Reformation recognizes the power of a viral moment. The sustainable, direct-to-consumer fashion brand is on the heels of another such moment after its Valentine’s Day campaign featuring comedian Pete Davidson as the brand’s “official boyfriend” made the proverbial internet rounds last week. But that doesn’t mean the brand is in the business of virality for the sake of virality.
Brands are finding it more difficult to find virality as the social landscape continues to fragment. What works on one platform could die on the vine on another. And it’s a trickier time for brands on social in general as the fate of TikTok continues to hang in the balance, and amid content moderation rollbacks and brand safety concerns.
Reformation’s Davidson campaign followed a different viral hit last spring after it hired activist Monica Lewinsky on its “You’ve Got the Power” campaign, which featured Lewinsky, encouraging voter registrations. It was an inflection point for the brand as a way to grow brand awareness among new audiences, said Lauren Cohan, chief creative officer at Reformation.
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