Just 2 more weeks and 2026 is upon us. The ideal time to look back at the campaigns and content of 2025 that have that “je ne sais quoi” factor to me.
1. W Hotels “The Retreat”
I honestly don’t get why there wasn’t much buzz around W Hotels’ “The Retreat”. The content series was clearly culture-driven, with The White Lotus and TikTok-esque drama sketches as obvious inspirations. It feels so now (or rather, then, as it launched over the summer 😉) and to me that’s what made it powerful. Add the bad acting, which actually makes total sense, and you’ve got me convinced.
Check out my deep dive on W Hotels’ content series for more insights.
2. Lewis CapALDI
I don’t know what they put in the water over in the UK, but I feel like supermarket chains take a lot more risks when it comes to marketing over there. Honorable mention to Lidl for their knockoff Liam Gallagher parka.
But the main prize for me goes to the collab Aldi pulled off with Lewis Capaldi. The man did a surprise live set on the rooftop of one of their stores, then rebranded it Cap-ALDI with a cardboard sign. It’s completely on brand for both the artist and the supermarket, as they both thrive on humor. And with Capaldi’s new album releasing not long after the stunt, the timing was also perfect.
3. Gwyneth Paltrow as Astronomer’s spokesperson
Speaking of concerts, I don’t think we’ll soon forget the candid kiss cam incident at a recent Coldplay show. For those living under a rock, the video quickly went viral as a couple featured on the screen abruptly ducked away from the camera. Turns out, they were having an affair.
And the couple in this story? The CEO and HR manager of tech company Astronomer. Which, unsurprisingly, had repercussions for the press the company was getting. So they made the ultimate PR move by going straight to the source: Coldplay. As you might know, frontman Chris Martin was once married to Gwyneth Paltrow. Astronomer released a video in which Paltrow addresses the situation as the brand’s “spokesperson”. In reality, she uses the moment to introduce the company.
Smart AF. They already had the attention because of the scandal, but managed to turn it into something positive. For me it’s the spinning that moment combined with the cultural relevance of choosing Paltrow specifically.
4. Charlie XCX starts a Substack
Nope, Charli XCX isn’t my cup of tea, music-wise. But I do have mad respect for the way she handles her social media. First, she’s a big fan of the movie list platform Letterboxd and frequently talks about it in her (very chill) TikToks.
But next to that the Brat-singer also started a Substack, a subscription-based essay type of platform that’s winning popularity by the second. In her Substack, Charli shares a glimpse behind the scenes of showbiz and talks about her upcoming projects.
So, is 2026 going to be the year blogging makes a comeback? As a former (and current) blogger myself, I wouldn’t mind! 🙊
5. Mr. Fantasy
I swear, I didn’t think Riverdale actor and all-around pretty boy KJ Apa had this in him. Like everyone, I first saw the actor on the once-great-turned-terrible Netflix show “Riverdale”. In it, Apa’s character, Archie, is the ultimate teenage heartthrob.
So you wouldn’t expect that type of actor to completely step away from that image. But that’s exactly what Apa did on TikTok with his (unconfirmed) alter ego Mr. Fantasy. Mr. Fantasy claims to be a British musician. The quirky artist sports a dark bob, sunglasses, a gap-toothed smile and tattoos that are suspiciously reminiscent of … KJ Apa.
@iamtherealmrfantasy Straight from the horses mouth 😜🤪 happy Monday everyone let’s keep going now where we ? 🤣🤣😜😜😜😜
♬ original sound – iamtherealmrfantasy
And now the internet is absolutely fascinated by Mr. Fantasy, as neither the actor nor his entourage confirms or denies the rumours. Every time he posts on TikTok, the comment section goes off with questions like “Is this KJ?” and “Do we know why he’s doing this?”. All the while, Mr. Fantasy is living his best life, racking up brand deals and even performing during the Macy’s Thanksgiving Day Parade. Other celebs are following in his footsteps, with Timothée Chalamet rumoured to be TikTok rapper EsDeeKid, and Kevin James going undercover as art teacher Matt Taylor.
6. The Summer I Turned Pretty
This teen show (based on a book) on Amazon Prime was already in its third season when it went absolutely viral on TikTok this summer. Why? Because of the classic teen drama trope: a love triangle. But instead of Dawson or Pacey, the girl had to choose between two brothers. Yep, a bit outlandish, but trust me, it works. I found myself rooting for the underdog brother each week.
And like I said, I was definitely not the only one. The series garnered over 70 million viewers in the first 70 days. To put that into perspective, that’s a 65% jump from the second season.
With all those eyes on TSITP, brands profited as well. The biggest winner? That’s probably Taylor Swift, as her music is heavily featured throughout. In close second we have Coach. Their bag even played the main character in an episode this season. An excellent move on their part, as the fashion on the show quickly blew up too.
Want more of my insights? Steal these 5 formats for Instagram that are both creative and fun.