7 Top Creator Partnerships of 2024 That Made a Splash

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

♬ original sound – monet mcmichael 🤍

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

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

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.

After successful partnerships with creators like Charli D’Amelio, Dunkin’ partnered with the season 6 cast 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 “Powerpuff Gang” from the show. The cast members discuss how their boyfriends surprise them with breakfast each morning, referred to as the $6 meal deal. This deal includes a bacon-egg-and-cheese sandwich, hash browns, and a medium hot or iced coffee.

ADWEEK reported that the campaign’s Instagram video earned more than 623,000 likes in 24 hours, the second-highest engagement of any content on its page. “When we launched our biggest breakfast deal ever, teaming up with the Islanders felt like the perfect match,” said Dunkin’ CMO Jill McVicar Nelson.

Jools Lebron’s campaign with Zillow

Why this campaign was a hit: Brands went “demure.”

 Creator Jools Lebron had a big year after coining the “demure” trend. This term gained additional attention after Dictionary.com selected it as their word of the year.

As a result, she’s worked with brands like Verizon, Zillow, PopSockets, and Patrick Ta Beauty.

Her work with Zillow particularly stands out this year. In just four days, influencer firm Viral Nation partnered with Lebron’s team, leading to the influencer being named Zillow’s first “Chief Demure Officer” in a campaign reel where she helps identify “demure” houses.

Within six days of launching the campaign, 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.