In May, the romantic drama series “Off Campus” debuted on Amazon to 36 million viewers in its first two weeks, making it the third most-watched debut series on the streaming platform. The TV series, which stars Ella Bright as a music student navigating college relationships, also became Amazon’s top show among women viewers ages 18-34, building on the young female viewership Amazon acquired with 2022’s “The Summer I Turned Pretty.” In July, coming off the success of “Off Campus,” Bright earned another debut: On Thursday, the 19-year-old actress was announced as Rare Beauty’s first celebrity ambassador.
“For millennials, [‘Off Campus’] really is reminiscent of those rom coms that we fell in love with in the ’90s. And for Gen Z, it’s almost an introduction to what that is,” said Rare Beauty CMO Ashley Murphy. “As we thought about our partnership with Ella Bright, it really is tapping into Gen Z and millennials, who we naturally already over-index with.”
Tapping into hit TV series with viral marketing campaigns has become a go-to strategy for brands like Skims and Rhode, which have launched campaigns with breakout stars like Simona Tabasco and Beatrice Grannò of “The White Lotus” and Sarah Pidgeon of “Love Story”, respectively, just as those shows and actors reached their cultural peak.
