2024 saw some truly memorable influencer partnerships that not only captured attention but also drove impressive results. From viral campaigns to immersive brand experiences, check out our top five influencer brand collaborations that stood out this year.
1). CeraVe and and Michael Cera:
CeraVe’s viral Super Bowl campaign posed the playful question of whether Michael Cera was the true face behind the brand. This ad was part of a larger, three-week social strategy that tapped over 450 influencers to weave a narrative that positioned him as the brand’s founder. Influencers took on roles like creating unboxing videos with packages wrapped in Michael Cera-themed tape to sharing “Cera-spiracist” theories about his potential involvement.
Plus the brand had four mega creators, Haley Kalil, Bobbi Althoff, Caleb Simpson, and Dr. Muneeb Shah include Cera in their content, amplifying the campaign’s reach.
2). Priceline and Victoria Garrick Browne:
Priceline sent Victoria Browne to Taylor Swift’s Eras Tour in Tokyo on Saturday and then to the Super Bowl in Las Vegas on Sunday. Priceline knew how much Browne loves Taylor, and how much social chatter surrounded Swift and whether or not she could do her show and make it Vegas in time Sending Brown and her husband on the same challenge was a brilliant stroke of creator marketing. You can listen to Browne give more insight into the campaign on the Creator Economy Live podcast.
3). Marc Jacobs and Nara Smith:
Marc Jacobs partnered with Nara Smith, known for preparing meals almost entirely from scratch in extravagant clothing. Nara and the brand leaned into the slew of memes poking fun at her ability to create seemingly anything from scratch. She kneaded her dough, added red food coloring, and after an hour in the oven, pulled out a red Marc Jacobs tote ready to wear. The video garnered 17 million views and widespread attention, although the campaign faced criticism when another creator accused the brand of copying a previous concept.
MiraLAX leveraged the growing focus on wellness to rebrand itself as a gut health leader, highlighting its relevance beyond being a laxative. Drawing from research showing that women experience higher stress levels and are twice as likely as men to suffer from constipation, MiraLAX introduced “The Gut Gap” to spotlight this issue. After launching a hilarious campaign starring Abbi Jacobson and Ilana Glazer of Broad City, MiraLAX turned to influencers to target key stressor groups, like parents and travelers, to share authentic testimonials about the gut gap. Finally, Comedian Robyn Schall hit the streets of NYC to ask questions about the Gut Gap, destigmatizing the topic. This innovative approach raised awareness and empowered women to prioritize gut health.
Poppi pulled out all the stops at Coachella with Alix Earle to launch their new lemon-lime flavor. The brand created its own influencer house, inviting Alix and her friends to a property decked out in Poppi branding—from pool floaties and robes to wall art and Alix’s favorite snacks, all re-wrapped in Poppi packaging. Alix posted over 20 TikToks during the weekend, achieving more than 50 million impressions in just three days and driving a massive 200% spike in sales.
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