Screenshot of the Forbes Expert Panel article titled “Make It Stick: Key Elements Behind Memorable, Results-Driven Campaigns” published in Forbes on August 15, 2025. 19 marketing and communication experts from Forbes Communications Council including Board Director and Marketer Toby Wong share advice on elements delivering memorable and effective marketing campaigns.

Screenshot of Input from Board Director and Marketer, Ms. Toby Wong, of U.S.-based Toby Wong Consulting, into Forbes Expert Panel article titled “Make It Stick: Key Elements Behind Memorable, Results-Driven Campaigns” published in Forbes on August 15, 2025. Toby’s comment is #18 and titled “Timeless Truths” It reads: “Unforgettable campaigns anchor to soul-level truths and create friction to trigger memory. Nike's 1995 "If You Let Me Play" ad featured real girls asking for their right to play sports. In 2025, Nike's "So Win" campaign celebrates the power of sport with iconic athletes and inspires everyone to own their power to win. These aren't just ads. They are identity infrastructure across generations.”

What Makes A Memorable Marketing Campaign?

Read Forbes Communication Council Expert Panel in @forbes.com sharing advice.

I’m #18 talking Nike.

What campaign do you think is memorable?

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