Influencer Marketing

  • Target mascot Bullseye, the bull terrier, pushes a shopping car in one of the store's aisles.
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    Permission granted by Target
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    How Target is courting pet owners with a collection designed by ‘fur-fluencers’

    A collection of goods tailored to furry friends is complemented by the retailer’s first reality TV-styled social content and national ads starring mascot Bullseye.

    By • Updated 13 hours ago
  • Maybelline cosmetics on display
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    Roy Rochlin/Getty Images via Getty Images
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    ‘Maybe It’s Maybelline’ returns, reworked for TikTok era of beauty marketing

    The cosmetics brand is promoting the revamped jingle with a team of influencers and heavy play on the video-sharing app favored by Gen Z.

    By • Sept. 3, 2024
  • Green bars of soap sits near tennis rackets.
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    Courtesy of Dove
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    Dove, Venus Williams support teen girls in sports with tennis-inspired soap

    The limited-edition Beauty Bar can be obtained via a giveaway and is being supported by partnerships with Black Girls Tennis Club and Bras for Girls.

    By • Aug. 29, 2024
  • College football player Emeka Egbuka drinks a Celsius
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    Courtesy of Celsius
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    Celsius centers campaign on college football to further Gen Z marketing

    The energy drink’s expanded NIL roster of Heisman hopefuls will feature in a campaign including TV spots, social content and activations across channels.

    By • Aug. 26, 2024
  • Singer Troye Sivan, wearing a white tee and loose-cut jeans, stands in front of beige background in an ad for Gap
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    Permission granted by Gap
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    Gap gets loose with pop star Troye Sivan in latest dance-heavy ads

    Social media-viral song “Funny Thing” by Thundercat soundtracks a seasonal push spotlighting baggy denim clothing.

    By • Aug. 21, 2024
  • Snoop Dogg and Warren G. sit around a Solo Stove at night.
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    Courtesy of Solo Stove
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    Snoop Dogg and Solo Stove deliver ‘Blunt Marketing’ in latest ads

    The smokeless fire pit maker doubles down on its relationship with the rapper following a previous effort that generated buzz but missed sales goals. 

    By • Aug. 20, 2024
  • Campaign imagery for Lee Kum Kee's campaign centered around music showcases individuals in a recording studio with the marketer's sauces on display.
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    Courtesy of Lee Kum Kee
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    Sriracha maker Lee Kum Kee reaches out to Gen Z with musical campaign

    The 135-year-old Asian sauce brand is promoting its Sriracha Chili and Mayo products with a Spotify playlist, 24/7 Twitch livestream and more.

    By • Aug. 15, 2024
  • LeBron James playing cards in a Lobos 1707 Tequila & Mezcal ad
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    Courtesy of Lobos 1707 Tequila & Mezcal
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    James, LeBron James: Lobos 1707 casts NBA legend as spy in new ads

    A tongue-in-cheek new campaign from the premium spirits brand backed by the iconic athlete seeks to deliver stronger entertainment value.

    By • Aug. 15, 2024
  • A special pack of 5 gum that features an image of Zedd.
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    Courtesy of Mars, Inc.
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    5 Gum, Zedd tease hidden bodega rave with social media scavenger hunt

    Those who find the secret party spot using clues doled out on social will be offered a glow-in-the-dark 5 Gum x Zedd pack as their ticket.

    By Aaron Baar • Aug. 8, 2024
  • Three teens sit together while looking at a phone.
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    SolStock via Getty Images
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    NFL, GameSquare tap into football fandom for traveling creator series

    “NFL 4 The Fans Live” blends football hype with gaming and creator content and will launch with a multi-city series timed to the NFL calendar.

    By Aaron Baar • Aug. 8, 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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    Deep Dive

    Back-to-school 2024: How brands can win younger consumers as uncertainty endures

    The power of Gen Z and Gen Alpha to influence their parents to consider a brand could be the key to success amid another turbulent season.

    By • Aug. 8, 2024
  • A person holds a smartphone depicting a person holding a skincare product.
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    Ezra Acayan via Getty Images
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    Amazon ranks as top brand on TikTok by earned media value: report

    Findings from CreatorIQ and TikTok detail how creators have helped brands like the NBA, Sephora and Fortnite find success on the platform.

    By Aaron Baar • Aug. 1, 2024
  • Pacsun imagery for its "Back to Baggy" fall 2024 campaign, which includes a tie-up with Pinterest.
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    Courtesy of Pacsun
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    Pacsun teams with Pinterest for ‘Better in Baggy’ fall campaign

    Store windows nationwide currently feature QR codes inviting consumers to shop the retailer’s curated fall collection on Pinterest.

    By • Aug. 1, 2024
  • Two models pose for Shapermint
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    Courtesy of Shapermint
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    How Shapermint’s proprietary AI ad tool is fueling profits

    CMO Massimiliano Tirocchi explained how the shapewear retailer’s Altair ad tool has helped it streamline content production and gain new customers.

    By Christine Blank • July 31, 2024
  • A person uses a tripod and phone to make a video
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    Photo by cottonbro from Pexels

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    Opinion

    How creators and marketers can protect themselves while using AI

    The tech’s emergence underscores the importance of proper attribution and collaboration, according to Growth Stack Media’s Jordan Mitchell. 

    By Jordan Mitchell • July 30, 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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    Publicis Groupe acquires influencer-marketing giant Influential

    The agency holding company will use Influential’s platform in concert with Epsilon’s insights to help clients find influencers to engage consumers.

    By Aaron Baar • July 29, 2024
  • Nikki Rodriguez poses for American Eagle's Fall 2024 campaign.
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    Courtesy of American Eagle
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    Inside American Eagle’s ‘Live Your Life’ brand platform and fall campaign

    CMO Craig Brommers explains how efforts like a social-focused tie-up with Life on Film to capture disposable camera footage are meant to reach Gen Z.

    By • July 25, 2024
  • NBCUniversal Olympic broadcast with sponsor logos
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    Courtesy of NBCUniversal
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    How Coca-Cola, Delta are ‘Olympicizing’ campaigns with NBCUniversal

    As total ad sales for the games surpass $1.2 billion, six major marketers will sponsor a commercial-free hour during the opening ceremony.

    By • July 24, 2024
  • 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