From Wall Street to TikTok: How Brands Dominated 2024
Some might call it obsession, others might call it dedication - but there's not one marketing move from 2024 that escaped my notice.
ELF Beauty. SKIMS. Dyson. Uber Eats and even Polly Pocket.
I've spent way too many hours analysing these marketing moves. Screenshotting every ad. Following every social media manager on LinkedIn. And trust me, we need to talk about it all before we start afresh in 2025.
For the last edition of The Digress this year, we’re diving deep into the campaigns that had everyone in a chokehold.
Grab your espresso martini (Sabrina Carpenter style), and let's break this down.
ELF Beauty:
When ELF Beauty called out all the "Dicks" in the New York financial district, they didn't just start a conversation, they started a movement.
As part of their Change the Board Game initiative, they launched a disruptive campaign called So Many Dicks on digital screens surrounding Wall Street.
The message? Corporate boardrooms desperately need more diversity.
Here’s what their research uncovered:
566 men named Richard, Rick, or Dick (“Dicks”) currently serve on public company boards.
In comparison to:
806 Black women
774 Asian women
283 Hispanic women (that’s half the number of Dicks)
29 women of Middle Eastern descent (19x fewer than the Dicks)
3 Native American women (versus 566 Dicks!)
And I digress, but this is how you do marketing with a purpose.
Uber Eats:
David and Victoria Beckham teamed up with Uber Eats and the result was iconic.
Recreating their viral “Be Honest” moment in a Super Bowl ad, the Beckhams reminded everyone why they’re pop culture legends.
Uber Eats, in collaboration with agency Special US, tapped into nostalgia with a cheeky, charming twist that left viewers hooked.
SKIMS:
The SKIMS marketing team? Undefeated.
This year, Skims partnered with every major pop culture moment you can think of:
Usher ahead of the Super Bowl Half-Time Show
Nicola Coughlan fresh off Bridgerton S3
Sabrina Carpenter riding the espresso trend
Charli XCX at the peak of Brat summer
If there was a moment to seize, SKIMS was already there.
Polly Pocket:
What happens when you mix childhood nostalgia with one of the hottest marketing trends? Polly Pocket's Airbnb collab.
Inspired by the viral Barbie Malibu Dreamhouse of 2023, Polly Pocket jumped on the bandwagon and won us all over.
Dyson:
Dyson doesn’t just sell products; they sell an aesthetic.
First, the $400 hairdryer in 2016, which did incredibly well from a sales standpoint despite the price.
Then, the Dyson Airwrap in 2018, which now dominates TikTok (#DysonAirwrap: 4.7B views).
Now? Dyson is entering the headphone space with their signature blend of luxury and functionality, teaming up with Raye & Stormzy for a campaign that screams innovation and cultural relevance.
The most pop culture driven election to date:
Politics met pop culture in 2024, and it was a match made in marketing heaven.
Kamala Harris on Call Her Daddy. Yes, that podcast.
Beyoncé’s Freedom as the anthem of Harris’ first presidential campaign video.
Social media influencers turning rallies into viral moments.
And let’s not forget the Democrats embracing Brat energy at the DNC, complete with a Scandal-level Fitz and Olivia moment.
On x Roger Federer x Zendaya:
What do you get when you pair a 20-time Grand Slam champion with a Golden Globe-winning actress? Air Tennis.
This On campaign brought together Roger Federer (a brand shareholder since 2019) and Zendaya (the face of tennis drama Challengers) for a cinematic clash on the court.
The result?
A campaign that had us talking for days.
Glossier x The Olympics:
Glossier made history as the first-ever beauty partner of the Olympic Games.
It is worth noting that this is not Glossier’s first foray into women’s sports, following their initial partnership with the WNBA in 2020.
By stepping into the sporting world, they have redefined the intersection of beauty and strength.
A move that proves style belongs everywhere.
M&S x British Pop Culture:
Mark Wright and Spencer Matthews, two TV icons, one genius partnership.
M&S rebranded themselves this year with a seamless blend of heritage and modern pop culture, and it worked.
2024 was their glow-up year, no question.
TELFAR:
Who else could pull this off?
TELFAR gave real bags to counterfeit Canal Street sellers.
And that’s why they stay winning. Rather than losing revenue to counterfeit sales, TELFAR is redirecting demand back to the brand, creating a system that’s both practical and provocative.
I don’t need to add anything else.
Currys x TikTok Gen Z Energy:
Currys have been wild on TikTok this year. In September, they handed the reins to a Gen-Z staffer, who wrote a social ad script that took over the internet.
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The result? Massive engagement and a perfect example of why you should trust the next generation.
Liquid Death x Yeti:
Launching a life-size coffin cooler ahead of Halloween? It’s morbid brilliance. Liquid Death and Yeti’s “Murder Your Thirst” collab was equal parts creepy and creative.
Hellmann’s x Charli XCX:
Summer 2024 wasn’t Barbie pink, it was Brat green.
Charli XCX kicked off her UK Brat Tour, and Hellmann’s launched a mayo campaign that capitalised on her iconic Brat energy.
It was bold, irreverent, and oh-so-Brat.
Snoop Dogg & Wicked:
Snoop Dogg as an Olympic presenter.
Everything Wicked.
Two pop culture moments that simply don’t need explanation.
And there you have it: a year of campaigns that didn’t just sell products, they owned the conversation.
Here’s to an epic 2025 filled with even more breakthrough campaigns that push creative boundaries.
Until next time, keep listening, keep learning, and keep evolving.
And make sure you digress often. Curiosity is key to winning in this game
Charlotte