Why this campaign was a hit: A behind-the-scenes video went viral with more than 10 million views across TikTok and Instagram.
Fashion model Alex Consani was one of the first trans women to walk in the Victoria’s Secret Fashion Show in October. In November, she starred in a holiday campaign with the French brand Jacquemus wearing a custom look adorned with cucumbers.
The Jacquemus brand is known for sparking social media buzz. In April 2023, the brand released a video featuring its Bambino bags wandering the streets of Paris, which went viral as many viewers mistakenly thought it was real rather than AI-generated. Associating Consani with Jacquemus did the same to drive social media buzz.
Alix Earle and the NFL
@nflonfox Had to get the GRWM queen @Alix Earle to help us 🤝 #nfl #football #GRWM #alixearle #getreadywithme ♬ original sound – NFLonFOX
Why this campaign was a hit: The NFL wants to market to more Gen Z and millennial women.
Alix Earle has become a favorite creator for brands. After gaining popularity on TikTok and dating NFL Dolphins player Braxton Berrios, her lifestyle content now intersects with football. NFL On Fox tapped her to bring her style to the sports world, a move meant to attract Gen Z and millennial women.
For the NFL, she created a GRWM video for Week 5 of the football season, showcasing her choices for what to wear. Earle is part of football’s growing focus on women fans due to the Taylor Swift effect and the growth of women’s sports.
Love Island USA‘s Dunkin’ campaign
@k_rod223 We did our big one!! @Dunkin’ #dunkinpartner #PPG #RRB ♬ original sound – Kenny Rodriguez
Why this campaign was a hit: The campaign went viral across social media.