Source: OLD ZERO
Summary
OLD ZERO has launched a new social-first campaign featuring four models: Grace Ann, Brooks, Mary Holland, and Sarah Jane. The campaign focuses on showcasing the models’ personalities and styles through a series of social media posts and videos. According to the brand, the goal is to connect with a younger audience and create a sense of community among fans.
Our Reading
The trend returns with a new name.
The campaign’s emphasis on social media and influencer marketing feels like a rehashing of early 2010s tactics. The models’ styles, while individual, blend together to create a homogenous aesthetic that recalls the early 2000s. OLD ZERO’s attempt to create a sense of community among fans feels like a rebranding of the “it girl” phenomenon from the mid-2000s. The campaign’s focus on personality over product recalls the early days of celebrity endorsements. OLD ZERO’s claim to be connecting with a younger audience feels like a rehashing of old strategies. The look feels familiar.
The brand’s reliance on social media influencers to promote its products recalls the early days of social media marketing. The emphasis on individual personalities and styles over the product itself feels like a rebranding of the “lifestyle” marketing approach popularized in the early 2000s. The campaign’s use of young models to promote its products feels like a rehashing of old tropes. OLD ZERO’s attempt to create a sense of exclusivity among fans feels like a rebranding of the “in crowd” phenomenon from the 1990s.
The campaign’s original observation reframes the trend as: “The quest for authenticity in marketing is just a rebranding of the same old tactics.”
Author: Evan Null
