Inside BIC’s sales-boosting social media play with ‘Vanderpump Rules’

A witty collaboration with cast member Ariana Madix set the highest social media engagement for BIC’s razor division within the past two years.

By Jessica Deyo • June 8, 2023

How legacy beauty brands are aging down to reach Gen Z

Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L'Oréal to draw from a new playbook.

By Jessica Deyo • June 2, 2023

Verizon-owned Visible launches Pride Month game show ‘No Straight Answers’

The ‘70s-inspired game show will stream on TikTok, Instagram and YouTube and challenges two teams to games like “LGBTQ&A” and “Slang Slam.”

By Aaron Baar • June 1, 2023

Inside American Eagle’s tie-up with ‘The Summer I Turned Pretty’

CMO Craig Brommers details why the retailer partnered with stars of the Prime Video series and how it’s experimenting with Reels and Lemon8.

By Jessica Deyo • June 1, 2023

LinkedIn emphasizes the power of networking in global push

Created with Droga5, “Find Your In” includes a minute-long spot and creator-led activation and arrives following a major round of layoffs at the company.

By Sara Karlovitch • May 30, 2023

Invisalign rejects the hassle of braces for creator-led social media push

“Stay Clear of Drama” enlists popular TikTok creators to share the perks of Invisalign compared to braces, like the ability to eat gummy candy.

By Aaron Baar • May 25, 2023

At Brandcast, YouTube weds power of NFL to creators like MrBeast

Convergence was a major theme at the 2023 presentation as the platform takes over NFL Sunday Ticket and contends with advertising headwinds.

By Peter Adams • May 18, 2023

Pepsi presses play on summer with Bad Bunny, Apple Music

The brand revealed a 90-second spot featuring the pop star as a lifeguard who can control pool-goers’ choreography with a bottle of cola.

By Chris Kelly • Updated June 1, 2023

NYX celebrates LGBTQIA+ gaming communities in new Pride campaign

The makeup company partnered with five different creators for “Game Out Loud” which spans several digital platforms, including Roblox and Twitch.

By Sara Karlovitch • May 16, 2023

Candy Crush ‘candifies’ the Jonas Brothers for gaming tie-up

Players will have access to two unreleased songs by the pop trio in addition to an in-game exclusive remix of new single “Waffle House.”

By Aaron Baar • May 11, 2023

How Taco Bell feeds hungry musicians and helps them ‘Live Más’

In partnership with entertainment marketing agency The Syndicate, Feed The Beat connects the culture-focused brand with diverse artists and their fans.

By Chris Kelly • May 4, 2023

Pacsun turns to TikTok for livestream shopping

A digital and social push timed to summer continues the retailer's use of emerging channels like the metaverse to engage with young consumers.

By Chris Kelly • April 27, 2023

Haribo fills social feeds with only happy news

“Good News Goldbears” will dish out positive videos on Instagram and Facebook to help insulate readers from the effects of negative news.

By Jessica Deyo • April 27, 2023

Snickers teams with top NFL prospect Young for Bryce Cream Bar

A favorite to be the first pick in the draft, the Alabama quarterback already has an impressive lineup of sponsors thanks to NIL changes that kicked off in 2021.

By Sara Karlovitch • April 26, 2023

Rockstar drops ‘Euphoria’ star Angus Cloud into PUBG Mobile

The PepsiCo energy drink’s latest tie-up points to the multifaceted ways brands can engage with young consumers around pop culture and gaming.

By Chris Kelly • April 25, 2023

Smirnoff Ice marks 23 years with branding overhaul, summer relaunch tour

Revamped packaging represents a modern take on popular looks of the past, while Y2K-inspired merchandise also factors into the effort. 

By Sara Karlovitch • April 21, 2023

Taco Bell’s latest ad reinvents Pete Davidson as morning show host ‘Peter’

Depicting the tatted-up comedian as a suit-wearing TV personality promotes the chain’s continued shift toward a simpler breakfast menu.

By Peter Adams • April 20, 2023

Hanes breaks stuffy Victorian Era conventions with help from Blondie

Anachronistic ads created with The Martin Agency show people stripping off the period’s typically ornate attire to dance around in their underwear.

By Peter Adams • April 11, 2023

Vans blurs lines of self-expression in new global ad campaign

Arriving amid a turnaround plan, the effort recognizes how consumer priorities changed during the pandemic and introduces a ‘90s-inspired shoe.  

By Peter Adams • Updated April 6, 2023

Dunkin’ staff mistake Affleck for Damon in second spot starring ‘Air’ director

Made with the A-listers’ Artists Equity production shop, the ad follows a viral Super Bowl campaign depicting Affleck manning the drive-thru.

By Peter Adams • April 4, 2023

Clinique heads to music festival with immersive hub

A Hydration House pop-up coincides with Coachella while college ambassadors and mobile shops in major cities round out the Gen Z push.

By Jessica Deyo • April 3, 2023

American Eagle, E.l.f. promote denim-inspired makeup collection on TikTok

The limited-edition offering is joined by a social media campaign, “From Selfie to Belfie,” that yields an original song, custom TikTok filter and sweepstakes.

By Jessica Deyo • March 30, 2023

WPP expands influencer marketing buy-in with Goat acquisition

With the deal, WPP looks to deliver cross-channel, data-driven influencer solutions on a global basis.

By Aaron Baar • March 27, 2023

Mike’s Hard revives fan-favorite flavor with ‘comeback’ hotline

Timed around March Madness, the brand has tapped former basketball star Mike Miller to launch the Mike’s Hard Comeback Hotlime.

By Chris Kelly • March 24, 2023

Ford shifts toward purpose with ‘Euphoria’ star Sydney Sweeney

The actor will host an Auto 101 TikTok series and will debut her female-focused workwear collection made in collaboration with Dickies. 

By Jessica Deyo • March 22, 2023