Top UK Brand Activations on Social Media: Canva, Rightmove, Burberry, & Aldi
Brand activations on social media are shaping the way UK brands connect with audiences in 2025. From creative storytelling to viral experiences that bridge online and offline engagement, these campaigns show how imagination, culture, and timing can transform audience perception and drive brand love.
Here are the four most talked-about campaigns that show how creativity, culture and timing drive connection.
Canva: “Really, Really Good Design”
Canva’s recent campaign, “Really, Really Good Design,” highlights the power of great design to transform a business from a promising idea into a professional success story.
The campaign follows the fictional story of Debbie & Son’s Sandwiches — a small business with a great product but no customers. Enter Canva, and her son’s bright idea to refresh their branding. With a new logo, menus, and social posts, Debbie & Sons quickly went from “in a pickle” to properly selling sandwiches.
In an extension of the campaign, Canva partnered with London and Bristol-based sandwich chain, Sandwich, Sandwich, serving a special crisp and pickle sandwich in custom Canva Grab & Go boxes. All proceeds supported the East London Business Alliance and Spitalfields Crypt Trust, adding a charitable, real-world element to the activation. Canva fans loved @canvauk’s first introduction to their brand on social and the new campaign. Comments included, ‘Really, really good first post’ ‘Absolutely here for it!’ ‘Can’t wait to try!’ ‘Love it!’
Insight: Canva’s campaign perfectly balances relatability, storytelling, and social engagement — proving that professional design is within reach for every small business.
Rightmove UK: Turning 25 with Cake and Creativity
To celebrate its 25th birthday, Rightmove UK went all-in on a delicious social activation. Collaborating with Molly Mae’s Cakes and other creators, the brand produced bespoke cakes for influencers, echoing the viral TV show “Is It Cake?” where contestants must guess whether an object is real or edible.
The campaign video, filmed in a stately home, featured edible props and ten creative contributors. Influencers shared their “Rightmove vs. Now” journeys, telling stories of how the platform shaped their property dreams.
Hero content rolled out across TikTok and Instagram, supported by a nostalgic roundup of “25 viral homes” — showcasing Rightmove’s role in sparking national conversations about extraordinary UK properties. Across TikTok and Instagram Rightmove UK’s 25th birthday content has garnered nearly 33,000 likes, over 700 comments and close to 5 million views.
Insight: Rightmove’s mix of nostalgia, influencer creativity, and interactive storytelling turned a brand milestone into shareable cultural content.
Burberry: Stylish Weather Forecasts Go Viral
Burberry’s weather forecast campaign brought British charm to social media feeds. From models to British pensioners, presenters delivered quirky UK weather forecasts — all dressed head-to-toe in Burberry’s iconic outerwear.
The campaign tapped into the brand’s British heritage and timeless truth: you must always be prepared for the weather. By leaning into humour and authenticity, Burberry reached new, younger audiences on TikTok, shedding the aloofness often associated with high fashion. The videos on TikTok received just around 120,000 likes, almost 1800 comments and 16.4 million views.
Insight: By embracing humour and British identity, Burberry redefined luxury for the social age — polished yet playful.
Aldi: “Cap-Aldi” with Lewis Capaldi
In September, Lewis Capaldi surprised shoppers with a performance on the roof of an Aldi in Nottingham. The store was temporarily renamed “Cap-Aldi”, where the singer performed his hits like “Someone You Loved” to stunned shoppers.
The event sparked a nationwide #CapAldi social competition, giving fans a chance to win exclusive Capaldi caps by commenting on Aldi’s TikTok or Instagram posts. The collaboration went viral, garnering millions of views and national headlines.
Capaldi himself joked on stage:
“This is Capaldi on the roof of an Aldi. Sorry to get in the way of anyone’s shopping. Excellent produce — brioche buns, carrots, the lot.” Across TikTok and Instagram the video of Capaldi on the roof received 83k likes and over 600 comments.
Insight: Aldi’s playful fusion of celebrity culture, humour, and community engagement cemented its reputation as one of the UK’s most agile and self-aware brands on social media.
Key Takeaways: What Makes a Brand Activation Work?
Across these campaigns, a few common threads stand out:
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Authenticity – Each brand connects to its core audience truthfully.
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Cultural timing – Campaigns tap into shared moments, memes, and emotions.
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IRL + digital synergy – Successful activations blend real-world experiences with social amplification.
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Storytelling – Narratives drive emotional engagement and make content memorable.
In short: The UK continues to lead in creative, culture-driven brand activations that merge humour, humanity, and social-first strategy.
