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Unilever builds stable of digital hubs as data-driven marketing accelerates
Discussing Q2 results, execs pointed to e-commerce as the "most important" growth channel and highlighted Axe's collaboration with DJ Martin Garrix.
By Barry Levine • July 26, 2019 -
Opinion
Influencer marketing should focus on conversational health, not vanity metrics
Instead of asking for an influencer's top posts, assess the best conversations — ones that show excitement and receptivity that could take a campaign to the next level, writes Captiv8's Vishal Gurbuxani.
By Vishal Gurbuxani • July 25, 2019 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
HotelTonight debuts FOMO-themed campaign promoting Daily Drop feature
The "A Hard Deal to Deal With" campaign plays up missed opportunities for the app's tool across GIFs, digital video, TV ads and more.
By Dianna Christe • July 24, 2019 -
Perfect Corp. rolls out makeup AR tool for small businesses
With the technology, small businesses can introduce AI and AR to help customers make beauty purchasing decisions.
By Tatiana Walk-Morris • July 23, 2019 -
Facebook shrinks ad space on mobile News Feed
A new layout has less room for images and text in sponsored posts, making creative assets more imperative for marketers.
By Robert Williams • July 22, 2019 -
YouTube settles with FTC over claims related to mishandling children's data, reports say
While the news is another indication the FTC is willing to fine big players, there's not yet a clear vision of how to protect the privacy of kids using video-sharing sites.
By Dianna Christe • July 22, 2019 -
Jimmy Dean sponsors Time's Apollo landing celebration in new AR app
The publisher worked with several partners to create a compelling experience showcasing its visual journalism and reach a large audience.
By Dianna Christe • July 22, 2019 -
Report: TikTok tests app features that resemble Instagram's format
The social video app is piloting a Discover tab to replace the current Search feature and a "sent to" section for sharing videos through WhatsApp.
By Robert Williams • July 22, 2019 -
Humorous content is most popular for TV viewers sharing on social media, study finds
Seventy-three percent of social network users engage with TV-related content on social media platforms.
By Robert Williams • July 19, 2019 -
Disney gets song hub on Spotify to showcase music library
"Let It Go," the hit song from "Frozen," is the most-streamed Disney song on the platform.
By Robert Williams • July 19, 2019 -
Column
Campaign Trail: How Gatorade elevates UGC with an app for teen athletes
"Knowing that our heartbeat — our core audience — is a teen athlete, we need to be more engaged in the places and spaces they're in," Gatorade's head of consumer and athlete engagement told Marketing Dive.
By Natalie Black (Koltun) • July 19, 2019 -
Wendy's plays 'Fortnite' on Twitch to launch Baconfest
The burger chain gave away 1,000 Baconator sandwiches to Twitch viewers who ordered from Doordash.
By Robert Williams • July 18, 2019 -
Jim Beam tackles heat wave with 'Refreshionals' campaign promoting highball cocktail
In select cities where the weather is hot, residents can tweet at the brand with relevant emoji, like a thermometer, for the chance to win a highball kit.
By Barry Levine • July 18, 2019 -
Fox boosts tune-in for 'Masked Singer' by 15% with real-time mobile, CTV ads
Video ads for the singing competition series saw a click-through rate of 1.3% among 1.4 million unique views.
By Robert Williams • July 16, 2019 -
Vungle acquired by Blackstone for reported $750M
The mobile video advertising startup had raised $30 million in venture capital since its founding in 2011.
By Robert Williams • July 16, 2019 -
Busch hides 'Pop Up Schop' somewhere in a national forest
Fans who decipher clues on Twitter and find the secret location could win a lifetime supply of beer.
By Barry Levine • July 16, 2019 -
P&G amplifies call for equal pay, makes financial pledge following World Cup victory
The marketer's Secret brand, a sponsor of the U.S. women's team, ran a full-page ad in The New York Times and said it will donate a symbolic $529,000 to the cause.
By Peter Adams • July 15, 2019 -
Twitch tops livestreaming platforms with 70% of hours watched
Amazon's video streaming site snagged higher viewership in Q2 than YouTube Live, Facebook Gaming and Microsoft's Mixer.
By Robert Williams • July 15, 2019 -
Marvel and Axe partner on web comic series 'The Fresh-Men'
The effort, which includes a mixtape and a presence at Comic-Con, is a way for the grooming brand to get in front of its target audience as ad-free media options proliferate.
By Dianna Christe • July 15, 2019 -
Deep Dive
No ads, no problem: How marketers are collaborating with streaming platforms
Brands are rushing to capitalize on ad-free streaming hits that draw young audiences, but experts warn that hopping on the bandwagon may not be the best strategy.
By Kira Barrett • July 15, 2019 -
'Stranger Things' AR ad comes to life in The New York Times
Google partnered with Netflix to show off the capabilities of its Lens technology, demonstrating the potential for other marketers.
By Robert Williams • July 12, 2019 -
YouTube amplifies monetization options for creators as early tools drive revenue
At VidCon, the platform touted that its Super Chats feature generates more than $400 in revenue per minute for some streams.
By Peter Adams • July 12, 2019 -
Gold Peak Tea celebrates comforts of home with 'tea shed,' multichannel push
The Coca-Cola brand teamed with TV personality Egypt Sherrod to design a tea shed, a riff on the home improvement show "He Shed, She Shed."
By Chris Kelly , Barry Levine • July 12, 2019 -
Glad enlists comedian Grace Helbig for 'Off-Road Kitchen Challenge' video
A follow-up to last year's "Upside Down Kitchen" campaign, the video underscores how the Clorox brand uses YouTube to take creative swings.
By Barry Levine • July 12, 2019 -
Twitter looks to improve ads, cozy up to creators with brand studio
Announced at VidCon, "ArtHouse" aims to offer digital strategy, video creation, influencer management and event livestreaming.
By Kira Barrett • July 11, 2019
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