Annie Mallin, Programme Manager at Oystercatchers, looks at the lessons that brands and agencies can learn from and adopt after the viral BRAT summer campaign.
Charli XCX’s BRAT campaign was not just a summer sensation—it was a sophisticated exercise in navigating the chaotic waters of contemporary marketing. What began as the title of her latest album quickly evolved— thanks to the enthusiastic embrace of Gen-Z—into a cultural movement that championed a carefree, edgy, and unapologetic attitude. In an era where artificial intelligence, the velocity of social media, and the quest for cultural relevance are redefining the landscape, how can brands and agencies carve out their niche as we head into September?
The Confluence of AI and Authenticity
Artificial intelligence is no longer just a buzzword; it’s an essential tool in the marketer’s arsenal. For Charli XCX’s BRAT campaign, AI-driven analytics helped to enable Charli’s team to tailor content to specific audience segments. But as the campaign subtly demonstrates, it’s the human touch that makes the difference. While the AI provided the data, identifying micro-trends, it was Charli’s authentic engagement that transformed this information into cultural moments before they hit the mainstream. Brands and agencies can learn from this by using AI to inform strategy, but ensuring that the execution feels genuine and human.
The Velocity of Social Media
In the turbulent world of social media, speed is both a challenge and an opportunity. The BRAT campaign harnessed this velocity, setting a new standard for real-time engagement.
Charli XCX’s use of teasers and interactive content was not a scattergun approach but a calculated effort to create a real-time narrative, leveraging the ephemeral nature of platforms like Instagram Stories, TikTok and Snapchat to create a sense of urgency and maintain relevancy. A standout example was the “BRAT generator,” which allowed users to create their own album art mirroring Charli’s iconic slime green background and simple black font with personalised text. By responding to fans and adapting the campaign in response to audience feedback, she maintained a dynamic presence that kept fans hooked. Brands should embrace this fluidity, using social media not just as a broadcast tool but as a platform for ongoing, relevant and authentic conversation. The Green Party, for instance, adopted the BRAT generator concept to drive voter engagement, showcasing how this fluidity can extend beyond music to create impactful conversations in other sectors.
Agency partners can help brands replicate this by designing campaigns that offer something fleeting, encouraging immediate engagement and sharing.
Cultural Relevance and Niche Carving
Cultural relevance is the holy grail of modern marketing. Charli XCX didn’t just join the conversation; she created it, positioning herself as a cultural trendsetter. Strengthening this was a consistent narrative thread that tied all elements together. This wasn’t just about brand messaging; it was about storytelling that felt organic and cohesive, while being a masterclass in identifying and amplifying micro-trends.
Charli’s alignment with specific subcultures—be it through fashion, music, or visual aesthetics—resonated deeply with niche audiences, even penetrating the realm of US politics, where Kamala Harris, the new Democrat candidate, adopted a lime green photo in the style of the BRAT album cover for her campaign account. Brands need to move beyond broad demographics and delve into the nuanced world of subcultural marketing, aligning with the values and aesthetics of these groups to build genuine connections. To do this brands should authentically embrace diversity. Agencies can take a leaf out of this book by ensuring that every touchpoint, from social media posts to real-world activations, contributes to a unified story.
Looking Ahead: September and Beyond
As we transition from the frenetic energy of summer into the strategic (and very demure, very mindful) planning of autumn, the lessons from the BRAT campaign are clear. Brands and agencies must harness the power of AI without losing the human touch, embrace the speed of social media with agility, and carve out cultural niches with authenticity that create genuine connections.
Agency partners can empower brands by using AI to unlock creative insights, and marry that data with imagination, creating campaigns that are both smart and soulful. Staying nimble and responsive in response to the ever-changing social media landscape is invaluable, as it will allow brands to build campaigns that can evolve and flex with the conversation in real-time. Finally, investing in a genuine understanding of the cultural nuances that drive your audience that go beyond surface-level trends to the deeper values and beliefs will help brands better understand consumer behaviour. Authenticity and cultural alignment are the keys to standing out in a crowded marketplace.
As Charli XCX’s BRAT summer shows, the path to marketing success in the age of AI and speedy social media is not about following the herd but about leading the charge with innovation, authenticity, and cultural savvy. As we gear up for the months ahead, these lessons offer a roadmap for staying ahead of the curve.