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Campaign ME
01-05-2025
- Entertainment
- Campaign ME
Balance between trend-hopping and brand-building in times of AI virality
The AI-charged era has trends shifting into overdrive. Some love it, some hate it, some just jump unapologetically. What once took weeks to spread now blows up in a matter of hours. Viral moments like Ghibli and Doll Box spark and sweep the globe at dizzying speed. And for each brand, the race to keep pace has never been faster — or perhaps riskier? It's tempting for us marketers to jump on the bandwagon, especially when a trend like the latest 'Barbie AI' takes over the Internet. A playful, nostalgic moment, and an easy way to engage with customers, increase brand visibility, and show off your virality. Several brands and personas have hopped on so far successfully. For example, Australian wildlife photographer Robert Irwin, son of the late Steve Irwin, was transformed into an action figure by Bonds Australia, the underwear supplier he began modelling for in 2025. Similarly, MAC Cosmetics joined the trend by creating an AI-generated version of its brand persona as an action figure. Locally, we've seen beautiful nostalgic Ghibli interpretations on Dubai city by RTA and Emirates. View this post on Instagram A post shared by M·A·C Cosmetics (@maccosmetics) This is not an entirely new territory for brands. In September 2024, Adidas has demonstrated an interest in AI-generated content when a speculative advertisement promoting a floral collection was created entirely using AI tools like RunwayML, Midjourney, Adobe Creative Suite, and Topaz. The ad showcased AI-generated visuals of people in floral-printed clothing and shoes, set against various Japanese locations. While trend-hopping can be exciting, it doesn't always serve the long-term health of a brand. Companies are now facing the challenge of determining which digital currents align with their core values and resonate with their long-term strategies. AI trends still have their ongoing issues with personal identity security as well. Once you upload a photo of a person on Chat GPT, you have given away their identity, and whether it your employees or customers, a brand must have sought their consent on the same. For products, you might be giving away to the world a lot more than you should. The cost of 'going viral' can be steep. On brands and on the planet, let's not forget that. According to CAN today, the International Energy Agency said that a single ChatGPT query submitted by a user requires 10 times the amount of electricity as a Google search – 2.9 watt-hours (Wh) compared with 0.3 Wh. While you may capture attention in the short term, there's a lingering risk that your brand could be seen as merely riding the wave, losing its authenticity in the process. The question remains, does a trend speak to your values and essence as a brand ? Rules of engagement So, what's the right way to engage with an internet craze? It's important to keep in mind that participation should be mindful and with consent. Jumping into a social media frenzy without a clear strategy could dilute a brand's identity. It may go against your ESG goals or sustainability goals, if energy saving is one of them. It's important to ask the right questions: Does this trend align with my brand's values? Does it bring out the best of my brand's essence? Is there room for my brand to add a unique twist to this trend, making it a natural fit for our message? Look at brands like Burberry, which has shown a smart understanding of how to incorporate trending moments in a way that feels organic. Instead of following every new wave of momentum, Burberry's approach has been consistently selective and strategic. The company has long prioritized staying true to its core identity—luxury, craftsmanship, and British heritage — while also embracing innovation. The short-term impact While the instant gratification of following trends can't be denied, it's worth remembering that the impact of such engagement is often fleeting. A campaign built around a single social media phenomenon can quickly fade from public attention. For example, when fashion labels jumped aboard the 'PepsiCo TikTok Dance' challenge in 2024, they captured significant attention. But as TikTok's trends evolved, so did the relevance of that moment. Brands that aligned themselves too closely with transient movements are often left with little to show beyond a surge in short-term metrics — likes, shares, and mentions. This doesn't mean that there's no value in becoming part of an internet wildfire, but brands must be prepared for the inevitable dip in attention. If the engagement is shallow and disconnected from the brand's core messaging, results may be unfavourable and measuring them becomes a challenge. The danger of trend dilution The pursuit of constant relevance in today's digital scene can also lead to brand dilution. Again, when businesses align themselves too closely with fads too often, they risk muddying their brand identity. This may lead to confusion among customers who expect a coherent voice, mission, and a clear set of values. Companies must guard against trend dilution by ensuring their involvement in viral moments complements their core brand identity. I recently posted about the demise of the region's fast-growing brand Bi'Laban due to its focus on virality and not fundamental brand foundations that call for compliance and health & safety management. The audience concurred, I had over 40,000 reactions to the post, all of them from passionate marketers. Brand consistency and values It's essential that brand messaging remains consistent, even when experimenting with new strategies. When a brand consistently communicates and acts upon its core values—whether that's quality, ethics, transparency, sustainability, or customer-centricity — its audience learns to trust and believe in the brand. This is especially true in the Middle East, a young and aspiring region who is quite ready to explore and experiment. Globally, companies like Patagonia have consistently prioritized environmental sustainability, and their brand identity is intrinsically linked to their commitment to preserving the planet. This level of consistency has built them a loyal following, and their audience knows what the company stands for. Long-term brand building While trend-surfing may provide a quick burst of visibility, brand-building requires a long-term strategy. The priority is to nurture relationships with your audience, creating meaningful connections, and delivering on the promises your label makes. Building a brand that lasts means focusing on the fundamentals—understanding your audience, delivering consistent value, and staying true to your core mission. For example, Apple has remained one of the world's most valuable brands for decades because it has consistently delivered quality products, innovative solutions, and a seamless user experience—no matter what the latest direction might be. While the craze of AI trends is only going to accelerate, let there be a brand essence health check before you get lured with the viral moments. These may be with you on your way up, but they wont be there for you on your way down. By Marwa Kaabour, Group Head of Marketing & Corporate Communication, Al Masaood
West Australian
23-04-2025
- Entertainment
- West Australian
Robert Irwin announces he will star on the next season of US Dancing With The Stars
Wildlife warrior Robert Irwin will star on the US version of Dancing With The Stars. Irwin, 21, shared a clip of himself making a guest appearance alongside his sister, Bindi, when she was a contestant on the show in 2015, as he announced the news via Instagram. A clearly excited Irwin said: '11-year-old me is beside himself right now. 'Bindi, thank you for inspiring me to take on this next adventure. Dancing With The Stars, I'm so grateful for the life-changing experience ahead.' Irwin said he used to sit in the audience and be in awe of Bindi — who won that season of the show. 'There was a little part of me in my brain thinking 'One day that will be me',' he said. Sister Bindi returned the love, commenting: 'Love you so much. Gosh, how was this 10 years ago? You're going to be amazing.' Irwin made global headlines earlier this month when he appeared in a racy ad campaign for Bonds, as the brand launched in the US. Irwin shows off his muscular chest as he posed in a typically Aussie backyard in a pair of his Bonds underwear. Irwin spoke to US People magazine about the new campaign. 'It was an immediate yes,' Irwin told the publication. 'I wish I could say I was very suave and cool about the whole thing but I was like, 'Yes, let's do it!' because Bonds Australia is an absolute icon. 'Also, I'm at the point in my life where I'm trying to do as many different and random, exciting things and if it's something that makes me a little bit nervous, that I've never done before, and it's a bit of an adrenaline rush, that's what I want to be doing.' Irwin added he was proud the Made for Down Under campaign was bringing awareness to wildlife causes. The wildlife warrior is currently thought to be single, after his first high-profile relationship ended early last year. Irwin and Rorie Buckey, the niece of late Oscar-winner Health Ledger, announced their split on Instagram after dating for more than a year. Buckey shared the news via a joint statement on her Instagram in February 2024. 'We wanted to share that we have decided to go our separate ways but profoundly appreciate all of the time spent together and wish one another all the very best into the future,' the pair said. 'We wish to express the gratitude and respect we have for one another as we continue our journeys on different paths. 'We won't be commenting further on this and really appreciate your respect and privacy at this time.'
Perth Now
23-04-2025
- Entertainment
- Perth Now
Robert Irwin's surprising new career move after Bonds advertisement
Wildlife warrior Robert Irwin will star on the US version of Dancing With The Stars. Irwin, 21, shared a clip of himself making a guest appearance alongside his sister, Bindi, when she was a contestant on the show in 2015, as he announced the news via Instagram. A clearly excited Irwin said: '11-year-old me is beside himself right now. 'Bindi, thank you for inspiring me to take on this next adventure. Dancing With The Stars, I'm so grateful for the life-changing experience ahead.' Irwin said he used to sit in the audience and be in awe of Bindi — who won that season of the show. Robert Irwin, 21, has announced he will star on the next season of US Dancing With The Stars. Credit: Instagram 'There was a little part of me in my brain thinking 'One day that will be me',' he said. Sister Bindi returned the love, commenting: 'Love you so much. Gosh, how was this 10 years ago? You're going to be amazing.' Irwin made global headlines earlier this month when he appeared in a racy ad campaign for Bonds, as the brand launched in the US. Irwin shows off his muscular chest as he posed in a typically Aussie backyard in a pair of his Bonds underwear. Irwin spoke to US People magazine about the new campaign. 'It was an immediate yes,' Irwin told the publication. 'I wish I could say I was very suave and cool about the whole thing but I was like, 'Yes, let's do it!' because Bonds Australia is an absolute icon. 'Also, I'm at the point in my life where I'm trying to do as many different and random, exciting things and if it's something that makes me a little bit nervous, that I've never done before, and it's a bit of an adrenaline rush, that's what I want to be doing.' Irwin added he was proud the Made for Down Under campaign was bringing awareness to wildlife causes. Irwin appeared in a Bonds campaign. Credit: BONDS The wildlife warrior is currently thought to be single, after his first high-profile relationship ended early last year. Irwin and Rorie Buckey, the niece of late Oscar-winner Health Ledger, announced their split on Instagram after dating for more than a year. Buckey shared the news via a joint statement on her Instagram in February 2024. 'We wanted to share that we have decided to go our separate ways but profoundly appreciate all of the time spent together and wish one another all the very best into the future,' the pair said. 'We wish to express the gratitude and respect we have for one another as we continue our journeys on different paths. 'We won't be commenting further on this and really appreciate your respect and privacy at this time.'
7NEWS
23-04-2025
- Entertainment
- 7NEWS
Robert Irwin announces he will star on the next season of US Dancing With The Stars
Wildlife warrior Robert Irwin will star on the US version of Dancing With The Stars. Irwin, 21, shared a clip of himself making a guest appearance alongside his sister, Bindi, when she was a contestant on the show in 2015, as he announced the news via Instagram. A clearly excited Irwin said: '11-year-old me is beside himself right now. 'Bindi, thank you for inspiring me to take on this next adventure. Dancing With The Stars, I'm so grateful for the life-changing experience ahead.' Irwin said he used to sit in the audience and be in awe of Bindi — who won that season of the show. 'There was a little part of me in my brain thinking 'One day that will be me',' he said. Sister Bindi returned the love, commenting: 'Love you so much. Gosh, how was this 10 years ago? You're going to be amazing.' Irwin made global headlines earlier this month when he appeared in a racy ad campaign for Bonds, as the brand launched in the US. Irwin shows off his muscular chest as he posed in a typically Aussie backyard in a pair of his Bonds underwear. Irwin spoke to US People magazine about the new campaign. 'It was an immediate yes,' Irwin told the publication. 'I wish I could say I was very suave and cool about the whole thing but I was like, 'Yes, let's do it!' because Bonds Australia is an absolute icon. 'Also, I'm at the point in my life where I'm trying to do as many different and random, exciting things and if it's something that makes me a little bit nervous, that I've never done before, and it's a bit of an adrenaline rush, that's what I want to be doing.' Irwin added he was proud the Made for Down Under campaign was bringing awareness to wildlife causes. The wildlife warrior is currently thought to be single, after his first high-profile relationship ended early last year. Irwin and Rorie Buckey, the niece of late Oscar-winner Health Ledger, announced their split on Instagram after dating for more than a year. Buckey shared the news via a joint statement on her Instagram in February 2024. 'We wanted to share that we have decided to go our separate ways but profoundly appreciate all of the time spent together and wish one another all the very best into the future,' the pair said. 'We wish to express the gratitude and respect we have for one another as we continue our journeys on different paths. 'We won't be commenting further on this and really appreciate your respect and privacy at this time.'
Yahoo
03-04-2025
- Entertainment
- Yahoo
Crocodile Hunter Steve Irwin's Son Robert Irwin Stars in Wild-themed Underwear Campaign for Australian Brand Bonds' U.S. Debut
Bonds, an Australian underwear brand operating since 1915, is officially debuting in the U.S. market. The announcement came on Thursday, accompanied by the release of a wild-themed campaign featuring conservationist Robert Irwin, also known as the son of the late Crocodile Hunter Steve Irwin. 'Bonds has a long history of celebrating Aussie talent in our campaigns, so it was only right that we partner with Australia's biggest rising stars to celebrate our launch into the U.S. market,' Tanya Deans, president of Bonds Australia, exclusively told WWD. More from WWD Fabletics Collaborates With Khloé Kardashian on New 'Booty-enhancing' Leggings for the Brand's By Khloé Collection Julia Garner Dons Gucci Foulards for Brand's Silk Craftsmanship Campaign Gigi Hadid Gets Painterly Retouch in New Miu Miu Ad Campaign The campaign is titled 'Made for Down Under' and sees Irwin posing among real-life snakes, spiders and crocodiles. 'We needed fearless spokespeople to show just how laid back you feel when you're wearing Bonds undies — and who better than the wildlife warrior himself, Robert Irwin,' Deans said. Irwin continues his dad's legacy, working as a zookeeper, television presenter and conservationist. On TikTok, he has more than 8 million followers and is constantly going viral with his videos showcasing the Australian wildlife. Modeling women's underwear in the campaign is rapper Tkay Maidza, known for her singles 'Brontosaurus' and 'White Rose.' The 'Made for Down Under' campaign will roll out across digital, social, podcasts and streaming platforms beginning in April. Bonds is now available in the U.S. exclusively on Amazon and at Some items available include the Chafe Off, Icons, Originals and X-Temp Air. The company has plans to expand its business into physical retail in the future. 'But for now, we're excited to help Americans level up their top drawer with down under comfort,' said the brand's statement. The century-old Australian brand was founded by George Allan Bond, an American who immigrated to Australia. Hanesbrands acquired Bonds as part of its purchase of Pacific Brands Limited in 2016. Today, Bonds operates as a subsidiary under Hanes Australasia. View Gallery Launch Gallery: Robert Irwin Models Bonds Underwear in Campaign, PHOTOS Best of WWD Lunar New Year Collections to Know: Details on Fashion, Jewelry and More Brands Embracing the Year of the Snake Valentine's Day Collections to Know: Details on Fashion, Makeup, Jewelry and More Brands Giving Products a Touch of Love, Live Updates Louis Vuitton x Takashi Murakami: Everything to Know About the Collaboration Ahead of Its 2025 Re-edition
