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From Charli XCX redefining pop culture to Bumble’s tone-deaf billboard, 2024 has shown us both the heights and pitfalls of marketing. The best campaigns this year shared a common thread: they were authentic, culturally relevant, and tailored to resonate with their target audiences.
The worst? They failed to consider their audience’s values or the gravity of the subject matter. As we move into 2025, the key takeaway is clear: great marketing is about connection—whether it’s through humour, empowerment, or a killer phone case.
The Hits
2024’s Marketing Successes
BRAT
Charli XCX proved once again that she’s not just a pop star but a cultural force. Her sixth studio album, Brat, was a carefully constructed rebellion, merging indie sleaze aesthetics with hyper-pop sounds and raw vulnerability. From the intentionally “offensive” lime green album art to her TikTok posts defining the “brat” persona—“messy, party-loving, and brutally honest”—Charli’s campaign tapped into a cultural zeitgeist. Social media loved it, with fans adopting the “brat” label en masse.
Brands quickly caught on, with partnerships like K18 and Laneige aligning themselves with her edgy, unapologetic vibe. By August, Charli’s campaign generated nearly 820 million impressions, and her influence lingered well into the autumn. The lesson? Authenticity and tapping into a deeper cultural mood can transform a marketing push into a movement.
Wicked
If 2023 was the year of Barbie, 2024 belonged to Wicked. The film’s marketing campaign was an undeniable spectacle, led by stars Ariana Grande and Cynthia Erivo. The global press tour was a masterclass in leveraging authenticity and style. From viral interviews (like Grande’s heartfelt chat with Em Rusciano) to their jaw-dropping red carpet looks, Grande and Erivo ensured Wicked stayed top of mind. The result? The film soared to a global box office profit of over $524 million, while Grande and Erivo earned award nominations. The campaign proved that consistency, authenticity, and killer fashion can drive both cultural and commercial success.
The Rhode Lip Case
A product and marketing success in one, Hailey Bieber’s Rhode Lip Case became the accessory of 2024. The innovative product—a phone case designed to hold the brand’s Peptide Lip Treatment—was equal parts practical and genius. What made it work? The Hailey Bieber effect. Her ability to set trends is unmatched, and the Lip Case tapped into the sweet spot between functionality and desirability. Backed by Rhode’s sleek branding and accessible price point, the Lip Case had waitlists of up to 400,000 people.
The Misses
When Marketing Missed the Mark
“It Ends With Us” Misalignment
The film adaptation of Colleen Hoover’s It Ends With Us faced significant backlash due to a tone-deaf marketing strategy. While director Justin Baldoni approached the sensitive subject of domestic violence with care, lead actress Blake Lively’s promotional efforts felt flippant. Statements like “grab your girlfriends and your florals” alienated fans, and survivors were understandably upset by her minimisation of the film’s themes.
The campaign was a textbook example of how misaligned messaging can harm a brand—or a film’s reputation. As marketing strategist Sarah Milstein noted, promotional materials for sensitive topics must reflect the content’s tone to resonate with audiences.
Bumble’s Billboard Backlash
Dating app Bumble’s spring rebrand aimed to reignite user interest but stumbled with a billboard that read: “You know full well a vow of celibacy is not the answer.”
The ad sparked immediate backlash, with critics accusing Bumble of dismissing personal choices and perpetuating patriarchal views on sex. The company quickly apologised, removed the offending ads, and donated billboard space to organisations like the National Domestic Violence Hotline. While Bumble’s recovery efforts were commendable, the initial campaign was a misstep that highlighted the importance of understanding your audience.
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