Influencer Marketing

Cheez-It taps Pandora to produce 'sonically-aged' cheddar crackers

Drawing on an obscure study that suggests sound can strengthen the taste and smell of cheese, the brand developed a product that embraces hip-hop culture.

By Peter Adams • May 17, 2022

TikTok's new premium ad unit aligns brands with top 4% of videos

TikTok Pulse is bought at a fixed CPM and on a reservation basis, speaking to the app’s efforts to cater to deeper-pocketed advertisers at the NewFronts.

By Peter Adams • May 5, 2022

Snapchat partners with Cameo to streamline brand-creator ad deals

Mattress Firm, Molson Coors and Kraft have been beta testing the program, letting them draw on over 45,000 personalities for custom video ads.

By Peter Adams • May 4, 2022

H&M hands mic to Pete Davidson in ads courting male shoppers

The comedian known for his "scumbro" style stars in an effort that isn't tied to a specific collection, but aims to grow H&M's overall market share with men.

By Peter Adams • May 2, 2022

Sweetgreen's ambassador team adds NBA's Devin Booker with TikTok-inspired spot

A celebrity-backed "Create Your Own" campaign looks to boost the chain's digital orders, which made up 65% of sales last quarter.

By Chris Kelly • May 2, 2022

Taco Bell takes drag brunch on tour at Cantina locations

The experiential concept came from Live Más Pride, an LGBT employee resource group, and caters to the brand's most loyal rewards members.

By Peter Adams • April 25, 2022

Victoria's Secret Pink reveals first male celebrity brand ambassador

Darren Barnet will promote Pink's gender-free collection as the company pushes forward its message of inclusivity.

By Kaarin Vembar • April 20, 2022

Irish Spring looks to wash away 'gamer funk' with shower pod

The soap brand teamed with a FaZe Clan member to show off an elaborate device that allows gamers to bathe without breaking a play session. 

By Peter Adams • April 13, 2022

IHOP opens International Bank of Pancakes with sunny influencer push

The brand's first loyalty program — which doles out crypto-inspired PanCoins — is supported by creators known for their sense of joy.

By Peter Adams • April 11, 2022

Skullcandy keys into music, self-expression in yearlong social push

"Find Your Frequency" will feature one theme each month, spotlighting ambassador tie-ins that illustrate how music can inspire living authentically.

By Natalie Koltun • April 7, 2022

How Express drove revenue gains, 20% traffic bump with digital experiences

After adding more modern shopping features and functionalities in its app, the retail brand saw average order value rise 27% from a year earlier.

By Robert Williams • March 31, 2022

Pizza Hut rides 'struggle bus' with experiential push

After a stop at the Final Four, the bus will support college students during exams and host a special episode of Betches dating podcast "U UP?"

By Chris Kelly • March 30, 2022

Adidas creates paid affiliate program for more than 50K student-athletes

The effort allows any eligible student athlete at an Adidas-partnered NCAA Division I university to become a paid affiliate brand ambassador.

By Cara Salpini • March 23, 2022

Pepsi enlists silent TikTok star Khaby Lame to pour new nitro cola

Lame, who's accrued more than 135 million followers, wordlessly showcases the proper way to serve Nitro Pepsi in print ads, billboards and social videos.

By Peter Adams • March 22, 2022

Arby's CMO dishes on Pusha T diss track

To launch a spicy fish sandwich, the QSR tapped the rapper to take shots at McDonald's and the Filet-O-Fish.

By Chris Kelly • March 22, 2022

Honda tunes up Twitch strategy beyond gaming with DreamLab

The lifestyle-focused page hosts weekly content like DJ competitions and pop culture discussions in the race to win over younger drivers.

By Peter Adams • March 18, 2022

Heineken parodies metaverse with virtual brew

Developed with Publicis Italy and Le Pub, the activation leans into metaverse hype and boasts "no calories, no hidden ingredients, and no beer."

By Sara Karlovitch • March 18, 2022

How podcasts are helping brands meet DEI commitments

Multicultural podcast agency Pod Digital Media recently inked an eight-figure deal with McDonald's as the brand invests in diverse media.

By Chris Kelly • March 14, 2022

Dollar Shave Club signs 'chin-fluencer' to NIL deal for March Madness

The effort is part of the Unilever brand's "Noticeably Smooth" campaign, which also features a quirky mafia-themed spot that will air during the tournament.

By Chris Kelly • March 10, 2022

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 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