As summer rapidly draws to a close, it is hard to tell if it ever truly arrived, given the weather we have experienced. Nevertheless, now seems like the perfect opportunity to review my top five summer marketing campaigns of 2024. This year, many brands have truly excelled, leveraging major global events such as the Paris Olympics, Wimbledon, The Open, the UEFA European Championship, and even the more subdued—yet impactful—general election to strengthen their presence and engagement.
Blank Street Coffee
If teaming up with Sabrina Carpenter in June was not impressive enough, Blank Street Coffee continued to stay top-of-mind throughout the summer. In June, the brand landed a collaboration with the ‘it girl’ of 2024, Sabrina Carpenter, whose song “Espresso” was then nearing sixty million streams. This partnership with a coffee chain seemed inevitable, and amidst a landscape dominated by established global brands, the new Blank Street (founded in 2020) made a standout appearance. An Instagram collaboration between Carpenter’s “teamsabrina” account and Blank Street further fuelled the buzz, culminating in an exclusive event at their London location, where Sabrina herself served coffee and posed for photos with fans.
If that was not enough for Blank Street’s marketing team, Claudia Winter, the brand’s Marketing Director, kept the momentum going. In July, Blank Street took over the Battersea Power Station pop-up, with a clever “Game, Set, Matcha!” campaign that fused matcha with rocket padel in a Wimbledon-inspired strategy. The activation was ubiquitous and resonated deeply with consumers.
Claudia Winter explained the campaign’s success, stating, “We analysed Google Trends data and noticed that searches for ‘matcha’ have more than doubled over the past year, while searches for ‘padel’ have tripled. On TikTok, the hashtag #Padel has garnered 5.3 billion views, while #matcha has surged to an astounding 10.3 billion views.”
By tapping into two booming cultural trends—matcha and padel—and aligning their pop-up with the Wimbledon season, Blank Street Coffee not only created significant buzz but also injected a sense of fun into the campaign. They truly nailed their strategy.
The Ordinary’s Scientists Over Influencers
This groundbreaking campaign is set to reshape the way skincare and makeup brands approach advertising. The Ordinary’s bold statement, displayed on billboards reading: “Someone said working with celebrities would be good for our brand. But we couldn’t find one with a degree in biochemistry,” has captivated widespread attention. It marks a shift from the era dominated by influencers and sponsored content to a demand for greater authenticity, as seen in the growing popularity of user-generated content (UGC).
The campaign underscores the decline of influencer-led promotions, which are increasingly viewed as contrived. Consumers are now seeking genuine experiences and credible endorsements. The trend has been mirrored by other brands, such as Refy Beauty, which moved away from traditional influencer-led PR trips this summer. Instead, they invited brand users and community members, opting for an approach that reflects the growing demand for real, organic interactions. While influencer trips may have once promised higher returns on investment, today’s millennials and Gen Z consumers are gravitating toward the authenticity that UGC offers.
This is precisely why The Ordinary’s campaign has resonated so strongly. By emphasising the credibility of science over celebrity endorsements, they align perfectly with consumer preferences for transparency in skincare. The minimalist design of their billboards, much like their products, conveys purity and simplicity, highlighting the brand’s commitment to less harsh chemicals and more high-quality ingredients.
The campaign’s success signals a broader industry trend: transparency and authenticity are set to become key themes as we move into the next season.
Charli XCX’s Brat Summer
If there is one cultural moment that has been impossible to miss on social media this summer, it is the ‘Brat’ phenomenon. From the vibrant lime green aesthetic to Charli XCX’s viral TikTok dances, and even an unheard-of collaboration with Billie Eilish, the ‘Brat’ era has been nothing short of a sensation.
Charli XCX is quickly cementing her status as a global household name, thanks to the success of her and her team’s world-class marketing campaign surrounding the release of the album, ‘Brat.’ However, this was not just another album launch; it was a complete digital and cultural takeover.
The campaign’s brilliance began pre-album release, with bold physical marketing stunts like the Brat Wall—an eye-catching lime-green mural that appeared overnight in New York City. This marked a masterful fusion of physical and digital marketing, a tactic rarely seen executed with such audacity. But it was not just static murals grabbing attention. Charli herself was spotted worldwide, touring in her iconic ‘Brat Mobile,’ a lime green Tesla that became synonymous with the campaign. The colour, instantly recognisable, became a symbol of the Brat era, reinforcing her brand wherever it appeared. Although the minimalist album cover initially faced criticism, it became a crucial element of the campaign’s branding by embracing a grunge, pop-art-inspired aesthetic. The design reflects the underground feel that Brat aims to evoke, with the pixelated lettering on the cover subtly reinforcing this gritty, rebellious vibe. This intentional design choice perfectly aligns with the album’s theme, blending minimalism with an edge that speaks to the album’s raw, unapologetic spirit.
The campaign’s strategic use of ‘FOMO’ (fear of missing out) and exclusivity marketing was key to its success. Charli XCX cleverly utilised both private and public social media accounts, giving selected fans a peek into her world while fuelling intrigue. This sense of exclusivity drove much of the engagement around the album, starting with her viral Boiler Room set. Touted as a cultural reset, the event—private and guestlist-only—generated over 25,000 RSVPs in just a few hours. Charli further fuelled the ‘FOMO’ with last-minute secret performances at locations like Barcelona Beach and an Ibiza pool club, promoted exclusively through her and her producer/fiancé George Daniel’s social media. These spontaneous and intimate performances created a buzz that spread organically, with fans doing much of the marketing for her.
The Brat campaign serves as a prime example of effective brand building and longevity in today’s fast-moving digital landscape. By prioritising authenticity, engaging fans in the creative process, and leveraging the reach of social media, Charli XCX did not just promote her album—she sparked a cultural movement. The campaign’s success demonstrates the importance of standing out in a crowded market by staying true to a brand’s core identity while fostering deeper connections with the audience.
‘Give an X’ General Election Campaign: Partnering with Tinder
Tinder launched an innovative in-app campaign titled ‘Give an X,’ aimed at encouraging young people to vote in the UK General Election. This initiative was driven by compelling research from the dating app, which revealed that 21% of UK respondents aged 18-25 would end, or be willing to end, a relationship if their partner were not politically engaged. Recognizing the significance of this insight, Tinder partnered with the youth movement ‘My Life My Say’ to promote political engagement among younger voters.
The in-app campaign successfully motivated young people to take an active interest in the election. During the crucial period leading up to the voter registration deadline, UK users received a ‘Swipe Card’ redirecting them to My Life My Say’s Voting 101 FAQ page. By making political information accessible and digestible within a familiar platform, the campaign fostered a connection between young voters and the electoral process.
While incorporating politics into marketing can sometimes feel delicate, this campaign was particularly effective in demystifying politics for the younger generation, ensuring that it is relevant and approachable. The collaboration between Tinder and My Life My Say demonstrated that political engagement can be simplified and made more relatable for younger audiences, dismantling barriers that often discourage participation.
The campaign’s success is evident in its impressive results. On National Voter Registration Day (June 18th), an astounding 632,863 people registered to vote, with 355,548 of them falling within the 18-34 age bracket. These numbers highlight the campaign’s significant impact.
Key to the campaign’s success was its multi-faceted approach. Tinder’s unique swipe card reminded users to register, while a collaboration with Snapchat introduced lenses and stickers that encouraged people to spread the word to their peers. The initiative also partnered with Ben & Jerry’s, offering free ice cream to those who registered, adding a fun and engaging element. Across all social media platforms, the campaign maintained a lively and relatable presence, using colourful graphics to capture attention.
In summary, this marketing campaign stands out as a top example of how to effectively engage young people in political processes through strategic partnerships and creative marketing tactics.
Migration Museum – Euros Campaign: “England Without Immigration.”
The 2024 Euros presented an opportunity for brands to tie into one of the year’s biggest events in England. While many campaigns naturally aligned with the excitement of football, the Migration Museum took a different, more profound approach.
“England Without Immigration,” delivered a compelling message about the impact of immigration on the country, specifically within the England football team.
In response to the racism faced by players like Bukayo Saka and Marcus Rashford after England’s previous Euros defeat, the campaign sought to show just how integral immigration is to the nation’s success. During the quarter-finals and finals, the Migration Museum presented an England line-up, highlighting the players who would not be on the pitch if not for immigration. The names of these players were crossed out, leaving less than half a squad remaining, emphasising their absence without the contributions of immigration.
The campaign was visible both online and in high-traffic areas across England, including 1,200 digital screens in pubs and bars. Its simplicity and directness sparked conversation across the country, successfully raising awareness around the positive influence of immigration during a moment of national pride. Social media engagement soared, particularly on X, and the campaign gained significant media attention, including coverage from Sky News.
Despite its minimalistic approach, “England Without Immigration,” was one of the most powerful and timely campaigns of the summer. A clear and impactful message resonated deeply, making it not just a Euros campaign, but a social statement that resonated far beyond the football pitch.
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