Reformation, a sustainable fashion brand, successfully leveraged virality with its Valentine's Day campaign featuring Pete Davidson as its 'official boyfriend,' resulting in a 30% increase in brand search. This follows their previous campaign with Monica Lewinsky that promoted voter registration. While social media's fragmented landscape poses challenges for brands, Reformation's focus on authentic connection rather than chasing virality has proven effective. The brand saw over 3 million views on its TikTok and Instagram posts, primarily from non-followers, indicating broad reach and engagement with new audiences, essential for growth.
Reformation's Valentine's campaign with Pete Davidson significantly boosted brand awareness, highlighting the challenge and unpredictability of achieving virality in a fragmented social landscape.
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