The Summer I Turned Pretty: A Marketing Playbook Done Right

Allie Grace Winter
Sep 9
2 min read

Whether you’re Team Conrad or Team Jeremiah, one thing everyone can agree on: The Summer I Turned Pretty isn’t just a show — it’s a full-on cultural phenomenon.

But here’s the secret: it didn’t blow up by accident. Jenny Han and Prime Video turned smart marketing into obsession, and there are lessons every brand can steal.

1. Multi-Channel Storytelling

From TikTok edits to cinematic trailers, the marketing didn’t live in one place. Prime met the audience where they already were — scrolling on TikTok, sharing memes on Twitter, and rewatching clips on Instagram. Smart brands do the same: show up consistently across the platforms your people actually use.

2. Fandom Fuel

Jenny Han leaned into the love triangle with deliberate teasers, fan polls, and character-driven content. The result? Team Conrad vs. Team Jeremiah became its own marketing engine. When you create space for your audience to “pick a side,” they market for you.

3. Nostalgia Meets Now

From Taylor Swift to Olivia Rodrigo, the soundtrack blended iconic throwbacks with Gen Z favorites. It gave longtime fans chills and gave younger fans something instantly relevant. Marketing takeaway: blend familiarity with freshness. Nostalgia works best when it feels modern, not dusty.

4. Strategic Drops & Teasers

Every new trailer, behind-the-scenes clip, or cast interview was timed to maximize anticipation. Instead of one big push, Prime kept a steady drip of hype going all summer. Brands can replicate this with pre-launch teasers, weekly content series, or “coming soon” campaigns.

5. The Author as an Influencer

Jenny Han herself became a central part of the marketing strategy. By sharing her perspective, engaging with fans, and showing up in interviews, she bridged the gap between creators and consumers. For businesses, the lesson is simple: let your leaders be visible. People connect with people more than logos.