Influencer Marketing

  • Billboards of actress Sydney Sweeney is seen outside of an American Eagle store on August 01, 2025 in New York City.
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    Michael M. Santiago via Getty Images
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    American Eagle’s celebrity marketing drew outcry — and new customers

    The brand defended its controversial ads with Sydney Sweeney, claiming the campaign contributed to “unprecedented” customer acquisition.

    By • Sept. 4, 2025
  • Peach & Lily's New York City pop-up event celebrating its summer 2025 product launch.
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    Courtesy of Peach & Lily
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    Inside Peach & Lily’s unconventional influencer marketing strategy

    The skin care brand sent unbranded versions of its product to creators for a campaign that generated engagement five-times higher than previous efforts.

    By • Sept. 4, 2025
  • Close-up of a mobile phone recording a young woman vlog preparing salad in kitchen at home
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    FG Trade Latin via Getty Images
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    Deep Dive

    How legacy CPG brands can crack the social-first marketing code

    Ten-figure acquisitions, new agency experiments and organizational changes are underway, but the real key may be relinquishing a sense of control.

    By • Sept. 3, 2025
  • Sabrina Carpenter, wearing a black dress, sits on a grand piano in a black-and-white ad for Johnnie Walker
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    Permission granted by Diageo
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    Johnnie Walker strikes a bolder note with Sabrina Carpenter partnership

    Announced around the release of the singer’s new album, the multiyear pact is part of the whisky maker’s efforts to better appeal to young consumers.

    By • Sept. 2, 2025
  • Travis Kelce for American Eagle
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    Courtesy of American Eagle
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    American Eagle’s Travis Kelce collab extends celebrity-led marketing streak

    A capsule collection with the NFL star’s Tru Kolors brand features high-impact outdoor, podcast and social media buys.

    By • Aug. 27, 2025
  • Celsius college campaign
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    Retrieved from Celsius on August 26, 2025
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    How Celsius is building on brand campaign success with college football

    CMO Kyle Watson explains how the energy drink is stepping up NIL efforts as part of a “Live. Fit. Go” effort that kicked off in June.

    By • Aug. 27, 2025
  • An influencer in a brightly colored outfit stares at a smartphone while standing outside
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    pixdeluxe via Getty Images
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    Accenture Song acquires Superdigital as marketing shifts social-first

    The deal responds to the increasingly central role for social media and influencers in CMO strategies, as well as the impact of AI on marketing.

    By • Aug. 20, 2025
  • Gap's "Better in Denim" campaign with Katseye
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    Courtesy of Gap
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    Gap dances with Katseye to ‘Milkshake’ for denim-focused fall campaign

    “Better in Denim” nods to the early aughts and return of low-rise denim and will span social media, in-store, influencer partnerships and more. 

    By • Updated Aug. 19, 2025
  • 818 Tequila's 818 Mini bottles
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    Courtesy of 818 Tequila
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    Q&A

    Why 818 Tequila is using fashion to tap into Gen Z’s ‘little treat’ craze

    CMO Kathleen Braine explains how the Kendall Jenner-founded brand is channeling Labubus and lip gloss keychains to launch its new 818 minis. 

    By • Aug. 18, 2025
  • Jason Kelce and Chuck Liddell in a Garage Beer video
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    Courtesy of Garage Beer
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    How Garage Beer is building its brand with no-holds-barred marketing

    The independent brand has become America’s fastest-growing beer by tapping into martial arts movies, pro wrestling and other micro niches.

    By • Aug. 14, 2025
  • TRESemmé's "Get TF Out of Bed" campaign imagery.
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    Courtesy of TRESemmé
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    TreSemmé says ‘Get TF Out of Bed’ for party tour, social media series

    The Unilever hair care brand is spotlighting its A-List Collection Dry Texturizing Spray through a tie-up with Eventbrite to host events in five major cities.

    By • Aug. 13, 2025
  • Dove underarm sponsorship campaign
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    Courtesy of Dove
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    Dove seeks underarm ambassador as part of US Open sponsorship

    The brand is holding an open casting call for a content creator who isn’t afraid to show off their pits as Unilever ramps up its work around influencers. 

    By • Aug. 12, 2025
  • Sydney Sweeney poses for American Eagle
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    Courtesy of American Eagle
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    Deep Dive

    How to win back-to-school marketing as American Eagle’s big bet blows up

    Though spending forecasts are bleak, value-focused messaging and smart social media plays could help brands transcend the turbulence. 

    By • Aug. 12, 2025
  • Alix Earle and Paris Hilton for Carl's Jr.
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    Courtesy of Carl's Jr.
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    How Carl’s Jr. built on big game success with social star Alix Earle

    The fast-food chain has featured the TikTok personality in a series of campaigns that harken back to the racy ads it ran over a decade ago.

    By • Aug. 6, 2025
  • Miracle-Gro's Full Bush Summer campaign
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    Courtesy of Miracle-Gro
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    Column

    Campaign Trail: Miracle-Gro invites gardeners to have a ‘Full Bush Summer’

    Inspired by a cultural trend that spans social and traditional media, the edgy campaign began as an idea from The Martin Agency.

    By • Aug. 1, 2025
  • Dr. Dustin Portela for CeraVe
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    Courtesy of CeraVe
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    How CeraVe built a $2B brand by blending education and entertainment

    The L'Oréal-owned brand has become a global phenomenon by tapping both dermatologists and influencers to broadcast its bona fides.

    By • July 17, 2025
  • Pacsun's "Denim Days" campaign imagery
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    Courtesy of Pacsun
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    Pacsun spotlights mall culture for denim campaign targeting Gen Z

    “Denim Days” nods to the younger cohort’s interest in shopping malls and will include a presence around TikTok Shop’s Super Brand Day event.

    By • July 16, 2025
  • Tanner Adell with Olipop
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    Courtesy of Olipop
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    Olipop’s new ads show how the brand is winning people back to soda

    Stars like Kristin Chenoweth and Joshua Jackson share their nostalgia for soda and love of Olipop in a campaign inspired by “Got Milk?” ads.

    By • July 15, 2025
  • Sprite Hurts So Good campaign image
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    Courtesy of Sprite
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    Sprite leans into Gen Z’s love for spicy flavors with global campaign

    Along with out-of-home and social media activations, the Coca-Cola brand teamed with TikTok for an interactive filter for the “Hurts Real Good” push.

    By • July 10, 2025
  • State Farm Gamerhood physical challenge
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    Courtesy of State Farm
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    How State Farm is stepping up its gaming-focused reality series

    The brand is boosting its decade-long investment in gaming by bringing new talent and improved production to the fourth season of “Gamerhood.”

    By • July 9, 2025
  • State Farm mascot Jake from State Farm stands with influencer Kai Cenat outside while on set for the brand's "Batman vs. Bateman" campaign.
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    Courtesy of State Farm
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    Deep Dive

    7 successful marketing campaigns that met 2025’s chaos with determination

    As marketers rushed to respond to new tariffs, outside-the-box brand refreshes, classic TV ads and other tactics helped set them apart.

    By , • July 8, 2025
  • A Roblox developer uses a computer
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    Courtesy of Roblox
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    Dentsu, GeekOut, Kodansha team up to drive Roblox creator opportunities

    With next-gen entertainment in mind, Robmix will provide support around on-site and off-site IP development related to the popular gaming platform.

    By Aaron Baar • July 7, 2025
  • Samuel L. Jackson for Adidas Originals
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    Courtesy of Adidas
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    Adidas unites superstars across music, sports, fashion in culture play

    Produced by Johannes Leonardo, the campaign celebrates the Superstar sneaker and features Samuel L. Jackson, Missy Elliott and more.

    By • July 7, 2025
  • A student sits at a school desk in an back-to-school ad from Target
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    Permission granted by Target
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    How Target is tackling back-to-school marketing with dual campaigns

    Two new efforts feature tactics like influencer marketing as the big-box store prioritizes promoting value and an on-trend product assortment.

    By • June 30, 2025
  • A hand holds a pack of Respawn mints in a purple and white gradient package Infront of a white gaming keyboard.
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    Courtesy of Respawn
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    Why Mars is putting its focus on Gen Z gamers with Razer partnership

    New collaborative mints and gums that are meant to improve focus will be promoted through gaming influencers to engage the community directly.

    By • June 25, 2025