Influencer Marketing

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    Courtesy of Marriott International, Inc.

    Marriott seeks TikTok creators to drive content around loyalty program

    Marriott Bonvoy TikTok Correspondents will creatively document everything they encounter on social media, reinforcing how essential travel can be.

    By Nina Lentini • Jan. 18, 2022
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    Courtesy of Immortals

    Progressive inks esports naming rights deal in latest sign of category's maturation

    Regular sponsored Twitch streams and a shared space with Immortals in Minecraft demonstrate how media tactics differ from traditional sports tie-ups.

    By Jan. 14, 2022
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    Dia Dipasupil via Getty Images
    Deep Dive

    Looking ahead: 9 trends that will steer marketing in 2022

    Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.

    By , , Jan. 11, 2022
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    Photo by cottonbro from Pexels

    User-created content — especially video — gains on traditional media consumption

    The creator economy's role in the media landscape is growing as teens report spending 56% of their viewing time streaming user-generated videos and other content.

    By Nina Lentini • Jan. 6, 2022
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    Drew Angerer via Getty Images

    TikTok dethrones Google as most-visited website

    The social video app hit the 1 billion user mark in September and is forecast to reach 1.5 billion monthly active users toward the end of 2022.

    By Dec. 23, 2021
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    Courtesy of Triller

    Triller merges with SeaChange to extend reach into OTT media

    Set to close in Q1, the deal takes the social media platform public and positions it to build a TikTok competitor.

    By Nina Lentini • Dec. 23, 2021
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    Retrieved from Under Armour on December 22, 2021

    Under Armour's 'wearable' NFTs honor Steph Curry shattering 3-point record

    A collection dedicated to the NBA star and brand ambassador integrates across multiple platforms, including VR space Decentraland.

    By Dec. 22, 2021
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    Courtesy of Frito-Lay North America

    LeBron James reps a second PepsiCo brand with Ruffles effort

    In his latest PepsiCo campaign since making the jump from long-time partner Coca-Cola, the NBA superstar highlights a Frito-Lay snack staple.

    By Dec. 21, 2021
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    Courtesy of Pepsi

    PepsiCo's in-house content studio head on preserving brand trust as demand soars

    Saying no to projects isn't out of the question as Louis Arbetter tries to maintain quality while building out new capabilities in areas like social listening.

    By Dec. 20, 2021
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    Retrieved from KFC on December 20, 2021

    KFC previews new marketing approach with year-long Jack Harlow partnership

    Reflecting the celebrity collaboration craze, the work with multicultural shop Nimbus arrives as KFC is expected to switch up agencies.

    By Dec. 20, 2021
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    Courtesy of Virtual Brand Group

    Forever 21's metaverse venture lets Roblox users customize virtual fashion stores

    Players and fashion influencers can design, own and manage stores as they try to become the "top shop."

    By Nina Lentini • Dec. 20, 2021
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    Retrieved from Piqsels.

    Social commerce to drive influencer marketing evolution in 2022

    Previously geared toward building awareness, social influencers may begin to play a bigger role in brands' e-commerce strategies as new tools crop up.

    By Robert Williams • Dec. 16, 2021
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    Courtesy of E.l.f. Cosmetics

    E.l.f. goes long-form for meme-heavy holiday 'movie' native to TikTok

    Breaking with the app's snackable focus, "Big Mood, Big City" nods to 2021 trends like the Couch Guy and a viral salmon bowl recipe.

    By Dec. 15, 2021
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    Courtesy of Heinz

    Heinz, Activision help gamers take a snack break

    Working with Gut Agency, Heinz mapped out hidden spots where gamers can take a break to eat and drink while playing multiplayer games like Call of Duty.

    By Nina Lentini • Dec. 15, 2021
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    Courtesy of Pepsi

    Pepsi boosts hip-hop artists with music academy, virtual summit

    Three musicians will win an opportunity to attend a three-day session where they'll each create an original track with hip-hop star Pi'erre Bourne.

    By Dec. 14, 2021
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    Courtesy of L'Oréal Paris USA

    L'Oréal calls out lack of female representation in NFT space

    With women representing just 16% of NFT artists, the growing digital collectibles space may be poised to repeat past mistakes in gender parity.

    By Aaron Baar • Dec. 14, 2021
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    Courtesy of Bombay Sapphire

    Bombay Sapphire holiday windows bolster downtown NY

    To drive foot traffic to local businesses, the brand worked with creatives on window displays, packaging and cocktails celebrating the area.

    By Nina Lentini • Dec. 13, 2021
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    Courtesy of Meta

    Facebook debuts suite of fresh tools to woo creators

    A new professional mode and upgraded livestreaming features arrive as the Meta-owned social network places a greater emphasis on creators.

    By Dec. 9, 2021
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    Rob Carr via Getty Images

    Confusion holds marketers back from making student-athlete deals, survey finds

    Interest in teaming with student-athletes is up now that they can monetize their name and image through endorsements, but brands are unsure of how to start.

    By Aaron Baar • Dec. 9, 2021
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    Courtesy of Coca-Cola

    Coca-Cola spotlights BIPOC creators with TikTok debut

    Teaming with singer Khalid and dancer Jalaiah Harmon, the beverage giant is using a "bottoms-up approach" to highlight what young consumers say is cool.

    By Nina Lentini • Dec. 9, 2021
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    Courtesy of Popeyes
    Deep Dive

    9 campaigns that struck a chord in 2021

    Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.

    By , , , Dec. 7, 2021
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    Courtesy of Yahoo

    Walmart and Yahoo tailor holiday content for social, AR shopping

    After last year's collaboration spurred a 239% lift in gross merchandise value, the duo adds a tweet countdown and TikTok series to a wide-ranging effort.

    By Dec. 2, 2021
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    Courtesy of Walmart

    Walmart to host Twitter's first shoppable livestream in quest to conquer social commerce

    A 30-minute variety program led by singer Jason Derulo is one piece of an expansive content playbook around the crunched holiday season.

    By Nov. 23, 2021
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    Retrieved from General Mills on November 08, 2021

    Reese's Puffs puts Kaws art at center of new packaging, AR game

    As part of the collaboration, the General Mills brand is selling $50 boxes of its cereal, marking the first time its packaging has come in blue.

    By Nov. 8, 2021
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    Courtesy of PepsiCo

    Lifewtr transports Doja Cat fans to 'Planet Her' with mobile, experiential tactics

    Access to VIP concert tickets and autographed items are among the potential prizes in the effort that includes an AR-activated mural hidden in LA.

    By Updated Nov. 3, 2021