Influencer Marketing

  • WPP Goat logo
    Image attribution tooltip
    Courtesy of WPP

    WPP expands influencer marketing buy-in with Goat acquisition

    With the deal, WPP looks to deliver cross-channel, data-driven influencer solutions on a global basis.

    By Aaron Baar • March 27, 2023
  • Mike's Hard Comeback Hotlime x Mike Miller
    Image attribution tooltip
    Courtesy of Mike's Hard

    Mike’s Hard revives fan-favorite flavor with ‘comeback’ hotline

    Timed around March Madness, the brand has tapped former basketball star Mike Miller to launch the Mike’s Hard Comeback Hotlime.

    By March 24, 2023
  • Campaign image for Ford's "Built Ford Proud" effort that includes images of actor Sydney Sweeney, stunt driver Dee Bryant and surfer Kai Lenny.
    Image attribution tooltip
    Courtesy of Ford Motor Company

    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 March 22, 2023
  • TikTok MLS
    Image attribution tooltip
    Retrieved from TikTok on March 18, 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 March 20, 2023
  • Image attribution tooltip
    Mario Tama via Getty Images

    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 March 17, 2023
  • Rapper Lil Baby behind the metal head of a goat with four arms each holding a different fragrance.
    Image attribution tooltip
    Courtesy of Axe

    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 March 14, 2023
  • A Sephora storefront in the mall
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    Cara Salpini/Marketing Dive

    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
  • Large desktop computer stands on a desk with a computer monitor. The monitor shows a video game with soldiers attacking. There is a keyboard, mouse and headphones on the desk as well.
    Image attribution tooltip
    mikkelwilliam via Getty Images

    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 March 9, 2023
  • Three influencer posts about sustainability as part of a Unilever study
    Image attribution tooltip
    Courtesy of Unilever

    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 March 9, 2023
  • TikTok beauty influencer Meredith Duxbury with E.L.F. Cosmetics to launch the new O Face Satin Lipstick
    Image attribution tooltip
    Courtesy of E.l.f. Cosmetics

    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 March 6, 2023
  • Pinkpantheress for Bose
    Image attribution tooltip
    Retrieved from Bose on March 01, 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 March 2, 2023
  • Maybelline's first-ever CGI avatar, May, which the brand is launching alongside its Falsies Surreal Mascara.
    Image attribution tooltip
    Courtesy of Maybelline

    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 Feb. 28, 2023
  • Chipotle fajita TikTok
    Image attribution tooltip
    Courtesy of Chipotle Mexican Grill

    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 Feb. 27, 2023
  • A person stands in front of a camera recording themselves
    Image attribution tooltip
    Phynart Studio via Getty Images

    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 Feb. 23, 2023
  • Four influencers wear milk mustaches as part of Silk's Nextmilk campaign
    Image attribution tooltip
    Courtesy of Danone North America

    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 Feb. 23, 2023
  • Several Olay products are shown
    Image attribution tooltip
    Courtesy of Procter & Gamble

    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
  • Regina Hall stands with a desk decoy behind the bar as part of a Jameson campaign
    Image attribution tooltip
    Courtesy of Pernod Ricard USA

    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 Feb. 16, 2023
  • State Farm's Super Bowl LVII social media hashtag challenge image with Jake From State Farm and Khaby Lame.
    Image attribution tooltip
    Courtesy of State Farm

    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 Feb. 15, 2023
  • Fanta Orange campaign
    Image attribution tooltip
    Courtesy of Fanta

    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 Feb. 14, 2023
  • Cardi B and Offset team for duo meal at McDonald's
    Image attribution tooltip
    Courtesy of McDonald's

    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
  • A kitchen painted in neutral shades.
    Image attribution tooltip
    Courtesy of Behr Paint

    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
  • Gorton's Seafood's new Air Fried line of products.
    Image attribution tooltip
    Retrieved from Gorton's Seafood on February 09, 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
  • State Farm brand mascot Jake poses with TikTok creator Khaby Lame for the company's Super Bowl LVII social media contest.
    Image attribution tooltip
    Courtesy of State Farm

    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 Feb. 9, 2023
  • Danny DeVito stands in front of a green screen image of space.
    Image attribution tooltip
    Courtesy of Jersey Mike's

    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 Feb. 7, 2023
  • Influencer Paris Hilton wears a pink dress against an emerald green background while holding a landline phone up to her ear.
    Image attribution tooltip
    Permission granted by CNW Group/Klarna

    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 Feb. 7, 2023