Why the Right Influential Figures Can Turn Campaigns Into Cultural Moments

In today’s social-first world, the people you choose to represent your brand often matter just as much as the message itself. Audiences are not only savvy, they’re deeply aware—they can quickly tell when a partnership has been thoughtfully crafted with their interests in mind. That’s why, when selecting figures for branded campaigns and initiatives, it’s critical to prioritize not only influence but also likeability and trust. These qualities can completely transform the impact of a campaign.

A powerful example of this is the Gap x Katseye collaboration for their Better in Denim campaign. This partnership didn’t just tap into Katseye’s social influence in a fun and entertaining way—it became a vessel for championing inclusivity and diversity in a cultural landscape that’s craving authenticity and representation. And the results spoke volumes: over 32M views, more than 3M engagements, and millions of organic recreations of the now-iconic dance routine, all while tagging Gap and Katseye. Beyond the numbers, the campaign amplified Gap’s commitment to self-expression and inclusivity in a way that felt real, joyful, and participatory.

The earned media value here is enormous. When consumers aren’t just watching but actively creating content, amplifying your brand message for free, it signals something greater than a successful ad—it signals a cultural moment. Positive brand sentiment is built when you align with figures who have a genuine, trusted connection with their communities. It’s not only about reach, it’s about resonance. Brands that understand this and invest in partnerships with the right people gain far more than impressions or clicks—they build credibility, goodwill, and long-term affinity.

If you want to drive awareness and leave a lasting positive impact, be intentional about who you partner with. Choose influencers and creators who embody authenticity, inclusivity, and joy in ways audiences already celebrate. Because when the right people lead the conversation, the world doesn’t just watch — they join in.

At Creator Deck, we don’t just analyze the numbers; we pair data with dynamic social listening to ensure your brand aligns with the right influencers to maximize impact. If you’re ready to create campaigns that don’t just advertise but spark culture, reach out to us at info@creatordeck.com.