“goodbye forever brat summer” tweeted Charli XCX on September 2nd; much to the dismay of marketers around the world, who’ve spent half of 2024 riding the coattails of one of the most successful viral campaigns in modern memory. As the curtain falls on “Brat Summer,” Charli XCX’s campaign has undoubtedly become a case study in how to craft a modern cultural movement. The campaign, built around her Brat album, not only dominated 2024 but set new standards for authenticity, fan engagement, and digital strategy. Here’s how Brat Summer has rewritten the marketing playbook.
Authenticity as a Core Driver
At the heart of the Brat movement was Charli XCX’s unwavering authenticity. Her raw, unfiltered persona resonated deeply with Gen Z and millennial audiences, who are increasingly drawn to influencers and brands that value honesty over perfection. This authenticity was key to the campaign’s success, with Charli’s unapologetic approach—embracing her imperfections and the chaos of life—creating a cultural connection that went beyond her music. As one industry expert noted, “Authenticity cannot be commodified; it’s embodied.” This rawness was an antidote to the polished, overly curated images that dominate social media, and it made the campaign feel real.
Building a Community Through Social Media
Brat Summer was not just about Charli; it was about her fans. Charli’s use of platforms like TikTok and Instagram turned her audience into active participants rather than passive consumers. The Brat Wall—a constantly evolving billboard in New York—offered real-time updates and exclusive content, encouraging fans to document and share their experiences, creating user-generated content that was authentic and deeply personal.
The TikTok dance challenge to her track “Apple” and the viral Brat meme generator allowed fans to co-create, placing the narrative in their hands. This made the campaign feel organic and fan-driven, a stark contrast to the top-down marketing strategies of other brands.
A Masterclass in Influencer-Led Marketing
Influencer culture played a pivotal role in the campaign’s success. Influencers, from TikTok creators to celebrities like Daisy Edgar-Jones, helped propel Brat into the mainstream. The combination of grassroots participation with high-profile endorsements made Brat feel both inclusive and exclusive, accessible yet elite.
This influencer-led strategy demonstrates how tapping into existing online communities can turn a marketing campaign into a full-blown cultural movement.
The Power of Nostalgia and Rebellion
Brat Summer’s cultural resonance wasn’t just about the music; it was about what Brat represented. The campaign tapped into the nostalgia for 2000s rebelliousness, anti-aesthetic culture, and party-girl chaos, while offering a modern twist that rejected the clean-girl aesthetic of recent years. The slime-green aesthetic, messy vibes, and unapologetic tone allowed audiences to escape the overly curated expectations of life in the digital age.
Cross-Generational Appeal
Brat Summer was unique in its ability to cross generational boundaries. Charli’s Gen Z fanbase embraced the campaign’s playful anarchy, while older generations, particularly millennials, connected with the nostalgic throwback to early 2000s pop culture. Kamala Harris’ viral “Kamala IS Brat” moment took the campaign to a whole new level of visibility, blending pop culture and politics in a way few could have predicted . This cross-generational appeal helped broaden the campaign’s reach, turning it into a mainstream phenomenon.
Brat Summer in Numbers
Google Trends data offers fascinating insights into just how explosive Brat Summer became in 2024. The “Brat meme generator” saw a massive surge in interest, with searches increasing by over 500% during the peak of the campaign. This wasn’t limited to just meme-making either. The distinct shade of “Brat green”—a neon lime-green—became one of the most significant cultural markers of the summer, with Google searches for terms like “Brat green” skyrocketing, solidifying it as the colour of the season. This lime-green shade gained traction far beyond Charli XCX’s album artwork, influencing everything from fashion to beauty and even food packaging.
On Instagram, the hashtag #bratsummer had over 2.6 million posts by July 2024, highlighting the widespread user-generated content that flooded social media.
Additionally, platforms like TikTok and Little Red Book in China saw a similar viral spread, with Brat-related content generating millions of interactions. For example, on Xiaohongshu (Red), a popular Gen Z platform, #brat garnered over 18 million views, reflecting the global scale of the movement.
Fashion and luxury brands also capitalised on this viral trend. Harrods tagged a Longchamp bag with “#brat green,” while Sadiq Khan’s political campaign in London even referenced the colour. The worldwide adoption of this visual identity demonstrates how effectively Charli XCX’s campaign captured public imagination across industries, from music to high-end retail.
For brands looking to replicate Brat Summer’s success, tapping into emerging digital trends like meme culture, bold aesthetics, and community co-creation should be a priority. The Google Trends data from Brat Summer not only underscores the importance of simplicity in branding but also highlights the immense power of letting fans take control, turning a campaign into a global, viral movement.
Why Brat Summer Worked and What Brands Can Learn
Brat Summer’s success provides key takeaways for marketers. First, authenticity matters more than ever. Audiences want real, unpolished content that resonates on an emotional level. Second, involve your community. Charli’s fans were given the tools and space to create their own versions of Brat, making them feel like co-creators of the movement. Lastly, keep things simple. The campaign’s minimalistic visual identity—pixelated Arial font on a lime-green background—was easy to replicate and provided a distinct, memorable brand image that dominated social media feeds.
Is Brat Summer Really Over?
As the summer draws to a close, questions remain. Will Brat Autumn take over, as some fans hope, or has the cultural moment passed? For now, it seems Charli XCX and her team are content to let the community decide. The success of Brat Summer is a reminder that the best marketing campaigns are not those that dictate the narrative but those that hand over control to the audience and allow them to make it their own.
Brat Summer may be over, but its impact on marketing is here to stay. Whether through its emphasis on authenticity, fan engagement, or bold simplicity, the lessons of Brat Summer will continue to shape the way brands approach digital marketing in 2025 and beyond.
