Influencer Marketing: Page 3
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Deep Dive
Sleigh the season: Will caution stifle the holidays or can marketers win?
Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.
By Jessica Deyo • Nov. 16, 2023 -
Deep Dive
The rise of the Stanley tumbler: How a 110-year-old brand achieved viral success
Historically marketed to workmen and outdoorsmen, the brand unlocked the power of women selling to women with the help of a group of influencers.
By Caroline Jansen • Nov. 14, 2023 -
Unilever spins TikTok soap opera as part of #CleanTok sponsorship
A new content series features animated versions of home care products as the CPG giant seeks to woo Gen Z viewers who have driven cleaning trends.
By Peter Adams • Nov. 9, 2023 -
How Uber built its TikTok creator strategy — and why it looks beyond vanity metrics
Phil Rosario, Uber’s global social media lead for TikTok, explains how he leveraged creators to grow the brand’s following to over 750,000 within a year.
By Jessica Deyo • Nov. 9, 2023 -
Kraft Real Mayo seeks to make ‘moist’ Word of the Year via search hacking
A Twitch “Search-A-Thon” livestream is part of the brand’s efforts to convince Merriam-Webster that the maligned term is the word of the moment.
By Peter Adams • Nov. 8, 2023 -
Foot Locker hypes up holidays with major brands, NBA stars
The campaign features Nike, Puma and Adidas alongside basketball’s biggest names and arrives as the retailer launches a sneaker-focused brand platform.
By Chris Kelly • Nov. 6, 2023 -
How Coca-Cola celebrated the 25-year legacy of its NASCAR racing family
Legends Kyle Petty, Dale Jarrett, Jeff Burton and Bobby Labonte convened for a social content series about their careers and the brand's heritage.
By Chris Kelly • Nov. 2, 2023 -
Cracker Barrel ushers in Dolly Parton’s ‘Rockstar’ era to promote rewards
A partnership touting a loyalty offering that launched in September anticipates the “Jolene” singer’s first rock record and includes custom rocking chairs.
By Peter Adams • Oct. 31, 2023 -
Martha Stewart argues against DIY in Pure Leaf campaign
The effort depicts the do-it-yourself maven using the time saved by not making her own iced tea to focus on hobbies like woodworking.
By Sara Karlovitch • Oct. 30, 2023 -
Zulily pushes ‘Slay Button’ with Jonathan Van Ness for holidays
The button features five empowering affirmations from the “Queer Eye” star designed to uplift moms during the often-chaotic shopping season.
By Jessica Deyo • Oct. 23, 2023 -
Snap helps brands streamline creator partnerships with new solutions
Creator Collab Campaigns include a Creator Discovery API, a new midroll ad placement and a feature to help creators more clearly mark branded content.
By Aaron Baar • Oct. 19, 2023 -
Ford builds gamer van for TwitchCon road trip
The automaker steps up its gaming involvement in a collaboration with Wieden+Kennedy, Mindshare and media brand Full Squad Gaming.
By Chris Kelly • Updated Oct. 11, 2023 -
Snapchat courts brands with interactive Halloween series starring creators
Maybelline and Disney+ are among the first to get involved, running ads between content and offering augmented reality experiences.
By Jessica Deyo • Oct. 9, 2023 -
Why Olaplex created a faux product to address dupe culture on TikTok
The brand’s Oladupé marketing stunt was strategized with agency Movers+Shakers, the first collaboration between the companies.
By Jessica Deyo • Oct. 5, 2023 -
Tazo taps Issa Rae to celebrate independent cafes
Participating cafes will receive financial and marketing support from the Unilever-owned tea brand.
By Chris Kelly • Sept. 28, 2023 -
Paramount, CBS launch sports creator studio ahead of Super Bowl LVIII
The CBS Sports Creator Studio connects brands with sports influencers and creators for a range of content strategies.
By Aaron Baar • Sept. 25, 2023 -
Green Giant taps Corn Kid’s enthusiasm for first national campaign in 7 years
Developed with agency GYK Antler, the B&G Foods label’s latest effort doubles down on its work with the viral internet sensation.
By Peter Adams • Sept. 20, 2023 -
NYX turns Gen Z stars into Universal Monsters for Halloween campaign
The “Mon-Star Bash” brings together influencers, an original song and Roblox as the makeup brand looks to engage with digitally native consumers.
By Chris Kelly • Sept. 19, 2023 -
Frito-Lay enrolls Megan Thee Stallion at Flamin’ Hot University
A campaign around a fictitious university — “FU” for short — includes online courses, merch and scholarship funds.
By Chris Kelly • Sept. 19, 2023 -
Why creator influence is primed to grow on heels of Hollywood strikes
As creators potentially gain more influence amid a content void, marketers may need to adjust their media strategies accordingly.
By Aaron Baar • Sept. 14, 2023 -
Lysol debuts Air-aoke pop-up to showcase new sanitizer’s power
Music Midtown attendees can sign up for the pop-up via QR code, with artistic depictions of viruses and bacteria appearing on LED screens as they sing.
By Chris Kelly • Sept. 14, 2023 -
Q&A
How Champion shifted its brand name from a noun to a verb with new campaign
The brand’s President of Global Activewear Vanessa LeFebvre explained the approach behind the purpose-driven “Champion What Moves You.”
By Chris Kelly • Sept. 13, 2023 -
Dunkin’ taps Ben Affleck, Ice Spice to put a name to its new fall drink
An ad promoting the limited-time Ice Spice Munchkins Drink is the first work since the chain formalized its partnership with Affleck’s Artists Equity.
By Jessica Deyo • Sept. 12, 2023 -
McCann streamlines social, influencer services under new content studio
McCann Content Studio will integrate ITB and McCann Live as the lines between social and creator strategies continue to blur.
By Peter Adams • Sept. 11, 2023 -
World Surfing League promotes finals with Candy Crush tournament
The in-game Soda Surf Cup arrives ahead of the real-world Rip Curl Finals and includes giveaways and a tie-up with popular TikTok creator Kyle Gordon.
By Jessica Deyo • Sept. 7, 2023