Social Media Embracement by Brands in 2020 Discussed on Adweek Podcast
In the final podcast of the year, the Adweek podcast "Yeah, That's Probably an Ad" explores the realm of social media marketing in 2020. Hosted by Ko Im, the series welcomes Julian Gamboa (@JulianGumbo on Twitter) for an insightful discussion.
The podcast is available on both Apple Podcasts and Spotify, ensuring accessibility for listeners worldwide. One of the topics discussed is how brands adapted to the year's challenges, with some thriving and others facing obstacles, either due to limitations or missteps.
One brand that excelled is Cheerios. They transformed a TikTok user's creative idea into a full rebooted holiday ad, demonstrating the power of user-generated content. Meanwhile, Ocean Spray capitalized on the "Dreams" phenomenon on TikTok, which was sparked by Nathan Apodaca, illustrating the potential of viral trends for brand growth.
As traditional marketing avenues dwindled due to real-world lockdowns, social media emerged as a prominent platform for brands. Toyota, for instance, executed impressive TikTok activities in 2025, integrating automotive-specific ad formats to reduce cost per acquisition by 38%. Unilever Dove boosted product awareness through an interactive game filter and challenge-driven format, while Saudi Arabia's leading Saffron brand grew sales using Smart+ targeting.
Moreover, TikTok played a crucial role in converting fan passion into viral movements during Euro 2024, and helped Reserved succeed with a full-funnel approach.
The podcast also highlights a notable example of a brand that leveraged TikTok effectively during the challenging times of lockdowns. Billions of consumers were kept at home, presenting massive business hurdles. However, brands like Toyota and Ocean Spray, among others, managed to navigate these challenges and use TikTok to their advantage.
Tune in to the new episode of the Adweek podcast "Yeah, That's Probably an Ad" to stream the discussion below and gain insights into the strategies that worked and the lessons learned from social media marketing in 2020.
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