Practical Marketing Cases: How Brands Succeed on Social Media

Social media has become one of the most powerful tools for building brand awareness, fostering loyalty, and driving measurable business results. Companies that approach social networks with clear strategies and authentic engagement often stand out in a crowded digital space. Below, we examine real-world examples of how leading brands have effectively used social platforms to achieve marketing success.

Using Real-Time Engagement to Strengthen Brand Identity

One of the most effective ways brands differentiate themselves online is through timely and authentic engagement. Responding to events in real-time helps companies appear current and relatable, particularly to younger audiences. A great example is Wendy’s, the American fast-food chain, known for its humorous and often cheeky replies on Twitter. By consistently maintaining a witty tone and engaging with followers and competitors alike, Wendy’s has built a strong, distinct voice that resonates with its community.

This approach has helped the brand go viral multiple times, attracting millions of impressions and boosting brand recall. Instead of relying solely on traditional ads, Wendy’s uses humour and spontaneity to turn everyday interactions into brand-building moments. Their community management strategy reflects a deep understanding of audience behaviour and cultural relevance.

Importantly, real-time engagement isn’t just about being funny or reactive — it requires strategic oversight. The social team must have a clear brand tone, guidelines, and authority to act quickly without compromising brand integrity. Brands that master this balance stand to benefit significantly in terms of visibility and trust.

Case Study: Ryanair’s Relatable TikTok Presence

Ryanair has become a standout example of how a brand can win on TikTok by leaning into internet culture. Rather than pushing polished corporate content, the airline shares relatable, self-aware videos that poke fun at common traveller experiences — such as delays or seating frustrations. These posts resonate widely, especially among Gen Z and Millennials.

By using native formats like voiceovers, popular trends, and viral sounds, Ryanair humanises its brand and embraces imperfections. Their social team isn’t afraid to laugh at itself, which makes the brand more approachable. This strategy has earned Ryanair millions of followers and created a model for other brands entering TikTok.

Ryanair’s success shows that consistency, authenticity, and understanding the platform’s culture are more effective than overly polished campaigns. It’s a case of adapting the message to fit the medium — not the other way around.

Leveraging User-Generated Content for Authenticity

User-generated content (UGC) is a cornerstone of modern social media strategies. When users create and share content that features a brand, it acts as authentic word-of-mouth advertising. One brand that excels in this area is GoPro, which has built an entire content ecosystem around its community.

GoPro encourages users to share their adventures using the hashtag #GoPro, then highlights the best videos and photos across its social channels. This not only reduces content production costs but also increases trust, as audiences are more likely to believe real customer experiences than branded posts.

Furthermore, by showcasing users from around the world, GoPro fosters a sense of inclusivity and global community. The brand isn’t just selling cameras — it’s selling the promise of capturing unforgettable moments, told through the lens of everyday people.

Case Study: Glossier’s Community-Centric Approach

Glossier, a beauty brand that grew rapidly through social media, places its community at the centre of everything. Instead of using traditional influencers exclusively, Glossier encourages real customers to share their skincare and makeup routines. The brand then reposts this content across its social channels, turning its users into ambassadors.

This grassroots approach to marketing has created a loyal following. Customers feel heard, represented, and valued — all of which boost brand affinity and retention. Glossier also uses polls and comment sections to gather feedback and co-create products, strengthening the sense of community.

By shifting the spotlight to its users, Glossier demonstrates how empowering your audience can lead to both creative and commercial success. The brand’s inclusive tone and minimal aesthetic further amplify its appeal on visual platforms like Instagram.

Purpose-Driven Campaigns that Drive Conversation

Consumers today expect brands to take a stand on social and environmental issues. Purpose-driven marketing, when done sincerely, can generate deep engagement and strengthen brand values. Patagonia is a prime example of this approach.

The outdoor apparel company uses its social channels not only to promote products but also to raise awareness about environmental causes. Campaigns like “Don’t Buy This Jacket” challenge consumerism and highlight sustainability, aligning Patagonia’s actions with its mission. The brand often posts educational content and calls to action to mobilise its audience.

This transparency and activism have helped Patagonia build a community that shares its values. The brand doesn’t just sell gear — it advocates for change, and this authenticity creates powerful customer loyalty. In times of climate concern, such alignment matters more than ever.

Case Study: Dove’s “Real Beauty” Evolution

Dove’s “Real Beauty” campaign, which began over a decade ago, continues to evolve on social media. Today, the brand promotes body positivity and challenges unrealistic beauty standards through inclusive visuals and narratives shared across Instagram, YouTube, and Facebook.

By featuring people of all sizes, ages, and backgrounds, Dove offers a counter-narrative to conventional advertising. The brand collaborates with psychologists and NGOs to promote mental wellbeing, making the initiative more than just marketing — it’s a social movement.

Dove’s long-term commitment to this message, combined with careful moderation and respectful dialogue, allows it to maintain authenticity while driving ongoing conversation. This approach reinforces both the brand’s values and its credibility.