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As social media increasingly determines how consumers discover and choose products, the stories of Kendall Jenner, Rosé and MrBeast reveal a striking reality: influence no longer stops at views or reach, but must translate into purchasing behavior. For Vietnamese marketers, this is a clear reminder that virality only has value when it is tied to a commercial strategy and a sufficiently strong brand experience.
The Hollywood Reporter places this group of names in the picture of Hollywood’s “marketing masters” in 2026, emphasizing the role of stars, influencers and brand leaders in turning viral moments into real-world buying power. From there, the lesson is not only about choosing the right face of the brand, but also about how to design the story, the launch timing and the mechanism that turns demand into sales.
Stars and creators do not just create attention, they create demand
The Hollywood Reporter’s article places Kendall Jenner, Rosé and MrBeast in the same line of thinking: today’s highly influential social media figures can pull consumers beyond simply “liking” or “following.” They generate enough interest for a product to become something the public wants to own as soon as it appears.
The notable point here is the shift from brand communications to direct commercial impact. When an individual can trigger conversation, desire and a FOMO effect, they are no longer just a content distribution channel but part of the sales machine.
A viral moment only matters when it connects to buying behavior
THR does not view virality as an independent victory, but as one link in the revenue-generating chain. Explosive moments online only truly matter if the brand can turn that attention into orders, purchases or a higher level of engagement with the product.
This explains why many campaigns achieve massive reach but still fail commercially: they generate buzz, but do not create a short and clear enough path from emotion to conversion. By contrast, campaigns that are executed well usually have a consistent story, a sufficiently differentiated product and a purchase touchpoint that has been prepared in advance.
The CMO’s role: turning pop culture into a growth strategy
The list published by THR includes not only celebrities and influencers, but also CMOs and brand executives. That shows modern marketing is no longer just a game for the creative team; it requires the ability to connect culture, data and commerce.
For CMOs, the question is not simply whether to work with celebrities, but how to collaborate in a way that creates long-term value. An effective campaign needs to ensure the product fits the ambassador’s image, the message does not feel off-tone, and the operating system is strong enough to meet the surge in demand when the media effect appears.
What Vietnamese marketers can learn from this case
The Vietnamese market is also witnessing the convergence of KOLs, creators, brands and e-commerce. However, many campaigns still stop at short-term attention, while lacking the mechanism to sustain momentum and convert.
From an execution standpoint, Vietnamese marketers can draw three key lessons: first, choose influencers based on product fit, not just fame; second, design messaging and offers strong enough to move people from viewing to buying; third, prepare operational capabilities in advance, from inventory and sales channels to customer service, to capitalize on peak demand. In other words, virality is only the starting point; sales are the ultimate measure.
A perspective for the Vietnamese market
For Vietnamese brands, this trend is especially relevant in highly symbolic categories such as beauty, fashion, beverages, lifestyle and fast-moving consumer goods. As consumers increasingly make decisions based on social trust and community effects, a well-designed influencer campaign can create a much stronger lift than mass advertising.
However, what must be avoided is chasing reach at any cost. The lesson from campaigns that create “consumer obsession” is that brands must know how to manage expectations, maintain consistency and ensure product quality matches the media heat. For Vietnamese marketers, this is the time to prioritize a growth model built on creativity, data and real conversion capability.
Source: The Hollywood Reporter — “Sold Out in Seconds: How Kendall Jenner, Rosé and MrBeast Create Consumer Obsessions”
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This article focuses on Kendall Jenner Rosé MrBeast with a perspective for the Vietnamese market.
