Influencer Marketing


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    Drew Angerer via Getty Images

    TikTok takes page from Twitch as battle for creators intensifies

    A Live Subscription feature promises predictable monthly income, which could appeal to a creator base that’s felt the double-edged sword of overnight virality.

    By May 26, 2022
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    Courtesy of Gucci

    Gucci seeks next generation of esports talent with gaming academy

    A program developed with Faceit provides a direct pipeline to up-and-comers as the luxury marketer tries to shore up a stake in the booming category.

    By May 23, 2022
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    YinYang via Getty Images
    Q&A

    Nextbite exec dishes on how operators can make virtual brands successful

    These concepts can optimize excess kitchen capacity and slow dayparts, but also poise operators to be nimble in emerging markets like Web3, says Chief Growth Officer Geoff Madding.

    By Emma Liem Beckett • May 23, 2022
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    Courtesy of Nutrabolt
    Column

    Campaign Trail: C4 Energy taps into Kevin Hart's versatility

    The multihyphenate star's ability to multitask is central to a campaign that fully aligns a celebrity ambassador, brand proposition and creative approach.

    By May 20, 2022
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    Courtesy of Kellogg Company

    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 May 17, 2022
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    Permission granted by Peter Adams/Marketing Dive

    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 May 5, 2022
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    Permission granted by Snap Inc.

    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 May 4, 2022
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    Courtesy of H&M

    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 May 2, 2022
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    Courtesy of Sweetgreen

    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 May 2, 2022
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    Courtesy of Taco Bell

    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 April 25, 2022
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    Daphne Howland/Marketing Dive

    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
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    Permission granted by Irish Spring

    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 April 13, 2022
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    Courtesy of IHOP

    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 April 11, 2022
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    Skullcandy released a video as part of its "Find Your Frequency" campaign. The image was retrieved from this video on April 6, 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 April 7, 2022
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    Courtesy of Express

    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 March 31, 2022
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    Courtesy of Pizza Hut

    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 March 30, 2022
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    Courtesy of Adidas

    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
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    Courtesy of Pepsi

    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 March 22, 2022
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    Courtesy of Arby's

    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 March 22, 2022
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    Courtesy of Honda

    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 March 18, 2022
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    Courtesy of Heineken

    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 March 18, 2022
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    Courtesy of Spotify Media Kit

    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 March 14, 2022
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    Courtesy of Dollar Shave Club

    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 March 10, 2022
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    Photo by cottonbro from Pexels

    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 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 Feb. 28, 2022