Here's Your Weekend Update
Not to be confused with SNL
Here’s what caught my eye recently in the world of branding and social media:
American Eagle knows the smartest marketing starts where the conversation already exists.
American Eagle’s back to school campaign includes a deliberate push into #RushTok, the annual social media spectacle surrounding sorority recruitment. The broader campaign spans television, creators, social content, experiential activations, and partnerships designed to reach students during a moment when clothing, identity, and belonging are already highly visible.
Why I think this is a smart move: for American Eagle, this is a recurring cultural event in which its products naturally have relevance.
Summer Fridays wants to outgrow its current status as an “Influencer Brand”
The brand launched in March of 2018 with an incredibly buzzy product, the Jet Lag mask. It was the single hero product offered by influencers turned founders Marianna Hewitt and Lauren Gores Ireland.
Since then, the brand has released the also viral Lip Butter Balm back in 2020, and added a few cosmetic items.
Now the brand is pushing into bodycare with the debut of its Body Fragrance Mist and Body Butter Balm. But what caught my eye most in recent press around the brand is their focus on repeat customers, product quality, and operational infrastructure. Rather than just being a loose collection of viral products, Summer Fridays is seeking to be known as a global beauty brand with staying power.
This ties back to my core belief: Visibility can open the door, but longevity requires a product, experience, or body of work that continues delivering after the initial attention.
The strongest creator signal: creator advertising is becoming infrastructure
A new Campaign US analysis argues that creator advertising should now be treated as core media infrastructure. Global creator ad spending is approaching $44 billion, while large companies are building systems that can manage vast numbers of creators across brands, markets, and channels.
I believe this is proof positive that the creator economy is moving far past “Find an influencer. Negotiate a post. Track the engagement.” Those days are in the rearview mirror. What is taking hold is a new model based on creator discovery, relationship management, content production, licensing, paid amplification, measurement, and reuse across the wider marketing organization.
I expect executive thought leadership to follow a similar path. Companies will need repeatable systems for identifying internal experts, developing their ideas, publishing consistently, evaluating what resonates, and deciding which voices and posts deserve broader support.
My two takeaways to consider, for brands and individuals alike:
It’s essential to think about what happens after that initial burst of attention.
How can you build a system around recognizable ideas and voices?
Thanks for sharing this Melissa. I appreciate the expanded perspective of connecting brands to the personal and not simply to business images and offers.