McDonald’s reality TV-inspired campaign turns kiosks into confessionals

The social-heavy effort comes as the chain faces social media and competitor blowback for a video featuring its CEO.

By Chris Kelly • March 5, 2026

TikTok, MLB tap into growing baseball fandom with expanded content tie-up

The duo is deepening an existing global partnership to offer exclusive content, greater creator access and a player engagement initiative.

By Aaron Baar • Feb. 26, 2026

How Coach cocreated a campaign with Gen Z communities around the world

CMO Joon Silverstein explained how “Explore Your Story” demonstrates the luxury brand’s embrace of social-first marketing during a Marketing Dive event.

By Chris Kelly • Feb. 26, 2026

IHOP promotes pancakes with low-tech aesthetics, experiential play

In a tie-up with musician Mr. Fantasy, the chain is plastering high-traffic areas with old-school flyers reminiscent of the early internet aesthetic. 

By Sara Karlovitch • Feb. 25, 2026

What BodyArmor’s NCAA deal means for Coca-Cola’s hydration portfolio

CMO Tom Gargiulo explains how the sport drink’s refreshed “Choose Better” campaign will be activated around the March Madness tournament.

By Chris Kelly • Feb. 24, 2026

PepsiCo’s first creator-led product launch reimagines chips for Gen Z

The CPG giant teamed with Madison Beer, iShowSpeed and Dude Perfect on products meant to shrink the distance between creators, culture and checkout.

By Chris Kelly • Feb. 18, 2026

Publicis weds creator, sports marketing for new Influential Sports unit

The move is designed to help brands connect with sports fans at scale and measure creator-driven programs with greater speed and accuracy.

By Aaron Baar • Feb. 12, 2026

Ulta Beauty taps women athletes for marketing push

The retailer enlisted a group of professional female athletes to participate in omnichannel marketing, including digital trading cards.

By Tatiana Walk-Morris • Feb. 10, 2026

American Eagle offers creators rewards to keep content flowing

The AE Creator Community is anchored on a rewards system that incentivizes creators to participate in regular challenges around content sharing. 

By Peter Adams • Feb. 4, 2026

Fanatics Sportsbook bets on Kendall Jenner for Super Bowl debut

The sportsbook is also inviting consumers to bet with or against the celebrity on its app around which team will come out on top at the big game.

By Aaron Baar • Jan. 29, 2026

Unpacking the marketing industry trends forecast for 2026

Marketers must remain resilient as they navigate ongoing challenges, including an uncertain economic backdrop and the advancement of AI.

By Marketing Dive staff • Jan. 29, 2026

Retailers look beyond social feeds for brand storytelling in 2026

Marketers are experimenting more with channels like Substack as they focus on human-powered brand building in the age of algorithms and AI.

By Peter Adams • Jan. 27, 2026

How Macy’s is flexing its Style Crew affiliate program beyond social media

The department store recently experimented with its Style Crew of over 600 influencers by integrating them into in-person events and direct mailers.

By Jessica Hammers • Jan. 22, 2026

9 marketing predictions for 2026 as AI fuels polarity

The sense of a stable middle ground is eroding across an industry at a point of contraction, with many displaying mixed feelings about marketing’s future.

By Peter Adams , Chris Kelly , Jessica Hammers , Sara Karlovitch • Jan. 13, 2026

For retail brands, TikTok Shop’s rise brings viral success — and disruption

At NRF, executives described major sales wins while acknowledging the social commerce feature is shaking up several retail fundamentals.

By Peter Adams • Jan. 13, 2026

How rising retail brands use influencers to combat digital overload

At NRF’s Big Show, execs from Mejuri, Coterie and Beyond Yoga emphasized the power of community in amplifying brand messages and viral moments.

By Peter Adams • Jan. 12, 2026

Why Recess is rethinking Dry January as drinking trends toward moderation

The functional beverage brand is championing balance — not abstinence — in a campaign that spans print, out-of-home, influencers and other channels.

By Chris Kelly • Jan. 11, 2026

Almond Breeze jabs at AI-generated slop with the Jonas Brothers

New videos show the trio pitched shoddy AI content, like an ad of them floating in space, before settling on a more traditional endorsement.

By Peter Adams • Jan. 6, 2026

Starbucks links with MrBeast to fuel Prime Video competition series

The coffee chain will appear in season two of “Beast Games” and offer a limited-edition drink in a bid to the popular creator’s younger fan base.

By Jessica Hammers • Dec. 29, 2025

Listerine turns mouthwashing sounds into music with Twitch creators

A series of livestreams timed to the new year will culminate in Twitch partners collaborating on a song that will soundtrack an audio campaign.

By Peter Adams • Dec. 22, 2025

WPP Media enriches influencer offering with YouTube creator data deal

The Goat Agency, which WPP acquired in 2023, is among the first partners to directly integrate a new API for creator matchmaking and campaign delivery.

By Peter Adams • Dec. 15, 2025

Home Depot builds bridge to influencers with creator portal

To attract further attention to the offering, the home improvement retailer is touting a roster of creators tied to the World Cup.

By Aaron Baar • Dec. 11, 2025

How the best marketing campaigns of 2025 navigated uncertain times

The savviest marketers cut through chaos with strategies and tactics that portend where advertising could head next year.

By Chris Kelly , Jessica Hammers , Peter Adams , Sara Karlovitch • Dec. 9, 2025

Skims ventures into live entertainment with shoppable TikTok livestream

The apparel brand co-founded by Kim Kardashian sought to draw inspiration from classic holiday variety shows for a 45-minute shopping experience.

By Aaron Baar • Dec. 4, 2025

PepsiCo’s Mug brand finds Gen Z sweet spot: Fragrance, dogs and TikTok

The quickly growing brand leans into its recent social media successes by launching Daddy’s Home cologne on TikTok Shop.

By Aaron Baar • Dec. 3, 2025