Top Campaigns of 2025: A Social Media Review

For the past few years, we've taken time to review the best campaigns within our platform. If you're interested in last year's roundup, check it out here.

It's been a big year in advertising as AI has created a foothold in the industry, though old-fashioned ads still maintain their strength in the market. We reviewed the top advertising campaigns of the year according to social media data, and the top three are The Gap's collaboration with KATSEYE "Better in Denim," Nike's "So Win," and Apple's AirPod 4 ad "Someday" featuring Pedro Pascal. These were ranked by the highest sentiment associated with each ad from 10 campaigns culled from various industry end-of-year lists.

Best Campaign: The Gap X KATSEYE - "Better in Denim"

The campaign featured the international girl group KATSEYE in the classic Gap jean dance format. It was also released at a time when there was discussion around jeans, the American image, and identity due to a Sydney Sweeney ad for American Eagle. Much of the positivity about this ad related to the pushback on that controversy.

Figure 1: The Gap X KATSEYE dance advertisement, Youtube.

The ad received 98% net sentiment—the highest of all the ads we reviewed this year.

Figure 2: Net sentiment for Gap X KATSEYE campaign, (January 1, 2025 - December 9, 2025); Infegy Social Dataset.

The campaign sparked a wave of positive responses with folks commenting on the choreography, the group itself, and how excited they were about the collaboration between brands.

Figure 3: Word cloud Gap X KATSEYE campaign, (January 1, 2025 - December 9, 2025); Infegy Social Dataset.

Emotions related to the campaign reflected love, joy, and trust—all emotions a brand would want their product to be associated with.

Figure 4: Emotions for KATSEYE x The Gap campaign (January 1, 2025-December 9, 2025); Infegy Social Dataset.

Second Best Campaign: Nike's "So Win" Campaign

In a year where DEI was frequently discussed, Nike started things off with an entire campaign centered around women's sports called "So Win." The campaign featured such names as Caitlin Clark and Sha'Carri Richardson, and celebrated overcoming struggles. It came in as the second most liked of those we reviewed.

Figure 5: "So Win" campaign ad from Nike, Youtube.

The campaign had 97% net sentiment, with folks being excited by the stars featured and Nike's first Super Bowl placement in 27 years.

Figure 6: Net Sentiment of Nike's "So Win" campaign, (January 1, 2025-December 9, 2025); Infegy Social Dataset.

People were thrilled to see the celebration of women in sports. The ad was one of the most discussed after the Super Bowl, which is the busiest season for major campaigns to launch.

Figure 7: Word cloud for So Win Nike campaign conversations, (January 1, 2025-December 9, 2025); Infegy Social Dataset.

Interestingly, unlike the Gap campaign above, Nike's campaign had anger as the third most common emotion expressed in the conversations. Some viewers felt that the ad was misplaced during the Super Bowl. However, trust and joy preceded it, with viewers excited about the depiction of women in sports and the collaboration with the popular social account @artbutmakeitsports, which paired each of the stars with a piece of art.

Figure 8: Emotions for Nike's "So Win" Campaign, (January 1, 2025-December 9, 2025); Infegy Social Dataset.

Third Best Campaign: Apple AirPods "Someday"

Apple tapped Pedro Pascal and director Spike Jonze to create the "Someday" advertisement for AirPods 4. The ad features dancing, vibrant color, and of course, the headphones.

Figure 9: "Someday" ad with Spike Jonze and Pedro Pascal, Youtube.

The ad was well received with 92% net sentiment, with joy surrounding the choreography and featuring a beloved celebrity in Pedro Pascal.

Figure 10: Net Sentiment for "Someday" Apple ad for Airpod 4.

The ad discussion featured mentions of Spike Jonze, the famed director. The dancing and sequencing were also celebrated within the advertisement.

Figure 11: Word cloud for "Someday" Apple ad, (January 1, 2025 - December 9, 2025); Infegy Social Dataset.

Most of the emotions for the ad were positive, expressing joy, love, and anticipation. The ad has multiple surprises in it, and viewers appreciated the quality of the noise cancellation. They were also happy to see Pedro reach a new peak in his career.

Figure 12: Emotions for "Someday" ad for Apple, (January 1, 2025-December 9, 2025); Infegy Social Dataset.

Conclusion

As we wrap up 2025, it's clear that the best campaigns weren't just the ones with the biggest budgets or the most viral moments; they were the ones that genuinely connected with people. Whether it was KATSEYE dancing in Gap denim, Caitlin Clark and Sha'Carri Richardson inspiring us in Nike's "So Win," or Pedro Pascal bringing whimsy to our AirPods, these ads reminded us why we still love great advertising. The data tells a compelling story: in an age of AI-generated content and endless influencer posts, audiences are craving campaigns that feel intentional, joyful, and culturally aware. They want to see themselves reflected in the brands they support, and they want to feel something, preferably something positive. So as you plan your 2026 campaigns, remember that the numbers don't lie. High production value, emotional resonance, and cultural relevance aren't nice-to-haves, they're the recipe for campaigns that actually break through the noise.

Three Key Takeaways

1. Joy and Trust Are Campaign Gold All three top advertisements created a sense of joy and trust in social conversations. If you want a great campaign in today's climate, these are the emotions you need to spark. People respond to content that makes them feel good and builds authentic connection with the brand.

2. High Production Value Still Matters These ads were all highly produced in a climate where most ads people see are influencer-based content with lower production values. The data shows there's still a strong desire among viewers for polished, cinematic advertisements in successful campaigns. Quality production isn't dead—it's differentiating.

3. Cultural Timing Is Everything The best campaigns tapped into larger cultural conversations happening at that moment. Whether it was The Gap's timely response to identity discussions, Nike's celebration of women's sports during a year focused on DEI, or Apple's use of a beloved celebrity at his career peak, context matters. The most successful ads don't exist in a vacuum—they're part of the conversation.

If you're interested in reviewing your campaign in Infegy Starscape, schedule a demo.