2024’s Biggest Marketing Wins and Fails: The Good, The Bad, and The ‘What Were They Thinking?’
Marketing wins and fails are what make this industry a wild, unforgettable ride. From campaigns that crushed it to those that faceplanted harder than a failed TikTok challenge, 2024 delivered some serious highs and lows.
This isn’t just a greatest hits (and misses) list. This is your playbook. Every win teaches us what works; every fail reminds us what never to do. Let’s dive into the marketing wins and fails that shaped 2024 and figure out how to make 2025 your boldest year yet.
Marketing Wins: Who Absolutely Crushed It in 2024?
These campaigns didn’t just win—they rewrote the rules. Here’s how these brands turned creative risks into marketing masterstrokes.
1. Channel 4’s ‘Considering What?’: A Cultural Reset
Channel 4’s Paralympics campaign wasn’t just an ad; it was a cultural moment. ‘Considering What?’ challenged viewers to see Paralympians as world-class athletes, breaking stereotypes and sparking national conversations.
Why It Worked:
- Authentic, hard-hitting storytelling.
- Insights-driven creative that resonated deeply with audiences.
- A massive 41 million social media views and 20 million TV viewers.
💡 Lesson for Marketers: The boldest marketing wins come from campaigns that don’t shy away from hard truths.
➡️ Learn more about Channel 4’s marketing innovations here.
2. Charli XCX’s Brat Campaign: Branding Perfection
Charli XCX didn’t just market her Brat album—she made it a lifestyle. Every touchpoint screamed "Brat green," and fans didn’t just listen; they lived it.
Why It Worked:
- A consistent, recognizable brand identity.
- A killer product that backed up the hype.
- Charli turned the word “Brat” into a cultural vibe.
💡 Lesson for Marketers: Want to replicate marketing wins like this? Nail your brand voice and stick with it.
3. Currys’ TikTok Takeover: Chaos That Converts
Currys leaned into TikTok’s unpredictable humor with campaigns like “Gen Z writes our ads.” The result? Viral chaos that actually drove sales.
Why It Worked:
- Humor that connected authentically with TikTok’s audience.
- 5% sales growth and over 100 million organic views.
- Relatable content that felt fresh, not forced.
💡 Lesson for Marketers: Bold humor wins, but forced humor lands in the marketing fails column. Keep it real.
➡️ Check out Currys’ TikTok success story.
4. RSPB’s ‘Bird of the Week’: Viral Niche Genius
TikTok proved niche content can go mainstream with the Royal Society for the Protection of Birds’ quirky “Bird of the Week” campaign.
Why It Worked:
- 193,000 TikTok follower growth.
- Merch drops that turned engagement into revenue.
- A perfect mix of humor, education, and shareability.
💡 Lesson for Marketers: If birds can trend, so can your niche. Nailing the execution is key to these marketing wins.
5. Coca-Cola’s ‘New Guy’: Cross-Promotion Mastery
Coca-Cola used one hilarious ad to showcase multiple brands under its portfolio. The result? A marketing masterclass in product placement.
Why It Worked:
- Storytelling that entertained while subtly selling.
- Seamless product placement that felt natural.
- One ad, multiple wins—efficiency meets creativity.
💡 Lesson for Marketers: Cross-promotions can be marketing wins, but only when they entertain first.
Marketing Fails: What NOT to Do in 2024
These campaigns are reminders that even the biggest brands can drop the ball. These marketing fails made waves—for all the wrong reasons.
1. Bumble’s Tone-Deaf Billboard
Bumble’s “celibacy is not the answer” billboard aimed for humor but landed in controversy. The backlash was swift and brutal.
Why It Flopped:
- Messaging that clashed with Bumble’s values of respect and autonomy.
- A slow, underwhelming response to criticism.
💡 Lesson for Marketers: If your messaging contradicts your brand values, you’re asking for a marketing fail.
2. Ticketmaster’s Data Breach Debacle
Ticketmaster’s massive 2024 data breach exposed customer data—and their PR flaws. Ignoring the issue turned a crisis into a catastrophe.
Why It Flopped:
- Zero transparency and accountability.
- Customers lost trust in an already distrusted brand.
💡 Lesson for Marketers: Mistakes happen, but silence amplifies them. Owning your failures prevents PR disasters.
3. Wonka Experience’s Magical Misfire
The Wonka Experience promised a magical world and delivered a logistical nightmare. Attendees left disappointed, and #WonkaGate exploded online.
Why It Flopped:
- Over-promising and under-delivering.
- Poor planning that ruined the experience.
💡 Lesson for Marketers: Overhyping and underdelivering is a one-way ticket to marketing fails.
4. Nike’s Worker Rights Scandal
Nike’s refusal to address unpaid wage allegations in their supply chain sparked global outrage. For a brand synonymous with “Just Do It,” this was a glaring failure.
Why It Flopped:
- A blatant mismatch between brand values and actions.
- Silence that came across as indifference.
💡 Lesson for Marketers: If your values don’t match your actions, prepare for a marketing fail.
5. Casting Controversy: It Ends With Us
The film adaptation of It Ends With Us enraged fans when casting choices clashed with the beloved book’s characters.
Why It Flopped:
- Ignoring fan sentiment for a franchise with a die-hard audience.
- Poor communication that let frustrations spiral.
💡 Lesson for Marketers: Loyal fans are your greatest asset. Ignoring them can quickly turn into a PR nightmare.
How to Turn Marketing Wins and Fails into Future Success
Want your campaigns to land in the win column? Follow these key takeaways:
- Be Bold, But Smart: Creativity should always be backed by strategy.
- Own Your Mistakes: If you screw up, admit it and fix it—fast.
- Stay Authentic: Your audience can spot fake messaging a mile away.
➡️ Discover more actionable tips for bold marketing here.
Final Thought: 2024’s Marketing Wins and Fails—What’s the Real Lesson?
The biggest marketing wins and fails of 2024 proved one thing: audiences expect boldness, authenticity, and flawless execution. The wins showed us what’s possible when strategy meets creativity. The fails? A reminder that missteps can be costly.
2025 is your chance to learn, adapt, and crush it. Be bold. Be real. And most importantly, align your values, product, and message every single time.
💬 Ready to create campaigns that win? At Volente Marketing, bold is our business. Let’s chat. 🚀
