Gen Z relies on influencers for purchase decisions, Kantar says

Almost half of young adults have made a purchase decision based on an influencer's recommendation.

By Robert Williams • March 2, 2020

Callaway Golf's shoppable video ad drives click throughs, cuts bounce rate

Targeted audiences were divided into baby boomer/Gen X and millennial/Gen Z​ cohorts to gather data about product interest by age group and club category.

By Dianna Christie • March 2, 2020

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Avocados From Mexico teams with MyFitnessPal on healthy eating challenge

By submitting an email address and mobile number, fans can engage with "Cooking Healthy with Thalía" via text, email and voice message.

By Robert Williams • March 2, 2020

Sonic Drive-In shifts away from '2 Guys' to showcase real families

The chain's first work with new agency Mother includes a brand identity refresh that focuses on real people.

By Dianna Christie • March 2, 2020

New Balance debuts Kawhi Leonard-starring ads to support new NBA partnership

A campaign profiling athletes launches as the apparel brand strikes a multiyear deal to become an official global marketing partner of the league.

By Dianna Christie • Feb. 28, 2020

TikTok to grow 22% to 45M US users this year, eMarketer says

TikTok's growth rate has slowed, but more than one-fifth of U.S. social media users are expected to look at the app at least once a month in 2020. 

By Robert Williams • Feb. 28, 2020

Vimeo launches video editing tools for small businesses

A new suite of tools lets companies publish social-optimized videos across platforms and monitor results within a single hub.

By Tatiana Walk-Morris • Feb. 27, 2020

Burberry merges Google Search with AR for shopping inspiration

A new tool lets luxury shoppers see an augmented reality version of products found through Google Search.

By Robert Williams • Feb. 27, 2020

Skyy Vodka pilots Mindshare's private LGBTQ ad marketplace

The new platform is designed to address biases that can result from brand safety tools in media buying.

By Dianna Christie • Feb. 27, 2020

NBCUniversal ramps up ad business around CTV, OTT

The new video advertising business comes as marketers shift their media budgets from local spot TV advertising toward streaming platforms.

By Robert Williams • Feb. 27, 2020

Dove addresses teen body image issues with mobile video series

Helmed by Lena Waithe, the "Girls Room" effort supports Unilever's recent plans to ramp up investments in purpose-driven marketing.

By Dianna Christie • Feb. 27, 2020

PepsiCo's Pure Leaf tea subverts classic fairy tales with Amy Poehler

A digital content series narrated by the "Parks and Recreation" star comes as part of a larger campaign encouraging women to say "no."

By Peter Adams • Feb. 26, 2020

The Trade Desk explains programmatic offering in humorous campaign

Directed by comedian Neal Brennan, two short films highlight the limitations of walled gardens.

By Robert Williams • Feb. 26, 2020

Noosa tries ASMR, 'oddly satisfying' videos to elevate yogurt brand's positioning

The brand's first campaign with its new agency and parent company uses "luscious food photography" to maintain a sense of playfulness.

By Dianna Christie • Feb. 26, 2020

Uber breaks into ad publishing through OOH display deal with Adomni

The ride-hailer launched a new division to support the initiative, which aims to install displays on thousands of cars in three cities by April 1.

By Peter Adams • Feb. 25, 2020

Ruby Love's 'Period Pal' aims to tackle taboo in debut campaign

Debuting ahead of Women's History Month, the effort is well-timed to boost brand awareness while working to normalize conversations about menstruation.

By Natalie Black (Koltun) • Feb. 25, 2020

Ikea pushes Swedish dreams in National Sleep Awareness Month promotion

An in-store sleepover, Giphy content and a sweepstakes with Fooji are part of the latest extension to the retailer's sleep-themed marketing.

By Dianna Christie • Feb. 25, 2020

Gatorade taps sports legends for global 'GOAT Camp' campaign

PepsiCo is following through on plans to put more marketing muscle into its "classic brands" with an effort featuring Michael Jordan, Serena Williams, Lionel Messi and Usain Bolt.

By Robert Williams • Feb. 25, 2020

Burger King's moldy Whopper ad sparks visceral reactions, but scores on subversion

An analysis found the gross-out concept underperformed in areas such as stoking desire, but successfully captured attention above category benchmarks.

By Peter Adams • Feb. 24, 2020

Liquid Death water promotes recyclable packaging with demons in hell

The water brand pushes an alternative to plastic bottles in an edgy new campaign that lands in advance of its national Whole Foods rollout.

By Dianna Christie • Feb. 24, 2020

Jack Daniel's documentary hits 850 theaters in May

"Chasing Whiskey: The Untold Story of Jack Daniel's" was filmed in five countries to show the brand's global appeal and will run for one night only.

By Robert Williams • Feb. 24, 2020

Why marketers must evolve their outlook on gender — or lose out

From consumer campaigns to product design, the adoption of less narrow, binary definitions of gender could be critical to growth and winning over audiences like Gen Z.  

By Peter Adams • Feb. 24, 2020

Tecate shifts focus to Mexican-American heritage, leaving macho messaging in rearview

To position itself as culturally relevant, the brand is launching an extensive campaign and dropping its boxing sponsorships to focus on soccer and music.

By Peter Adams • Feb. 21, 2020

Mucinex's latest TikTok challenge boasts more than 560M views

The cough medicine enlisted a team from "So You Think You Can Dance" to choreograph dance moves for its #BeatTheZombieFunk challenge.

By Robert Williams • Feb. 21, 2020

Twitch will boost monthly users 14% to 37.5M this year, eMarketer predicts

The Amazon-owned livestreaming platform will continue growing to hit 47 million viewers by 2023, according to the researcher.

By Robert Williams • Feb. 21, 2020