Your favourite brands and celebrities were busy this year. From iconic partnerships and viral campaigns to cultural trends and innovative products, 2024 saw it all. Here’s a deep dive into some of the marketing moments that shaped the year that was!
REFY x Community Events
Refy made waves last year by hosting the first ever community trip to Mallorca. Rather than featuring familiar influencer faces, the spotlight was on Refy’s own community – a group of loyal customers who use the products daily and embody the brand’s ethos.
The trip generated a 250% increase in engagement on Refy’s Instagram channel, fostered genuine connections among customers, deepened brand loyalty and showcased Refy’s commitment to thanking its O.G and paying customers over influencers.
Dare we say it, community trips are in, influencer trips are out.
Skims x Iconic Celebrity Partnerships
If selecting ‘celebrities of the moment’ to front Skims campaigns were a competition, Kim deserves an oscar.
2024 was a busy year for Skims and they perfected the art of selecting celebrities just before their meteoric rise to success and mainstream adoration. Here’s a quick (and wildly impressive summary):
January: Lana Del Ray Valentine’s Day Campaign
March: Alex Cooper Wedding Collection (perfectly timed with her own wedding)
April: Sabrina Carpenter Spring Collection
July: Nicola Coughlan (off the back of Nicola’s lead in Bridgerton season 3)
August: Charli XCX (brat coded)
October: Tate McRae Holiday Campaign
Rhode x iPhone Case
It appears everything rhode & Hailey Bieber touch turns to gold – and the rhode iPhone case was no exception. Launching in March of 2024, it quickly became the ultimate it-girl accessory, spotted on the likes of Kylie Jenner, Aryna Sabalenka, Rochelle Humes and Jasmine Tookes.
Alongside this, rhode delivered some incredible brand moments with their bath bomb mailer, pop-up photo booth and iconic campaigns with both Alexandra Saint Mleux and Claudia Schiffer.
Heaven Mayhem x Social Content
Heaven Mayhem has consistently curated aesthetic, simple, and unique content across their Instagram over the past year. From photoshopping their jewellery onto iconic fashion figures to their NYFW takeover and Black Friday campaign, they’ve mastered the art of selling not just a product, but an aspirational lifestyle.
Founder Pia Mance attributes the success of her content and brand to creating non-salesy, low-fi, and fresh content that resonates with both the brand’s vision and audience at large.
Odd Muse x Founder Content
2024 was undeniably the year of founder-led content. This personal-style content saw founders share their start-up stories, campaign bts, typical day in the life and business wins (or failures). Think of it as a look behind the curtain – and honestly, who isn’t a bit nosey.
The result? Content that’s not only engaging but also fosters community building.
This is exactly what Odd Muse managed to achieve, with founder Aimee Smale growing her personal brand by sharing candid, vulnerable, and inspiring insights into how she runs and scales her business.
From her recent New York pop-up to campaign photoshoots and the production process, Aimee brings customers along the journey, making them feel personally invested in her business story and the products themselves.
This is definitely an area to watch for 2025!
Charli XCX x Brat Cultural Phenomenon
Charli XCX didn’t just release an album this year – she created a cultural moment.
For much of 2024, we couldn’t escape the colour green or word “brat,” and that’s all thanks to Charli XCX. Her album, and with its genius marketing, gave us Demure vs. Brat, #BratSummer, an iconic TikTok dance, and a wave of Brat green moments that flooded our feeds.
