an alternative to expensive, large-scale ad campaigns. With this said, here is a run-down of three of the best social media campaigns 2019 . All you need is a ton of creativity and huge guts to pull off these digital campaigns, but hey, everyone can do that… right? Well, we certainly can at Monumental Marketing.

1. Instagram’s most liked egg photo for mental health campaign

Remember that Instagram egg that knocked off Kylie Jenner’s top spot of the most liked instagram photo? Yeah, that egg. Well this record-breaking egg, now the most liked photo EVER on Instagram with a whopping 53 million likes, is the ambassador for a mental health initiative.

The egg was uploaded on Instagram in January 2019 (@world_record_egg). This infamous yet very innocent egg challenged the entire world to make the photo the most liked post on Instagram. And of course, the world was up for the challenge and made it happen. However, over the course of a few days, along with some more posts, the egg began to show cracks; appearing more fragile with every new upload from the account. Since the egg’s initial appearance, many thought it was all fun and games, but in fact, it was part of a viral digital PR campaign.

This egg was actually the face of a mental health initiative symbolising the negative effects social media may have on people. After multiple posts of the egg gradually cracking, a video was uploaded. The damaged egg introduced itself to the world before admitting that the pressure of its social media popularity was the cause of it’s damage. It symbolised it as cracks on the egg. With this, the hashtag #TalkingEgg encouraged people facing similar issues to speak out about their experiences and seek help if needed, referring people to a website with mental health links for countries worldwide. And that is why this egg made it onto our best social media campaigns 2019 list.

2. Gillette’s “The Best Men Can Be” short film

This “short film” as Gillette called it, made use of their slogan “The best a man can get” into timely use by producing a video indicating a social stance. The message being that boys and men, can and will do better. This video was born out of statistics that demonstrated the issues men are overwhelmingly responsible for. Now, this short film caused outrage more than positive buzz around the razor company. But, it did make a statement. The short film was purposely produced during the #MeToo initiative, so Gillette was in no doubt aware of the world’s social climate.

A strategic, smart and risky digital stunt forces people to have an opinion. This film definitely does that. Brands voicing their socio-political stance has been a recurring thing over the recent years. But, does this way of marketing their product make people, especially men in this case, go out and pick up a Gillette razor off the shelf? Because as much as extraordinary marketing forces consumers to have an opinion over a matter, the bottom line is, the absolute best marketing and PR drives sales.

So did it work? Gillette’s sales actually dropped 3% in comparison to the same time, a year before. But Gillette has stated that they are happy with the campaign and does not regret putting it out…

But, perhaps there is a gap here, with most big brands still hiding in the shadows, purposefully turning a blind eye to current social issues; afraid to try and get it wrong (oh hi, Pepsi and Nike). So, the question is: Is your brand ready to take that risk and join in on the socio-political conversations to generate buzz? That makes number two on our list of the best social media campaigns 2019.

3. WWF joins the #10yearchallenge to raise awareness of deforestation

The World Wildlife Fund (WWF) jumped in the insanely popular and viral #10yearchallenge earlier this year that involved people comparing photos of themselves in 2009 to ones taken in 2019 which was posted on all social media platforms. I know, annoying right?

With over 4 million posts on Instagram alone, it was only a matter of time before brands and organisations jumped on the bandwagon. Queue WWF. They used this challenge to their advantage to highlight the effects of deforestation across the world with two, side-by-side images showing a stark contrast. See their post for yourself here.

This is a quick and simple way to capitalise on viral social media trends to raise awareness of important, global and social issues. Amidst all of the #10yearchallenge posts that had people cringing and laughing at their old selves, WWF took part in the trivial challenge, by adding a more serious tone to raise issues that actually matter in the world.


  • Alicia, the digital marketing dynamo herself, is our digital marketing Manager at Monumental. We are yet to find something our Indonesian-Belgian princess can't do. Prior to discovering Monumental, Alicia finished an honours degree in Sociology at the University of Kent and began building her marketing network in the Middle East. Having graced us with her stunning social channel aesthetics and unrivalled powers of Influencer marketing and SEO for several years now, it's no wonder she's giving us that side-eye.