It’s your favourite time of month, feast your eyes on this month’s Influencer Chronicles – nostalgia, new eras & Lily’s comeback. Read on for this month’s top influencer stories
On the radar
T-PAIN X CROCS LAUNCH ‘BOOTS WITH THE FUR”
Beauty creators often struggled to correctly pronounce “La When Crocs decided to make a knee-high boot with fur, you just know the marketing meeting was singing: “Apple Bottom Jeans. Boots with the fur. FUUR.” This is the kind of product launch every influencer management team dreams of. Making a partnership with T-Pain was the only correct answer.
This month, for “Croctober,” Crocs is celebrating its community through pure creativity. After fans begged for a taller, stylish boot that still had that classic Crocs comfort, the brand delivered, and the internet hasn’t stopped talking since.
Great 2 in 1 move – listening to the community and tapping into pop-culture nostalgia.
KEVIN FROM ‘THE OFFICE’ IS NOW A CFO?
B2B campaigns can be boring, but they don’t have to be.
The financial services company – Ramp – tapped into The Office nostalgia and timeless humor by partnering with Kevin (Brian Baumgartner) – a character known for not being the most… efficient. His mission? Step in as Ramp’s CFO for a day, filing expense reports by hand for eight hours.
Kelly Bishop, who played the iconic Emily Gilmore, was chosen as the face of the skincare collection. While Kelly joked that she “didn’t know why they didn’t ask the younger people,” we think the casting was spot on – unexpected, inclusive, and perfectly in tune with the ultimate Gilmore Girls diva.
We love a little grandma moment!
Topics of the month
SHIFT IN THE LANDSCAPE
Brandwatch’s State of Social 2026 report highlights a major shift in how people engage with brands and creators online. While influencer conversations surged 20% in early 2025, audiences are increasingly rejecting overly polished, sponsor-heavy content and instead seeking out more relatable, authentic voices. The report also notes that trust is becoming increasingly fragile, with 99% of brand-related discussions now happening without direct brand involvement.
A new report highlights how brands are increasingly turning to social-media creators to develop episodic content rather than traditional one-off ads. Examples include the food chain Cava launching a weekly dating show, the retail brand Hot Topic rolling out a TikTok-first sitcom, and the wedding-site brand Zola producing a multi-episode influencer series. Rather than simply appearing in a creator’s feed, brands are positioning creators as full producers, hosts, and distributors of original content.
e.l.f. Cosmetics is the first brand to test Twitch’s new in-stream shoppable format, enabling viewers to purchase products directly while watching livestreams. This initiative is powered by a partnership with Amazon Ads and its retail-media data, combining interactive entertainment with real-time commerce. The move positions e.l.f. at the forefront of integrating livestream shopping into digital marketing strategies, especially ahead of the holiday season.
Lauren Paley is a singer and content creator, best known as “The Stairwell Siren” for her viral videos singing in stairwells.
She became widely popular for her incredible voice and grew a massive following on TikTok. With her magical, princess-like vocals, she reimagines what popular songs would sound like if a Disney princess sang them.
Her kid is lucky to have a real-life Disney princess on demand. Lauren often shares moments of her family casually breaking into full musical numbers at home or in the car. Even the dog joins in!
Why should you follow her?
Lauren’s voice is pure talent, and the way she’s been able to channel that through social media and turn it into a career is truly admirable.
Following her gives you a dose of Disney magic that instantly brightens your day.
Just when you think you’ve seen it all, TikTok proves you haven’t.
Meet Lara – she has irritable bowel syndrome, and she’s not shy about it. If you don’t know what that means… well, she farts.
But she’s turned it into comedy gold. Lara’s become known for her hilarious videos farting into all kinds of objects: pots, jars, even PVC pipes.
It’s honestly impressive how she’s managed to make a living out of it. And we’re so here for it.
It might sound like a stretch, but turning something natural, and usually joked about or owned by men, into her brand? That’s lowkey women’s empowerment.
Why should you follow her?
Life’s too short, we all fart. And honestly? It’s hilarious.
Don’t be a prude.
Follow the fart girl.
Spill the tea
1. Mum glow
Hailey Bieber’s been spilling the tea on the In Your Dreams with Owen Thiele podcast and it’s peak glam mum energy. Hailey confessed she’s got full-time help with baby Jack and couldn’t care less what anyone thinks. She’s also sworn off Botox until her 30s, sticking to natural treatments while juggling Rhode, marriage and motherhood. Cool, composed and completely unbothered, Hailey’s in her effortless it-girl mum era.
2. Lily returns
Lily’s back with a bang, her first album in seven years, West End Girl, isn’t just your standard comeback. She’s spilling the tea on her six‑figure NYC townhouse moves, her marriage meltdown with David Harbour, and that supposedly “open” relationship deal that went south. Every track is dripping with snark and narrative. Think text‑messages, sex‑toy shoe boxes and betrayal served in 3‑minute pop songs. Go have a listen if you haven’t already.
3. Jennifer’s heartfelt journey
Jennifer Aniston is giving us all the feels this week! The Friendsstar opened up about her long journey with fertility and motherhood, and instead of drama, it’s all heartwarming honesty. Fans are swooning over her openness, her radiant glow, and the fact that she’s finally telling her story on her own terms. Career, love, and life, Jen’s handling it all with effortless charm, proving she’s still Hollywood’s golden girl.
What have we learned?
GOOD OL’ THROWBACKS
It feels like the 2000s all over again: every new movie is a sequel, reunion tours are selling out stadiums, and retro products are flying off shelves. Marketers are leaning into the trend as well, and rightfully so. Some of the best influencer marketing campaigns tap into nostalgia and people love it.
There’s something epic about tapping into nostalgia pop culture moments. And nowadays, that means you’re reaching not only those who lived it back then, but also all the new generations that obsess about it so much.
DEINFLUENCING
Transparency has become a defining factor in consumer loyalty. The rise in mentions of hidden fees and the growing “deinfluencing” trend both reflect a broader cultural demand for honesty, accountability, and genuine connection in digital spaces. Brands that prioritise authenticity and openness are more likely to maintain trust and long-term engagement with their audiences.
LONG TERM
The creator economy is maturing into a media channel of its own, brands now recognise that creators bring not just reach but also format innovation and distribution capability. By investing in episodic storytelling, brands can embed themselves in culture rather than interrupt it. The key takeaway is that one-off influencer posts are giving way to longer-term creator partnerships and original content formats, requiring a more strategic approach to measurement, investment, and collaboration.
