Advertisers will ramp up spend on creators in 2024, IAB forecasts

Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.

By Jessica Deyo • Dec. 7, 2023

Gillette encourages gamers to ‘hit reset’ for global campaign

The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.

By Jessica Deyo • Nov. 30, 2023

McDonald’s reinvents McNugget Buddies for streetwear-minded adults

The chain teamed with Kerwin Frost to reinvent the iconic Happy Meal collectibles, which will land on Instagram and be part of a Snapchat AR lens.

By Chris Kelly • Nov. 29, 2023

How the best marketing campaigns of 2023 mastered pop culture nostalgia

Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

By Chris Kelly , Sara Karlovitch , Jessica Deyo • Nov. 29, 2023

State Farm conjures celebrities for biggest creative launch in 3 years

Jimmy Fallon and Ludacris are summoned, genie-like, as people react to situations that require insurance in ads from new agency Highdive.

By Peter Adams • Nov. 21, 2023

Snoop Dogg gives up smoke for Solo Stove campaign

A viral pledge assumed to be about pot usage turns out to be a teaser for a new campaign developed by The Martin Agency.

By Chris Kelly • Nov. 20, 2023

Dove, animated influencer promote mental health ahead of Thanksgiving

Lennnie is an animated blob that promotes positivity on social media and has amassed more than 4 million followers. 

By Aaron Baar • Nov. 20, 2023

Sleigh the season: Will caution stifle the holidays or can marketers win?

Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.

By Jessica Deyo • Nov. 16, 2023

The rise of the Stanley tumbler: How a 110-year-old brand achieved viral success

Historically marketed to workmen and outdoorsmen, the brand unlocked the power of women selling to women with the help of a group of influencers.

By Caroline Jansen • Nov. 14, 2023

Unilever spins TikTok soap opera as part of #CleanTok sponsorship

A new content series features animated versions of home care products as the CPG giant seeks to woo Gen Z viewers who have driven cleaning trends.

By Peter Adams • Nov. 9, 2023

How Uber built its TikTok creator strategy — and why it looks beyond vanity metrics

Phil Rosario, Uber’s global social media lead for TikTok, explains how he leveraged creators to grow the brand’s following to over 750,000 within a year.

By Jessica Deyo • Nov. 9, 2023

Kraft Real Mayo seeks to make ‘moist’ Word of the Year via search hacking

A Twitch “Search-A-Thon” livestream is part of the brand’s efforts to convince Merriam-Webster that the maligned term is the word of the moment.

By Peter Adams • Nov. 8, 2023

Foot Locker hypes up holidays with major brands, NBA stars

The campaign features Nike, Puma and Adidas alongside basketball’s biggest names and arrives as the retailer launches a sneaker-focused brand platform.

By Chris Kelly • Nov. 6, 2023

How Coca-Cola celebrated the 25-year legacy of its NASCAR racing family

Legends Kyle Petty, Dale Jarrett, Jeff Burton and Bobby Labonte convened for a social content series about their careers and the brand's heritage.

By Chris Kelly • Nov. 2, 2023

Cracker Barrel ushers in Dolly Parton’s ‘Rockstar’ era to promote rewards

A partnership touting a loyalty offering that launched in September anticipates the “Jolene” singer’s first rock record and includes custom rocking chairs.

By Peter Adams • Oct. 31, 2023

Martha Stewart argues against DIY in Pure Leaf campaign

The effort depicts the do-it-yourself maven using the time saved by not making her own iced tea to focus on hobbies like woodworking.

By Sara Karlovitch • Oct. 30, 2023

Zulily pushes ‘Slay Button’ with Jonathan Van Ness for holidays

The button features five empowering affirmations from the “Queer Eye” star designed to uplift moms during the often-chaotic shopping season.

By Jessica Deyo • Oct. 23, 2023

Snap helps brands streamline creator partnerships with new solutions

Creator Collab Campaigns include a Creator Discovery API, a new midroll ad placement and a feature to help creators more clearly mark branded content.

By Aaron Baar • Oct. 19, 2023

Ford builds gamer van for TwitchCon road trip

The automaker steps up its gaming involvement in a collaboration with Wieden+Kennedy, Mindshare and media brand Full Squad Gaming.

By Chris Kelly • Updated Oct. 11, 2023

Snapchat courts brands with interactive Halloween series starring creators

Maybelline and Disney+ are among the first to get involved, running ads between content and offering augmented reality experiences. 

By Jessica Deyo • Oct. 9, 2023

Why Olaplex created a faux product to address dupe culture on TikTok

The brand’s Oladupé marketing stunt was strategized with agency Movers+Shakers, the first collaboration between the companies.

By Jessica Deyo • Oct. 5, 2023

Tazo taps Issa Rae to celebrate independent cafes

Participating cafes will receive financial and marketing support from the Unilever-owned tea brand.

By Chris Kelly • Sept. 28, 2023

Paramount, CBS launch sports creator studio ahead of Super Bowl LVIII

The CBS Sports Creator Studio connects brands with sports influencers and creators for a range of content strategies.

By Aaron Baar • Sept. 25, 2023

Green Giant taps Corn Kid’s enthusiasm for first national campaign in 7 years

Developed with agency GYK Antler, the B&G Foods label’s latest effort doubles down on its work with the viral internet sensation.

By Peter Adams • Sept. 20, 2023

NYX turns Gen Z stars into Universal Monsters for Halloween campaign

The “Mon-Star Bash” brings together influencers, an original song and Roblox as the makeup brand looks to engage with digitally native consumers. 

By Chris Kelly • Sept. 19, 2023