In 2024, creators have taken center stage for marketers.
Brands began to view them as more than just catchphrases. Creators helped develop products, create buzz on social media and drive sales. Businesses have realized that the key to success with influencers is to truly trust the creator, allowing them to direct the collaboration in a way that reflects their own content and style.
ADWEEK has selected seven designer campaigns that stood out this year. Thousands of creator partnerships are formed each year, but these campaigns stood out because they boosted sales and reach for marketers looking to reach Gen Z and millennials in new ways. To compile this list, the ADWEEK editorial team looked at the amount of buzz campaigns generated on social media. Where possible, we have also included the results of each campaign.
Here are the most notable campaigns of this year.
Dezi sunglasses by Monét McMichael
a year and a half in the making… 🥹 I can’t believe I’m writing this caption. if you know me, you know how much I LOVE MY SUNNIES and how @dezi carried my ENTIRE look, my confidence, my energy. The same way @desiperkins inspired me to be a confident boss bitch!!!! literally getting emotional while typing this – and sharing what seems to be the BIGGEST MOST EXCITING SECRET!!! girl – you’re not READY FOR THE DEZI X MONET COLLABO
♬ original sound – Monet McMichael 🤍
Why this campaign was a success: The beauty designer sold out on a pair of sunglasses.
Monét McMichael gained 3.8 million followers on TikTok with relatable beauty videos.
In March, she launched a sunglasses collection with eyewear brand Dezi, owned by Desi Perkins, after being a fan of the brand for some time. “I remember pulling my husband aside and saying, ‘Do you see this girl and the kind of content she’s creating?’ She’s amazing,” McMicheal said Everyday women’s clothing.
The product sold out in 15 minutes, according to a TikTok video McMichael posted.
McMichael has also starred in campaigns for brands like Charlotte Tilbury And David Yurman.
Julia HuynhThe Gap hoodie
@julia.huynh I MADE A HOODIE WITH @gap!! #gappartner #hooded sweatshirt #hoodieing #hoodiesthathoodie ♬ original sound – Julia Huynh
Why this campaign was a success: Gap is betting big on influencers in 2024.
Gap tries to stay cool with Gen Z, and his work with creators has been remarkable this year.
Julia Huynh became the first influencer to create a product for Gap this year by creating a hoodie. Last year, Huynh made a TikTok series about her search for the perfect hoodie. Gap noticed her content and sent her a direct message. This interaction resulted in the launch of the hoodie in October.
Fabiola Torres, Gap’s global marketing director, told ADWEEK that the campaign aimed to incorporate Huynh’s creative input. “It’s about giving him the freedom and the opportunity to create as well, without telling him [her] what to do.”
Nara SmithThe Marc Jacobs tote bag from
@marcjacobs The Tote Bag, made from scratch by @Nara Smith ♬ original sound – marcjacobs
Why this campaign was a success: The campaign video went viral.
Nara Smith is known for her viral cooking videos featuring homemade recipes, like homemade ones. Capri Sun juice. In July, she collaborated with Marc Jacobs to promote the brand’s red tote.
The campaign video generated 22.2 million views across Instagram And TikTok.
Smith has been criticized for being a “traditional wife”, which refers to a woman who promotes traditional gender roles. However, Smith chose to ignore the negativity and focus on her passion for family and cooking. “I’m a working mom and have to juggle all kinds of hats and responsibilities, but cooking has always been a big part of my life,” Smith said. in a TikTok video respond to criticism.
Alex ConsaniIt is Jacquemus campaign
@jacquemus 🥑🫦🥑 A very GoGoGo #ManufactureOf @Alex Consani customized the Jacquemus look for our holiday campaign. 💋 #Potaxis #AlexConsani #Devouraste💋 #Puchaine #Come on! Come on! Come on ♬ ta ok gogo remix – guslopexs
Why this campaign was a success: A behind-the-scenes video has gone viral with over 10 million views on TikTok and Instagram.
Model Alex Consani was one of the first trans women to walk the Victoria’s Secret Fashion Show in October. In November, she starred in a holiday campaign with French brand Jacquemus wearing a custom look adorned with cucumbers.
The Jacquemus brand is known for generating buzz on social networks. In April 2023, the brand released a video showing its Bambino bags wandering the streets of Paris, which went viral as many viewers mistakenly thought it was a real video rather than AI-generated . Associating Consani with Jacquemus did the same to generate buzz on social networks.
Alix Earle and the NFL
@nflonfox The GRWM queen @Alix Earle had to help us 🤝 #nfl #soccer #GRWM #alixearle #preparewithme ♬ original sound – NFLonFOX
Why this campaign was a success: The NFL wants to reach out to more Gen Z and millennial women.
Alix Earle has become a favorite designer for brands. After gaining popularity on TikTok and dating NFL Dolphins player Braxton Berrios, his lifestyle content now intersects with football. NFL On Fox tapped her to bring her style to the world of sports, a move intended to appeal to Generation Z and millennial women.
For the NFL, she created a GRWM video for Week 5 of the football season, showcasing her clothing choices. Earle is part of football’s growing focus on female fans due to the Taylor Swift Effect and the growth of women’s sport.
Love Island United StatesThe Dunkin campaign
@k_rod223 We made our big one!! @Dunkin’ #partnerdunkin #PPG #RRB ♬ original sound – Kenny Rodriguez
Why this campaign was a success: The campaign went viral on social media.
After successful partnerships with creators like Charli D’AmelioDunkin’ joined forces with the cast of Season 6 of Love Island USA, Peacock’s popular reality TV show, in September.
A campaign video features JaNa Craig, Leah Kateb and Serena Page, collectively known as the show’s “Powerpuff Gang.” The cast discusses how their boyfriends surprise them with breakfast every morning, called a $6 meal deal. This deal includes a bacon-egg-cheese sandwich, hash browns and a medium hot or iced coffee.
ADWEEK reported that the Instagram video of the campaign gained over 623,000 likes in 24 hours, the second highest engagement of any content on her page. “When we launched our biggest breakfast deal ever, teaming up with the Islanders seemed like the perfect combination,” said Jill McVicar Nelson, Dunkin’ chief marketing officer.
Jools Lebron’s campaign with Zillow
Why this campaign was a success: Brands have become “wise”.
Creator Jools Lebron had a big year after his creation the “wise” trend. This term gained additional attention after Dictionary.com selected it as its word of the year.
As a result, she has worked with brands like Verizon, Zillow, PopSockets, and Patrick Ta Beauty.
His work with Zillow particularly stands out this year. In just four days, influencer company Viral Nation partnered with Lebron’s team, leading to the influencer being named Zillow’s first “Director of Restraint” in a campaign where she helps identify “wise” houses.
Six days after the campaign launched, Zillow and Lebron’s video received 1.8 million views, 82,000 likes and more than 2,000 comments on Instagram and TikTok, according to Viral Nation.
