‘Marketers took risks this year’: From Hawk Tuah to Raygun, these were the viral moments of 2024
We're almost at the end of 2024 and what a year it has been. To celebrate, we sit down with Suzie Shaw, the CEO of We Are Social to talk about the year's biggest moments and what to expect in 2025, accompanied by an exclusive end-of-year recap from Aussie TikToker, Starr McGowan.
1. In your opinion, was there a particular theme with the viral moments of the year?
This year’s viral moments showcased a fascinating duality, oscillating between biting sarcasm and deeply political undertones. The memification of everything – particularly news – has continued to amplify the speed and scale of these trends. They often satirically celebrate absurdity at both ends of the spectrum; new lows (like the chaos of Hawk Tuah Girl or Gen Z boss and a mini) and exaggerated highs (think Brat Summer).
Memes have evolved into a parallel language, essential for how we collectively process and discuss even the most serious news. They offer a self-deprecating lens on society, allowing emotional responses to be both shared and reshaped – whether reacting to the assassination of a healthcare company CEO or a wildcard Turkish shooter triumphing at the Olympics. Universally relatable yet highly adaptable, memes unite internet communities by fostering irony-laden iterations of the stories that matter most, building an ongoing, collaborative discourse.
2. Were there any shocks or unique moments in your opinion?
The sheer speed at which things went viral. It was mind-blowing! Hailey Welch, aka Hawk Tuah Girl, went from complete obscurity to landing TV and podcast deals, and even a cryptocurrency launch (which didn’t go well), literally overnight.
Similarly, the Four Seasons Baby became a global sensation in a matter of days thanks to one TikTok from an aunt with 50 followers, catapulting the family onto Rolling Stone, CNN, and People magazine. Our We Are Social Canada team seized the moment, creating a social-first campaign for Four Seasons that generated a whopping $10 million in earned media value.
This just goes to show how unpredictable and powerful social media can be. Our latest Think Forward report revealed that 59% of marketers took risks this year, like partnering with unconventional creators or pushing boundaries with their content, and 98% reported a successful or neutral outcome. It’s a powerful reminder that when a relevant moment truly resonates, the impact can be enormous.
3. What did Australians want more of in 2024?
In a year filled with uncertainty, in 2024, Australians turned to joyful escapism and authentic connection. Quirky animal influencers like Moo Deng and our very own Pesto the Penguin gave us permission to laugh and feel good. Run clubs exploded in popularity as a way to socialise and even meet potential partners, shifting away from virtual-first experiences toward IRL connections. More than ever, Aussies leaned into these feel-good, human-centric trends as a form of self-care and community building. And always proud to be recognised on the global stage, regardless of how absurd the reason, Raygun gave us a newfound sense of national pride.
4. Is there anything we can possibly predict or see more of in 2025?
Expect to see even more “realness” in 2025. Think messy TikToks, less-polished influencer collaborations, and online communities sharing unfiltered, relatable moments. The era of the “perfect” influencer aesthetic is fading. Raw, authentic, user-generated content is taking over, and brands will need to adapt to keep up.
Brands, however, may struggle. Maintaining frequency and engaging new audiences in this fast-moving, high-volume landscape will require agile teams and adaptable strategies, such as partnering with creators or engaging employees to generate content for brand channels – something we’re already seeing a lot of success with our clients Colgate and Kayo. Marc Jacobs’ TikTok is another great example: they’ve handed the reins to creators and micro-influencers, resulting in a feed that’s refreshingly down-to-earth and relatable.
5. How would you sum up 2024 for Australia in relation to the biggest moments?
Australians love nothing more than being recognised on the global stage, no matter how absurdly or proudly we’re portrayed, from global recognition for Pesto the Penguin, Raygun’s joyfully-chaotic Olympic performance or Troye Sivan’s position as Charlie XCX’s bestie, we just love to be seen as globally relevant.
6. Your biggest prediction for how 2025 will be summed up?
2025 will likely be remembered as the year of delightful chaos. With our collective craving for dopamine hits at an all-time high, the demand for content that feels real, random, and relentlessly surprising will continue to shape the cultural landscape. This isn’t just about chasing trends – it’s about the brain’s need for constant stimulation in an overstimulated world.
Adding to this is the growing influence of Gen Alpha, whose comfort with chaos is redefining the language of culture and marketing. Terms like “brain rot,” “skibidi,” and “rizzler” have already begun seeping into the mainstream, and their playful embrace of absurdity and unpredictability signals a shift in how brands and creators engage audiences. In short, 2025 will be a year driven by the power of randomness, the allure of novelty, and a newfound fluency in the language of chaos. The key is to do it in a way that feels genuine and avoids coming across as trying too hard or… “Ohio” (as Gen Alpha say!).
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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BRAT
brat summer
Charli XCX
Hailey Welch
Hawk Tuah
Raygun
Starr McGowan
Suzie Shaw
We Are Social
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