9 Brands Owning Summer 2025 with Influencer Marketing Campaigns
Influencer campaigns have officially entered their blockbuster era. This summer, brands are tapping high-profile creators and culturally relevant talent to anchor product launches, fuel cross-platform content, and meet Gen-Z where they scroll. From celebrity fragrance lines to fast food dupe hacks, the summer 2025 influencer marketing strategy is crystal clear: build community first, sell second.
The convergence of media fragmentation, creator loyalty, and rising pressure to demonstrate cultural relevance has pushed influencer marketing to the top of the CMO priority list. Audiences, especially younger demographics, are increasingly resistant to traditional ads and more responsive to trusted voices within their communities. Platforms like TikTok, YouTube, and Instagram continue to reward creator-driven content in their algorithms, while retail media networks and social commerce integrations make ROI easier to track.
For agencies and media partners, the implications are massive. Creative AORs are being asked to develop campaign narratives that begin with a creator, not end with one. Media shops are under pressure to fold influencer spend into omnichannel buys, while measurement partners must evolve attribution models that account for social ripple effects creating a reshaped marketing landscape that prioritizes influence as a core distribution and conversion channel.
Download Winmo’s Brand + Influencer Intelligence Preview to uncover the full roster of brands embracing creator-led strategies and learn how your agency or media team can get ahead.
Here are nine standout campaigns worth watching:
1. Lowe’s x MrBeast | Building the Future of Home Content
Sales lead: Pitch Lowe’s as it scales its creator network to reach younger audiences.
Lowe’s launched its first home improvement creator network with MrBeast at the helm. Backed by 17,000+ creators and integrated with its retail media network, Lowe’s is doubling down on social-led commerce. The campaign is designed to reach millennials and Gen-Z consumers, especially males.
Predictive insights: Expect Lowe’s to ramp up creator partnerships, launch integrated retail media campaigns, and review agency relationships to support social strategy.
YTD Spend: $67.5M on national TV, $17.8M on digital (3.2B impressions), $81.5M on CTV.
Top channels: YouTube, Instagram, Pinterest, Roku, Tubi, podcasts like The Daily.
Agencies: Dentsu Creative (Creative AOR), Spark Foundry (Media AOR)
2. Dior x Jenna Ortega | Gen-Z Glamour With a Cultural Edge
Sales lead: Dior Beauty is ramping up Gen-Z engagement with Jenna Ortega’s ambassadorship.
Ortega, the Wednesday star, leads a makeup campaign that combines elegance with trend-savvy appeal. The strategy taps into authenticity-driven messaging and luxury-meets-social media marketing.
Predictive insights: Expect Dior to launch limited-edition SKUs, increase digital media buys, and strengthen loyalty programs targeting Gen-Z.
YTD Spend: $1.4M on TV, $8.7M on digital (1.5B impressions)
Top channels: Instagram, Pinterest, TikTok, Facebook, LinkedIn.
Agency: Havas Media Group (Media)
3. Fresh Express x Tiffani Thiessen | Salad Goes Social
Sales lead: Leverage Fresh Express’s new influencer-led campaign to pitch cross-platform video ad inventory.
The “Fresh Expressionists” team includes actors, chefs, and nutritionists driving recipe content on TikTok and YouTube. Digital ad spend skyrocketed 6,696% YoY.
Predictive insights: Expect Fresh Express to expand its influencer roster, boost paid social investment, and explore agency support to scale.
YTD Spend: $2M on digital (326M impressions)
Top channels: Pinterest, Facebook, Yahoo, Healthline, Food Network.
Agency: Sterling Brands (Branding)
4. Venmo x Aimee Lou Wood & Patrick Schwarzenegger | Social Meets Spend
Sales lead: Venmo is increasing ad spend with celebrity influencers to promote commerce tools—pitch digital inventory now.
The “Venmo Everything” campaign spans NBA Finals, social, gaming, and podcasts. It highlights Venmo’s expanding utility while targeting digitally fluent Gen-Z and Millennials.
Predictive insights: Venmo is likely to explore new creator collabs, expand retail tie-ins, and reassess agency support as its commerce strategy evolves.
YTD Spend: $404K on TV, $3.8M on digital (425.6M impressions)
Top channels: YouTube, TikTok, Barstool Sports, CTV.
Agencies: Moosylvania (PR, Experiential), 72andSunny (Creative)
5. Knorr x Martha Stewart | The Fast Food Dupe Playbook
Sales lead: Knorr’s new social-first campaign starring Martha Stewart creates opportunity for influencer partnerships and digital media buys.
Stewart recreates fast food favorites using Knorr staples, joined by creators like Joshua Weissman. The campaign spans TikTok, Lyft, QR-based CTV, and DOOH.
Predictive insights: Knorr may launch more dupe-inspired content, test QR-to-retailer tools, and expand agency partnerships to deepen creator integration.
YTD Spend: $6.2M on TV, $2.3M on digital (409.7M impressions), $6.3M on CTV
Top channels: Pinterest, Instagram, YouTube, Roku.
6. Old Navy x Lindsay Lohan | Nostalgia Sells Activewear
Sales lead: Old Navy‘s activewear push signals upcoming ad investments. Pitch for digital campaigns now.
The “Old Navy, New Moves” campaign brings back ’80s energy with Lohan in the spotlight. Digital spend has quadrupled YoY.
Predictive insights: Old Navy may expand creator partnerships, launch back-to-school promotions, and test new nostalgic content across platforms.
YTD Spend: $4.8M on TV, $22.2M on digital (3.1B impressions), $28.3M on CTV
Top channels: TikTok, YouTube, Pinterest, Meta.
Agencies: Omnicom Media Group (Media), The Martin Agency (Creative)
7. Jack Link’s x MrBeast | Snacking Gets the Creator Treatment
Sales lead: Expect upcoming digital campaigns and retail pushes following MrBeast’s new co-branded meat snack line with Jack Link’s.
Launching this fall, the line targets Gen-Z and Gen Alpha. MrBeast’s massive reach ensures brand visibility heading into the school season.
Predictive insights: Jack Link’s is likely to scale paid media, boost retail sampling programs, and engage agencies for youth-focused creative.
YTD Spend: $3.1M on TV, $2M on digital (228.8M impressions)
Top channels: Instagram, Facebook, YouTube, NASCAR.com
Agencies: Empower (Media), Mischief @ No Fixed Address (PR)
8. Revlon x Ice Spice | Celebrity Fragrance Reloaded
Sales lead: Revlon‘s celebrity fragrance relaunch with Ice Spice sets the stage for a Gen-Z-focused campaign.
Ice Spice will co-develop a fragrance line launching in 2026. Early brand-building is driven by social content and bold creative.
Predictive insights: Revlon is likely to activate social-first campaigns, plan IRL fragrance events, and expand digital spend as the launch nears.
YTD Spend: $6.8M on digital (1.1B impressions)
Top channels: YouTube, Pinterest, Facebook
Agencies: Horizon Media (Media), Terri & Sandy (Creative)
9. Oreo x Selena Gomez | Limited-Edition Cookie Craze
Sales lead: Pitch Oreo now for creative campaigns as it taps into celebrity influence.
The horchata-flavored, autographed cookie drives emotional engagement and collectibility. Gomez’s fanbase helps Oreo dominate social.
Predictive insights: Oreo may launch collectible influencer lines, expand influencer retail tie-ins, and grow CTV and podcast spend.
YTD Spend: $16.4M on TV, $10.1M on digital (1.5B impressions), $21.4M on CTV
Top channels: Instagram, TikTok, Pinterest, YouTube
Agencies: The Martin Agency (Creative)
Want deeper insights on how top marketers are activating creator partnerships? Grab Winmo’s Brand + Influencer Intelligence report to explore data-driven trends, agency shifts, and campaign breakdowns—all built to help you pitch smarter and win bigger.
