At Durée & Company, we follow campaigns that capture attention and create cultural moments because they often hold valuable lessons for brands across industries. One of the most successful examples this year came from Amazon Prime Video’s The Summer I Turned Pretty. With nearly 200,000 TikTok posts and 2.9 billion views under the show’s hashtag, the series became more than a streaming success. It became a playbook for timing, storytelling, and marketing strategy.
This is what made the campaign so effective and how brands can apply the same approach.
Timing that connects with audiences
The series premiered in the heart of summer and leaned into its seasonal setting. Storylines about love, friendship, and family paired with beachside scenes matched the audience’s state of mind. Launching when people were already searching for summer entertainment gave the campaign a natural boost.
Brands can achieve the same effect by aligning campaigns with seasonal or cultural moments. A real estate project debuting during high travel months or a nonprofit hosting a fundraiser during awareness season often generates stronger engagement because the timing feels purposeful.
Content that lives across platforms
The campaign for The Summer I Turned Pretty reached audiences on every platform. Trailers ran on YouTube, behind-the-scenes interviews appeared on Instagram, fan edits spread across TikTok, and the cast participated in press tours and interviews. Each platform offered content designed for its audience, creating a steady stream of conversation.
Brands benefit from using a similar approach. Coordinated PR, social media, influencer collaborations, and events ensure messaging reaches people wherever they are while reinforcing key ideas.
Storytelling that sparks emotion
Music, character relationships, and heartfelt moments helped The Summer I Turned Pretty resonate beyond plotlines. Taylor Swift songs became part of the experience, inspiring TikTok trends and Instagram reels while building emotional connections.
Brands that tell authentic, emotionally driven stories often see stronger audience loyalty. This applies whether the goal is to raise awareness for a nonprofit, build excitement around a luxury development, or introduce a new hospitality concept.
Partnerships that extend reach
Collaborations with musicians and influencers introduced the series to new audiences who might not have tuned in otherwise. Fans of the music came for the soundtrack and discovered the story, expanding the campaign’s impact far beyond traditional advertising.
Brands can use strategic partnerships to similar effect. Choosing collaborators who share values or audiences creates authentic connections and helps campaigns reach people who might not engage otherwise.
Lessons for brands
The marketing success of The Summer I Turned Pretty reinforces what Durée & Company delivers every day for its clients. Through strategic timing, compelling storytelling, multi-channel campaigns, and meaningful partnerships, we help brands build visibility and connect with audiences in ways that last well beyond a single campaign. To learn how Durée & Company can create the same impact for your brand, contact us at 954-723-9350 or visit dureeandcompany.com.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of PR Boutiques International™ (PRBI), a global network of nearly 40 independent, owner-led public relations agencies spanning five continents. In 2025, the agency was named Fort Lauderdale Magazine’s Best PR Agency for the third consecutive year, and its founder, Durée Ross, was recognized as a “Media Industry Champion” at PRNEWS’ Top Women Awards. To learn more, call 954-723-9350; go to dureeandcompany.com;cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.
