Influencer Marketing
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Permission granted by Unrivaled
How Unrivaled built brand partnerships that are more than logo slaps
Sponsors including Samsung Galaxy, Under Armour and Wayfair delivered real value during the first year of the women’s 3-on-3 basketball league.
By Chris Kelly • May 12, 2025 -
James Sullivan via Getty Images
Meta touts complementary powers of video, AI in overture to brands
At the NewFronts, executives said that generative AI tools are “are going to help mark a new era of creativity” that marketers will aid in shaping.
By Peter Adams • May 9, 2025 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Sprite
How Sprite surpassed Pepsi by living and breathing pop culture
The brand recently launched Sprite Squad, a text-and-scan activation that gives consumers access to digital experiences tied to cultural passions.
By Chris Kelly • May 7, 2025 -
Courtesy of Pantene
Pantene turns Alix Earle’s viral TikTok post into collection, campaign
The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower.
By Jessica Deyo • May 1, 2025 -
Courtesy of Publicis Groupe
Publicis acquires Adopt to strengthen connection to sports culture
The four-year-old upstart founded by Nike veterans has worked with brands and athletes including Lululemon and Anthony Edwards.
By Peter Adams • April 30, 2025 -
Permission granted by 818 Tequila
Why 818 Tequila tapped a NASCAR driver to accelerate cultural marketing
CMO Kathleen Braine explains how partnering with trailblazing driver Toni Breidinger helps boost the reach of the Kendall Jenner-founded brand.
By Chris Kelly • April 30, 2025 -
Courtesy of Axe
Axe leans on Pete Davidson’s wisdom to help men level up their rizz
The actor-comedian will host an Ask Me Anything-like discussion on Instagram and stars in a new ad giving a shorter individual a confidence boost.
By Peter Adams • April 23, 2025 -
Roni Bintang via Getty Images
IAB: As brands diversify ad spend, midsize media firms grow fastest
The largest growth in the digital market last year came from mid-tier media platforms, streaming services and e-commerce businesses.
By Peter Adams • April 17, 2025 -
Permission granted by Mentos
Why Mentos relaunched its iconic jingle and brought brand lore to Fortnite
To reach Gen Z, the 93-year-old brand is tapping into ‘90s nostalgia and enduring interest in what happens when its mints are mixed with cola.
By Chris Kelly • April 16, 2025 -
Courtesy of Ally
Ally’s WNBA deal brings it closer to gender parity in sports media spend
The brand’s sponsorship includes an endorsement deal with incoming rookie Paige Bueckers, who features in social content around a sweepstakes.
By Chris Kelly • April 14, 2025 -
Tirachard via Getty Images
Influencer marketing surges: Here’s what the numbers say
In 2025, 59% of marketers plan to partner with more influencers compared to 2024 as consumers explore new social media platforms, per Sprout Social.
By Sara Karlovitch • March 28, 2025 -
Retrieved from First We Feast on March 20, 2025
How Jack in the Box is working its brand into ‘Hot Ones,’ ‘Call Her Daddy’
Agency TBWA\Chiat\Day Los Angeles is looking beyond quirky TV ads to drive cultural impact for a new “So Munch More” brand platform.
By Chris Kelly • March 28, 2025 -
Courtesy of The Coca-Cola Company
Coke refreshes ‘Share a Coke’ to reach Gen Z with digital experiences
The effort includes a QR code-powered digital hub and a digital experience that can help consumers create and share videos.
By Chris Kelly • March 26, 2025 -
Courtesy of JCPenney
JCPenney embraces social-first marketing with VaynerMedia hire
The department store chain will take advantage of services like a social influencer seeding offering intended to boost relevance.
By Peter Adams • March 25, 2025 -
Courtesy of H&M
Inside H&M’s digital relaunch and approach to multichannel experiences
Head of Digital Jenn Volk explains how the retailer reimagined digital to increase brand storytelling around moments like its Charli XCX collaboration.
By Chris Kelly • March 25, 2025 -
Courtesy of Icy Hot
Why Icy Hot evolved from function to fun in first work by The Martin Agency
Brand ambassador Shaquille O’Neal embraces a new role as the leader of “The Comeback Cavalry” in a campaign aimed at everyday athletes.
By Chris Kelly • March 18, 2025 -
Courtesy of Fred & Farid Los Angeles
Rare Beauty CMO on winning Gen Z through community-oriented marketing
The brand spent years building up its social media fandom before launching a major ad campaign, CMO Katie Welch said at SXSW.
By Peter Adams • March 11, 2025 -
Permission granted by Crocs, Inc.
How cult brands like Crocs, Southwest see influencer marketing evolving
Executives at SXSW described how the channel can be more successful than traditional advertising in the quest to woo Gen Z consumers.
By Peter Adams • March 10, 2025 -
Courtesy of NWSL
NWSL lands podcast star Alex Cooper’s Unwell Hydration as sponsor
The "Call Her Daddy" host's beverage brand is supporting pop-ups and an official fan community as part of the deal with the women's soccer league.
By Peter Adams • March 7, 2025 -
Courtesy of Papa Johns
Papa Johns invites pizza fans to ‘Meet the Makers’ for TV, social ads
Handled by the Martin Agency, the chain’s first work under CMO Jenna Bromberg includes tie-ups with food influencers and real team members.
By Jessica Deyo • March 6, 2025 -
Courtesy of Twitch
Twitch simplifies sponsorship, revenue opportunities for streamers
A Creator Profile feature and partnership with StreamElements enables creators to make professional connections directly from their dashboards.
By Aaron Baar • March 6, 2025 -
Courtesy of Bombay Sapphire
Why Bombay Sapphire is using DJ sets and office happy hours to push gin
In the latest iteration of “Tastes Like It’s Friday,” lifestyle creators will be tasked with breaking down misconceptions about gin.
By Chris Kelly • March 6, 2025 -
Retrieved from DSW on February 26, 2025
How DSW’s CMO is overhauling the brand for a new age of retail
Sarah Crockett detailed her approach to rehabilitating the brand during a keynote presentation at the eTail Palm Springs conference.
By Chris Kelly • Feb. 28, 2025 -
Courtesy of WeWard
WeWard lines up Venus Williams to stand out in fitness app crowd
Venus Williams has signed on as an investor and brand ambassador for the app, which incentivizes walking by offering rewards.
By Aaron Baar • Feb. 27, 2025 -
Courtesy of Sprite
ColumnCampaign Trail: Sprite locks in NBA stars Anthony Edwards, Kevin Garnett
Johannes Leonardo helped craft a social-first campaign that captures true-to-life conversations between stars from different generations.
By Chris Kelly • Feb. 21, 2025
