Why this campaign was a hit: Gap bet big on influencers in 2024.
Gap is trying to stay cool with Gen Z, and its work with creators has been notable this year.
Julia Huynh became the first influencer to create a product for Gap this year when she designed a hoodie. Last year, Huynh made a TikTok series about her search for the ideal 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 CMO, told ADWEEK that the campaign was aimed at incorporating Huynh’s creative input. “It’s about giving her the freedom and the opportunity to create as well, not telling [her] what to do.”
Nara Smith‘s Marc Jacobs tote bag
@marcjacobs The Tote Bag, made from scratch by @Nara Smith ♬ original sound – marcjacobs
Why this campaign was a hit: The campaign video went viral.
Nara Smith is known for her viral cooking videos featuring recipes from scratch—like homemade Capri Sun juices. In July, she collaborated with Marc Jacobs to promote the brand’s red tote bag.
The campaign’s video generated 22.2 million views across Instagram and TikTok.
Smith has faced criticism for being a “trad wife,” which refers to a woman who promotes traditional gender roles. However, Smith chose to ignore the negativity and focused on her passion for family and cooking. “I’m a working mom, juggling all kinds of hats and responsibilities, but cooking has always been a massive part of my life,” Smith said in a TikTok video addressing the criticism.
Alex Consani‘s Jacquemus campaign
@jacquemus 🥑🫦🥑 A very GoGoGo #MakingOf @Alex Consani custom Jacquemus look for our holidays campaign. 💋 #Potaxie #AlexConsani #Devoraste💋 #Puchaina #GoGoGo ♬ ta ok gogo remix – guslopexs