The Bobbie Beat - Vol. 2
Welcome back to The Bobbie Beat — your monthly reality check on what’s shaping the creator economy. From unexpected wins to overdue goodbyes, we’re serving fresh insights on what’s working... and what’s worn out. Quick, candid, and straight from the trenches.
What's Rising
1. Stunty, Unexpected Deliveries
The algorithm rewards the unhinged — and brands are taking notes.
Case in point: Last week, e.l.f. Cosmetics partnered with sailor Oliver Widger, who quit his job and set sail from Oregon to Hawaii with his cat, Phoenix. As he approached Hawaii, e.l.f. coordinated with the nonprofit Aloft to airdrop a care package to Widger. The package included sunscreen, face cream, snacks, cat treats, and handwritten notes from fans. Widger described the moment as a powerful reminder that people were cheering him on, even in the most remote parts of the world.
This wasn't just a stunt; it was a masterclass in meeting audiences where they are — or, in this case, where no one else would dare to go. As our very own Donetta Allen said to AdAge when asked about the delivery, “some of our strongest opportunities with creators is to lean into something that's already working with their audiences. When the creator is delivering something that the followers want to see and a brand is introduced in an authentic way that the creator gets to kind of control, then it really resonates.”
The campaign generated social media buzz and significant media coverage, demonstrating that bold, unexpected gestures can create deep emotional connections and widespread attention.
2. Creator Friend Groups
Influence hits different when it comes with a plus-one (or three).
Friend group content performs because it mirrors how we interact — across group chats, overlapping feeds, and shared POVs. It feels less transactional, more like a conversation you just happen to be invited into and brands are catching on.
Friend group campaigns – or simply allowing creators to invite their friends to an event – can build your community, and flood feeds through UGC beyond contracted deliverables. Reformation nailed this with their Ref-in-Residence campaign, where they invited influencers to co-host trips and bring their own friends. The result? A cascade of organic content from multiple voices, all tied together by genuine connection. It didn’t feel like a brand activation; it felt like watching the group chat come to life.
3. Collab Pop-Ups
The summer heat is building and so are the lines at collab pop-ups! We're seeing brands collaborate in unexpected ways for co-branded merch or a customer-first IRL experience.
Recent collabs like Merit x Brooks Brothers brought clean girl beauty to legacy fashion with a “Dry Cleaners” concept in NYC — complete with embroidery, SPF sampling, and co-branded button-downs. Meanwhile, Summer Fridays hosted a Summer Friday event in SoHo in collaboration with sweet partners like Lil Sweet Treats, celebrating the launch of their sweet new product, Pink Guava Lip Butter Balm. The brand hosted influencers and then opened the pop-up to the public. They also gifted influencers a sweet-themed summer tote leading up to the launch.
The takeaway: pop-ups are social currency and a driver of community. Done right, they provide the exclusive moment that gives creators and customers something worth showing up for (and posting).
What’s Ready for Retirement
4. Overly Polished Content (From Creators and Brands Alike)
As AI content floods our feeds, audiences are beginning to rebel. Today, what cuts through isn’t perfection, it’s personality.
We’re seeing a lot of fashion and luxury brands make this move. Loewe, Nordstrom, and Abercrombie are examples of brands leaning into lo-fi, iPhone-shot content that feels raw, real, and refreshingly unfiltered. And while many brands are still holding traditional editorial shoots, many brands like Miu Miu and Burberry are showing a behind-the-scenes look on social.
Where once highly produced editorial reigned, we’re now seeing creator clips and casual behind-the-scenes moments taking center stage—and outperforming traditional ads in the process. The shift is clear: audiences crave content that is real and that they can trust. The brands winning right now? They’re trading polish for presence — and it’s working.
5. Asking to “Go Viral”
Going viral and driving action are not always the same thing. We’re seeing creators with 3M followers flop and micro-creators with 30K spark sellouts. Why? Trust, consistency, and deep community connection...
Brands that chase viral moments often end up with expensive noise. Those that partner with trusted niche creators are seeing real ROI. True influence isn’t granted by the algorithm — it’s earned, day by day, DM by DM.
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That's a wrap on Volume 2 of The Bobbie Beat. The creator economy is getting more sophisticated, more community-driven, and more fun by the day. Brands that understand the assignment are showing up authentically, embracing the unexpected, and making sure their audiences feel included in the story — not just spectators to it.
Until next month, keep experimenting.
Want to collaborate? Drop us a note at hi@thebobbieagency.com