Do you have any proof? Everything about it seems like it's a naturally-occurring meme. Nobody pushed it until it went viral 2 weeks after the original video, and the channel has clear history of many different experiments that didn't go viral.
You only see a single and very specific brand name being pushed, and pushed relentlessly.
I repeat, this is blatant marketing even if it's a single person effort working pro bono. There is no way around it.
That being said, if it's an actual marketing campaign, then it's been quite successful at least in my case, as I never even knew Balenciaga existed before seeing these vids... Then I took a look at what they actually sell and promptly concluded I would never buy from them, even if I had the money lol.
https://www.balenciaga.com/en-us/trash-bag-large-pouch--whit...