Brands are turning up the creativity this season, leaning into nostalgia, fandom, and smart social listening to connect with audiences in new and unexpected ways. From viral collaborations to immersive brand experiences, marketers are proving that the best campaigns go beyond selling a product. They listen, adapt, and join the conversations shaping culture—turning everyday moments into scroll-stopping stories worth sharing. Enjoy the scroll!
💄 E.L.F. Cosmetics Brings Beauty and Gaming to Twitch
Elfyou is making its Twitch debut, blending the worlds of beauty and gaming on the popular livestream platform. Launching just in time for the holiday season, the brand aims to foster deeper connections between creators and their communities. As part of a new ad format supported by Amazon Ads, Twitch viewers will be able to shop products directly through livestreams, making beauty more interactive than ever before.
🔥 Crocs x T-PAIN: Boots With The Fur
Crocs just turned a 2008 hit into reality with a new collab alongside T-Pain, inspired by the iconic Flo Rida track “Low.” The brand didn’t hold back on the details either. These are Crocs’ tallest boots yet, complete with 25 total accessories. Looks like all that’s missing is Apple Bottom jeans.
🌸 Herbal Essences Gets a Love Island Glow-Up
Herbal Essences has teamed up with Love Island USA’s Amaya to celebrate the brand’s iconic scents and their deep ties to memory and emotion. The campaign channels the over-the-top charm of classic 90s and 2000s infomercials, blending nostalgia with a wink of humor. Smells like your favorite era just made a comeback.
🪓 Axe Brings a Viral Design to Life with Emily Zugay
Axe has teamed up with Emily Zugay, the internet’s favorite “bad graphic designer,” known for her dry humor and hilariously absurd brand makeovers. This time, she set her sights on Axe, creating a logo she says “wasn’t made for boys in middle school locker rooms, but men.” In a brilliant move, Axe actually brought her parody to life, and the redesigned can is available on Walmart’s website. This is social listening done right!!
🏠 Sabrina Carpenter’s Short n’ Sweet House Tour
Airbnb is back with another standout celebrity collaboration, this time partnering with pop icon Sabrina Carpenter. The activation recreates her Short n’ Sweet tour, inviting fans to step behind the scenes, meet the stage manager, explore her real costumes, and even get glam before showtime. It’s a masterclass in experiential marketing, proving Airbnb knows exactly how to turn fandom into immersion.
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