My Favorite Social Campaigns of 2024

Plus a post that made me mad, influencers eulogizing TikTok, and more.

Hi! Hope everyone is having a great Tuesday. Over the weekend I decided that Cartier is the winner of brand social this year. Not because they did anything revolutionary on their own account, but because they somehow made it onto every other brand account. Thanks to the flat lay-ification of Instagram and brands commissioning The Millennial Decorator to shoot for them, the watch company was in my feed weekly. The posts below are from seven different brands—across industries like beauty, travel, tech, and fashion. They all feature a Cartier watch. I’ll admit I looked up how much a Baignoire costs.

Brands like J.Crew, Sidia, Merit, Summer Fridays, Casetify, Samsonite, Warby Parker, and more featured Cartier in their posts

In today’s newsletter, I am covering:

• My favorite social campaigns this year

• Five post formats to try this week

• One post that made me mad!!!

• A few wild TikTok Shop stats from The New Consumer and Coefficient Capital’s Consumer Trends: 2025 Report (plus a mini interview with Dan Frommer!)

• 10 links, tips, and ideas! Like influencers posting TikTok eulogies, the celebrity I want to partner with right now, and more.