"This appears to be the next evolution in cross-channel advertising," said Holly Willis, founder and CEO of creative agency and marketing consulting firm Magic Camp, in an email. "Now, we're embracing broader cultural trends that originate online and integrating them into above-the-line platforms."
Another example is the Brat Summer trend, sparked by pop singer Charli XCX's album release and embraced by Democratic presidential nominee Kamala Harris' social team. Agencies have been pitching the trend to clients to be leveraged in OOH placements, organic and limited paid social activity, referencing the album's lyrics and lime green sleeve.
Perhaps the most obvious example is Lemme wellness brand's out-of-home campaign in New York City, recently posted by X user @JoeHolder. The copy reads, 'I'm just a girl' with the product appearing next to it, which flicks at a recent TikTok trend where users offered satirical takes on societal expectations and stereotypes for women.
Meanwhile, the 'very mindful, very demure' viral TikTok sound by TikToker Jools Lebron is showing up in email inboxes of brands like PacSun, IT Cosmetics and Miaou women's clothing, showcasing the infiltration of social culture into marketing strategies.
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