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3 Genius Moves From Sydney Sweeney’s Marketing Team That Business Owners Should Copy
Because even chaos can be strategic, if you know how to weaponize it.
Mahi Kishore
June 26, 2025 • Estimated Reading Time: 4 minutes
Not Just Another Celebrity Campaign
You might think this was just another “hot girl x body wash” promo.
But Sydney Sweeney’s collab with Dr. Squatch did something different.
It didn’t just sell soap.
It hijacked the algorithm, triggered mass commentary, and proved once again:
YOUR Business doesn’t need millions of followers.
YOU need a system.
Ready to break it down? Let’s go.
💬 1. COMMENT SECTIONS ARE YOUR NEW STRATEGY DECK
Sydney’s team didn’t brainstorm in a vacuum. They listened.
Specifically, to what people said after her first Dr. Squatch commercial, the one that went viral for being chaotic, nostalgic, and a little... too relatable.
Screenshot/photo of viral ad comments from the first ad campaign
They took those jokes and fan theories and built the next campaign around it.
The new product launch literally came from the crowd, and the crowd went wild again.
That’s where content strategy comes in.
Strategic takeaway for you:
Start treating your comments like free focus groups.
Save the phrases. Use their words in your captions, landing pages, and hooks.
They’ll say: “That’s exactly what I was thinking.”
That’s when you win.
🔥 2. CHAOS ISN’T BAD, IF YOU OWN IT
This campaign wasn’t polished. It was campy. Loud. Internet-core.
People were confused, amused, triggered and everyone was talking about it.
Don’t believe me? How about this: