Unexpected Brand Collabs Breakthrough Algorithms

5-minute read

Young online creators are king (and queen) makers of cool. From #RealOrCake to #MoistureSandwich, Gen Z and Millennial influencers are the new tastemakers, shaping culture with every like, share, and comment. Brands seeking to captivate these influential generations must tune in to the digital platforms they spent hours on, where these #trends are born, nurtured, and propelled into the limelight by algorithms hungry for the next big thing.

Gone are the days when Hollywood stars and mainstream culture dictated what's in and out. Remember when an actress's choice of gown at the Oscars or a musical artist's haircut set the fashion & beauty world on fire? Those were the days when culture-at-large held the reins of trendsetting. Not anymore.

Despite the shift from traditional celebrities to online creators, trends remain as crucial as ever for brands. In the age of social media, trends serve as the currency of cultural relevance, signaling brands' ability to stay attuned to their target audiences' evolving tastes and preferences. Following and leveraging online trends isn't just about staying current—it's about forging authentic connections with consumers in the digital age.

Below are a few unexpected yet highly successful collaborations brands have created based on #trends, proving this is the key to winning over today's young consumers.

E.l.f. Beauty x Liquid Death

"Murder your thirst" is more than just a tagline for Liquid Death—it's a mantra that has disrupted the beverage market with its skull-adorned tall boy cans, captivating young consumers on TikTok for years. #liquideath’s marketing campaigns, characterized by morbid humor and punk-inspired satire, resonate with Gen Z's taste for surreal and nihilistic humor. Unconventional yet undeniably effective, Liquid Death's partnership with Gen Z-focused E.l.f. Cosmetics epitomizes their commitment to aligning with youth culture. Creating a Corpse Paint Vault perfectly encapsulates their ethos—bold, unexpected, and utterly attuned to what Gen Z loves and values.

ColourPop x Twilight

While the films and books may have faded from the pop culture forefront in the late 2010s, the #Twilight fandom lives on thanks to Gen Z and Millennials, who refuse to let go of this generational classic. Their ironic and genuine obsession for this #vampire love story has led to almost 33B views on TikTok. Harnessing the enduring passion of Twihards, ColourPop seized the opportunity to tap into this massive and passionate online fanbase by introducing a Twilight-inspired makeup collection. The TikTok pre-launch campaign drove 4.5M views, while the Instagram posts gained over 2.6M likes and comments. The collection's online release sold out in minutes on their website, as did the Ulta Beauty launch released a few days later. 

Starbucks x Stanley Cups

Water has become more than just a beverage for Gen Z and Millennials—it's a lifestyle. Take Liquid Death, for instance. But it's not just about what's inside the bottle; it's about the vessel itself. Enter Stanley Cup, the iconic tumbler brand that has sparked a social media frenzy. By tapping into #WaterTok and embracing influencer partnerships, Stanley Cup, a 111-year-old brand, has stayed relevant in the digital age. Their recent collab with fashionable hues like bold red and shimmering pink for Galentine's Day saw instant success, selling out at major retailers like Target and Starbucks. This underscores the brand's ability to stay on top of trendy online aesthetics among young consumers.

In Part Two, we’ll dive into #trends on the rise that brands can tap into to capture the attention of Gen Z and Millennials.