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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsFour campaigns stood out in Website Builder Expert’s March 2025 editorial roundup: BÉIS’s interactive luggage activation, The Ordinary’s egg promotion, a Ferrari ad starring Lewis Hamilton, and Papa Johns’ behind-the-scenes videos. They offer different creative approaches, but the roundup provides no comparable sales, reach, or conversion data—so “best” here means editorially selected, not proven most effective.
Four campaigns, four different ways to connect with an audience
The examples below were selected by Website Builder Expert in Holly Choules’s article published March 31, 2025. The article does not describe a scoring method or industry-wide ranking. Its value for business owners is in the creative approaches: participation, relevance, cultural storytelling, and showing the people behind the brand.
| Campaign | Audience connection | Idea to consider |
|---|---|---|
| BÉIS | Audience participation | Make people part of the experience |
| The Ordinary | A timely consumer concern | Check that the promotion fits brand expectations |
| Lewis Hamilton and Ferrari | A familiar cultural story and personal connection | Use a reference that matters to the audience |
| Papa Johns | Employees and behind-the-scenes work | Show the people who deliver the product |
BÉIS: turn a promotion into an experience
Luggage brand BÉIS staged a pop-up at Westfield Century City Mall in Los Angeles. Participants were strapped into a large claw machine and tried to grab a berry-colored carry-on suitcase. Footage shared on TikTok and Instagram helped extend the experience beyond people at the mall.
The approach gave the audience an active role rather than asking them only to watch an advertisement. For a smaller business, the useful principle is participation—not necessarily a large installation: create a simple activity customers can join and share, while making the brand or product part of the experience.
#1 Best Overall
The Ordinary: connect to a current concern, but mind the fit
During concern about high egg prices amid the bird flu outbreak, skincare brand The Ordinary announced on Instagram that it was selling cartons of 12 eggs for $3.37 at Manhattan stores. The promotion tied into its low-cost positioning and a timely consumer concern.
It also drew criticism from some social users, who saw tension between selling eggs and the brand’s vegan and cruelty-free beauty products. The example illustrates a useful test before launching a timely stunt: does the idea address something the audience cares about, and does it remain credible given what that audience expects from the brand?
Lewis Hamilton and Ferrari: use a story with personal meaning
Ferrari’s advertisement featuring Lewis Hamilton paid homage to the 1980s film Ferris Bueller’s Day Off, including its recognizable valet joyride setup. The roundup connects the reference to Hamilton’s personal fondness for the film and the campaign’s celebration of his first season with Ferrari.
Hamilton’s YouTube caption, reproduced in the roundup, described the film as one of his favorites since childhood and called the ad a tribute. The roundup reported 72,000 YouTube likes when it was published on March 31, 2025; that is a dated snapshot, not a current count or evidence of sales impact.
Rank #3
Papa Johns: put the people behind the product on screen
Papa Johns’ “Meet the Makers” campaign used YouTube videos to show restaurant staff and kitchen activity. It also included behind-the-scenes content from Bartoli, described in the roundup as both a TikTok creator and a Papa Johns worker.
Rather than presenting only the finished pizza, the campaign made the work and people behind it visible. Businesses can apply the same idea by showing a real process or introducing the people customers encounter—provided the content is accurate and the people involved are represented appropriately.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to adapt these ideas without mistaking attention for results
These campaigns suggest four creative questions to ask when planning a promotion:
- Can customers participate? Consider whether an audience can do something, not just view something.
- Is the timing meaningful? A timely concern can make an idea relevant, but relevance alone does not guarantee a good brand fit.
- Does the story resonate? A cultural reference is most useful when it connects naturally to the people or product in the campaign.
- Can you show the work behind the promise? Real staff and processes can make a business more visible and relatable.
Before committing money, define what success would mean for the specific campaign—such as participation, qualified inquiries, or sales—and how it will be measured. Website Builder Expert’s roundup supplies no budgets, sales lift, conversion rates, audience-reach totals, or common measurement basis for comparing these examples. Social attention alone cannot establish which campaign performed best.
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