Summer 2025 has been a hot one — and not just on account of record-breaking temps. Brands are bringing the heat with standout content marketing efforts that use humor, cultural relevance, and multi-format storytelling to connect with audiences in memorable and highly engaging ways. From SPF roasts to email hijinks and B2B campfire stories, this season is proving that marketers are still hard at work, even as the world goes on break. Read on to explore the seasonal campaigns that are causing a sensation this summer.
Yahoo: How Your Email Found Me
Campaign Overview
Yahoo turned 30 this year, and they’re throwing themselves a celebration worthy of their inbox legacy by teaming up with brands that know how to spark cultural conversation. In June, they dropped a limited-edition collab with the cool kids at streetwear mainstay Anti Social Social Club (ASSC) to mark the release of Catch Up, their new AI-powered email review tool. Now, they’re back with a summertime sequel that riffs on one of the most overused openers in digital communication: the dreaded opener known as “I hope this email finds you well.”
Why It’s Best‑in‑Class
Enter ‘How Your Email Found Me’, a campaign that imagines the rare times an email does find you well: toes in the sand, lost in the woods, blissfully out of office. Available exclusively on TikTok Shop, the three-piece t-shirt collection taps straight into the sweet spot where nostalgia, humor, and design intersect.
A social-first activation that flips a cliché into a lifestyle moment, the campaign turns an email trope into something you’d actually want to wear. By pairing limited-run merch with a platform built for cultural discovery, Yahoo isn’t just promoting a product; it’s reinforcing its place in the zeitgeist and reminding us that email can still surprise, delight, and even make us laugh.
And the cherry on top? A one-of-a-kind Away luggage giveaway featuring a suitcase that says, loudly and proudly, “I hope your email never finds me!” — complete with Yahoo’s signature exclamation point.
E.l.f. Skin: Sunhinged
Campaign Overview
e.l.f. Skin is on a mission to get Gen Z to take SPF seriously, and they’re doing it with a wink and a nudge. In June, the brand premiered ‘Sunhinged’, a stand-up-style comedy special on YouTube that roasts the ultimate summer villain: the sun. Hosted by comedian Marie Faustin and featuring big-name guests like repeat brand partner Meghan Trainor, Heidi N. Closet, Andrea Jin, and Jon Rudnitsky, the special uses humor to tackle a not-so-funny stat: the fact that 64% of Gen Z tend to skip sunscreen entirely.
Why It’s Best‑in‑Class
Sunhinged takes a health PSA and turns it into entertainment people want to watch. By blending comedy, celebrity power, and shareable moments, e.l.f. Skin delivers its SPF message without a hint of preachiness. The campaign launched with a trailer debut at the Tribeca Festival, then rolled out on YouTube for maximum accessibility and social buzz.
It’s a smart, culturally tuned activation that meets its audience where they are — on platforms they love, in formats they’ll engage with. And, of course, it seamlessly spotlights e.l.f.’s Suntouchable SPF line, showing that sunscreen can be easy to wear, look good, and keep you protected. In the process, e.l.f. proves that even a brand mission rooted in skin health can be fresh, funny, and totally binge-worthy.
B2B Marketing Exchange x Demand Gen Report: #B2BMX Summer Camp
Campaign Overview
This August, in partnership with Demand Gen Report, B2BMX is hosting a week-long Summer Camp — a virtual, high-energy retreat for marketing and sales leaders eager to ditch the daily grind and rediscover creativity, strategy, and genuine camaraderie. From August 11–14, attendees pitched their digital tents and dove in with hands-on sessions, collaborative discussions, and case studies that reframed B2B go-to-market strategy through an engaging summer camp lens.
Why It’s Best-in-Class
What sets this B2B effort apart is its playful yet purposeful format: branded as a “digital summer camp,” it repackages dry webinars into themed experiences like Science Corner, Arts & Crafts, and Campfire Chats, fueling both learning and engagement. Designed to spark both skill-building and storytelling, the effort focuses on hot topics like thought leadership, leveling up webinar ROI, and decoding account-based marketing attribution.
To kick off the week, a dynamic keynote by sales enablement expert Roderick Jefferson reframes AI as a “trail guide — not a crutch,” emphasizing leadership, empathy, and human context over mere automation. Each session feels intentionally curated, so attendees aren’t just watching — they’re stepping into the woods with trusted counselors to equip themselves with tools, tactics, and trail-ready insights that they can carry through the rest of the year and beyond.
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