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Branding and pop culture are more intertwined than ever, as cultural trends increasingly shape the way brands engage with customers on social media.
Looking back on the last year, there have been some big moments — Brat Summer, the recent movie phenomenon Wicked, anything Taylor Swift-related… and the list goes on.
So, can you guess what the best branding and pop culture moments are in 2024?
Tracksuit, a brand tracking platform, has the answers and has released its annual Biggest Moments list after surveying over 21,000 users worldwide.
In terms of pop culture, it’s hard to beat the buzz that Taylor Swift and Travis Kelce have created this year, and Tracksuit’s stats back it up.
To the surprise of fans of Charli XCX’s album Brat, Swift and Kelsey’s love story was the biggest moment of the year – recognized by over a third of Australian voters.
The relationship has maintained its staying power in the pop culture news cycle throughout the year thanks to The Eras Tour and Kelce’s Super Bowl-winning NFL Kansas City Chiefs team.
In second place was the Kendrick vs. Drake battle as both rappers continue to level life-changing accusations at each other in a flurry of diss tracks.
The feud became so close and confusing that a Wikipedia page was created to explain it.
Globally, the Oasis reunion grabbed third place, proving that nostalgia is the gift that keeps on giving.
When the British brothers announced they were returning to tour Australia in 2025, huge demand led to a quick sell-out (tickets for the Australian leg were snapped up in just 90 minutes) and trouble reselling tickets after thousands of tickets hit the platforms on the secondary market at inflated prices.
Meanwhile, for moments of branding, the top spot may come as a surprise.
The Olympics bring the gold
The Olympics became a world first after providing many viral moments, including Australian athlete Reagan, behind-the-scenes moments from the Olympic village and viral Turkish sports shooter Yusuf Dikec.
Second place was held by Ozempic, an injectable once-weekly prescription weight-loss drug designed to be used along with diet and exercise to improve blood sugar levels and manage the risk of heart attacks and strokes.
With the ongoing guessing game of “which celebrity is on Ozempic” and the ethical issues surrounding its use, it’s been hard to escape the hype it creates. And the world seems to have agreed, with Ozempic securing second place worldwide.
In terms of big surprises, it may come as a surprise to some that the Brat phenom came in with just 2 percent of the vote.
The result even surprised Tracksuit’s head of marketing, Mikayla Hopkins.
“At Tracksuit, our chronically online bubble thought Charli XCX’s Brat album was going to claim the top spot,” she said.
“While Brisk Summer did quite well among Gen Z (7 percent), it barely made a splash among the general population, garnering just 2 percent of the vote.
“These results show how living in a digital world affects the content we are delivered and consume.
“Social media algorithms have created echo chambers that make it harder to reach mass audiences, but easier than ever to reach highly engaged communities.
“For brands, this has made capitalizing on relevant pop culture moments more important than ever, as these echo chambers can be used to build communities of brand advocates who are passionate and feel personal connections to specific businesses and products.”
Global Pop Culture Moments in 2024:
- Taylor Swift and Travis Kelce – 43 percent
- Kendrick vs. Drake beef — 10 percent
- Oasis Reunion — 6 percent
- Very modestly, very carefully – 6 percent
- the euro – 4 percent
- The Simon Biles effect – 3 percent
- Failed Willy Wonka experience — 2 percent
- Moo Deng – 2 percent
- Chappell Roan’s rapid rise — 2 percent
- Brat Summer — 2 percent
Global Instant Brand Rankings
- The Olympics – 37 percent
- Ozempic — 23 percent
- The rise of Temu – 8 percent
- Stanley Cup obsession – 6 percent
- Return on Victoria’s Secret Fashion Show — 4 percent
- Charli XCX’s Brat album release — 2 percent
- Nike’s fall from grace — 2 percent
- Liquid Death x ELF Cosmetics — 1 percent
- Airbnb x Polly Pocket campaign — 1%.
- Rhode and Hailey Bieber Lipstick Box — 1 percent
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