J. Crew landing product placement on Malia and Sasha increased their brand awareness BIG time. If emerging brands stop producing PR campaigns with fluff over news they too could receive and achieve such success.
The real winner here is the J. Crew brand which key search words on Google for first daughters covers Malia and Sasha in J. Crew designs. The new first daughters have already joined Jenna Bush and Barbara Bush on the front page of Google for key search words first daughters.
Expect to see more brands using first daughters, Obama first daughters, etc as major PR and marketing campaigns to sell merchandise. What did J. Crew do to win the first daughters? Well, J. Crew knows how to effectively talk to their target audiences, such as parents (especially moms) and kids! They positioned their brand with creative PR from newsworthy headlines NOT fluff promotional material that we continue to see ALL day long.