Trending PR Campaigns
Who the F— Is Jayden James?
MAC Cosmetics made Jayden James the cover star of its relaunched digital publication, MACzine, using the deliberately cheeky cover line “Who the f— is Jayden James?” to introduce Britney Spears’ son as an emerging model and musician. The campaign gave the beauty brand a timely hook around his runway debut, creative ambitions and celebrity family connection.
Why it worked: It piggybacked on Jayden’s fresh runway buzz and famous last name, then weaponized a provocative cover question as the clickable hook.
The lesson: Consider relaunching something with a timely underdog or heir-apparent and a bold question headline that invites discovery and debate.
Coverage over time
How this story spread across the media