2024 has quickly filled with viral moments that are captivating social media users like never before. From unexpected partnerships to innovative product launches, brands and marketers are now connecting with consumers on a whole new level.
Brat Green
This summer, Brat Green is the new Barbie Pink.
Following the release of Charli xcx's new album, Brat, this bold, green aesthetic is taking over social media. What started as an album cover has now become more than just a trend. Some may go as far as calling it a lifestyle, or a personality trait at the least.
In a TikTok interview, Charli xcx described Brat as “that girl who is a bit messy and loves to party and maybe says dumb things. She’s honest, blunt, and a little bit volatile.” Think knock-off handbags, all things Y2K and party-girl chaos. A far cry from the “clean girl” trend that has dominated TikTok for the past two years.
This smart marketing move is a reminder to push boundaries, be relatable, and spark controversy. The pop star explained that she wanted to go with “an offensive, off-trend shade of green to trigger the idea of something being wrong”. And yet, it was anything but that.
The Rhode Lip Case
As well as being crowned as the fashion icon, Hailey Bieber has now also been named a PR & marketing master. Founder of skincare brand, Rhode, the model & entrepreneur has demonstrated good marketing time after time.
In February, Rhode made its most viral move by launching a “lip case”— an iPhone cover with a built-in lip gloss pocket. This product, blending beauty with practicality, perfectly catered to girls who think of lip gloss as an everyday essential. It is a prime example of tapping into the consumer mindset.
The clever marketing, involving influencer partnerships and endorsement from Hailey Bieber herself, led to the product's immediate sell-out. The hype was further fueled by a high-profile restock, creating a second wave of excitement.
Crumbl Cookies x Kylie Cosmetics
If you’ve been on social media recently, you’ll know that US brand ‘Crumbl’ offers TikTok’s favourite cookies. The brand’s success is driven by a dedicated community, with creators sharing weekly reviews of its limited-edition flavours.
As a way to win the attention of online cookie lovers, Kylie Cosmetics recently launched their Skin Tint Blurring Elixir with a sweet collaboration featuring an exclusive Kylie Cosmetics x Crumbl 6-pack of cookies. The treats were frosted in shades inspired by the new product.
To celebrate, the first 100 visitors to Crumbl's West Hollywood store received the cookie pack, a complimentary shade match, and a full-size Skin Tint. Meanwhile, in New York, a pop-up offered a free skin tint and a limited-edition Pink Sugar mini cookie. The buzz continues on social media with more prize giveaways, ensuring both brands stay relevant throughout the collaboration.
Surreal x GymShark
Gymshark's recent collaboration with Surreal to create "Cardio-Os" cereal is a timely and strategic marketing move, capitalising on the current fitness craze and the growing demand for high-protein foods.
This partnership targets a common challenge for fitness enthusiasts: meeting daily protein goals. Breakfast, often a weak spot in protein intake, is now addressed with a cereal that offers 13g of protein per bowl.
By working with a well-known brand like Gymshark, Surreal’s innovative approach to protein-packed cereal not only serves their audience’s needs but also presents a huge opportunity for boosting brand awareness and overall business growth.
Surreal co-founder Jac Chetland said “Gymshark do gym. We do protein. Our Gymshark protein cereal is a match made in gym-heaven. We’re buzzing to be helping Gymshark’s community hit their protein goals.”
Gymshark partnership director, Calum Watson, said “We love what the guys at Surreal are doing – the mission, the product, the branding are all so attention-grabbing. And if we can collaborate on a product that will help our community reach their fitness goals, then we’re all for it. We were born in the weights room, but this is some Cardi-O we can all get behind.”
What Can We Learn?
These viral marketing moments teach us the importance of understanding your audience and meeting their needs. Each of these brands has demonstrated that success comes from tapping into current cultural moments, offering unique and practical solutions, and creating buzz through customer involvement. These strategies underscore the power of relevance, timing, and community in online marketing.
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