7 Top Creator Partnerships of 2024 That Made a Splash

Why this campaign was a hit: Brands went “demure.”

 Creator Jools Lebron had a big year after coining the “demure” trend. This term gained additional attention after Dictionary.com selected it as their word of the year.

As a result, she’s worked with brands like Verizon, Zillow, PopSockets, and Patrick Ta Beauty.

Her work with Zillow particularly stands out this year. In just four days, influencer firm Viral Nation partnered with Lebron’s team, leading to the influencer being named Zillow’s first “Chief Demure Officer” in a campaign reel where she helps identify “demure” houses.

Within six days of launching the campaign, Zillow and Lebron’s video received 1.8 million views, 82,000 likes, and more than 2,000 comments on Instagram and TikTok, according to Viral Nation.