{"id":18944,"date":"2021-08-27T11:01:18","date_gmt":"2021-08-27T11:01:18","guid":{"rendered":"https:\/\/www.nobraineragency.com\/seo\/https-www-nobraineragency-co-uk-blog-content-marketing-ten-best-and-worst-social-campaigns-of-2021\/"},"modified":"2025-07-02T08:54:29","modified_gmt":"2025-07-02T08:54:29","slug":"ten-best-and-worst-social-campaigns-2021","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/content\/ten-best-and-worst-social-campaigns-2021\/","title":{"rendered":"Ten of the best \u2013 and worst \u2013 social media campaigns of 2021"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"18944\" class=\"elementor elementor-18944\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5142fcbc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5142fcbc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b006d43\" data-id=\"4b006d43\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7e5aa675 elementor-widget elementor-widget-text-editor\" data-id=\"7e5aa675\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\tFrom lockdown to the rule of six, to the green, amber and red list \u2013 2021 has been a very hard year to predict so far.\n\nBut some things in life are guaranteed, and for <a href=\"https:\/\/www.nobraineragency.com\/social-marketing\/\">social media strategy<\/a>, that\u2019s brands being excellent \u2013 or at times really missing the mark!\n\nWe know no one has the time to keep up with everything that\u2019s happening on social media, especially with billions of posts being made every day on Twitter, Facebook and Instagram.\n\nThat\u2019s why we\u2019ve put together our top 10 best and worst social media campaigns the internet has seen so far in 2021.\n<h2><strong>Our pick of the best \u2013 social media campaigns we loved<\/strong><\/h2>\n<h3><strong>England Football Team \u2013 seizing the narrative <\/strong><\/h3>\nIt may not have been the dream ending to the Euros the England football team hoped for, but their social media content pushed the boundaries in more ways than one this summer.\n\nAs they prepared for the tournament, controversy over some fans booing the taking of the knee rumbled on to a point where England had to do something, and they came out strong.\n\nAn <a href=\"https:\/\/www.thefa.com\/news\/2020\/mar\/20\/gareth-southgate-open-letter-to-england-200320\">open letter from Gareth Southgate<\/a> made their position clear, and on a divisive topic, his message about coming together to support the team set the tone for their inspiring run to the final.\n\nIn addition, the team were vocal when stars Rashford, Saka and Sancho faced online abuse following the penalty shootout, England again stepped up support for their young stars, prompting lots of well wishes from fans and other brands.\n<h3><strong>No filter from Dove on body image<\/strong><\/h3>\nBeauty and skincare brand Dove has long been known for its celebration of diversity of body image, and this year they again delivered a powerful social media campaign on the subject.\n\n#NoDigitalDistortion was a campaign targeting Gen Z, the first generation to grow up entirely surrounded by social media, to combat harmful modern beauty standards emphasised by digital image editing.\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/COIAwlkHUeo\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"13\">\n<div style=\"padding: 16px;\">\n<div style=\"display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\"width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\"background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"><a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/COIAwlkHUeo\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">A post shared by Dove Global Channel (@dove)<\/a><\/p>\n\n<\/div><\/blockquote>\n<script async src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\nThe content centred around a video showing the reverse process of a teenage girl taking and uploading a selfie for social media. Called \u2018Reverse Selfie\u2019, it soon went viral with a number of social media influencers and celebrities sharing on Instagram.\n\nAs of writing this, it now has over 200,000 views, and the campaign is aiming for lasting impact by asking users to take the #NoDigitalDistortion pledge, which asks adults to speak with young people about the potential damage online editing can do.\n<h3><strong>Team GB and TikTok hit the gold standard<\/strong><\/h3>\nThe build-up to the Olympics was a challenging one this year, with headlines often dominated by Covid, rather than the athletes taking part. However, TikTok managed to bring Olympians directly to users with the introduction of an official #AskTeamGB hashtag.\n\nIt allowed TikTokers to send questions into Team GB with the chance of having it answered directly by one of the athletes. Headed up by Tom Daley, who introduced the campaign with a pinned video, questions have now been answered by an array of gold medal Olympians including Max Whitlock.\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@teamgb\/video\/6987761161462615302\" data-video-id=\"6987761161462615302\" data-embed-from=\"oembed\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@teamgb\" href=\"https:\/\/www.tiktok.com\/@teamgb?refer=embed\">@teamgb<\/a> <p>Reply to @hollydaniel10 preparation is everything for @maxwhitlock  \ud83d\udcaa\ud83d\ude34 <a title=\"askteamgb\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/askteamgb?refer=embed\">#AskTeamGB<\/a><\/p> <a target=\"_blank\" title=\"\u266c original sound - Team GB\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-6987761012246088453?refer=embed\">\u266c original sound - Team GB<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n\nNow, the #AskTeamGB hashtag has been played over 60 million times, so there\u2019s no doubt that this was a clever move from TikTok and TeamGB to cut through to and engage with a new audience.\n<h3><strong>NHS England use the power of influencers to promote vaccine <\/strong><\/h3>\nIn surely the most important campaign of the year, NHS England turned to some of the biggest influencers you could think of to promote take-up of the Covid-19 vaccine.\n\nLaunched in February, it focused on the older generation and those in high priority groups to make sure they got their jab. A video was produced starring Elton John and Michael Caine, in a spoof audition tape style.\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Lights, camera, vaccine!<\/p>\nThanks <a href=\"https:\/\/twitter.com\/eltonofficial?ref_src=twsrc%5Etfw\">@eltonofficial<\/a> and <a href=\"https:\/\/twitter.com\/themichaelcaine?ref_src=twsrc%5Etfw\">@themichaelcaine<\/a> for encouraging people to get the <a href=\"https:\/\/twitter.com\/hashtag\/COVIDVaccine?src=hash&amp;ref_src=twsrc%5Etfw\">#COVIDVaccine<\/a>. (Sorry it didn&#8217;t quite work out, Elton.) <a href=\"https:\/\/t.co\/m0BIzKIu1b\">pic.twitter.com\/m0BIzKIu1b<\/a>\n\n\u2014 NHS England and NHS Improvement (@NHSEngland) <a href=\"https:\/\/twitter.com\/NHSEngland\/status\/1359397987345121284?ref_src=twsrc%5Etfw\">February 10, 2021<\/a><\/blockquote>\n<script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\nLight-hearted, but with a serious message and well produced, the campaign hit home with the vaccination drive continuing at rapid pace in the months that followed.\n<h3><\/h3>\n<h3><strong>Football gives trolls the silent treatment<\/strong><\/h3>\nBack in April, the Premier League and football equality and inclusion organisation Kick It Out, took a powerful stand against online abuse with a campaign like no other. Rather than create content, they stopped creating and called for a blackout of any social media activity during a four-day period.\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Today, from 3pm, English football and wider sport, stands together against online abuse.<\/p>\nJoin us and switch off too, as we collectively demand change.<a href=\"https:\/\/twitter.com\/hashtag\/TakeAStand?src=hash&amp;ref_src=twsrc%5Etfw\">#TakeAStand<\/a> | <a href=\"https:\/\/twitter.com\/hashtag\/StopOnlineAbuse?src=hash&amp;ref_src=twsrc%5Etfw\">#StopOnlineAbuse<\/a> <a href=\"https:\/\/t.co\/BhJCZyOKv3\">pic.twitter.com\/BhJCZyOKv3<\/a>\n\n\u2014 Kick It Out (@kickitout) <a href=\"https:\/\/twitter.com\/kickitout\/status\/1388040490323517441?ref_src=twsrc%5Etfw\">April 30, 2021<\/a><\/blockquote>\n<script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\nIt was backed by clubs and players, with the likes of <a href=\"https:\/\/twitter.com\/sterling7\/status\/1388131029718798338\">Raheem Sterling<\/a> and Harry Kane posting messages explaining why they were switching off all socials.\n\nThe blackout was even taken up outside of football with many other organisations showing their stance against abuse. It goes to show that when it comes to delivering an important message, sometimes less is more.\n<h3><strong>Weetabix and Heinz cause Twitterstorm <\/strong><\/h3>\nIn February, Weetabix and Heinz used a simple shock tactic to see huge returns from one simple tweet. Weetabix posted the following, suggesting that they can be paired with a topping of Heinz beans for an easy breakfast.\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Why should bread have all the fun, when there&#39;s Weetabix? Serving up <a href=\"https:\/\/twitter.com\/HeinzUK?ref_src=twsrc%5Etfw\">@HeinzUK<\/a> Beanz on bix for breakfast with a twist. <a href=\"https:\/\/twitter.com\/hashtag\/ItHasToBeHeinz?src=hash&amp;ref_src=twsrc%5Etfw\">#ItHasToBeHeinz<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/HaveYouHadYourWeetabix?src=hash&amp;ref_src=twsrc%5Etfw\">#HaveYouHadYourWeetabix<\/a> <a href=\"https:\/\/t.co\/R0xq4Plbd0\">pic.twitter.com\/R0xq4Plbd0<\/a><\/p>&mdash; Weetabix (@weetabix) <a href=\"https:\/\/twitter.com\/weetabix\/status\/1359074254789165059?ref_src=twsrc%5Etfw\">February 9, 2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\nThe campaign caught on in a big way, with the weirdness of the tweet alone securing a great number of likes and shares, but what really set this mini campaign alight was the contribution from the social media teams of other well-known brands.\n\n<a href=\"https:\/\/twitter.com\/LidlGB\/status\/1359103179611381762\">Lidl<\/a>, <a href=\"https:\/\/twitter.com\/Specsavers\/status\/1359223907484598272\">Specsavers<\/a> and <a href=\"https:\/\/twitter.com\/nationalrailenq\/status\/1359143302138847233\">National Rail<\/a> to name just a few got involved to add their own spin on the saga, and it was mutually beneficial as all comments enjoyed big numbers, boosting their brand reach and impressions.\n\nThis is an example of using the real-time, off-the-cuff nature of Twitter to an advantage, and when you\u2019re quick enough to react to the topic on everyone\u2019s mind, you can get yourself into the spotlight too.\n<h3><\/h3>\n<h3><strong>Cuthbert the Caterpillar\u2019s trial by Twitter <\/strong><\/h3>\nAn intellectual property dispute doesn\u2019t sound like the catchiest angle for viral social content, but that\u2019s exactly what Aldi turned their recent battle with Marks &amp; Spencer\u2019s into.\n\nWhen M&amp;S accused Aldi of copying the original \u2018Colin\u2019, of caterpillar cake fame, Aldi\u2019s social media took a tongue-in-cheek approach to the argument, with a series of tweets pointing fun at the argument.\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Marks &amp; Snitches more like. <a href=\"https:\/\/twitter.com\/hashtag\/FreeCuthbert?src=hash&amp;ref_src=twsrc%5Etfw\">#FreeCuthbert<\/a><\/p>&mdash; Aldi Stores UK (@AldiUK) <a href=\"https:\/\/twitter.com\/AldiUK\/status\/1383099496100466693?ref_src=twsrc%5Etfw\">April 16, 2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\nWith the campaign tag #FreeCuthbert, caterpillar cakes were firmly at the centre of the zeitgeist with plenty of brands and memes getting in on the act.\n\nAldi even took it further when they reintroduced Cuthbert to stores under a charity #CaterpillarsForCancer campaign, marking his return with a 40,000 ft skydive posted on social media.\n\nIt was a lesson in turning a sticky situation into entertaining, viral content which only served to make Cuthbert more popular.\n<h3><\/h3>\n<h3><strong>A digital and social approach to Census 2021 <\/strong><\/h3>\nTaking place every 10 years, the census is essentially a headcount of everyone in England and Wales. Organised by the Office of National Statistics, it helps the Government understand our population and the communities within. We know it doesn\u2019t sound super exciting.\n\nThe ONS knew that too and faced a huge challenge in the run-up to the 2021 Census as coronavirus restrictions continued, meaning the campaign had to be digital-first for the first time ever.\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CMeuWy-HxGx\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"13\">\n<div style=\"padding: 16px;\">\n<div style=\"display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\"width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\"background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"><a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/CMeuWy-HxGx\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">A post shared by Census2021 (@census2021)<\/a><\/p>\n\n<\/div><\/blockquote>\n<script async src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\nSlick content was put together with a focus on all the different communities that make up England and Wales, to drive maximum engagement and take-up of the Census. The campaign also included short social video content from various professors, doctors, and community workers explaining how Census data is used for the benefit of us all.\n\nIn difficult circumstances, it was a campaign that hit the right note with an inclusive focus and a direct message.\n<h2><strong>Epic fails \u2013 campaigns that bombed in 2021 <\/strong><\/h2>\n<h3><strong>Burger King flip flop on International Women\u2019s Day<\/strong><\/h3>\nA widely recognised awareness day across the world, International Women\u2019s Day (IWD) is an important one in any social media manager\u2019s calendar. It certainly was for Burger King, who planned to offer their support with a shock tactic that failed to pay off.\n\nOn the morning of IWD on 8<sup>th<\/sup> March, they tweeted this\u2026\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">We hear you. We got our initial tweet wrong and we\u2019re sorry. Our aim was to draw attention to the fact that only 20% of professional chefs in UK kitchens are women and to help change that by awarding culinary scholarships. We will do better next time.<\/p>\n\u2014 Burger King (@BurgerKingUK) <a href=\"https:\/\/twitter.com\/BurgerKingUK\/status\/1369036021925638154?ref_src=twsrc%5Etfw\">March 8, 2021<\/a><\/blockquote>\n<script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\nShortly after, they followed up with a thread explaining that they were drawing attention to the fact only 20 per cent of professional chefs in the UK are women, and that they were supporting culinary scholarships for their female employees.\n\nDid it work? Absolutely not. The original tweet was deemed a cynical play by the brand, and the reception was overwhelmingly negative, so much so that Burger King were forced to delete the tweet and issue an apology.\n\nIt should serve as a lesson to brands everywhere that all publicity isn\u2019t always good publicity \u2013 and when addressing sensitive topics, every detail needs to be thought and planned out carefully.\n<h3><\/h3>\n<h3><strong>Twitter Fleets get a frosty reception <\/strong><\/h3>\nOn social media, even the platforms themselves aren\u2019t immune to making a mistake. On Twitter, this was with the introduction of Fleets \u2013 at the time described as a tool for \u2018sharing momentary thoughts\u2019, they were designed to be for those tweets that end up in drafts.\n\nIn reality, they were simply stories, as used on Snapchat (the pioneers of the story concept) as well as Instagram and Facebook. In this already crowded market, Fleets failed to appeal to users, who were already using a different platform to post temporary content through stories.\n\nUsage of Fleets was drastically low, and in August, Twitter accepted this move hadn\u2019t worked out and axed them altogether.\n\nYou can read their <a href=\"https:\/\/blog.twitter.com\/en_us\/topics\/product\/2021\/goodbye-fleets\">explanation in full here<\/a> \u2013 or just take our word for it when we say this was a case of providing a function no one was really asking for, but ignoring what users are asking for (hint, an edit button, hint!).\n\n<strong>And there you have it! That\u2019s our pick of the best (and some of the worst) social media campaigns so far this year. There are still a few months of 2021 to go, and we\u2019re excited to see what else is in store. <\/strong>\n\n<strong>Didn\u2019t see your favourite campaign of the year so far? <\/strong><a href=\"https:\/\/twitter.com\/nobraineragency\"><strong>Let us know what we\u2019ve missed<\/strong><\/a><strong>! <\/strong>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-beeb173 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"beeb173\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7bb1d5e\" data-id=\"7bb1d5e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-db202d7 elementor-cta--layout-image-above elementor-cta--valign-middle elementor-cta--skin-classic elementor-animated-content elementor-widget elementor-widget-call-to-action\" data-id=\"db202d7\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/www.nobraineragency.com\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-call-to-action.min.css\">\t\t<a class=\"elementor-cta\" href=\"https:\/\/www.nobraineragency.com\/social-media-calendar\/\">\n\t\t\t\t\t<div class=\"elementor-cta__bg-wrapper\">\n\t\t\t\t<div class=\"elementor-cta__bg elementor-bg\" style=\"background-image: url(https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2025\/06\/social-media-calendar.jpg);\" role=\"img\" aria-label=\"Social Media Content calendar\"><\/div>\n\t\t\t\t<div class=\"elementor-cta__bg-overlay\"><\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<h2 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tSocial Media Holidays Calendar\t\t\t\t\t<\/h2>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__description elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tOur free social media calendar gives you hundreds of awareness days, events and hashtag opportunities throughout the year - helping you find new ways to connect with your audience, jump on trending moments, or simply fill those content gaps when inspiration\u2019s running low. This calendar is designed to save you time and spark ideas all year round.\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__button-wrapper elementor-cta__content-item elementor-content-item \">\n\t\t\t\t\t<span class=\"elementor-cta__button elementor-button elementor-size-\">\n\t\t\t\t\t\tSee the calendar\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>From lockdown to the rule of six, to the green, amber and red list \u2013 2021 has been a very hard year to predict so far. But some things in life are guaranteed, and for social media strategy, that\u2019s brands being excellent \u2013 or at times really missing the mark! We know no one has [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":18945,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[13,54,14],"tags":[66],"class_list":["post-18944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-influencer-marketing","category-social","tag-best-worse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ten of the best \u2013 and worst \u2013 social media campaigns of 2021 - No Brainer Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nobraineragency.com\/content\/ten-best-and-worst-social-campaigns-2021\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ten of the best \u2013 and worst \u2013 social media campaigns of 2021\" \/>\n<meta property=\"og:description\" content=\"From lockdown to the rule of six, to the green, amber and red list \u2013 2021 has been a very hard year to predict so far. But some things in life are guaranteed, and for social media strategy, that\u2019s brands being excellent \u2013 or at times really missing the mark! 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