Influencer Marketing
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Permission granted by Target
How Target is tackling back-to-school marketing with dual campaigns
Two new efforts created with agencies Anomaly and Crispin feature tactics like influencer marketing as the big-box store prioritizes promoting value.
By Peter Adams • June 30, 2025 -
Courtesy of Respawn
Why Mars is putting its focus on Gen Z gamers with Razer partnership
New collaborative mints and gums that are meant to improve focus will be promoted through gaming influencers to engage the community directly.
By Sara Karlovitch • June 25, 2025 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Kraft Heinz
Heinz and hip-hop producer Mustard drop new sauce at Buffalo Wild Wings
To support the effort, Heinz will share social videos featuring Mustard’s “yell” soundbite from inside the restaurant chain.
By Jessica Deyo • June 25, 2025 -
Courtesy of Olipop
Olipop turns fans into influencers for pennies with PR boxes on Amazon
The better-for-you soda brand is also inviting consumers to the Austin Motel, which has been transformed to include three nostalgic, Olipop-themed suites.
By Jessica Deyo • June 24, 2025 -
Courtesy of Dr. Squatch
Unilever acquires Dr. Squatch, valuing brand’s viral marketing to Gen Z men
The DTC grooming upstart was praised by Unilever for its social-first approach, which has recently included racy ads with Sydney Sweeney.
By Peter Adams • June 23, 2025 -
Dan Kitwood via Getty Images
TikTok brings expanded suite of generative AI ad tools to WPP, Adobe
TikTok Symphony features, including dynamic digital avatars, are coming to WPP Open to provide more “firepower” for agency creatives.
By Peter Adams • June 17, 2025 -
Courtesy of Lowe's
Lowe’s launches creator network to build bonds with millennials, Gen Z
Leading creator MrBeast has joined the effort, which will see the brand serve as exclusive building partner for the second season of “Beast Games.”
By Chris Kelly • June 10, 2025 -
Courtesy of Dove
How Dove’s first creator-led campaign paves way forward for Unilever
Executives discuss how an effort developed with Edelman fits into Unilever’s plans to shift 50% of ad spend to social media, particularly influencers.
By Chris Kelly • June 4, 2025 -
Courtesy of Old Navy
Old Navy shows off activewear with Lindsay Lohan in ‘80s-inspired spot
The Gap brand, which reported a ninth consecutive quarter of market share gains, is now the No. 5 player in the active category.
By Chris Kelly • May 30, 2025 -
Courtesy of Sprite
Sprite targets ads around scorching temps for global summer campaign
Out-of-home ads will assess factors like location and ambient temperature to serve up messages to consumers most in need of chilled refreshment.
By Peter Adams • May 29, 2025 -
FG Trade Latin via Getty Images
Marketing to Gen Alpha: How brands can win over the next generation
The dynamics between the cohort and their millennial parents signal what’s to come in advertising, according to research from Horizon Media.
By Jessica Deyo • May 29, 2025 -
Retrieved from Twitch on May 28, 2025
E.l.f. sets sail with viral TikToker Oliver Widger
The cosmetic brand is working with the social media star, famous for sailing from Oregon to Hawaiʻi with his cat, on a Roblox-based activation.
By Sara Karlovitch • May 28, 2025 -
FG Trade Latin via Getty Images
Publicis acquires Captiv8 as influencer marketing ambitions expand
Following its purchase of Influential last year, the agency is fortifying its creator network and technology offering in areas like social commerce.
By Peter Adams • Updated May 22, 2025 -
Courtesy of Poppi
Inside Poppi’s push into gaming as prebiotic soda marketing bubbles up
PepsiCo this week finalized a $1.95 billion acquisition of the brand, which has used a “community- and culture-first approach” to marketing.
By Chris Kelly • May 19, 2025 -
Courtesy of Hawaiian Tropic
Hawaiian Tropic, Alix Earle showcase ‘Tana Sutra’ for summer campaign
The sunscreen brand nods to “Kama Sutra” in a 60-second spot that sees the social media star demonstrate five unconventional tanning positions.
By Sara Karlovitch • May 15, 2025 -
Courtesy of YouTube
YouTube spotlights how brands can own cultural moments at ad showcase
A star-studded Brandcast unveiled a deeper NFL partnership, new sponsorship offerings and contextually relevant ads powered by Gemini AI.
By Peter Adams • May 15, 2025 -
Courtesy of Knorr
Knorr dupes fast food favorites with Martha Stewart in social-first push
The Unilever-owned brand is utilizing branded ads on Lyft and shoppable recipe videos on Roku that will lead to Walmart’s recipe page.
By Sara Karlovitch • May 14, 2025 -
Permission granted by Unrivaled
How Unrivaled built brand partnerships that are more than logo slaps
Sponsors including Samsung Galaxy, Under Armour and Wayfair delivered real value during the first year of the women’s 3-on-3 basketball league.
By Chris Kelly • May 12, 2025 -
James Sullivan via Getty Images
Meta touts complementary powers of video, AI in overture to brands
At the NewFronts, executives said that generative AI tools are “are going to help mark a new era of creativity” that marketers will aid in shaping.
By Peter Adams • May 9, 2025 -
Courtesy of Sprite
How Sprite surpassed Pepsi by living and breathing pop culture
The brand recently launched Sprite Squad, a text-and-scan activation that gives consumers access to digital experiences tied to cultural passions.
By Chris Kelly • May 7, 2025 -
Courtesy of Pantene
Pantene turns Alix Earle’s viral TikTok post into collection, campaign
The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower.
By Jessica Deyo • May 1, 2025 -
Courtesy of Publicis Groupe
Publicis acquires Adopt to strengthen connection to sports culture
The four-year-old upstart founded by Nike veterans has worked with brands and athletes including Lululemon and Anthony Edwards.
By Peter Adams • April 30, 2025 -
Permission granted by 818 Tequila
Why 818 Tequila tapped a NASCAR driver to accelerate cultural marketing
CMO Kathleen Braine explains how partnering with trailblazing driver Toni Breidinger helps boost the reach of the Kendall Jenner-founded brand.
By Chris Kelly • April 30, 2025 -
Courtesy of Axe
Axe leans on Pete Davidson’s wisdom to help men level up their rizz
The actor-comedian will host an Ask Me Anything-like discussion on Instagram and stars in a new ad giving a shorter individual a confidence boost.
By Peter Adams • April 23, 2025 -
Roni Bintang via Getty Images
IAB: As brands diversify ad spend, midsize media firms grow fastest
The largest growth in the digital market last year came from mid-tier media platforms, streaming services and e-commerce businesses.
By Peter Adams • April 17, 2025
