Today’s online community pays attention to detail more than anything else-they can spot an inauthentic endorsement almost immediately. A familiar face can be a great way to sell, but it can also be what harms your brand. In recent years, it is more common to see a large audience of viewers attempt to “cancel” a brand or a celebrity over a controversial advertisement. This can occur when a brand brings in a celebrity or influencer to assist in promoting their brand, and the audience can clearly see that the two values just simply do not align, therefore making it a “flop” as Gen Z might say.
Successful Campaigns
Before we dive into campaign fails, let’s talk about some of the best advertising of 2025 so far.
The viral GAP x Katseye “Better in Denim” promo caught everybody’s attention, securing over 400 million views and 8 billion impressions within the first 3 days of it being on the internet, arguably the best promotion of 2025.
This campaign worked for countless different reasons, but the main parallels that they all share is that the video advertisement itself was joyful and uplifting. It is very common in 2025 that brands will rely on incorporating humor, memes, and lengthy scripts into their campaigns to get a certain point across. GAP chose an effective approach by collaborating with the global all girl group in the form of a seamlessly executed dance, which displayed both confidence and style. Both aspects of dance and music are an effective way to create emotion, which is oftentimes as powerful as words.
But how did this align with GAP’s brand?
- Using a respun version of Kelli’s 2003 hit “Milkshake” , it tied in the nostalgia aspect that GAP’s brand is known for, which has been making timeless pieces since 1969.
- Showcasing 6 different denim models as well as backup dancers all in a different range of style, helped promote GAP’s individuality and inclusivity.
- Katseye is known for their breathtaking style, and are also relatively new to the music industry. Collaborating with this group allowed GAP to tap into relevant modern culture while staying true to the brand voice.
Another successful campaign that took off was the Sabrina Carpenter x Dunkin’ “Sabrina’s Brown Sugar Shakin’ Espresso” launch. After Sabrina’s hit song and album both titled “Espresso” had the entire internet in a chokehold, it only made sense for a coffee company to attempt to collaborate with her. What coffee company visually and aesthetically aligns better with Sabrina Carpenter than Dunkin’?
This new drink was announced on New Years Eve of 2024, and became an instant hit for all of the right reasons. For starters, Sabrina Carpenter has been spotted as a Dunkin’ consumer pre-campaign, making the collaboration feel genuine and authentic to their audience. Beyond this, visually it made perfect sense. Sabrina’s brand is very bubbly, colorful, and vibrant – exactly like Dunkin’. It was so aesthetically captivating, hence why it was a viral sensation.
The Secret Behind the Successful Celebrity Campaigns
The common ground that all successful celebrity campaigns share is that they do not solely rely on star power. On both sides of the scale (both the celebrity and the brand) it is crucial to confirm that your brand is compatible with the other values. Authenticity is more important than ever in 2025, and if you do not pay attention to the details like this, it could severely harm both brands.
Campaign Flops
Big names can ruin a good campaign, and the viewers notice. It is important to note that the following campaigns didn’t flop because they were offensive or tone-deaf, but rather because it simply did not align with the brand standards. When a celebrity does not align with a brand’s values, it just doesn’t sell. Let’s talk campaigns that had the chance to land, but didn’t.
In August of 2025, E.L.F. launched a campaign featuring comedian Matt Rife and drag queen Heidi N Closet. This commercial was set at a fictional law firm called “Law Offices of e.l.f.ino & Schmarnes” which was supposed to be a play on the real firm Cellino & Barnes. While the campaign in general was a great idea to viewers, specifically, Matt Rife was deemed not the correct choice.
E.L.F. has built their brand around self-love, being inclusive, and a female dominant community. Rife failed to reflect that tone as viewers felt that he did not align with the makeup brand’s identity or values. While his audience was predominantly females, it simply was not enough to stop the spark of controversy. As a comedian, while a majority of viewers find him to be entertaining, there is still a percentage of people that do not condone the things that he says, and that is crucial to keep in mind when creating a celebrity campaign, even if it seems that the audience that is not fond of him is small. Besides Rife’s controversy as a comedian, as a man who is not known for wearing makeup, the aspect of being relatable was simply not there.
Another example of a ‘Flop Campaign’ would be when the brand “Miu Miu” launched a Fall/Winter line, featuring Kylie Jenner as the face of the campaign. Miu Miu is a high-fashion Italian brand known for its luxurious quirky style. This campaign consisted of Kylie Jenner walking in fashion shows and various photoshoots to promote the FW25 line, although viewers did not buy this partnership whatsoever.
Feedback mainly consisted of fans expressing that they did not feel that Jenner’s style that she has been known for aligned with the same style that Miu Miu promotes. In these photos, Jenner is pictured in a lot of oversized pieces, hats, and heavy accessories, which if you ‘keep up with the Kardashians’, you’d know is very off brand.. The Miu Miu brand image typically uses “edgy” models to showcase their pieces in both runways, campaigns, and shoots.
While this campaign was not a complete “fail”, it would have done significantly better if Miu Miu stuck to their brand identity, rather than attempting to use a well known star to promote the line.
The Takeaway
Ultimately, when fame overpowers the fit, the message goes completely out the window. Even the most popular brands can strike out when it comes to celebrity campaigns. A brand is built on loyalty and trust, and not being authentic to your consumers is the biggest mistake a brand can make when launching a new campaign.
Whether you’re an influencer trying to find the right market for your brand, or if you’re looking for models to help promote your product, Power Move Marketing is here to help. Check out our success stories of influencer and affiliate marketing case studies here, or feel free to request a quote here!