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  • Lacey Chabert and Dustin Milligan for Maybelline
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    Courtesy of Maybelline
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    Maybelline taps into microdrama trend with holiday content series

    The five-part “Maybe This Christmas” reunites the co-stars of Netflix’s “Hot Frosty” with a twisty story promoting Instant Eraser Concealer.

  • Urban Outfitters and Dunkin' collaboration
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    Courtesy of Urban Outfitters
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    How Urban Outfitters connects with Gen Z through brand collaborations

    The retailer has increased sales growth and brand affinity in part by teaming with brands like Dunkin’ and artists like Tinashe to meet consumer needs.

  • Amanda Batula for Vaseline
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    Courtesy of Vaseline
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    Q&A

    Inside Vaseline’s social-first, innovation-led marketing playbook

    The brand is “pioneering the kind of desire at scale thinking” that Unilever wants to replicate across its portfolio, CEO Fernando Fernandez has said. 

  • Martha Stewart poses in a denim-wrapped kitchen for American Eagle's 2025 holiday campaign.
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    Courtesy of American Eagle
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    Why American Eagle tapped Martha Stewart to extend beyond Gen Z

    After making headlines with its fall campaign, the retailer is targeting gift givers and recipients alike for the next chapter of its “Give Great Jeans” holiday push. 

  • Kraft Mac & Cheese's Best Thing Ever campaign
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    Courtesy of Kraft Heinz
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    Why Kraft Mac & Cheese went hypercontextual for ‘Best Thing Ever’ push

    The brand will make its largest media investment to date with a campaign that seeks to reach consumers in unexpected and disruptive ways.