66% of brands spent more on creator marketing in past year

Social commerce, TikTok and full-funnel measurement top the list of fresh developments marketers will explore in the year ahead, CreatorIQ predicts.

By Natalie Black (Koltun) • March 3, 2022

Denny's refreshes 24/7 heritage with help of diverse TikTok stars

A new brand platform targets younger diners through influencer menu collaborations positioned as different from common "hacks" in the category.

By Peter Adams • Feb. 28, 2022

Kraft Singles squares up with Kelis on culture play

The first cheese-inspired "Singles Single" follows buzzy Kraft Heinz campaigns like the Oscar Mayer bologna face mask.

By Chris Kelly • Feb. 25, 2022

Twitch unveils guaranteed ad income for select creators

The streaming service is encouraging select creators to run advertisements on their channels for a flat rate.

By Sara Karlovitch • Feb. 24, 2022

How the producer economy is changing influencer marketing

Brands that become content producers have more flexibility, including how they negotiate relationships with influencers.

By Robert Williams • Feb. 10, 2022

Universal, Snap host virtual concert to promote J-Lo's 'Marry Me'

Snapchat users were able to see their Bitmoji in the crowd as film stars Jennifer Lopez and Maluma performed as avatars.

By Chris Kelly • Feb. 3, 2022

Shake Shack hooks up with DoorDash for chicken sandwich-themed dating site

The brands are linking to help spicy food lovers "eat cute" in time for Valentine's Day with an effort that could generate valuable first-party data.

By Chris Kelly • Feb. 3, 2022

Groupon invites fans to Gronk's house for Super Bowl party

Promoted with an ad on YouTube, Groupon's experiential activation highlights the type of experiences offered on its marketplace.

By Nina Lentini and Chris Kelly • Jan. 25, 2022

Marriott seeks TikTok creators to drive content around loyalty program

Marriott Bonvoy TikTok Correspondents will creatively document everything they encounter on social media, reinforcing how essential travel can be.

By Nina Lentini • Jan. 18, 2022

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

Looking 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

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

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

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

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

PepsiCo'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

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

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

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

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

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

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

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

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