Influencer Marketing
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Permission granted by Peter Adams/Marketing Dive
5 Cannes Lions takeaways as marketers wrestle with an industry in flux
Marketing Dive caught up with attendees to ask them about their biggest surprises and frustrations, plus what they want to see more of at the festival.
By Peter Adams • June 26, 2026 -
Courtesy of Expedia
Q&AHow Expedia Group drives brand impact with creators — and Barbie’s Ken
Natalie Wills, SVP of integrated marketing and creative, shares what’s working with a creator-led strategy that includes an IShowSpeed partnership.
By Peter Adams • June 24, 2026 -
Courtesy of Starbucks
Starbucks pilots TikTok program for boosting employee-generated content
With Gen Z frequently learning about new products from employee-generated content, Starbucks is leaning in with help from the social media platform.
By Sara Karlovitch • June 23, 2026 -
Courtesy of Lowe's
Q&AWhy Lowe’s wants content creators in its network to pitch product ideas
CMO Jen Wilson explains how the home improvement retailer’s program is evolving from content to curation to creation with partners like MrBeast.
By Chris Kelly • June 23, 2026 -
Courtesy of NBPA
How NBA players will deal directly with brands through a new union arm
Plyrs Untd looks to transform the cultural impact of the league’s players into products, partnerships and business opportunities.
By Chris Kelly • June 22, 2026 -
Courtesy of MLS
How the World Cup fuels US soccer leagues and their brand partners
The CMOs at Major League Soccer and the National Women’s Soccer League explain how they’re marketing around the tournament.
By Chris Kelly • June 17, 2026 -
Courtesy of Coach
Coach unites celebrities, Gen Z storytelling under new brand platform
Developed with support from United Talent Agency’s Next Gen Practice and the creative agency Marcel, &Coach tries to break from luxury campaign narratives.
By Peter Adams • June 16, 2026 -
Courtesy of Accenture
Accenture acquires Whalar agency to gain creator economy advantage
The shop has managed more than $600 million in creator campaigns and is credited with its creative and measurement expertise.
By Peter Adams • June 10, 2026 -
Courtesy of American Eagle
Q&AHow American Eagle is kicking off its deal with the new face of soccer
The campaign will run across social channels, including Instagram, TikTok, YouTube, Pinterest and Snapchat, owned by the brand and the ambassador.
By Chris Kelly • June 10, 2026 -
Courtesy of Chipotle
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 -
Courtesy of American Eagle
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 -
Courtesy of Unilever
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 -
Courtesy of E.l.f.
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 -
Courtesy of Garnier
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 -
Courtesy of CeraVe
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 -
Brandon Bell via Getty Images
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 -
Courtesy of DoorDash
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 -
Tim Boyle via Getty Images
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 -
Courtesy of Claire's
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 -
Courtesy of Expedia
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 -
Permission granted by VaynerX
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 -
Courtesy of Celsius
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 -
Courtesy of Marc Jacobs
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 -
Courtesy of Aerie
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 -
Getty Images
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
