The Most Talked-about Marketing Campaigns Of 2024

As 2024 comes to an end, we reflect on a year filled with groundbreaking marketing campaigns of creativity, innovation, and pop culture. From coffee shops teaming up with music icons to luxury fashion brands collaborating with sports legends, these partnerships reached audiences all over the world and set new standards for how well different brands can work together. Here’s a roundup of the most talked-about global collaborations of the year.

Sabrina Carpenter x Blank Street Coffee

Singer Sabrina Carpenter partnered with Blank Street Coffee in a campaign inspired by her hit song "Espresso." The collaboration included exclusive promotions and content that boosted the
 coffee brand’s visibility among Gen Z consumers, demonstrating the power of aligning music and lifestyle.

Kylie Cosmetics x Crumbl Cookies

In July 2024, Kylie Cosmetics joined forces with Crumbl Cookies to celebrate the launch of new foundation shades. This collaboration featured limited-edition cookies and custom-branded packaging, with the first 100 customers receiving a free foundation. The campaign went viral, generating millions of views across thousands of TikTok videos.

MACCosmetics x Lip Combo Trendsetters

MAC Cosmetics launched personalized lip sets in collaboration with influencers Gabbriette, Karen Sarahi Gonzalez, and Ryan Destiny. The partnership, targeting diverse style preferences, expanded the brand’s reach through Instagram Reels that garnered over 4.3 million views.

Marc Jacobs x Nara Smith

Marc Jacobs tapped into TikTok’s viral culture by collaborating with influencer Nara Smith, who created a video titled "Baking a Marc Jacobs Mini Tote Bag from Scratch." Within 48 hours, the video racked up 13.7 million views and nearly $1 million in media impact value, showcasing the effectiveness of authentic influencer partnerships.

Nando's x Bukayo Saka

Nando’s introduced “Saka Sauce” in collaboration with soccer star Bukayo Saka. This limited-edition sauce generated buzz on social media and drove increased foot traffic to Nando’s restaurants, blending Saka’s popularity seamlessly with the brand’s identity.

Michael Cera x CeraVe

CeraVe’s first-ever Super Bowl ad was born from a seven-year-old Reddit post speculating a connection between Michael Cera and the skincare brand. While there wasn’t one then, 2024 made it happen, blending humor and nostalgia for a memorable campaign.

Up x Airbnb

Airbnb elevated brand experiences through its Icons series, offering stays in unique locations like Prince’s Purple Rain house, Paris’s Musée d’Orsay Clock Room, and Italy’s Ferrari Museum. Celebrating the 15th anniversary of Pixar’s Up, Airbnb recreated the iconic house with stunning detail, delighting fans worldwide. 

Dior x Lewis Hamilton

Formula 1 champion Lewis Hamilton unveiled his first capsule collection with Dior Men in October 2024. The lifestyle collection celebrated winter sports, combining Hamilton’s signature style with Dior’s luxurious craftsmanship.

Miu Miu x New Balance

Miu Miu and New Balance joined forces to reimagine the iconic New Balance 530 running shoe. The collaboration fused Miu Miu’s elegant design aesthetic with New Balance’s classic athletic style, resulting in a sleek and fashionable sneaker collection.

MM6Maison Margiela x Salomon

MM6Maison Margiela collaborated with Salomon to produce a line of shoes merging high-fashion design with technical performance. The partnership catered to both fashion enthusiasts and athletes, offering functional yet stylish footwear.