Influencer Marketing: Page 16
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Courtesy of Immortals
Progressive inks esports naming rights deal in latest sign of category's maturation
Regular sponsored Twitch streams and a shared space with Immortals in Minecraft demonstrate how media tactics differ from traditional sports tie-ups.
By Peter Adams • Jan. 14, 2022 -
Dia Dipasupil via Getty Images
Deep DiveLooking ahead: 9 trends that will steer marketing in 2022
Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.
By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 11, 2022 -
User-created content — especially video — gains on traditional media consumption
The creator economy's role in the media landscape is growing as teens report spending 56% of their viewing time streaming user-generated videos and other content.
By Nina Lentini • Jan. 6, 2022 -
Drew Angerer via Getty Images
TikTok dethrones Google as most-visited website
The social video app hit the 1 billion user mark in September and is forecast to reach 1.5 billion monthly active users toward the end of 2022.
By Natalie Black (Koltun) • Dec. 23, 2021 -
Courtesy of Triller
Triller merges with SeaChange to extend reach into OTT media
Set to close in Q1, the deal takes the social media platform public and positions it to build a TikTok competitor.
By Nina Lentini • Dec. 23, 2021 -
Retrieved from Under Armour on December 22, 2021
Under Armour's 'wearable' NFTs honor Steph Curry shattering 3-point record
A collection dedicated to the NBA star and brand ambassador integrates across multiple platforms, including VR space Decentraland.
By Peter Adams • Dec. 22, 2021 -
Courtesy of Frito-Lay North America
LeBron James reps a second PepsiCo brand with Ruffles effort
In his latest PepsiCo campaign since making the jump from long-time partner Coca-Cola, the NBA superstar highlights a Frito-Lay snack staple.
By Chris Kelly • Dec. 21, 2021 -
Courtesy of Pepsi
Q&APepsiCo's in-house content studio head on preserving brand trust as demand soars
Saying no to projects isn't out of the question as Louis Arbetter tries to maintain quality while building out new capabilities in areas like social listening.
By Peter Adams • Dec. 20, 2021 -
Retrieved from KFC on December 20, 2021
KFC previews new marketing approach with year-long Jack Harlow partnership
Reflecting the celebrity collaboration craze, the work with multicultural shop Nimbus arrives as KFC is expected to switch up agencies.
By Peter Adams • Dec. 20, 2021 -
Courtesy of Virtual Brand Group
Forever 21's metaverse venture lets Roblox users customize virtual fashion stores
Players and fashion influencers can design, own and manage stores as they try to become the "top shop."
By Nina Lentini • Dec. 20, 2021 -
Retrieved from Piqsels.
Social commerce to drive influencer marketing evolution in 2022
Previously geared toward building awareness, social influencers may begin to play a bigger role in brands' e-commerce strategies as new tools crop up.
By Robert Williams • Dec. 16, 2021 -
Courtesy of E.l.f. Cosmetics
E.l.f. goes long-form for meme-heavy holiday 'movie' native to TikTok
Breaking with the app's snackable focus, "Big Mood, Big e.l.f.ing City" nods to 2021 trends like the Couch Guy and a viral salmon bowl recipe.
By Peter Adams • Dec. 15, 2021 -
Courtesy of Heinz
Heinz, Activision help gamers take a snack break
Working with Gut Agency, Heinz mapped out hidden spots where gamers can take a break to eat and drink while playing multiplayer games like Call of Duty.
By Nina Lentini • Dec. 15, 2021 -
Courtesy of Pepsi
Pepsi boosts hip-hop artists with music academy, virtual summit
Three musicians will win an opportunity to attend a three-day session where they'll each create an original track with hip-hop star Pi'erre Bourne.
By Chris Kelly • Dec. 14, 2021 -
Courtesy of L'Oréal Paris USA
L'Oréal calls out lack of female representation in NFT space
With women representing just 16% of NFT artists, the growing digital collectibles space may be poised to repeat past mistakes in gender parity.
By Aaron Baar • Dec. 14, 2021 -
Courtesy of Bombay Sapphire
Bombay Sapphire holiday windows bolster downtown NY
To drive foot traffic to local businesses, the brand worked with creatives on window displays, packaging and cocktails celebrating the area.
By Nina Lentini • Dec. 13, 2021 -
Courtesy of Meta
Facebook debuts suite of fresh tools to woo creators
A new professional mode and upgraded livestreaming features arrive as the Meta-owned social network places a greater emphasis on creators.
By Natalie Black (Koltun) • Dec. 9, 2021 -
Rob Carr via Getty Images
Confusion holds marketers back from making student-athlete deals, survey finds
Interest in teaming with student-athletes is up now that they can monetize their name and image through endorsements, but brands are unsure of how to start.
By Aaron Baar • Dec. 9, 2021 -
Courtesy of Coca-Cola
Coca-Cola spotlights BIPOC creators with TikTok debut
Teaming with singer Khalid and dancer Jalaiah Harmon, the beverage giant is using a "bottoms-up approach" to highlight what young consumers say is cool.
By Nina Lentini • Dec. 9, 2021 -
Courtesy of Popeyes
Deep Dive9 campaigns that struck a chord in 2021
Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.
By Peter Adams , Chris Kelly , Natalie Black (Koltun) , Asa Hiken • Dec. 7, 2021 -
Courtesy of Yahoo
Walmart and Yahoo tailor holiday content for social, AR shopping
After last year's collaboration spurred a 239% lift in gross merchandise value, the duo adds a tweet countdown and TikTok series to a wide-ranging effort.
By Natalie Black (Koltun) • Dec. 2, 2021 -
Courtesy of Walmart
Walmart to host Twitter's first shoppable livestream in quest to conquer social commerce
A 30-minute variety program led by singer Jason Derulo is one piece of an expansive content playbook around the crunched holiday season.
By Peter Adams • Nov. 23, 2021 -
Retrieved from General Mills on November 08, 2021
Reese's Puffs puts Kaws art at center of new packaging, AR game
As part of the collaboration, the General Mills brand is selling $50 boxes of its cereal, marking the first time its packaging has come in blue.
By Peter Adams • Nov. 8, 2021 -
Courtesy of PepsiCo
Lifewtr transports Doja Cat fans to 'Planet Her' with mobile, experiential tactics
Access to VIP concert tickets and autographed items are among the potential prizes in the effort that includes an AR-activated mural hidden in LA.
By Peter Adams • Updated Nov. 3, 2021 -
Courtesy of McDonald's
McDonald's powers up 'Friendsgaming' livestream with FaZe Clan to unite gamers
As part of the event riffing on the Friendsgiving concept, the duo created a merchandise pack of co-branded gaming gear and DoorDash delivery codes.
By Peter Adams • Nov. 2, 2021
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