The Best Marketing of 2025 (so far)

Summary

This video script provides a comprehensive review of notable marketing campaigns from various brands like Javianas, Skims, Gap, Hero Cosmetics, Merit, and Ladder. It highlights how these brands leverage cultural relevance, celebrity partnerships, and creative concepts to engage their target audiences. Campaigns such as Gigi Hadid promoting Javianas, Patrick Schwarzenegger in Skims, and Merit’s Paris Fashion Week activation are analyzed for their impact and effectiveness. The video also explores the use of humor in campaigns like Ladder's April Fools stunt. The content offers insights into the strategies behind successful marketing in today's fast-paced world.

Takeaways

• 😀 Javianas aims to revive flip-flops as a trend, with Gigi Hadid as the face of their campaign, but questions arise about the effectiveness of focusing on one celebrity versus a broader influencer strategy.
• 😀 Skims continues to excel in marketing with a bridal collection launch featuring Patrick Schwarzenegger, leveraging cultural relevance and excellent art direction for maximum impact.
• 😀 Gap's campaign featuring Parker Posey taps into the brand's legacy of dance ads while attempting to appeal to both Gen Z and millennial audiences, though the product offering (like khakis) might not be convincing to younger shoppers.
• 😀 Hero Cosmetics created a memorable and fun 'human claw' experience at their event, focusing on engagement and leaving attendees with a tangible brand interaction.
• 😀 Merit Cosmetics delivered a creative activation at Paris Fashion Week by using branded Vespas to distribute products to editors, combining stylish marketing with effective content creation.
• 😀 Ladder's April Fools' prank about hiring 'gym bodyguards' resonates with social media audiences due to its humor and clever integration of the brand without disrupting the viral nature of the content.
• 😀 Influencer campaigns can be hit or miss, as shown by Javianas, which might have been more successful distributing product to a variety of influencers instead of just one high-profile celebrity.
• 😀 Skims' strategic use of a culturally relevant moment (Patrick Schwarzenegger's *White Lotus* fame) highlights the brand's ability to tap into trends and promote products effectively.
• 😀 Event activations like Hero Cosmetics’ 'human claw' aim to provide memorable experiences, showing the growing importance of creating interactive moments for attendees to engage with brands.
• 😀 Low-cost, fun activations that are social media-friendly, like Merit's branded Vespa deliveries, can lead to significant content virality, even when the campaign isn't a major budget investment.

Q & A

Why does the speaker mention the cyclical nature of trends like flip-flops?

The speaker highlights that trends tend to return in cycles, often every 9 to 13 years. They suggest that flip-flops, particularly Javianas, may be experiencing a resurgence, indicating that fashion often revisits old trends over time.

What is the main critique of Javianas' campaign featuring Gigi Hadid?

The speaker questions whether the campaign's celebrity focus, featuring Gigi Hadid, is enough to drive a cultural shift. They suggest that a more influencer-driven, grassroots approach could have been more effective in creating a bigger cultural response.

How does the speaker evaluate Skims' marketing campaign with Patrick Schwarzenegger?

The speaker praises Skims' strategic use of a relevant celebrity, Patrick Schwarzenegger, alongside his fiancée, for their bridal collection. The campaign was well-executed in terms of timing and brand positioning, earning a high score of 8.5 to 9 out of 10.

What is the significance of Parker Posey in Gap's campaign?

Parker Posey is used in Gap's campaign to appeal to an older demographic, leveraging her viral character from *White Lotus*. The campaign stays true to Gap's brand identity, combining youthful energy with a familiar, older demographic to bridge generational gaps.

Why is the Gap campaign considered successful by the speaker?

The Gap campaign is considered successful because it uses a culturally relevant figure (Parker Posey) and engages with a fun, dance-themed element that resonates with the brand’s target demographic. However, the speaker humorously doubts its potential to drive khaki sales.

How does Hero Cosmetics' event activation stand out?

Hero Cosmetics' activation stands out because of its interactive 'human claw' event, designed to engage people and encourage them to leave with branded products. It’s a creative and memorable way to enhance an event experience.

What is special about Merit Cosmetics' campaign at Paris Fashion Week?

Merit Cosmetics' campaign stands out due to its unique approach of using branded Vespas to deliver cosmetic kits to editors at Paris Fashion Week. This low-cost yet visually appealing activation helped increase brand visibility in a fun, social-media-friendly way.

Why is the Ladder April Fools' campaign considered effective?

The Ladder April Fools' campaign is effective because it cleverly taps into a humorous concept—'gym bodyguards'—which is shareable and social media-friendly. It integrates the brand naturally while generating viral content without detracting from the humor.

What role does social media play in the success of these campaigns?

Social media plays a crucial role in amplifying the reach of these campaigns, especially with campaigns like Merit’s Vespa delivery or Ladder’s bodyguard skit. The fun, shareable elements are designed to go viral, making them more effective in today’s digitally-driven world.

How does the speaker view the relationship between culture and marketing?

The speaker emphasizes the importance of cultural relevance in marketing campaigns, noting that brands must tap into current cultural moments to resonate with consumers. This can be achieved through strategic celebrity partnerships, clever event activations, or timely product releases.