside.

When the story behind the product is just as feel-good as the product itself, you’ve got something special.

8. LiveFastDieYoung

LiveFastDieYoung just dropped their new summer casuals—and they did it in the most passive, nonchalant way possible. No voiceover. No sales pitch. Just real people wearing the clothes, caught in their element: walking, chilling, maybe doing nothing in particular. It’s a little voyeuristic, a little artsy, and very on-brand.

The result? You don’t feel like you’re watching an ad. You feel like you’re glimpsing into someone’s life, and just happen to notice how good their outfit is. 

Do it yourself: If you’re a fashion brand (or even a beauty, home, or lifestyle brand), ditch the professional setup and let people experience your product in its natural habitat. Capture it like a friend would: grainy, off-the-cuff, quietly confident.

It’s not about showing off. It’s about creating a vibe your audience wants to be part of. 

9. Beauty Pie

In the next section of this blog, we cover tips for running successful Instagram campaigns, one of them being the importance of defining buyer personas. Beauty Pie nailed this by highlighting a clear persona that reflects their ideal customer. The ad copy reads: “Presenter. DJ. Mum. Pips Taylor doesn’t have time for a 10-step routine – so she uses this 'magic in a pot' cream.” They don’t hint at their ideal customer, they practically share her résumé.

If you’re a busy mum around the same age, whether you’re running a household or a company, you immediately get that this routine has you in mind.

‍Do it yourself: Start by getting crystal clear on who your product is for. Not just "busy women"—get specific. Is she a 35-year-old working mom who listens to true crime podcasts, orders everything online, and doesn’t have time for fluff? Good. Speak directly to her.

Build your ad creative and copy around that persona. Use references she’ll recognize, problems she actually faces, and a tone that feels like it’s coming from a friend, not a brand. The more niche and real it feels, the more likely she is to stop scrolling and think, “Okay, this is for me.”

Tips for running successful Instagram campaigns

Now that we've dissected what makes great Instagram campaigns tick, let's talk about how you can apply these insights to your own Instagram marketing campaign. Whether you're working with a shoestring budget or have corporate resources, these principles will help you create campaigns that make an impact.

1. Start with your goal, and plan your metrics around it

Every great Instagram campaign begins with a clear goal, and in paid campaigns, that usually means impact on your bottom line. Are you trying to drive sales? Grow your email list? Get more trial signups? Whatever it is, your goal should shape your strategy and your success metrics.

Track reach and impressions if you’re building awareness, but if performance matters (and it usually does with paid ads), prioritize metrics like click-through rate (CTR), cost per action (CPA), or return on ad spend (ROAS). These will tell you what’s actually working, not just what looks good. 

💡 Understanding ad costs on Instagram helps you set realistic budgets and expectations. Our article shares the latest pricing trends, factors influencing costs, and innovative ways to cut your ad expenses.

2. Know your target audience inside and out

Before you create a single post or set up your first campaign, you need to understand how to reach your target audience on Instagram. This goes beyond basic demographics—you need to understand their motivations, pain points, and what makes them stop scrolling.

Use Instagram's native analytics to understand when your audience is most active, what content they engage with most, and what drives them to take action. The best time to post on Instagram isn't universal—it's specific to your audience.

Create detailed buyer personas that include not just age and location, but also their Instagram behavior patterns. Do they prefer Stories or feed posts? Do they engage more with video or static images? Are they deal-hunters or brand loyalists? This information shapes the entire strategy.

3. Develop a cohesive content strategy

Your content should work together to tell a larger story about your brand, products, or mission. Start by defining your Instagram ad campaign goals. 

Are you building brand awareness, driving sales, or launching a new product? Your goals determine your content mix, posting frequency, and success metrics. A brand awareness ad campaign on Instagram might focus on entertaining content and broad reach, while a sales-focused campaign prioritizes conversion-oriented posts and retargeting.

Your Instagram content calendar should follow the 80/20 rule—80% valuable and entertaining content, and 20% direct promotion.

4. Master the art of visual storytelling

Develop a consistent visual style that reflects your brand personality. This includes your color palette, typography, photography style, and overall aesthetic. People should be able to identify your content in their feed without seeing your username.

Don't underestimate the power of Instagram carousels. They give you more space to tell complex stories or showcase multiple products. Use them to show before-and-after transformations, tell multi-part stories, or, like Moxie Beauty, break down routines and processes.

5. Use different placements to maximize results

Instagram gives you multiple ad placements—Stories, Reels, Feed, and Explore—and each hits your audience differently. The trick? Using the proper format in the correct placement to match user behavior and campaign goals.

Story ads are great for time-sensitive promos or behind-the-scenes moments. They take up the whole screen and feel natural in the scroll, so they’re perfect for quick, eye-catching creative.

Reels ads are where you go to entertain, educate, or show off a product in action. Since Reels are designed to feel like organic content, ads here work best when they blend in—think trending audio, lo-fi editing, and hooks that make people stick around.

Feed ads are your go-to for driving clicks, building awareness, or telling a fuller story. They’re scroll-stoppers—so treat them like mini landing pages, with strong visuals and a clear call to action.

💡 While we’re on the topic of optimizing… If your ad doesn’t look right, it won’t perform right. Making sure you’re using the correct specs is step one to showing up polished across every placement. Check out our full Instagram ad specs guide to get all the right dimensions, file sizes, and tips in one place.

6. Rope in some influencers

Partnering with influencers helps your brand show up where trust already lives. A well-matched content creator can introduce your product in a way that feels natural, personal, and not at all like a hard sell.

And don’t just chase follower counts, look for creators whose audience aligns with your target customers and whose content style matches your brand. When it clicks, influencer content can drive conversions, boost credibility, and give your ad creative a more human, relatable feel. Plus, you can repurpose that content in your paid campaigns for even more reach (and bang for your buck). 

7. Test and iterate constantly

The best Instagram campaigns are rarely perfect from day one. They're the result of constant testing, learning, and optimization. Set up A/B tests for different elements of your ad campaigns—visuals, copy, hashtags, posting times, and calls to action. 

And don't just test different posts, test different Instagram ad campaign strategies too. That could mean experimenting with something like campaign objectives (traffic vs. conversions) or running one campaign with influencer content and another with purely branded creative.

8. Stay current with platform updates

Instagram constantly evolves, and successful campaigns adapt quickly to new features and algorithm changes. Follow Instagram updates to stay ahead of the curve. Be among the first to test new Instagram advertising tools, ad formats, or targeting options.

Put some “oomph” in your campaigns with Madicx’s AI tools

While creativity and strategy are essential for successful Instagram campaigns, the brands that dominate the platform are the ones using artificial intelligence to optimize, automate, and amplify their efforts.

Gone are the days when you needed a team of designers, analysts, and campaign managers to run effective Instagram advertising campaigns. Tools like Madgicx's AI Ad Generator and AI Marketer make Instagram ad campaign optimization with AI accessible to everyone, so businesses of any size can compete with the big players.

With the AI Ad Generator, you can create scroll-stopping Instagram (and Facebook) ads in seconds. It’s trained on top-performing creatives, so your ads are built to convert from the start. 

Once your campaigns are live, Madgicx’s AI Marketer keeps an eye on the data for you. It serves valuable insights and real-time suggestions you can act on with a click, so your campaigns keep moving in a profitable direction.

Curious? Try Madgicx AI for FREE for 7 days and see for yourself.