In this article you’ll learn…
What’s the Secret to a Great Marketing Campaign?
How does a brand take the leap from crafting an average-performing campaign to one of the best marketing campaigns of the year? While there’s no universal formula, there’s one standard principle that rings truer than ever: the more holistic the approach, the better. But, what does this even mean? And how can you ensure that your approach is as holistic as possible? It all comes down to data, of course!
From selecting the right channels and tapping into the right Voices, to understanding your audience—data drives every stage of a successful campaign. In the digital space, a great marketing campaign not only garners media attention, it effectively tackles multiple goals—from building brand awareness in new markets all the way down to generating sales. Ultimately, it’s about leveraging your efforts in an ultra-smart way to ensure you’re squeezing ROI out of each dollar, and harnessing long-term brand growth.
To illustrate exactly what campaign success looks like in the Fashion, Lifestyle and Beauty (FLB) space, we’ve taken a look at some of the best marketing campaigns of 2024. What’s their common denominator? The smart use of the right Voices—leveraging Influencers, Celebrities, Partners, Owned Media and/or Media to align with their target audiences and achieve different business goals.
Let’s take a look at how Fabletics, PacSun and ALDO each achieved incredible results with their Voice-centric formulas.
Fabletics x Kevin Hart: Building Impact with Father-Daughter Appeal
Fabletics tapped American comedian and actor, Kevin Hart, for their first-ever father-daughter clothing line and delivered one of the best marketing campaigns of 2024. Together, Fabletics, Kevin Hart, and daughter, Heaven Hart, launched a collaboration that featured varsity-style garments at an accessible price point. The U.S. activewear brand, known for its high-quality-yet-affordable designs, leveraged the relatability and humor of Kevin Hart to create memorable content that would resonate with their target audience.
By leveraging the power of a Celebrity Voice, Fabletics achieved incredible reach while ensuring authentic engagement thanks to Hart’s approachable, down-to-earth persona. The three best-performing placements of the campaign all came from Kevin’s platforms, generating $792K in Media Impact Value® (MIV®) altogether. One of Kevin’s Instagram posts alone, a carousel showcasing the father-daughter clothing line, generated an impressive $340K in MIV.
By featuring Hart’s teenage daughter, Heaven, in the collaboration, the brand added a family-friendly touch while directly engaging the student demographic, the campaign’s target audience. Featuring Heaven in a classroom setting, linked directly to the collection’s college-inspired pieces while promoting student discounts. This is also aligned with Fabletic’s motto of “bringing you the fit and feel of luxury activewear, at an accessible price,” which resonates with students who want to stay active in style without compromising their budget. While working with celebrities isn’t necessarily a new approach for many brands, what made this campaign stand out was Fabletics’ strategic choice of which celebrities to work with in order to maximize their reach while also connecting with new audiences (not only choosing Kevin, but also tapping into Heaven’s younger follower base).
This diversified approach was taken a step further with their content strategy. On their owned channels, Fabletics mixed product-focused posts with engaging, community-driven content. For instance, a trivia-style Instagram Reel featuring Kevin and Heaven doing a Q&A generated $11K in MIV, creating social media buzz and strengthening audience connection.
Interactive posts like this help boost engagement by encouraging viewers to interact and share, which amplifies the campaign’s overall reach. Fabletics also shared behind-the-scenes footage shot in a classroom, further tying the campaign to its college-inspired theme while making the viewers feel closer to the collaboration, by being able to see the “making of” of the photoshoots.
Fabletics found the perfect balance between garnering engagement through relatability and storytelling, while also amplifying reach by unlocking the power of the Celebrity Voice (and further boosting impact by amplifying the campaign on Fabletics’ owned channels).
PacSun x Selena Gomez: Bridging Fashion and Social Purpose
PacSun's collaboration with Rare Beauty and Selena Gomez stood out as an exceptional example of how choosing the right Partner can open doors to new audiences and deepen engagement with existing ones. This strategy, similar to Fabletics’, demonstrated that the right partnership can amplify a brand’s message in powerful ways, delivering one of the best marketing campaigns of the year.
In May, PacSun announced its partnership with the Rare Impact Fund, founded by Selena Gomez in 2020 to advocate for mental health awareness. This collaboration led to the Rare DNM Edit, an exclusive denim collection that included both men’s and women’s styles, with 10% of sales directed to the fund. As Richard Cox, Chief Merchandising Officer at PacSun shared: “This collection takes the spirit of self-expression that denim represents, while allowing our community to contribute directly to youth mental health resources through the Rare Impact Fund.”
What made the campaign especially effective was its ability to amplify this message across multiple Voices, creating a cohesive strategy that allowed PacSun to reach new audiences while further emphasizing their commitment to social causes. While 62% of the campaign’s total MIV came from Selena Gomez’s Celebrity Voice, their use of Owned Media and Partner helped PacSun ensure that their campaign was not just far-reaching, but also reinforced their brand ethos, making their dedication to social impact more tangible and solidifying their position as a purpose-driven brand.
To fully understand the strength of PacSun’s campaign, it's essential to see how the brand effectively utilized different Voices to engage audiences and amplify its message. Here’s a breakdown of how each Voice played a role in the campaign’s success:
- Celebrity ($902K MIV): Selena Gomez’s post was the campaign’s best-performing placement. She shared pictures of the second Rare Impact Fund Benefit, boosting reach and engagement for the campaign and contributing to an overall noteworthy MIV.
- Partner: ($340K MIV): Rare Beauty’s Instagram post spotlighted the event and highlighted the brand’s shared commitment to social impact. This collaboration resonated with audiences already invested in the cause, widening PacSun’s reach and emphasizing their alignment with similar values.
- Owned Media ($56K MIV): PacSun’s Instagram post announcing their participation in the Rare Impact Fund event introduced the exclusive collection to the brand’s core audience, amplifying the message behind the collaboration. Owned Media is key in nurturing the brand’s existing fanbase and audience—another vital goal to consider within holistic campaigns.
By integrating different Voices into the mix, PacSun demonstrated the power of a Voice-Centric approach that not only reached diverse audiences but deepened brand resonance with existing customers and fans. The impressive MIV generated by the Celebrity Voice drove awareness, but it was the supporting Voices—Rare Beauty’s shared advocacy and PacSun’s strategic owned content—that solidified the message, making it one of the best marketing campaigns of the year.
ALDO x Wicked: From Red Carpet to Global Reach
Launched in October, the 33-piece, limited edition Wicked x ALDO collab generated an impressive $2.6M in MIV, making it one of the year’s most successful campaigns. ALDO’s VP Global Brand Strategy, Amanda Amar, stated that “Collaborations for us have really brought in a new audience. With all the hype that’s happening across multiple categories [for ‘Wicked’], there’s this general excitement [around the film]. And even people who hadn’t previously seen ‘Wicked,’ they’re more intrigued so that can actually work in our favor. There’s almost like a ripple effect happening.”
ALDO’s Wicked-inspired collection of shoes and bags proved that leveraging the Voice of Influencers can propel a campaign from local to global.
To generate social media buzz, ALDO relied on Influencers to bring the premiere’s experience to their audiences and generate excitement. One of the campaign’s best-performing placements came from Filipino influencer Heart Defensor (ThatsHeart), who made a TikTok video unboxing one of the collection’s shoes and generated $69K in MIV in that video alone. Heart Defenson’s post also shows the power of Micro-Influencers who, despite having a smaller following, are able to connect and tap into engaged and loyal audiences. To further amplify the campaign’s international reach, ALDO partnered with influencers like Archita Siripinyanond helping the brand create a virality effect and deliver an exclusive experience to global consumers.
While the shoe brand ensured to leverage different Voices to achieve international buzz, ALDO also made sure to maintain a strong presence in the U.S. where the movie first premiered. The top 2 placements for the campaign were posts shared on Influencer platforms showcasing the event in Los Angeles and promoting the brand. Influencer Brittany Cartwright Cauchi’s red carpet Instagram post generated $472K in MIV, while Tabitha Swatosh’s Instagram post garnered $316K in MIV, resulting in $788K in MIV from these two Voices alone.
By strategically curating its Voice Mix, ALDO created a campaign that engaged fans locally and globally. The Mix was dominated by Influencer content, contributing $1.5M (57%) to the total $2.6M MIV, which proved essential for generating buzz and expanding reach. ALDO leveraged a range of influencers—from high-engagement Micro-Influencers to those with larger audiences—to create both intimate and broad exposure, reaching different segments of ALDO’s customer base. In addition to influencer partnerships, ALDO strategically used Owned Media, which accounted for $881K (34%) of the total MIV, to reinforce its brand message and nurture their existing fanbase. Media placements contributed $193K (8%) to the campaign, driving additional awareness. The brand also chose to work, on a smaller scale, with Partners and Celebrity Voices, which added a combined $33K (1%) to the MIV, showcasing a comprehensive strategy that maximized reach and engagement.
The key takeaway here is that choosing the right Voices involves more than just picking popular creators or big Celebrities; it’s about ensuring alignment with the brand’s mission and relevance to the campaign’s objectives. Together, these campaigns show clear examples of how brands are curating a strategic Voice Mix to design impactful marketing moments.
Key Takeaways for Fashion Marketing Campaigns!
From Fabletics’s blend of Celebrity appeal to Pacsun’s purpose-driven choice of Partner and ALDO’s global Influencer strategy, this year’s best marketing campaigns demonstrate the importance of creating a cohesive strategy to drive engagement and impact. Each of these brands showcased how tapping into the right Voices can lead to impactful campaigns that can achieve multiple goals.
As we step into 2025, these campaigns remind us that while bold ideas are essential, execution must be guided by data-driven insights. To put this into practice, it is essential to invest in tools that provide real-time data and cross-platform metrics to guide your marketing plan. A key element to building successful campaigns is having a standardized metric that allows brands to benchmark different Voices and place them on a level playing field. This ensures that teams can assess the true value of each channel and optimize their efforts accordingly, that’s where Launchmetrics Media Impact Value® (MIV®) comes in. With MIV, brands can precisely measure and compare the impact of diverse Voices—whether Influencers, Media, Owned Media, Partners and/or Celebrities.
Ready to design successful campaigns next year and beyond? With Launchmetrics Insights, we can help your team benchmark different Voices, measure performance, refine strategies and ensure that your future campaigns are aligned with your brand’s objectives. Request a commitment-free consultation, here.
