5 Advertising Campaigns That Are Next Level
When is the last time a brand has really grabbed your attention with one of their campaigns?
Now more than ever it’s important for brands to create something that feels fresh, exciting, and relevant. Some of the most effect campaigns we see today come from unexpected collaborations, niche influencer selection, and clever product innovation. Brands that step outside the norm, keep up with what’s trending, and come up with new ways to connect with their audience, are more likely to see results in their campaign efforts.
e.l.f. x Stanley
Cosmetic brand e.l.f. and drink-ware brand Stanley, capitalized on the viral appeal of both their brands by launching a lip gloss holder that clips onto the iconic Stanley cup. This campaign worked because it merged two cult-favorite products, making it a must-have for beauty and lifestyle enthusiasts. I remember seeing posts on TikTok about how the product flew off the shelves in stores across the country, and I even saw a completely sold out display myself during a Target run.
According to Laura Bracher in her article "How Can an Unconventional Brand Collaboration Bring Business Success?", unexpected collaborations generate excitement by combining two distinct audiences. When unrelated yet trendy brands collaborate, they create a sense of novelty and fun. By tapping into how viral the Stanley cups are, and the popularity of e.l.f., the campaign became an instant hit on social media.
SKIMS x Tate McRae
Kim Kardashian’s shape-wear brand SKIMS is known for its campaigns that feature celebrities who are “it” at the moment, but the recent partnership with pop-star Tate McRae took things to another level.
By featuring Tate in a campaign just as her music career was skyrocketing, SKIMS tapped into her Gen Z fanbase at the perfect moment. According to Simon Kingsnorth in his article "The Benefits and Risks of Using Celebrities in Marketing", people are more likely to trust and purchase from a brand associated with a well-known public figure. Since Tate embodies confidence and cool-girl energy, she was the perfect fit for SKIMS’ branding.
Poppi x Alix Earle
Prebiotic soda brand Poppi made a genius move by collaborating with TikTok influencer Alix Earle for their new Lemon-Lime launch. The campaign revolved around Coachella and instead of a traditional ad, they let Alix create fun, casual content about the drink, making it feel like a natural part of her daily life.
Key activations Poppi used in this campaign were featuring exclusive Poppi branded festival events and housing Earle in a Lemon-Lime Poppi themed house. Even the pool floats were shaped like the fruits. This got lots of attention because everyone always wants to know what Earle and her friends are up to and staying in this themed house added a level of engagement and aesthetic to the campaign.
This campaign proved how powerful influencer marketing can be. According to Brittaney Kiefer in her article "How TikTok Changed Advertising Forever", TikTok has reshaped advertising by making it more personal, with brands benefiting from authentic influencer collaborations. By working with Alix, Poppi turned product placement into entertainment.
Rhode Beauty
Hailey Bieber’s beauty brand Rhode basically broke the internet with their latest product: a phone case that can hold lip gloss. This campaign worked because it blended beauty with current trends, and everyday convenience, making Rhode’s lip treatment a must-have, accessory. Every "it-girl" influencer and celebrities within Hailey's circle were seen using this phone case.
Prime Matter Labs notes in their article "Why the Multitasking Beauty Trend Is Here to Stay", that consumers love products that serve multiple functions. The iPhone lip case an innovative lifestyle hack, making it an instantly viral on social media.
Marc Jacobs x Nara Smith
Luxury brand Marc Jacobs tapped TikTok creator Nara Smith, known for her old-money aesthetic and homemade cooking content, to star in a dreamy, nostalgic campaign. In the ad Nara is seen “craving” a Marc Jacobs bag. She starts out the video with a big silver cooking bowl and mixes ingredients until the end result is the bag.
This partnership worked because it told a visual story that highlighted more than just a product and fit seamlessly with Nara’s aesthetic cooking brand. It is one of my favorite ways a brand has used an influencer for a campaign.
According to Victoria Willie in her article "How to Infuse Storytelling in Fashion Marketing", fashion marketing is most effective when it uses storytelling to create an emotional connection with consumers. By using an influencer with a distinct style, Marc Jacobs made a campaign that felt aspirational yet personal.
Final Thoughts
Each of these campaigns succeeded because they understood their audience and tapped into what’s trending at the time. Whether it was exclusivity, influencer power, innovation, or storytelling, they went beyond basic marketing and created something that felt different and exciting. The marketing/advertising world has stepped up its game and I am constantly fascinated and inspired by what I am seeing.
References
Bracher, L. (2025, February 14). How can an unconventional brand collaboration bring business success?. CIM Content hub. https://www.cim.co.uk/content-hub/editorial/how-can-an-unconventional-brand-collaboration-bring-business-success/
Kiefer, B. (2025, January 17). How tiktok changed advertising forever. Adweek. https://www.adweek.com/brand-marketing/how-tiktok-changed-advertising-forever/
Kingsnorth, S. (2024, June 24). The benefits and risks of using celebrities in marketing. SK Agency. https://www.sk.agency/the-benefits-and-risks-of-using-celebrities-in-marketing/#:~:text=People%20are%20more%20likely%20to,a%20well%2Dknown%20public%20figure.
Prime Matter Labs. (n.d.). Why the multitasking beauty trend is here to stay. https://www.primematterlabs.com/resources/why-the-multitasking-beauty-trend-is-here-to-stay
Willie, V. (2023, June 29). How to infuse storytelling in Fashion Marketing, pt. 3. brandstorytelling. https://www.brandstorytelling.tv/single-post/how-to-infuse-storytelling-in-fashion-marketing-pt-3
