How Gen Z is reshaping holiday marketing — and what brands can do about it

The cohort’s reliance on social media and influencers for product discovery remains, while new levels of comfort with retail media and AI take shape.

By Jessica Hammers • Nov. 19, 2025

E.l.f. bets on power of sound for kinder social media algorithms

A campaign timed to World Kindness Day includes audiovisual stories designed to interrupt consumers’ feeds and combat doomscrolling.

By Jessica Hammers • Nov. 13, 2025

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

Disney, Snapchat blur the lines between AR and IRL for ‘Zootopia 2’

The multichannel campaign includes activations in popular Los Angeles spots and a Snapchat cameo within the film that reimagines the app as “Snapcat.”

By Aaron Baar • Nov. 13, 2025

Instacart’s animated holiday ads aim to ease pressure amid seasonal chaos

Spots that take a page from Rankin/Bass stop-motion classics were created with Starburns Industries, RadicalMedia and internal shop Local Produce.

By Peter Adams • Nov. 13, 2025

Why marketers like Unilever, State Farm are headed to NBCU’s BravoCon

Bravo’s fan convention for its reality shows led to double-digit lifts in brand recall, purchase intent and emotional engagement for participants in 2023.

By Chris Kelly • Nov. 13, 2025

Etsy spotlights importance of personalized gifting for holiday ads

A campaign that builds on the online marketplace’s previous seasonal efforts showcases how it can help individuals express themselves. 

By Aaron Baar • Nov. 6, 2025

Sociable: Snapchat brings Perplexity AI to inboxes

Early next year, Snapchatters will be able to pose questions to the conversational chatbot directly in the Chat interface. 

By Andrew Hutchinson • Nov. 6, 2025

5 Gum asks Gen Z creators to envision ‘How It Feels to Chew’ for social

The brand’s signature piece of marketing is becoming a 12-part social series developed with Energy BBDO that showcases overstimulating flavor.

By Peter Adams • Nov. 5, 2025

How Liquid Death lifted sales with Ibotta’s promotion optimization tool

Chief Media Officer Benoit Vatere explains where the performance marketing platform’s new tool fits in the beverage brand’s full-funnel strategy.

By Chris Kelly • Nov. 3, 2025

Best Buy bets on sports, creators to serve up holiday gifting inspiration

The tech retailer will feature creators in its CTV ads for the first time and will advertise during 30 different NFL games throughout the season. 

By Jessica Hammers • Nov. 3, 2025

Xbox shoots for the moon with Snapchat activation amid pricing furor

The activation surrounding the release of The Outer Worlds 2 comes as the Microsoft brand weathers user backlash and retail woes.

By Sara Karlovitch • Oct. 30, 2025

Google’s full-stack AI approach drives Q3 search, YouTube ad revenue gains

Parent company Alphabet delivered its first $100 billion quarter, with AI supporting ad relevancy, performance and automation.

By Chris Kelly • Oct. 30, 2025

Meta’s AI bets supercharge marketing efficiency — and costs

The annual revenue run rate for Meta’s AI ad infrastructure, including Advantage+, is now over $60 billion, speaking to increased uptake. 

By Peter Adams • Oct. 30, 2025

Dole promotes healthy eating in Minecraft for global campaign

“Make the World a Healthier Place” marks the first time Dole has launched a marketing initiative in North America and Europe simultaneously.

By Aaron Baar • Oct. 30, 2025

Mars gets spooky across multiple channels and brands for Halloween

Efforts for M&M’s, Skittles and Twix span a range of marketing strategies like a short-form sitcom, emergency candy deliveries and podcasts.

By Sara Karlovitch • Oct. 29, 2025

Walmart balances whimsy with value in Dr. Seuss-inspired holiday ads

Spots taking place in a town called WhoKnewVille reinforce a messaging platform that challenges consumer perceptions around the retailer’s image.

By Peter Adams • Updated Oct. 28, 2025

Airbnb continues focus on travel experiences with new social features

Travelers now have the ability to message each other, reconnect after an activity and see who has already booked an experience they are considering.

By Aaron Baar • Oct. 23, 2025

Pillsbury opens door to Doughboy’s home with interactive AR experience

A mobile activation celebrating 60 years of the pillowy mascot is the product of a pitch from Jimmy Fallon’s new reality competition series. 

By Peter Adams • Oct. 20, 2025

Inside Snap’s efforts to scale custom audiences with Epsilon’s clean room

Dunkin’ parent Inspire Brands is among the first to tap an integration that has driven improved campaign targeting.

By Chris Kelly • Oct. 16, 2025

Lysol taps Snooki for social campaign promoting the ‘StinkCheck’

The Reckitt-owned brand is marketing its Lysol Air Sanitizer via social videos that advise consumers how to cope with loved ones’ odorous passions.

By Aaron Baar • Oct. 16, 2025

How DoorDash Ads balances advertiser needs with the consumer experience

General Manager Peter Giordano discusses DoorDash’s latest suite of advertiser tools, the future of the platform and retail media pain points.

By Jessica Hammers • Oct. 16, 2025

Gap Inc. recruits micro-influencers for new affiliate program

On the heels of its “Better in Denim” campaign, the apparel retailer is turning to community connections to burnish its cultural influence.

By Daphne Howland • Oct. 10, 2025

Instacart grows its retail media bona fides with TikTok integration

The grocery delivery platform is the first retail media partner to enable targeting and end-to-end measurement directly within TikTok’s ad platform.

By Aaron Baar • Oct. 9, 2025

How brand expectations for creator AORs are evolving as investment grows

Executives from Unilever, Gap and Marriott are increasingly focusing on agency partners who can deliver on performance and high-level strategy.

By Jessica Hammers • Oct. 8, 2025

Meta streamlines AI use for brands with new business agent, creative tools

Business AI helps small- and mid-sized companies provide AI-powered sales guidance without the typical complications of using an AI agent.

By Jessica Hammers • Oct. 2, 2025