In 2024, creators took center stage for marketers.
Brands began to view them as more than just attention-grabbers. Creators helped develop products, drum up social media buzz, and drive sales. Companies realized that the key to success with influencers is to genuinely trust the creator, allowing them to steer the collaboration in a way that reflects their own content and style.
ADWEEK picked seven creator campaigns that stood out this year. Thousands of creator partnerships are formed every year, but these campaigns stood out because they drove sales and reach for marketers looking to reach Gen Z and millennials in new ways. To put together this list, ADWEEK’s editorial team looked at how much buzz campaigns generated on social media. When possible, we’ve also included results for each campaign.
Here are this year’s most notable campaigns.
Monét McMichael’s Dezi sunglasses
@monetmcmichael a year and a half in the making … 🥹 I cannot believe i’m writing this caption. if you know me you know how much I LOVEEE ME MY SUNNIES and how @dezi has carried my looks, confidence, energy ALL OF IT. Just the same way @desiperkins has inspired me to be a confident boss ass bitch !!!! literally getting emotional typing this out – and sharing what feels like the BIGGEST MOST EXCITING SECRET !!! girl – you’re not READY FOR DEZI X MONET COLLAB
Why this campaign was a hit: The beauty creator sold out a pair of sunglasses.
Monét McMichael built 3.8 million TikTok followers with relatable videos about beauty.
In March, she launched a sunglasses collection with Desi Perkins-owned eyewear brand Dezi after being a fan of the brand for some time. “I remember pulling my husband aside and being like, ‘Do you see this girl and the kind of content she’s creating? She’s incredible,” McMicheal told Women’s Wear Daily.
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 Huynh‘s Gap hoodie
@julia.huynh I MADE A HOODIE WITH @gap !! #gappartner #hoodie #hoodieing #hoodiesthathoodie ♬ original sound – Julia Huynh