Influencer Marketing


  • Actress Michelle Buteau stars in Amazon's 2024 back-to-school campaign.
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    Courtesy of Amazon
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    Amazon pushes savings with back-to-school ad, ‘Dorm Roomz’ series

    The e-commerce giant tapped actress Michelle Buteau for a 30-second spot encouraging shoppers to “spend less on your little freeloaders.” 

    By July 18, 2024
  • Mtn Dew's Mountain Dude
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    Courtesy of Mountain Dew
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    Why Mountain Dew introduced the Mountain Dude to refresh ‘Do The Dew’

    Crafted by Goodby Silverstein & Partners, a new campaign features a stylish brand character and a call for consumers to get off their… donkeys.

    By Updated July 15, 2024
  • CeraVe soap opera
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    Retrieved from CeraVe on July 15, 2024
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    CeraVe takes on soap operas in new genre-spoofing campaign

    In its latest big creative swing, the brand hopes to engage Gen Z consumers with a humorous take on the format’s well-worn melodrama.

    By Aaron Baar • July 15, 2024
  • A man stands in a room reminiscent of a college dorm wearing jeans and a red NYC t-shirt.
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    Courtesy of Urban Outfitters
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    Urban Outfitters blends physical, digital with back-to-school campaign

    The retailer’s “Shift Happens” campaign brings influencer-created Pinterest boards to life at a two-day activation in New York.

    By July 11, 2024
  • Travis Yee in a campaign for Philadelphia Cream Cheese
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    Courtesy of The Kraft Heinz Company
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    Philadelphia cream cheese spreads original song across streaming, TikTok

    The Kraft Heinz brand prepares for the Fourth of July with a radio-ready jingle, “Land of the Cream Cheese,” by rising country star Travis Yee.

    By July 2, 2024
  • Joann store.
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    Courtesy of Joann
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    Joann launches Gen Z-focused brand campaign

    A key element of the craft retailer’s first major post-bankruptcy initiatives will involve leveraging influencer relationships.

    By Nate Delesline III • July 1, 2024
  • Khaby Lame with a bottle of Tide in a laundromat
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    Courtesy of Group Black
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    P&G brings top TikToker Khaby Lame’s humor stateside with Tubi series

    Made with Group Black, “Khaby Is Coming To America” integrates CPG brands like Tide and Bevel and is part of P&G’s multicultural marketing efforts.

    By June 28, 2024
  • Persil laundry detergent teams with fashion designer Christian Siriano, shown in the photo holding a phone to his ear, to launch a 24-hour Wardrobe Refresh Hotline on TikTok Live.
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    Courtesy of Persil
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    Persil plans 24-hour ‘Wardrobe Refresh Hotline’ on TikTok Live

    The laundry detergent brand teamed with fashion designer Christian Siriano for the event to offer advice on washing techniques, fabric care and styling. 

    By Aaron Baar • June 26, 2024
  • Gopuff ad
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    Courtesy of Gopuff
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    Gopuff’s brand-building drive gets celebrity boost from Tom Brady

    The NFL icon, already an investor, will aid with content creation and is curating a new health and wellness category on the delivery platform. 

    By June 20, 2024
  • NBCUniversal's cover art for its "Paris Collective" group, which includes a number of popular social media creators, also shown on the graphic, who will be creating content at the 2024 Paris Olympics.
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    Courtesy of NBCUniversal
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    NBCU unveils Paris Creator Collective for Olympics coverage

    The program includes partnerships with platforms like TikTok and YouTube and will allow advertiser partners to create sponsored posts with select creators.

    By June 18, 2024
  • Dunkin' Dunkin'tern campaign
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    Courtesy of Dunkin'
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    Dunkin’ readies celeb-heavy ‘intern’ class for summer of culture plays

    The chain released an EP on Spotify that features a song by *NSYNC's Joey Fatone and Backstreet Boys member A.J. McLean.

    By Updated July 12, 2024
  • A person smiles at smart phone being held up on a tripod.
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    Courtesy of Walmart
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    Walmart signs as partner for Forbes’ inaugural Creator Upfronts

    The event will connect marketers with top creators and represents a continued push by Walmart to build muscle around digital marketing services. 

    By June 14, 2024
  • Vlad Guerrero Jr drinking Bodyarmor
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    Courtesy of Bodyarmor
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    Q&A

    How BodyArmor’s CMO is playing catch-up in the crowded hydration market

    Tom Gargiulo explains how the Coca-Cola brand is rolling out bottles with AR functionality that feature MLB and NFL athletes to engage with Gen Z.

    By June 12, 2024
  • Zendaya for sneaker brand On
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    Courtesy of On
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    On Running appoints Zendaya as brand partner in multiyear deal

    As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star. 

    By June 7, 2024
  • LG Electronics' global campaign "Optimism Your Feed" is showcased on digital billboards against a red background.
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    Courtesy of LG Electronics
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    LG fuels positivity on social media with ‘Optimism your feed’ playlist

    The global playlist is a compilation of influencer-backed content that, when viewed, is meant to spur the delivery of more positive content by algorithms.

    By May 30, 2024
  • Coca-Cola Wozzaah Africa
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    Courtesy of Coca-Cola
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    How Coca-Cola bottled the vibrancy of Africa for its latest creation

    With a name inspired by the isiZulu term for “come here,” Wozzaah Zero Sugar looks to embody the culture of and invite consumers to the continent.

    By May 23, 2024
  • Danone North America yogurt brands Oikos, Too Good & Co. and Light + Fit team with model Ashley Graham for a TikTok live event
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    Courtesy of Danone North America
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    Danone unites yogurt brands for ‘Snack & Streamapalooza’ on TikTok

    The event spotlighting the Remix line of products from Oikos, Too Good & Co. and Light + Fit includes four content sets featuring top TikTok personalities.

    By May 20, 2024
  • YouTube CEO Neal Mohan on a dark stage with the platform's logo behind him
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    Permission granted by Getty Images for YouTube
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    YouTube pitches advertisers on streaming dominance, unskippable video ads

    The company’s Brandcast upfront featured a new take on branded QR codes and an expanded creator takeover program.

    By May 16, 2024
  • Celebrity chef Bobby Flay, wearing an apron, stands behind a grill outside and prepares dishes in a Pepsi ad
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    Permission granted by PepsiCo Beverages North America
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    Pepsi stakes claim as superior soft drink for grilling season with Bobby Flay

    The “Grills Night Out” campaign spans in-store displays, digital content shorts and a partnership with Instacart for a giveaway running through May 19.

    By May 14, 2024
  • A group of people around a camera drinking beer.
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    Courtesy of Corona
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    Corona Premier names director of lifestyle for new fitness-focused push

    Matt James, a former NCAA football player known for appearing on “The Bachelor,” will help promote The Premier Club, a traveling activation.

    By April 26, 2024
  • A person using their mobile phone to record a video of themselves.
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    Tirachard via Getty Images
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    Influencers sway consumers but authenticity loses some clout, study says

    Attitudes toward AI creators are mixed, and only 35% of Gen Zers say authenticity is what they care most about from influencers.

    By Aaron Baar • April 25, 2024
  • Trae Young in Sprite Chill campaign
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    Courtesy of The Coca-Cola Company
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    Why Sprite is heating up its lifestyle pitch with new Chill soda

    As part of a Gen Z-focused push, a Sprite Chill Cam on Snapchat allows users to upload pictures of themselves to real-life billboards.

    By April 22, 2024
  • Walmart+ Mother's Day campaign
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    Courtesy of Walmart
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    Walmart+ enlists celebrity moms to answer TikTok questions for Mother’s Day

    Paris Hilton, Whitney Cummings and others will offer advice in the second iteration of the retailer’s “Mother of All Savings Memberships” campaign.

    By April 22, 2024
  • CeraVe rom-com movie poster
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    Courtesy of CeraVe
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    Why CeraVe is using its Super Bowl playbook for a fake rom-com trailer

    The L’Oréal skincare brand is playing off genre tropes and double entendres in its influencer-backed "The One Under the Sun" campaign.

    By April 12, 2024
  • Eva Longoria for L'Oreal Paris
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    Courtesy of L’Oréal Paris
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    L’Oréal Paris celebrates setbacks with celebrity resumes on LinkedIn

    Eva Longoria, Helen Mirren, Jane Fonda and others created “Worth It Resumes” that highlight both their setbacks and greatest achievements.

    By April 11, 2024