The Influencer Chronicles #5
Summer 2025 brought major influencer campaigns – some inspiring, some controversial. From Astronomer’s mic-drop moment to THE jeans drama and Full Bush Summer, it’s the perfect read for your back-to-office scroll.
On the radar
ASTRONOMER UNDERSTOOD THE ASSIGNMENT
What’s a Summer 2025 newsletter if it doesn’t address the scandal of the year – Astronomer’s CEO caught cheating at the Coldplay concert.
Those involved may not have made the best of it, but the brand sure knew how to.
Astronomer had a mic-drop moment hiring Gwyneth Paltrow – Coldplay singer’s ex-wife – for a humorous ad addressing the situation.
From a small, unknown company to global virality, Astronomer took something bad and turned it into gold.
IBIZA FINAL BOSS – ANOTHER STAR IS BORN
Nothing beats a… social media meme.
Jack Kay, also known as the Ibiza Final Boss, is now managed by the same talent agency that represents Love Island contestants and has already signed a five-figure deal with boohooMAN.
The internet sensation caught the attention of talent agents and brands looking for organic buzz.
He is being compared to the “hawk tuah” girl, Hailey Welch, who stretched her 15 minutes of fame into merchandising, podcasts, and TV appearances.
GABBY WINDEY WENT FULL BUSH THIS SUMMER
A gardening brand jumping on the full bush trend wasn’t on our summer 2025 bingo – but we’re here for it.
Miracle-Gro launched a new campaign called “Full Bush Summer” starring Gabby Windey.
The brand clearly isn’t sleeping on trends, and they know how to grab the younger generation’s attention.
Gabby was a spot-on choice. “The Traitors” star, also known from “The Bachelor” franchise, is growing on TikTok and in podcasts, making her a natural fit for the cheeky, body-positive “Full Bush Summer’.
Topics of the month
GENDER PAY GAP IN THE CREATOR INDUSTRY
In a fairly new industry dominated by women, one might expect equality to prevail. However, a new study shows it is not immune to the gender pay gap and inequality in high-value deals. While more women earn under €500 a month (38% vs. 23%), more men earn €3,000 or above (32% vs. 20%).
Whether it’s supply-demand dynamics or women being more modest in negotiations, everyone has a role: creators must talk openly about fees, women should negotiate with confidence, and brands need to act responsibly to close the gap.
INFLUENCERS ARE THE NEW CREATIVE DIRECTORS
A new piece has revealed how Oatly positions content creators as an extension of their in-house creative team. By leveraging their on-the-ground expertise in social, the brand has avoided collaborations that feel purely transactional, and benefitted from creators’ unique knowledge and vision. Commentators have applauded this approach, noting that trust, community, and high-quality content should be at the heart of all influencer marketing.
YOUTUBE COLLABS JUST ENTERED THE CHAT
Influencer collaborations are very common and a great way to grow audiences, and YouTube was behind on this. Similar to Instagram and TikTok, YouTube is now testing collab posts. The feature is being rolled out to a small group of creators before it goes wider.
Brand collabs on YouTube aren’t new, but this feature will allow brands to tap into their target audiences, just like on other platforms. Another example of social media copycats, but we have to admit, this one was a bit overdue.
Personality of the month
One thing kids are great at is speaking without a filter. They say it as it is – at least as it is in their mind. That’s exactly what Julian Shapiro-Barnum thought when he came up with this idea.
Recess Therapy is a series of funny and adorable interviews with kids. While the conversations are often lighthearted, the topics can swing from serious issues like climate change and the economy to “peeing your pants.”
Some episodes feature celebrity interviewers, making it even more entertaining to hear kids’ hilarious answers.
Why should you follow them?
For one, it’s guaranteed to brighten your day.
You’ll get plenty of laughs, but you’ll also occasionally be struck by the surprising depth of kids’ responses.
Wildcard Spotlight
In a world of overconsumption, minimalism is having its moment. Bradley is known for his ultra-frugal lifestyle, which can be both inspiring and polarizing.
He highlights habits many of us could adopt more often, such as reusing items instead of buying new when they’re still in good condition, or cooking at home to save money. Some of his methods, however, lean into the extreme – skipping health insurance to save money, using the same ripped towel for years (stapled back together), or continuing to dumpster dive even after reaching an income of around $15,000 a month.
Why should you follow them?
Whether you find his choices quirky or admirable, Bradley’s story is impossible to ignore – and it makes you think about what it really means to live with less.
Spill the tea
1. The Jeans drama
If American Eagle’s goal was brand awareness, they certainly achieved their benchmarks. But is all marketing good marketing?
The campaign featuring Sydney Sweeney and a play on the words genes and jeans has faced backlash for several reasons. From the old-fashioned sexualization of women to the messaging implying white supremacy, one can only wonder who the people in the room were that approved this.
2. “Urban Decay likes it raw” 🔞
Love it or hate it, one thing’s for sure: Urban Decay has your attention. The makeup brand may be known for being bold, but partnering with Ari Kytsya – an OnlyFans creator – is either revolutionary or concerning. While many consider the brand’s move bold and historic, others worry it might draw young women toward the sex industry in hopes of fame and fortune. The brand remains confident in its decision, arguing that they chose her for her distinctive makeup artistry and authenticity.
3. e.l.f. Cosmetics messed up
This is your reminder to do background checks before choosing talent for your campaigns. While the previous two campaigns were controversial, the brands were aware of what they were doing and chose to take the risk. When e.l.f Cosmetics chose Matt Rife – a comedian who joked about domestic violence – for an ad targeted at women, one can only assume this was an unpleasant surprise. The brand has since issued a statement acknowledging that it “missed the mark,” but it might be too late to apologize.
What have we learned?
POST-SCANDAL STRATEGIES
No brand is immune to controversy. The difference lies in how they respond, which often decides whether audiences forgive or forget.
Responses shouldn’t be rushed, they need to be strategic. Creativity can be a lifesaver, and owning mistakes is usually the best first step. Astronomer didn’t create the situation but was impacted globally and answered with a bold, brilliantly creative response.
By contrast, e.l.f. Cosmetics made the wrong move, supposedly by accident, and a simple apology may not erase the damage.
ACCIDENTAL INFLUENCERS
If you’re online, you’ve got viral potential. While many people set out to build careers as content creators, sometimes all it takes is simply being yourself, and the internet does the rest. If you’re lucky enough to go viral (and that’s something you’d actually want), the key is to grab the opportunity quickly, stay relevant, and keep showing up. That’s how the “hawk tuah” girl stretched her moment into merch, podcasts, and TV, and how the Ibiza Final Boss is now turning memes into money.
RELEVANCE OVER REACH
Not all big talent is a good investment. The real goal is to find a partner who doesn’t just bring attention, but the right kind of attention from the right audience. After all, what’s the use of going viral if the conversation is negative among the people you’re trying to reach? Both American Eagle and e.l.f. Cosmetics learned this the hard way, aiming at women while aligning with influencers with mostly male fanbases.