We’ve compiled the top creator campaigns selected by Ad Age, Adweek, and social media thinker Rachel Karten, highlighting the collaborations that defined influencer marketing in 2024. These campaigns didn’t just create buzz—they reimagined how brands and creators work together to tell great stories.
Ad Age’s Picks for Top 2024 Creator Campaigns:
Kai Cenat and McDonald’s
What they did: Promoted the Chicken Big Mac with Instagram posts, livestreams, and a YouTube video where Cenet worked a shift at the restaurant.
Why it worked: Integrated content with Cenat’s unique style and audience, highlighting fast food’s evolution in influencer partnerships.
Eos X Stacy Thiru, Serena Kerrigan at Cannes Lions
What they did: Hosted its first influencer trip at Cannes Lions, engaging creators in panels and events tied to the “Lions Creators” programming track.
Why it worked: Symbolized the growing legitimacy of creators in the ad industry and fostered deeper brand relationships.
CeraVe X Haley Kalil, Bobbi Althoff, Dr. Muneeb Shah, Caleb Simpson & Michael Cera
What they did: Built a kooky narrative suggesting Michael Cera founded CeraVe, amplified by a Super Bowl spot and influencer content.
Why it worked: Multi-layered storytelling generated 6 billion impressions, demonstrating the power of coordinated influencer campaigns.
What they did: Dezi collaborated with the beauty creator on a sunglasses collection.
Why it worked: McMichael’s loyal following sold out the collection in just 15 minutes, showcasing the power of creator authenticity.
Julia Huynh’s Gap Hoodie
What they did: They offered Huynh to design a hoodie for Gap after the brand noticed her viral TikTok series about finding the perfect hoodie.
Why it worked: Highlighted the importance of listening to creators and giving them creative freedom, making the campaign feel personal.
Nara Smith’s Marc Jacobs Tote Bag
What they did: Nara made one of her recipe videos, but this time using dough and dye to “make” the classic tote in her oven.
Why it worked: Leveraged Smith’s internet persona and some tongue in cheek humor and cooking-focused content to create a memorable campaign that generated 22.2M views on the video.
Social Media Guru Rachel Karten looked at campaigns that drove massive engagement on socials. Her selections underscored the value of unique storytelling and unexpected casting.
ASICS with Brian Cox
What they did: Brian Cox delivered a PSA about the dangers of prolonged sitting, blending humor and health awareness.
Why it worked: Surprising casting (Logan Roy from Succession) paired with a clever message resonated with audiences and drove online conversations.
Merit’s "Brow 1980 and 1990" Campaign
What they did: Released a campaign around eyebrow products during TikTok’s "brow blindness" trend.
Why it worked: Timely storytelling connected with a trending topic without over-relying on it, making the campaign feel fresh and relevant.
Anthony Edwards x Adidas Sneaker Campaign
What they did: Created videos, including a receipts video and a lie detector test, in a distinctive peach soundstage.
Why it worked: Creative world-building made the campaign instantly recognizable and visually memorable.
2024's Top Creator x Brand Partnerships: The Key Takeaways
The most successful collabs of 2024 shared a common theme: brands that gave creators freedom are the ones that achieved the biggest wins. Humor, cultural relevance, and authenticity turned these collaborations into viral moments that felt organic and super relatable.
The takeaway is clear: Brands succeed when they give creators freedom and let creators play to their strengths. Creators know what resonates with their audiences, and campaigns that embrace this understanding get greater authenticity.
While it can be scary to “hand over the reins” when significant budgets are on the line, these campaigns proved that when the brand chooses the right creator, the results can be worth the risk.
