Viral fashion marketing: Newsjacking

Cases
14
Median Spread Score
40
Most started on
Instagram57%
First post to peak
0 days

By mechanic

All104Controversy51Visible in use40Creator relay26Response chain25Transgression24Real-world spectacle23Scarcity drop21Newsjacking14Sell-out loop14Pairing12Identity badge11Resale market8Remixable template7Dupe economy6Challenge6

Lady Gaga's Oscars gloves

55
#LadyGaga gives us our first meme-worthy look at #Oscars2015. http://t.co/dmXccPy7Zr

Gap Linen Moves with Tyla and Jungle

54
Introducing #Linenmoves. @Jungle4eva’s worldwide hit “Back on 74” re-imagined with @Tyla. Featuring brand new choreography by @ShayLatukolan. Celebrating the moves that unite us. For individuals who…

100M impressions

Pete Davidson, Official Boyfriend of Reformation

48
Reformation on Instagram: "Pete Davidson, Official Boyfriend of Reformation. Written and directed by @_matthew_frost_"

11B impressions

Gap Get Loose with Troye Sivan

46
Get loose. Now live. Free yourself from expectations. And dance outside the lines. Big jeans, for big moves — for everyone. Featuring @troyesivan and @cdkcompany. Choreographed and directed by…

50M impressions

Nike Air Max Shinjuku 3D billboard

41
＼📣放映開始／ AIR MAXの誕生35周年を記念して、 #クロス新宿ビジョン に巨大な #ナイキ の3Dシューズボックスが登場👟✨ 3月21日(月)より27日(日)までの放映です▶️

200M impressions

Reiss Finance Bro Flash Mob

40
Stop looking. We’ve found them. #fyp #maninfinance #finance #leadenhallmarket #londontiktok #reiss @ultimateeventdancers @Billen Ted @Girl On Couch @itsadamlyons_

3M views

Rihanna’s Grammy Dress

40
Rihanna looking like the pink cupcake doll from my 80s childhood http://t.co/l6gHJegvYB

Usher for Skims Mens

40
Usher Calls Kim Kardashian “A Fairy God-A&R” and Talks New Skims Ad

Addison Rae x Lucky Brand

31
Official launch imagery showing Addison Rae wearing the Ultra Low Rise Flare.

1B impressions

Lana Del Rey for Skims Valentine’s Day

31
SKIMS on Instagram: "Our SKIMS Valentine: Lana Del Rey. Music’s queen of hearts opens our dedicated Valentine's Shop Tuesday, January 23 at 9AM PT / 12PM ET. @honeymoon wears the Velvet Lace Teddy…

Full Steam Ahead with Francis Bourgeois

27
HIGHSNOBIETY on Instagram: "It’s full steam ahead for @gucci and @thenorthface as they take their second collaboration to the tracks with TikTok star and trainspotter @francis_bourgeois43.⁠ ⁠ With…

SKIMS White Lotus Valentine’s Day campaign

25
Kim Kardashian on Instagram: "I watched White Lotus and had to have my girls! LAUNCHING JANUARY 26: THE @SKIMS VALENTINE’S DAY SHOP. It’s back and sexier than ever, starring breakout stars and…

4.6M views

Nicola Coughlan for Skims Soft Lounge

17
Nicola Coughlan wearing a white Soft Lounge slip dress amid flowers in the official campaign.

Sabrina Carpenter for Skims Spring 2024

15
Sabrina Carpenter on Instagram: "hellooo it’s sabrina your spring @skims girl 💞🍒🐣 Spring intimates drop 4.03 at skims.com"

1.7M impressions

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