Ford shifts toward purpose with ‘Euphoria’ star Sydney Sweeney

The actor will host an Auto 101 TikTok series and will debut her female-focused workwear collection made in collaboration with Dickies. 

By Jessica Deyo • March 22, 2023

MLS strikes TikTok partnership as threat of US ban looms

A multi-year agreement follows growing traction for soccer in the U.S. but also arrives as lawmakers pressure ByteDance to divest the video app.

By Peter Adams • March 20, 2023

Tide inserts Kumail Nanjiani into messy viral videos for bigger pods push

The actor pops up in viral posts, like one where a baby is covered in peanut butter, to promote overhauled Tide Power Pods with more detergent.

By Peter Adams • March 17, 2023

Axe enlists Lil Baby to redefine premium through national push

“The Fine Fragrance G.O.A.T.” markets the brand’s affordable line of premium products and looks to appeal to Gen Z with themes like gaming.

By Sara Karlovitch • March 14, 2023

Sephora, TikTok launch content creator program

The partnership will pair social media content creators with up-and-coming brands from the beauty retailer's accelerator program.

By Nate Delesline III • March 13, 2023

As video games become cultural juggernauts, marketers still struggle with buy-in

Even with massive hits like “The Last of Us,” marketers face obstacles around convincing leadership and moving beyond “opportunistic” strategies.

By Peter Adams • March 9, 2023

Influencers have greatest impact on consumer sustainability choices, Unilever finds

Social media influencers were more impactful on consumer behavior than TV documentaries, news articles and government campaigns.

By Chris Kelly • March 9, 2023

E.l.f. Cosmetics pens new song in big bet on O Face lipstick

For its biggest-yet lipstick push, the brand is working with TikTok creator Meredith Duxbury on a shoppable livestream and lips-only “dance” challenge.

By Jessica Deyo • March 6, 2023

Bose works to boost gender parity in music production

With only 2.8% of popular songs from the last decade produced by women, “Turn The Dial” seeks to raise awareness and increase opportunities.

By Chris Kelly • March 2, 2023

Maybelline enlists its first-ever digital avatar for mascara launch

The virtual ambassador, named May, will help launch the Falsies Surreal Extensions Mascara and support future metaverse activations.

By Jessica Deyo • Feb. 28, 2023

Chipotle embraces viral TikTok trend with new menu item

The addition of the viral “hack” to its digital-only menu demonstrates the power of the brand-consumer dialogue on the platform.

By Chris Kelly • Feb. 27, 2023

81% of consumers embraced influencer marketing in the past year, study finds

Top performing influencer categories include food and beverage, health and wellness and beauty and personal care, according to Matter Communications.

By Jessica Deyo • Feb. 23, 2023

Silk gives nepo babies milk mustaches to boost plant-based alternative

Children of David Beckham, John Travolta, Christie Brinkley and Shaquille O'Neal give "Got milk?" and its iconic mustaches a plant-based spin.

By Chris Kelly • Feb. 23, 2023

Olay offers Galentine Hotline for the brokenhearted

Working with a popular TikTok influencer, the effort uses text messaging to offer advice on relationships, being single and overcoming breakups.

By Aaron Baar • Feb. 16, 2023

Jameson serves cardboard ‘desk decoys’ for St. Patrick’s Day to boost PTO

Regina Hall stars in a humorous campaign informed by a finding that 61% of Americans feel guilty for taking paid time off.

By Chris Kelly • Feb. 16, 2023

How social media marketing for Super Bowl LVII performed against traditional ads

The hashtag #SuperBowlLVII on TikTok collected 225 million views, more than double the game’s TV viewership, according to new findings from Captiv8.

By Jessica Deyo • Feb. 15, 2023

Coke promotes Fanta shakeup with mobile game, Gen Z creators

A reformulation and visual overhaul for the soda is also supported by murals that disperse an orange scent and multi-sensory experiences.

By Peter Adams • Feb. 14, 2023

McDonald’s readies first-ever duo meal with Cardi B and Offset

Timed to Valentine's Day, the effort includes tie-ups with dating apps and a kiss cam billboard in Times Square.

By Chris Kelly and Emma Liem Beckett • Feb. 13, 2023

How Behr Paint connects with millennial homeowners on TikTok

A competition series, “To DIY For,” highlighted ways in which do-it-yourself projects can bring new life to old objects, boosting the brand’s followers.

By Aaron Baar • Feb. 13, 2023

How Gorton’s Seafood is using TikTok for a product launch

The brand recruited an eight-person team of influencers to create ongoing exclusive content as part of its push toward younger audiences. 

By Aaron Baar • Feb. 9, 2023

Inside State Farm’s Super Bowl LVII mobile strategy

As it vies for Gen Z and millennial attention, the insurance company opted against a big game ad in favor of TikTok and the app’s most popular creator.

By Jessica Deyo • Feb. 9, 2023

Danny DeVito dreams up big game commercial for Jersey Mike’s

The QSR chain describes what its big game commercial would look like — despite not running one this year.

By Sara Karlovitch • Feb. 7, 2023

Klarna jumps back to Y2K with help from Paris Hilton

A campaign developed with Hilton’s 11:11 Media reinvents her “That’s hot” catchphrase and references trends from the era, like the velour tracksuit.  

By Peter Adams • Feb. 7, 2023

Intuit, NFL team up for concert on Roblox with Saweetie

The virtual performance will be broadcast repeatedly in the run up to the big game, while Roblox’s Super NFL Tycoon seeks to teach financial literacy.

By Sara Karlovitch • Feb. 3, 2023

Campaign Trail: Neutrogena lathers up reality TV parody on TikTok

Movers+Shakers mined dating show tropes to turn one of the skincare brand's products into the "bombshell" of "Hydro House."

By Chris Kelly • Feb. 3, 2023