Looking for B2B social media campaign inspo? We can help with that.

As you pursue growth opportunities in 2025, it’s more important than ever your B2B brands leverage the power of social media. The key to creating the best B2B ads on social media in 2025 is the same as it always has been — be dynamic, attention-grabbing, shareworthy, and clear.

Doing so can help achieve crucial goals such as driving conversions, generating leads, and lifting brand awareness.

There’s more. Average B2B buyers on social media have bigger budgets!

This isn’t just wishful thinking. 78% of consumers are willing to buy from brands after a positive experience on social media. This means that B2B social media campaigns and B2B ads really help knock goals out of the ballpark — when done right.

That’s why we gathered a list of ten brands that took social media to the bank with the best B2B ads, to show you what great B2B social media campaigns look like.

We combed through the archives of the best B2B ad showcases from LinkedIn, The Drum, and more. Let’s get into it

Best B2B Social Media Campaign Examples

The campaigns we gathered include:

• Air
• Travelport
• Packsize
• LinkedIn Sales Navigator
• Air Company
• HubSpot (1)
• IBM
• Adobe
• Fiverr
• ABAX
• UN Women
• Confluence
• HubSpot (2)
• HP
• Upwork (2)
• Drift
• QuickBooks
• Shutterstock
• Hootsuite
• Walnut.io

Bonus: See 23 more B2B examples in our guide to the best B2B tips and tactics. 🙌

Air: Winning the differentiation game

Nearly two years after the launch of ChatGPT, we’re seeing dozens of AI products being released every single month.

With many of these being B2B (e.g. ClickUp AI, Notion AI, and so on), the need for differentiation is becoming increasingly clear.

This is where good ole creativity comes to the rescue…of brands that know how to apply it, that is.

And that is what the latest campaign by Air is: A great example of social media creativity in B2B. This company is a creative asset management startup that wants to put companies like Dropbox to sleep, and they might as well achieve it with their freshness and spontaneity.

What we like about this campaign is how it delivers on the premise of introducing a somewhat complex product (i.e. a creative AI-powered assistant) in a way that’s not only easy to grasp, but also funny and reflective of the target audience.

In addition, this type of creative approach is fundamental to build brand awareness in a market that’s literally racing towards differentiation.

Travelport: The fast, strategic route to success

Travelport is a travel retail platform offering distribution, technology, and payment solutions for the travel industry across the globe. Talk about a good representative of a B2B business!

A little over a year ago, they produced a campaign consisting of an episodic content series that is nothing short of an earned media masterclass.

On top of gathering visualizations by the millions, the brand received an incredible amount of attention – 600+ articles and 2,000+ airings covering the premise of the campaign (visiting the 7 wonders in seven days, with the help of Travelport of course).

But most importantly, it brought them to light, transforming the brand into the most considered in its category. An absolute, indisputable for the B2B marketing ages.

Packsize: How to stop being generic and start being unique

One of the hardest challenges B2B brands experience is the idea of being in a generic industry, dealing with generic products.

But then again, that’s just an idea, and in many cases, a prejudice.

Take the case of Packsize: They are in the business of manufacturing cardboard boxes for packaging products. In the eyes of a defeated marketer, that’s peak genericity.

In the eyes of a forward-thinking one, however, that’s an opportunity to create a unique brand and become a household name in a sea of names that evoke little, if anything at all.

LinkedIn: Championing their own game

Wouldn’t it be ironic to see LinkedIn fail at B2B social media marketing?

Luckily for them, their recent “Foresight” campaign saved them from the potential embarrassment.

But let’s not reduce the campaign’s success to luck, because it was a strategic masterpiece.

How so? Simple – the brand needed to convey a key message (i.e. we’re in the sales intelligence business as much as we’re in the social media one) in a painless, effective manner.

After reaching 76M people and achieving a 40% creative recall rate, they’re more than entitled to say “mission accomplished”.

Air Company: Using aesthetics and social channels to become the next Tesla

In the final months of 2023, Air Company launched a campaign that might as well be recognized as peak Instagram aesthetics in the years to come.

And we mean this in a good way, as the campaign was perfectly executed and its message effectively delivered.

What caught our attention though, is how this company – which is in the futuristic business of “securing life on Earth” (by manufacturing clean energy) – is seeking to become a category leader in its own trailblazing way.

To convey this, they retorted to a proven formula: Storytelling and stunning visuals.

If they keep it up, we’ll hear more about them soon, and we’ll do so on social channels first and foremost.

HubSpot: On-brand and on-topic mastery

Q4 is the ultimate incarnation of FOMO in virtually every sales environment…particularly when the numbers aren’t looking as sales teams would want to.

HubSpot knows about this, but instead of bringing salespeople’s worst fears to life, they launched a campaign of memes, reels, and vids where “IYKYK” sales humor (and their products) are the protagonists.

Results speak for themselves:

• 200K+ social follower growth
• 4.65M+ organic social impressions
• Social engagement rates averaging 5-13% QoQ
• +5pt in brand awareness QoQ and a +9pt increase in sales association for HubSpot
• 21% YoY jump in search volume

IBM: Brand awareness to get back to the top of mind

In 2023, IBM launched their first brand awareness campaign in a decade, titled “Let’s Create”.

The goal was to transform the past into a modern B2B brand with social at its core, and consisted of multiple co-creation “chapters” that went live on socials.

While the campaign was visually pleasing and well executed, what caught our attention the most was the level of self-awareness showed by IBM.

They knew they’re getting left behind, and they knew that brand awareness on social media was the road to take.

And this sense of sense awareness resulted in a huge win, with campaign results showing that IBM outperformed 65% of US tech brands in top of mind awareness studies, and favoritability for the brand grew by double digits on LinkedIn.

Adobe: TikTok for the win

Redesigning Signs is a 2023 campaign by Adobe, in which visual artists redesign poorly-made street signs into good ones.

What we like about this campaign is how it serves as an example of the power of TikTok and Instagram.

The idea is not entirely novel, but it’s executed and distributed in a way that aligns perfectly with the target audience.

How important is this? Quite a lot, actually, as the campaign garnered 6.3M organic views on TikTok, 4.1M views on Instagram, and an 11% engagement rate.

Create good content that your audiences like and consume on their preferred platforms is still a winning formula in B2B social media marketing.

Upwork: 4M impressions in Gen Z campaign

This campaign by remote and flex work giant Upwork (the first of two we feature in this article) was targeted to the the largest current demographic on earth—Gen Zs–and was fully oriented to build brand awareness and position the platform as the best place to find work.

It did so in the most Gen Z way ever: By launching 140+ posts across their favorite social platforms (of course, that’s Instagram and TikTok).

The campaign was a hit, gathering nearly 4M impressions, and achieving a 4.1% engagement rate, strong for today’s standards.

But most importantly, the campaign tailored their message to a specific community to ensure that as zoomers enter the world of work, Upwork will likely be top-of-mind.

Fiverr: Power of Humanity campaign

Another “future of work” campaign by another “future of work” brand looking to become top of mind in the highly competitive market of freelance employment.

Fiverr’s campaign certainly captures the spirit of our times, and shows how humans are empowered by AI rise the bar of productivity and creativity, pushing the limits of what’s known.

The campaign was successful both in terms of metrics and sentiment, gathering over 1.7 million views on YouTube, and a surge in Fiverr’s website for core related searches, such as “AI content editing,” “AI video editing,” and “Prompt Engineering”, which grew by 10,490%, 3,000% and 7,000%, respectively.

ABAX: 195% increase in website traffic

ABAX GPS Tracking provides solutions for tracking lost and stolen construction equipment. Up until recently, the brand struggled with awareness, but this was ended with the 2023 “When you don’t use ABAX” campaign.

Shot with smartphones and consisting of humorous hidden camera sketches that capture the reactions of construction site managers when expensive equipment goes missing without a trace, the campaign proved a huge success, bringing nationwide recognition (in the UK) for the brand.

In numbers, the campaign resulted in 10.9M video views, 154k click-throughs, and 195% increase in website traffic. Not bad!

UN Women France & Sistafund – Getting the world’s attention on LinkedIn

InMySeat is an award-winning campaign by UN Women France and Sistafund, with a simple goal: To amplify women leaders in tech, who are outnumbered 5 to 1 by men in the same sector.

To achieve this goal, the agency behind the campaign convinced 30 male executives to switch their LinkedIn profile picture and name with women from tech.

Since we’re talking people with hundreds of thousands LinkedIn followers, you know what happened next: Virality.

In the end, each women in tech LinkedIn profile saw a 3800% increase in profile views over 24 hours, and 7.4M users were reached on LinkedIn, all while spending zero on campaign production and paid media.

In our view, not only a great campaign, but also an excellent example of a superb executive social media strategy.

Confluence: 180k+ video views

Campaigns on X are witty and clever. So marketers usually tread carefully.

With the ‘meetless’ campaign, Confluence reached out to their professional-centric audience in a unique way – a kitchen pun.

They got their aprons ready for this “Meetless” or, should we say, “Meatless” Twitter campaign to promote their flagship feature, Meetless, an asynchronous collab in Confluence. This new feature reduces meetings through real-time collaboration and knowledge-sharing for teams.

Their humor was to increase brand awareness of this new update that addresses meeting fatigue and encourages a healthier work-life balance.

Let's be honest — meetings are the workday equivalent to lima beans on your dinner plate.

Confluence saves you thyme, eliminates mediokra meetings, and encourages egg-cellent team collaboration. (Okay okay, enough with the food puns 🤪).

Go MeetLess: https://t.co/RRAtOWGpiM pic.twitter.com/KbwHp4lDMk

— Atlassian Confluence (@Confluence) May 11, 2021

But they were basically telling teams to ditch other project management stack for Confluence.

So, while the funny kitchen pun campaign was great, Confluence still needed to demonstrate the new feature in action. To give team leaders a working conceptualization of how this meet-less feature makes their team members’ daily routines easier.

Enter the “Confluence Your Way” video campaign.

Atlassian Confluence used YouTube videos to showcase what a team member’s regular day looks like in a bid to “promote a healthier work-life balance.”

It featured a day in the life of a Marketer, Campaign Manager, Program Manager, and Product Manager – the regular people in a workplace group.

And how the meet-less feature makes it better.

The “Confluence Your Way” video series highlighted the benefits of meeting-free days and how Atlassian Confluence’s new asynchronous collab feature promotes seamless team collaboration even without meetings.

This short video series garnered more than 180,000 views.

Confluence ensured their community wasn’t left out by informing them of this exciting feature.

The community gave them the chance to educate existing users and make their onboarding process even faster.

Although B2B marketing on TikTok used to be uncharted territory, it has become a viable platform for B2B brands for its powerful discovery algorithm and diverse user base.

HubSpot: Millions in views for workplace content series

B2B SaaS brands can get a masterclass in brand marketing from HubSpot’s social media strategy.

That extends to TikTok, too.

One content series of note: #GoodBossEnergy

To kickoff of their TikTok presence, HubSpot sparked workplace culture conversations by encouraging people to share their experiences and thoughts on what a good leader looks like.

This hashtag campaign aimed to increase reach and encourage participation from the young professional audience on TikTok. To amplify their reach, they employed influencers like Corporate Natalie to share their take.

With over 29 million views and 300+ videos using the hashtag, HubSpot succeeded in getting attention. And it’s far from their own only campaign.

HP: 2M UGC Videos

Hewlett Packard (HP) needs no introductions, but the company isn’t the first name that comes to mind when you think about terrific marketing campaigns.

That’s until you see their TikTok hashtag campaigns. It’s blowing up with ideas that can inspire you.

HP launched the #HPRadicalReuse in 2021.

@hp

Join @dreaknowsbest in the #HPRadicalReuse Challenge now!

♬ Sunrise – Official Sound Studio

The HP Radical Reuse TikTok challenge’s goal is to reduce plastic waste.

The company started reusing ocean-ground plastics in many of their products. So, it was important to create brand awareness.

HP’s strategy was simply creating a challenge using the hashtag #HPRadicalReuse. Videos focused on alternative ways to reuse plastic instead of disposing of them. Getting featured on HP’s official TikTok page was also alluring to many users.

@hp

Join @latinaexplorer in the #HPRadicalReuse Challenge now!

♬ Sunrise – Official Sound Studio

It didn’t take long for TikTok’s biggest influencers to join in.

And now, the challenge hashtag has billions of total views and 2 million videos (admittedly, not all about the original topic).

The good thing about social cause and sustainability campaigns is that they usually remain relevant for years. So, it’s an ongoing awareness campaign that still pulls in new UGC.

Upwork: Brand Ad sparks industry conversation

Upwork is a freelancing platform where businesses can find and work with different talents like developers, copywriters, virtual assistants, etc.

Work has changed. The old way of working, where employees clock in and out in a physical office, is dead. But most brand executives still won’t agree – unless they hear an experienced boss from their time say the same.

So, Upwork granted that wish in their brand campaign by resurrecting a dead boss to confirm that the old ways of working no longer work.

The blatant yet comical, high-production ad ‘This is How We Work Now‘ came just in time for the spooky Halloween season.

The two-minute musical features a decomposing Jack who returns from the dead as a zombie during a board meeting, horrifying his former employees. The dead boss emphasizes that working nine to five in an office is outdated, and some roles are old-fashioned.

Upwork’s multi-platform native video campaign generated more than 50,000 views on YouTube alone in its first week. Perhaps the biggest indication of the integrated campaign’s effectiveness is the reception from industry leaders and company execs. “This is How We Work Now” gained traction on LinkedIn, Twitter, and Facebook, with business leaders joining the conversation about what the modern work model should look like.

Within a few days, the ad was listed on Ad Age’s Top 5 Creative Campaigns roundup.

QuickBooks: 500+ million views

The accounting software for small businesses, developed and distributed by financial software powerhouse Intuit, struck gold with its “Backing You” campaign.

Partnering with GIPHY and Danny Devito (yes, that one), the campaign highlights all the ways Quickbooks works to save small business owners money and time.

“Backing You” was a massive, multi-channel awareness effort that Quickbooks rolled out in two parts.

First – the videos featuring Devito.

A 30-second anthem video plus several others that spotlight real small business owners launched as commercials online and on television. An additional mini-series called “Danny Teaches,” made up of 15-second videos in which Devito demos the simplicity of the QuickBooks platform, completes the video component of the campaign.

Second – the GIFs.

Partnering with GIPHY, Quickbooks created a searchable library of GIFs, made specifically with their customers in mind – small business owners.

Targeting business-related search terms and celebratory words and phrases, the partnership aims to further raise campaign awareness by reaching people who are already talking about the topic of small business solutions.

The Danny Devito GIFs, created when the first leg of the campaign launched, had already generated over 15 million views as of January 2019, when the GIPHY partnership was announced. Since then, they’ve added more GIFs and stickers, which have over 500 million views. These days, Danny Devito has even made it into some of the best B2B memes on social.

QuickBooks VP of Global Marketing, Dan McCarthy, explained the mission behind using GIFs as such an integral part of the campaign: “Given the popularity of communicating through GIFs, we wanted to bring a sense of community to the self-employed and small business community, which our new campaign with GIPHY provides.”

Of course, you don’t need the comedic stylings of Danny Devito to pull off a campaign like this. Star power and the novelty of GIFs are only part of the equation.

“Backing You” is a truly customer-centric campaign. It celebrates small business owners and offers solutions to their problems at the same time.

Shutterstock: 2+ million views in first week

The well-known stock photo site went viral with their Fyrestock video at the beginning of 2019. Racking up over 2 million views in the first week alone, the video parodies the promo video for the PR disaster that was Fyre Festival.

The kicker? They did it all with their own stock footage. Just over $2,000 worth of it, to be exact, earning Shutterstock the award for Best Limited Budget Campaign in The Drum’s 2019 B2B Awards.

Of course, that was the whole point of the video. Leveraging the sensation surrounding Fyre Festival to go viral was just icing on the cake. The Fyrestock video is part of Shutterstock’s larger, global campaign “It’s not stock, it’s Shutterstock,” the goal of which is to shift perception around stock imagery.

Through a series of promotional videos using other cultural touchstones like Game of Thrones and Stranger Things, the campaign aims to prove that content created with stock footage and imagery can be both low-budget and high-quality.

The tongue-in-cheek nature of the videos adds to their entertainment value, making them both more memorable and more shareable, without breaking the bank on their social media budget.

Shutterstock incorporates the campaign across their website, too, presenting a consistent brand message: high-quality, low-cost, endless creative possibilities.

Hootsuite: Brand Message Campaign

Ever feel like social media is a wild jungle and you’re just trying to find a path through the vines? Hootsuite felt the same way and built a whole campaign around it, cleverly named ‘Your Guide to the Wild.’ They wanted to show us all that in the middle of this wild, diverse online world, there’s a place for every brand.

Hootsuite didn’t shy away from the chaos of the internet — instead, they embraced it and said, “Hey, we know it’s a jungle out there, but we’re the best guide you could ask for.”

Their ad features real-time video clips of their platform, boosting social media stats. They wanted to show us, not just tell us, that growing your social media presence is doable and, with them, it’s as simple as a few clicks.

Here’s why this campaign was a winner:

• Kept It Real: By accepting the internet for the wild place it is, Hootsuite really tapped into what we’re all thinking. This made their campaign relatable right off the bat.
• Show, Don’t Tell: They showed us actual growth on their platform. No fluff, just facts. Seeing is believing, right?
• Positioned as a Guide: They didn’t just position themselves as another tool but as the guide to help you find your way and thrive in the social media jungle.

Their approach reminds us that good B2B marketing doesn’t need to be over-the-top or flashy. It just needs to understand its audience, embrace the realities of the industry, and be able to show, in real terms, how it can make a difference. Hootsuite nailed these aspects and gave us a campaign that resonates and educates — that’s B2B marketing at its best.

Walnut.io: #WeAreProspects

Walnut.io, a SaaS platform that makes creating engaging product demos a breeze, brought us a slice of mockumentary-style humor in their video ad. The definitely real (wink, wink) film studio Walnutix gave us a behind-the-scenes look at the #WeAreProspects movement, showcasing a tongue-in-cheek revolution in SaaS sales. This video ad not only highlighted the company’s services but also connected deeply with the viewer’s emotions by highlighting the challenges faced by SaaS buyers.

To dial up the realism, they added actual voice clips expressing the all-too-real frustrations buyers face when seeking new SaaS platforms. Adding in spoof-style interviewees with pun-filled names like Ken U.C. Myscreen, the brand further highlighted everyday tech frustrations that most of us can relate to.

This campaign was a success for a few key reasons:

• Emotional Connection: By highlighting the pain points of buyers, Walnut.io successfully created an emotional bond with its viewers. It’s not just a product they’re selling, but a solution to those frustrations.
• Humor and Relatability: The mockumentary style, coupled with pun-filled names and real-life voice clips, added a layer of humor that made the ad enjoyable to watch, while also making the message more relatable.
• Tapping Into Current Events: Aligning the ad with societal responses to issues, like protests and boycotts, Walnut.io cleverly mirrored the outside world in their campaign, making it more impactful and topical.

The campaign shows us that B2B marketing doesn’t have to be dry or impersonal. By incorporating humor and real-life emotions, you can create a campaign that not only entertains but resonates on a deeper level with your audience.

Need help with your B2B social media campaign?

If you’re getting started with your own B2B social media campaign, be sure to check out our articles on the topic below:

• How to Create a B2B Social Media Strategy: The Blueprint
• How to Set B2B Social Media Budgets (Formula + Examples)
• 6-Step Social Media Strategy Framework
• The Best Examples of B2B Social Media Tips and Tactics

If you’re just getting started — or if you already have a few campaigns under your belt — we’d love to hear from you: Drop us a line if you have any questions or want to show off that sweet campaign you ran. We might feature it in a future article.