Influencer Marketing
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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 -
Deep Dive
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 -
Deep Dive
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 -
Deep Dive
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 -
Retrieved from Cracker Barrel Old Country Store, Inc. on October 31, 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 -
Retrieved from Ticketmaster on September 25, 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