How American Eagle is kicking off its deal with the new face of soccer

CMO Craig Brommers explains how the retailer’s campaign with Spanish star Lamine Yamal continues a streak of culture-defining moments.

By Chris Kelly • June 10, 2026

Chipotle nods to NBA milestones to dole out 53K free entrees

The chain will post a text-to-win code on X as part of an effort inspired by separate achievements from the New York Knicks and San Antonio Spurs.

By Jessica Hammers • June 4, 2026

American Eagle rebalances marketing toward performance as sales slide

The retailer indicated it will invest more in areas like digital and influencers as it tries to drive conversions entering the critical back-to-school window.

By Peter Adams • May 29, 2026

Unilever’s creator marketing strategy takes center stage at World Cup

The CPG’s largest sports partnership activation to date will see over 35 of its brands collaborate with creators and influencers around the globe. 

By Peter Adams • May 27, 2026

E.l.f. blends into ‘Survivor 50’ finale with challenge-themed spots

A trio of vignettes drop content creator Delaney Rowe into the cutthroat world of the show, where she gets a leg up by applying E.l.f. products.

By Peter Adams • May 20, 2026

Garnier taps ‘Love Island’ star to pitch hair ‘moose’ to next generation

The L'Oréal brand is using social chatter to tease a new campaign featuring TJ Palma, who misinterprets instructions around promoting hair mousse.

By Jessica Hammers • May 15, 2026

CeraVe taps into basketball lore for latest social-first campaign

The effort uses what Cha Spruce, executive creative director of earned media for North America at Ogilvy, calls a “little fires everywhere” approach.

By Chris Kelly • May 13, 2026

Target’s digital chief breaks down the retailer’s creator overhaul

Sarah Travis details two new offerings designed for the social commerce boom and addresses frustration with the wind down of a prior affiliate program. 

By Peter Adams • May 6, 2026

DoorDash delivers memes, reality TV moms for Mother’s Day campaign

A hero spot and social content spotlight the mom group chat as part of an effort that includes deals with Ulta, Old Navy and more.

By Chris Kelly • May 4, 2026

How Nestlé turns creator content into brand-suitable ads at scale

The CPG giant is deploying a new tool from CreatorIQ and CreativeX that identifies and scores creator posts that can work as paid media.

By Peter Adams • April 30, 2026

Claire’s marks next chapter with Gen Alpha-focused ASMR campaign

“A Girl SMR at Claire's” includes ASMR set-ups, a Summer Sensory Shop, creator tie-ups and a presence on teen-focused social platform Coverstar.

By Jessica Hammers • Updated April 30, 2026

Expedia bets on creator-led marketing with IShowSpeed partnership

The platform is becoming the official travel partner of the livestreamer known for his globe-trotting endeavors and rabid Gen Z fandom. 

By Peter Adams • April 29, 2026

VaynerX’s new agency wants to help brands master the attention economy

The Tamara Group seeks to flip the typical agency split between strategy and production work as CMOs wrestle with volume, CEO Ryan Harwood explains.

By Peter Adams • April 27, 2026

Celsius unites sports, music and culture ahead of soccer-centric summer

Soccer stars, DJ Diplo and creator Marlon Garcia feature in a new ad that reimagines the brand’s “Live. Fit. Go.” slogan as “Live. Fit. Goal.”

By Chris Kelly • April 27, 2026

Marc Jacobs puts luxury spin on microdrama content with ‘The Scene’

The social-first effort, written by and starring actor Rachel Sennott, is part of a larger evolution in the brand’s approach to visual storytelling. 

By Peter Adams • April 24, 2026

Aerie ups commitment to authenticity with enhanced creator program

The Realmakers Community program offers creators commissions and a chance to be featured across Aerie social channels and platforms.

By Jessica Hammers • April 23, 2026

Creator marketing now a ‘core media channel’ while search slows: IAB

Social commanded the largest share of the digital ad market last year at 40% while more brands and agencies institutionalized creator practices.

By Peter Adams • April 20, 2026

Target puts creators at forefront of Pokémon anniversary campaign

In honor of the franchise's 30 years, the retailer is working with a variety of content creators in a social-first campaign.

By Sara Karlovitch • April 16, 2026

How Amika’s marketing aims to make prestige hair care more approachable

CMO Nilofer Vahora explains how a new social-forward campaign leverages the stylist-client relationship to speak “shoulder to shoulder” with consumers.

By Jessica Hammers • April 16, 2026

Why Dr. Squatch’s first major deodorant campaign stars Megan Fox

The Unilever-owned men’s grooming brand is pairing value propositions with slapstick, sexual innuendo and the tagline “Let Your Stick Do The Talking.”

By Chris Kelly • April 15, 2026

How Mondelēz is engaging with ‘mini Super Bowl moments’ during World Cup

The marketer’s Chips Ahoy brand is working to reach Gen Z through partnerships with soccer stars, limited-time offers and a sweepstakes.

By Chris Kelly • April 15, 2026

Inside American Eagle’s latest bet on Sydney Sweeney for its summer campaign

CMO Craig Brommers details the next chapter of a tie-up that proved highly successful — and controversial — for the Gen Z denim retailer.

By Jessica Hammers • April 15, 2026

Inside Modelo’s largest soccer investment to date ahead of World Cup

As part of its “Cerveza for Fútbol” platform, the brand is launching a “Best Seat in the House” campaign across TV, social, digital and other channels.

By Chris Kelly • April 14, 2026

Publicis sharpens sports marketing focus with 160over90 acquisition

Publicis CEO Arthur Sadoun described sports as the firm’s “next big bet” as it tries to bring cohesion to an increasingly valuable but fragmented market.

By Peter Adams • April 2, 2026

Inside Walmart’s creator-driven social commerce playbook

The company’s head of content, influencer and commerce shared the retail giant’s social principles and detailed its Walmart Creator program.

By Chris Kelly • April 2, 2026