In the ever-evolving landscape of digital marketing, brands—both large and small—have found creative ways to break through the noise, successfully engage in online marketing, and build lasting connections with their audiences. Whether through humor, emotional appeal, or community engagement, these brands have set new standards for how marketing can be both effective and memorable. We want to recognize seven brands that truly revolutionized marketing and just how they managed to do so.

1. Wendy’s: Mastering Humor on Twitter

Wendy’s took the digital world by storm with its sassy Twitter presence, where the fast-food chain turned social media interactions into a comedic performance. Instead of the standard corporate tone, Wendy’s began roasting customers, responding to complaints with sharp, witty comebacks. This daring move not only humanized the brand but also generated media attention, with fans and critics alike eagerly awaiting Wendy’s next tweet. Today, Wendy’s has become an example of how a brand can build a loyal following by embracing humor and personality on social media.

2. Duolingo: Memes Meets Education

Duolingo, the popular language-learning app, turned an often intimidating and bland subject into something fun and accessible. The brand’s green owl mascot became a meme sensation, threatening users who didn’t do their daily lesson, and Duolingo’s social media accounts are filled with humorous posts that make learning languages feel less like a chore. By using humor, memes, and pop culture references, Duolingo made language learning cool and approachable, appealing to a wide audience, from teenagers to adults.

3. Ocean Spray: Riding the TikTok Wave

In 2020, Ocean Spray’s cranberry juice became an internet sensation thanks to a viral TikTok video. When Nathan Apodaca posted a video of himself skateboarding to Fleetwood Mac’s “Dreams” while drinking Ocean Spray, the trend caught fire, revitalizing both the brand and the iconic song. This was an accidental viral moment that Ocean Spray quickly capitalized on, showing how brands can harness the power of user-generated content on platforms like TikTok to achieve massive exposure.

4. SB Mowing: Putting Community First

SB Mowing, a small lawn care business from Wichita, Kansas, found a unique way to engage customers through TikTok. The company posted time-lapsed videos of their yard transformations, turning long and laborious work into captivating one-minute videos. Beyond showcasing their skills, SB Mowing also went the extra mile by offering free services to people who physically couldn’t maintain their yards. In one instance, they launched a GoFundMe for an elderly woman, raising $380,000 in donations.

5. Mohawk Chevrolet: Humanizing Used Car Sales

Mohawk Chevrolet in New York State turned car sales into comedy with a weekly series called The Dealership, which spoofed the popular sitcom The Office. The series featured Mohawk’s sales team, humanizing them and showcasing their quirky personalities. By using humor to break down the stereotype of the “pushy car salesman,” Mohawk created a unique and engaging marketing campaign that resonated with the wider online community.

6. Buddies Coffee: Transparency Wins Trust

Buddies Coffee in Brooklyn, New York, posted a heartfelt TikTok video during a time of uncertainty for their business. Faced with rising rent and fierce competition, they expressed their fears about going out of business. This raw and transparent post resonated deeply with the local community, leading to an outpouring of support from customers who wanted to see the business survive. The video was a reminder of the power of vulnerability in marketing.

7. ArtFair Apparel: Supporting Local Artists

ArtFair Apparel, a small business from Boulder, Colorado, has a mission to spotlight underrepresented artists. They sell apparel featuring these artists’ work and use Instagram to highlight the personal stories behind the art. These emotionally charged videos not only help the artists gain exposure but also create a sense of community around the brand. ArtFair Apparel’s commitment to showcasing talent while telling stories has built a loyal customer base that supports their cause.

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Key Takeaways for Small Businesses

These seven brands—ranging from fast-food giants to local lawn care services—demonstrate that there is no one-size-fits-all approach to marketing. However, they all embrace five core strategies that any small business can adopt:

1. Authenticity: Be true to your brand’s voice and connect with your audience on a personal level. Never fake heartfelt stories, but know it’s okay to share when times get rough.

2. Showing Transformation: For businesses take a before and turn it into an after, showing those transformations online can be key to your business’ success.

3. Leverage Virality and Emotional Pull: Take advantage of viral moments and emotional storytelling to make your brand stand out, but never try to force either.

4. Consistency and Multiplatform Presence: Stay active on multiple platforms and engage with your audience regularly.

5. Giving Back and Community Engagement: Make a positive impact on your community and build loyalty through meaningful contributions.

By following these strategies, small businesses can adapt to the digital age, build stronger relationships with customers, and make a lasting impression in a crowded online market.