7 Top Creator Partnerships of 2024 That Made a Splash

This article was originally published on December 17

In 2024, the creators took the center of the market.

Brands began to be seen as more than just attention getters. Creatures helped develop products, it increases social media buzz, and promotes sales. Companies have realized that the key to success with influencers is to really trust the creator, allowing them to lead the collaboration in a way that reflects their own content and style.

ADWEEK selected seven creative campaigns that stood out this year. Thousands of creative partnerships are formed every year, but these campaigns stand out because they drive sales and reach marketers who are trying to reach Gen Z and millennials in new ways. To make this list, ADWEEK’s editorial team looked at how much buzz campaigns generated on social media. When possible, we’ve also included results for each campaign.

Here are the most notable campaigns of this year.

The Dezi sunglasses by Monét McMichael

@monetmcmichael

a year and a half in the making… 🥹 I can’t believe I’m writing this caption. if you know me you know how much I LOVEEE ME MY SUNNIES and how @dezi brought my look, confidence, energy ALL OF IT. The same way @desiperkins inspired me to be a boss confidence whore!!!! Literally emotional writing this – and sharing what feels like the BIGGEST MOST EXCITING SECRET!!! girl – are you NOT READY FOR DEZI X MONET COLLAB

♬ original sound – monet mcmichael 🤍

Why this campaign was a success: The beauty maker sold a pair of sunglasses.

Monét McMichael has built 3.8 million followers on TikTok with relatable beauty videos.

In March, he launched a sunglasses collection with Desi Perkins’ Dezi eyewear brand, after being a fan of the brand for some time. “I remember pulling my husband aside and being like, ‘See this girl and the kind of content she creates? It’s incredible,” McMicheal said Everyday women’s clothing.

The product sold in 15 minutes, second a TikTok video McMichael posted.

McMichael has also starred in campaigns for brands like Charlotte Tilbury and David Yurman.

Julia HuynhHoodie by Gap

@julia.huynh I made a sweatshirt with @gap!! #gapppartner #hoodie #hoodie #hoodiesthathoodie ♬ original sound – Julia Huynh