Marketing in the context of social responsibility is considered a process by which different potential customers will be attracted through ethical business structures and by providing support for different goals in society. This is precisely why many companies create various campaigns related to social responsibility in order to get closer to users and potential customers. Thus, various policies are adopted that aim to promote activities that aim to achieve well-being within society, and the reduction of negative effects on society and the environment is encouraged. In this paper, the marketing aspects of socially responsible business were analyzed using a case study through four campaigns of wellknown global brands: Dove, Patagonia, Always and Airbnb. The research showed that socially responsible campaigns had a positive effect on sales and brand perception, contributing to their positioning on the market. The participants recognized the importance of social responsibility in business, especially in environmental and social aspects. The media presence of such campaigns has been confirmed as a powerful tool for increasing awareness and acceptance of socially responsible initiatives. The results of the study provide valuable guidelines for companies that strive to implement socially responsible practices in order to achieve sustainable business success.