Let’s hit pause on the usual and spotlight a few campaigns the Novella team has been loving lately—complete with the strategy and smarts behind why they work.
Wimbledon
Did you catch Wimbledon on your big screens? Well if you were watching there–we were busy digesting it on our small screens. Wimbledon absolutely knocked it out of the park with their campaigns on social; organically posting and showing off not just the games–but other aspects that made the whole tournament that much more interesting.
Organic Social Media Posting
Rachel Karten, social media consultant and writer of a really good newsletter you should subscribe to, Link in Bio, got to the bottom of how Wimbledon’s viral “Overheard” series was actually accomplished. Take a minute to read, it is fascinating and so entertaining. Wimbledon went outside of the actual game to find entertainment and value for its audience (and new audience) members.
The account posted about 373 posts (about 50 posts a day) and gained 300k followers during the Wimbledon tournament timeframe.
Such an interesting and jaw-dropping social campaign that not only got people talking, but it got people following and subscribing to a sport they may not have had that much interest in or appeal in before.
If you are more curious about Wimbledon’s campaigns this year, there’s a great round-up by Socially Powerful here.
Source: Rachel Karten
Superman
We’re going to go out on a limb and assume you’ve seen the promo for Superman, the feel-good movie of the summer. DC Studios had a tall order: make themselves relevant again. To pull it off, they didn’t just need a great film—they needed a marketing campaign that made Superman impossible to ignore. With a $200 million marketing budget (yep, nearly as much as the film’s $225M production), their strategy caught our attention.
Marketing + PR
Though the official campaign ramped up in May 2025, the seeds were planted back in winter 2024. It kicked off with a powerful campaign tagline: Look Up. And up we looked.
Superman’s promo went global. In Mumbai, a 3D projection lit up the Bandra Worli Sea Link. In London, a levitating Superman hovered over The Shard. The Empire State Building glowed with the Superman symbol. Even the Great Pyramid flew a Superman flag.
From Milkbone boxes to surfboards, DC plastered that iconic “S” wherever they could. And it worked. Post-release, the cast blitzed daytime shows, podcasts, and social feeds. Want to win trust? Make people feel like they know you and they’re a part of the club.
Storytelling + Branding
DC sold us something we’ve been craving: hope. Bright visuals, feel-good vibes, and a reminder that humanity’s still got some fight left. They didn’t just drop a movie—they built a brand. Superman became a symbol again, tied to generational memories and a shared emotional thread.
Superman was the most hyped release since Barbenheimer in 2023—and a lot of that hype? All thanks to a masterclass in marketing. The formula: emotion + cultural connection + PR sorcery (with the budget necessary) = $$$. At the heart of it all? DC gave audiences something intangible: hope. A reason to look up. A reason to belong.
Source: brandaid multimedia
Rhode Skin
Rhode Skin sits at the forefront of modern CPG brand design in the cosmetics space. With a sharp influencer strategy, eye-catching packaging, and seasonal campaigns, they’ve pulled ahead of competitors chasing Gen Z and Millennial attention. Add a high-profile founder—Hailey Bieber—and the brand’s credibility only grows. Ahead, we’ll break down how their summer campaign boosted awareness and won over their target audience.
Influencers + PR
What makes Rhode’s influencer campaigns so effective is that their audience already loves their products, which shines through on camera. Sleek packaging and a strong brand reputation give fans exactly what they crave—feeling like they’re part of the club.
This summer, Rhode tapped influencers to spotlight their limited-edition Peptide Lip Tint in Lemontini, a sheer gold gloss scented like a lemon cocktail. They leaned into a micro-influencer strategy, working with niche beauty and wellness creators to build trust and authenticity with the right audience. Rhode fans were also encouraged to share their own Lemontini moments across Instagram, TikTok, and Stories—sparking a wave of organic content that amplified hype and peer-to-peer buzz.
Branding
At its core, Rhode feels authentic. Hailey Bieber’s genuine love for her products drives the brand’s mission, and Rhode backs it up by listening to customers. Whether it’s reformulating a texture or refining packaging, they keep the community’s needs front and center.
They’re also tuned in to trend cycles. When Hailey declared “butter yellow is played out,” she positioned Lemontini as the new seasonal signature. Rhode followed through with a bold brand refresh, splashing Lemontini-themed visuals across anywhere their brand shows up (like website and socials).
It all demonstrates a fundamental truth: when a brand understands market trends, genuinely listens to its community, and invests in exceptional creative execution, it builds authentic trust. And when that trust exists, people invest their time and money where their values and aesthetics truly align.
