These are the marketing campaigns which I feel personally are the best..
IHOP to IHOB
They are known for their pancakes for almost 60 years
They have taken the greatest risk possible
The sales of burgers has been quadrapled since then
Nike – Dream Crazy
This ad features NFL quarterback player Colin Kaepernick
Nike was outslashed after the ad
Nike sales grew 31% that year compared with the previous year after releasing an ad featuring Kaepernick
Spotify Wrapped ad contains first part which is previous years music trend
Second part is personalised music
This ad was considered timely, for its personalised branding
Autonomous Sensory Meridian Response, and is described as a pleasurable relaxation response some individuals feel in response to certain stimuli or sounds
And as a result of the campaign, IKEA’s Back To College sales went up to 27% increase
KFC to FCK
KFC has to do this campaign in order to calm people down for the shortage of chicken in their stores. This ad has been paid of well, and bagged many awards. The same year KFC was nominated for the best company of the year.
It is difficult to understand the strategies behind every marketing stunt. It takes great knowledge and experience. You can refer to The Art of Digital Marketing for more.