Hey gorgeous! I would love if you do me a favor by seating down and enjoy reading as I narrate some serious brand dramas. I will be spilling the tea on campaigns that either had everyone talking for ALL the right reasons… or left brands hiding under their desks wondering “what just happened?”

Think of this as your creative career cheat sheet – because honey, learning from other people’s wins (and fails) is way cheaper than making these mistakes yourself! It’s one thing to recognize great copy. But it’s another thing altogether to actually UNDERSTAND the psychological principles at play.

1. Always “Like a Girl” – The Campaign That Made 85 Million People Cry Happy Tears

Always took three little words that usually make girls cringe – “like a girl” and turned them into a battle cry. Over 85 million people watched their video and suddenly everyone was talking about female empowerment instead of… well, periods.

Why This Was Pure Genius: Think about it, when someone says “you throw like a girl,” it’s usually not a compliment, right? Always figured out something brilliant which little girls don’t know it’s supposed to be an insult. They just think it means “throw like ME” with confidence and power.

So they made a simple video showing this difference. Adults acted all weak and giggly when asked to “run like a girl.” But for the young girls, they ran with fierce determination, like tiny warriors.

The Magic Formula That Worked

• They solved a real problem: Girls losing confidence as they grow up
• Simple but powerful message: What if “like a girl” was actually awesome?
• Real people, real emotions: No fancy actors, just genuine reactions
• Perfect timing: Launched during the World Cup when everyone was watching sports

Not only did 85 million people watch, but the phrase “like a girl” actually started changing meaning in real conversations. Teachers used it in classrooms. Parents talked about it at dinner tables. Always didn’t just sell more products, they literally changed culture.

Your Creative Career Gold

The best campaigns don’t only advertise, they start conversations people actually want to have. Always succeeded because they cared more about their message than just selling tampons.

2. Nike + Colin Kaepernick: The $43 Million Risk That Paid Off Big Time

In 2018, Nike did something that made half the internet lose their minds: they featured Colin Kaepernick (the NFL player who knelt during the national anthem to protest police brutality) in their “Dream Crazy” campaign.

People were FURIOUS. They burned Nike shoes on social media. The stock price dropped. It looked like a total disaster… for about 5 minutes.

Why It Actually Worked

• First 24 hours: Nike earned $43 million worth of free publicity (that’s like getting a Super Bowl ad for free!)
• Brand mentions went up 135% – everyone was talking about Nike
• Online sales jumped 31% (way better than the previous year’s 17%)
• The people who mattered loved it: Gen Z and Millennials (Nike’s biggest customers) were totally here for it

Nike knew their audience better than anyone else. Sure, some people got mad, but the people who actually BUY Nike products? They loved seeing a brand take a stand for something meaningful.

The Smart Psychology

• They picked a message their core customers already believed in
• They showed courage when other brands played it safe
• They proved they cared about more than just profits
• Only 13% of people said they’d stop buying Nike (despite all the online drama)

Your Creative Career Gold

Know your audience so well that you can be brave for them. The most memorable work comes from standing for something, not from trying to please everyone.

3. Pepsi’s Kendall Jenner Mess: How to Kill Your Brand in 24 Hours

This is one of the brand drama that still makes me cringe. Pepsi thought they were being “woke” by showing Kendall Jenner solving police brutality… with a can of Pepsi.

Yes, really. That happened.

What Went So, So Wrong: Imagine thinking that centuries of systemic racism could be solved by a privileged white model handing a police officer a soft drink. At a fake protest. While actual people were literally fighting for their lives in real protests.

The Disaster Timeline

• Day 1: Ad releases
• Day 1 (2 hours later): Twitter explodes with outrage
• Day 1 (evening): Every late-night show is making jokes
• Day 2: Pepsi pulls the ad and issues multiple apologies

Why Everyone Was So Mad

• It made light of serious racial justice issues
• It suggested complex social problems had simple, corporate solutions
• It showed zero understanding of what real protesters were going through
• It felt like Pepsi was trying to profit off pain

Your Creative Career Gold:

Never, EVER use serious social issues as props for your creative work unless you genuinely understand and support the cause. Authenticity can’t be faked, and people can smell fake from miles away.

4. Barbie: The $150 Million Pink Party That Took Over the World

Warner Bros didn’t only market a movie, they created a cultural moment so big that suddenly everyone was wearing pink, talking about feminism, and planning their “Barbie movie outfits.”

The Brilliant Strategy (Made Simple): Instead of showing us everything at once, they gave us tiny, exciting hints. Like breadcrumbs leading to the most fabulous party ever.

Why It Worked So Perfectly

• They knew their audience: People who wear highlighter makeup were 118% more likely to want to see Barbie (and guess what their marketing looked like? Pure highlight goddess vibes!)
• FOMO was real: Every little reveal made people more excited for the next one
• It became bigger than a movie: Suddenly Barbie no became a lifestyle, a statement , a moment and not just an entertainment.

The Smart Psychology

• Anticipation beats instant gratification: They made waiting fun
• Visual consistency: Everything was unmistakably Barbie pink
• Cultural timing: Released when people were ready for bold, fun femininity
• It felt exclusive: Like you were part of something special

The campaign cost $150 million (on top of the movie’s budget), but it created a cultural phenomenon that influenced fashion, interior design, social media trends, and countless other brands trying to recreate the magic.

Your Creative Career Gold

Sometimes the biggest creative swings create the biggest wins. Barbie succeeded because they did more than promoting, they were inviting people into a world they wanted to live in.

Your Creative Career Cheat Sheet

The Success Recipe (Keep It Simple!)

1. Know your people inside and out – not just what they buy, but what they believe
2. Solve real problems – the best campaigns make people’s lives actually better
3. Be genuinely brave – safe creative work gets ignored
4. Start conversations – aim for “did you see that?” not just “that’s pretty”

The Epic Fail Prevention Kit:

• If you’re not 100% sure you understand a cultural issue, don’t touch it
• Never use people’s pain as your creative playground
• Test your ideas with people who aren’t exactly like you
• Ask: “Would this work if the trend disappeared tomorrow?”

Stop trying to create something everyone will like. Instead, create something your ideal audience will LOVE. The brands crushing it today aren’t playing it safe – they’re playing it smart.

Remember, your campaigns don’t need a very ambiguous design or messaging that will take you 2 months to craft out. The best campaigns often comes with a clear and simple messaging. In a world full of pretty content, your strategic thinking is what makes you unforgettable. Your creative career isn’t about making beautiful things (though you totally should!), it’s about understanding people so well that your beautiful things actually matter to them.

Related article: 3 Bold Creative Strategies Brands Are Using to Stand Out and Boost Engagement (Steal These Ideas!)

So what’s the Takeaway Dear Creative?

The difference between campaigns that go viral and ones that flop usually comes down to one thing – did you actually understand the humans you were trying to reach?

Now before you go create something that matters, share and subscribe to our newsletters where updates that levels you up will be shared.

Be bold in turning these insights into your creative breakthrough.