Influencer Marketing

  • Shaq in an Icy Hot ad
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    Courtesy of Icy Hot
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    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 • March 18, 2025
  • Campaign imagery for Selena Gomez-owned Rare Beauty's first-ever brand campaign, "Every Side of You."
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    Courtesy of Fred & Farid Los Angeles
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    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 • March 11, 2025
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline➔
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    FreshSplash via Getty Images
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    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

    By Marketing Dive staff
  • Justin Bieber, wearing a beanie and T-shirt, holds up a Croc shoe in front of a claw machine
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    Permission granted by Crocs, Inc.
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    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 • March 10, 2025
  • Alex Cooper holds a bottle of Unwell for NWSL
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    Courtesy of NWSL
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    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 • March 7, 2025
  • Papa Johns "Meet the Makers" campaign imagery.
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    Courtesy of Papa Johns
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    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 • March 6, 2025
  • Twitch logo
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    Courtesy of Twitch
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    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
  • Rebecca Black for Bombay Sapphire
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    Courtesy of Bombay Sapphire
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    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 • March 6, 2025
  • DSW store
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    Retrieved from DSW on February 26, 2025
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    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 • Feb. 28, 2025
  • Venus Williams for WeWard
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    Courtesy of WeWard
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    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
  • Anthony Edwards and Kevin Garnett for Sprite
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    Courtesy of Sprite
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    Column

    Campaign 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 • Feb. 21, 2025
  • A man wearing a cowboy hat rides a giant margarita shaker.
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    Courtesy of Brinker International
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    Chili’s rides with NASCAR, Lifetime to push margaritas with music, TV

    Two very different campaigns look to broaden the company’s consumer base in an effort to continue its wave of success.

    By • Feb. 13, 2025
  • Anitta for True Religion
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    Retrieved from True Religion on February 11, 2025
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    True Religion centers on authenticity for ‘Own Your True’ brand platform

    The effort includes a tie-up with pop star Anitta and comes weeks after private equity firm Acon Investments bought a controlling stake in the brand.

    By Aaron Baar • Feb. 13, 2025
  • Charli D’Amelio, Anthony Davis and Paige Bueckers for CeraVe
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    Courtesy of CeraVe
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    How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’

    The L’Oréal skincare brand is returning to its influencer-heavy Super Bowl marketing playbook from last year to boost a new anti-dandruff product.

    By • Feb. 13, 2025
  • Aliyah Boston and her mother appear in an Adidas ad
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    Courtesy of Adidas
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    Adidas tackles sports sideline pressures with ‘You Got This’ campaign

    An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.

    By • Feb. 11, 2025
  • Tums Fantasy Foodball Pool spokesperson Vince Wilfork
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    Courtesy of Tums
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    Deep Dive

    As Super Bowl’s cultural cachet grows, brands look beyond in-game ads

    Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.

    By • Feb. 6, 2025
  • A triptych of photos show Post Malone promoting a new Oreo cookie on Snapchat against a yellow background
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    Permission granted by Oreo
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    Oreo hypes Post Malone cookie drop with new Snapchat ad format

    The Mondelez marketer is the first in the snack category to take advantage of Sponsored Snaps, which include a link to make a purchase.

    By • Feb. 5, 2025
  • Lady Gaga wearing a white gown appears in a promotional image for Mastercard to promote her album "Mayhem."
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    Permission granted by Mastercard
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    Mastercard helps Lady Gaga fans sow ‘Mayhem’ in music culture play

    A tie-up with Gaga around her eighth studio album saw the payments marketer unveil the singer’s latest single around the Grammy Awards.

    By • Feb. 3, 2025
  • Top view of businesspeople discuss idea while team joining meeting
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    NanoStockk via Getty Images
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    Inside the marketing industry trends to follow in 2025

    During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.

    By Marketing Dive staff • Jan. 31, 2025
  • Young people sitting on the stairs and using smartphones.
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    Stock via Getty Images
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    Creators can be a full-funnel marketing tactic, Snap study finds

    Conducted with OMG, the study touts Snapchat’s creator ecosystem at a time when TikTok’s future in the U.S. remains undetermined.

    By Aaron Baar • Jan. 27, 2025
  • Ciara Miller and Amanda Batula lounge in bed wearing Kind hoodies.
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    Courtesy of Kind
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    Kind embraces Gen Z trend bed rotting in new campaign

    One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.

    By • Jan. 24, 2025
  • A line of people outside Pacsun's SoHo flagship store.
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    Courtesy of Pacsun
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    Pacsun’s TikTok marketing won over Gen Z. What’s next amid ban anxiety?

    At NRF, CEO Brieane Olson was optimistic that TikTok’s model could be replicated elsewhere in the case of a shutdown but feared for creators.

    By • Jan. 15, 2025
  • John Cena in a McDonald's ad
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    Courtesy of McDonald's
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    McDonald’s value menu launch gets inspirational boost from John Cena

    The actor-wrestler appears in new ads that turn into a oddball spiel about the transformational power of the McValue platform. 

    By • Jan. 7, 2025
  • Five cans of Athletic Brewing's flagship beers
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    Courtesy of Athletic Brewing
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    Inside Athletic Brewing’s marketing as reach expands for nonalcoholic beer

    CMO Andrew Katz explains how a new multimillion-dollar campaign addresses the entrance of more "big guys" into the nonalcoholic category.

    By • Jan. 6, 2025
  • Sabrina Carpenter shakes espresso in a Dunkin ad
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    Retrieved from Dunkin on January 02, 2025
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    Dunkin’ gets racy with Sabrina Carpenter in ‘Shake That Ess’ campaign

    The celebrity-led effort promoting a new limited-time iced espresso beverage is part of the chain’s strategy of building a “cinematic universe” with Artists Equity.

    By • Jan. 2, 2025
  • A collection of helmets for all 32 National Football League teams is on display against a wall which has the NFL shield logo at its center.
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    Duane Prokop via Getty Images
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    NFL teams with Betches Media to grow viewership among women

    The women-focused entertainment platform will have access to tentpole events like the Super Bowl to fuel content including social and digital campaigns.

    By Aaron Baar • Dec. 19, 2024