Coke's new athlete ambassador isn't a real person

Instead, the brand is sponsoring an in-game character for "FIFA 18," which helped it recreate an iconic TV spot. 

By David Kirkpatrick • Sept. 22, 2017

Study: H&M, Topshop and Forever 21 dominate fast-fashion social engagement

The most successful retailers drive a lot of engagement from relatively few posts. 

By David Kirkpatrick • Sept. 21, 2017

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

YouTube drops paid channels, expands user sponsorships

More creators can now be sponsored by users for $4.99 a month, a model that's similar to the quickly-growing service Patreon. 

By David Kirkpatrick , Chantal Tode • Sept. 21, 2017

How to find Facebook's top influencers for better social targeting and engagement

IBB Consulting's Prateek Duble breaks down his firm's analysis of 20 million TV fans on Facebook to identify the most impactful influencers.

By Prateek Duble • Sept. 21, 2017

Facebook lets users revisit ads; brings human oversight to targeting

Last week, it was discovered that the platform let businesses serve ads around offensive targeting fields like "Jew-haters."

By David Kirkpatrick • Sept. 21, 2017

Pinterest adds self-serve tool to Pin Collective influencer network

The update accelerates the process of connecting brands with content creators and might attract smaller advertisers as well.

By David Kirkpatrick • Sept. 20, 2017

Burger King, Sainsbury's run Snapchat ads shot on Spectacles

The two campaigns are the first brand-created ads on the platform captured entirely on the wearable device.

By David Kirkpatrick • Sept. 19, 2017

Visit Seattle puts its spin on 'The Amazing Race' for new video series

Six former contestants of the reality show explore the city and meet up with local celebrities in "The Emerald Race." 

By David Kirkpatrick • Sept. 19, 2017

Dove's latest short film with Shonda Rhimes asks viewers to 'Meet Diana'

The three-minute video, which has already racked up more than 1.6 million views, tells the inspiring story of a woman re-learning to walk with a prosthesis. 

By David Kirkpatrick • Sept. 18, 2017

Campaign Trail: Lululemon's masculine side; Netflix hits the town; Welch's squeezes Big Food

On deck this week are two different approaches to finding a new voice and an addictive OOH push. 

By Peter Adams , Chantal Tode , Natalie Black (Koltun) • Sept. 15, 2017

Facebook changes 2 advertising policies amid backlash

Advertisers can no longer alter promoted news headlines or descriptions, and Facebook is removing some self-reported targeting fields until it can better monitor for hate categories. 

By David Kirkpatrick • Sept. 15, 2017

DoubleTree builds latest campaign around 'warm cookie welcome'

The hotel chain wants to inspire others to make the world a more welcoming place.

By David Kirkpatrick • Sept. 14, 2017

Gap brings together Cher and Future to promote message of unity

A musical collaboration between the two stars kicks off an omnichannel effort for the apparel brand's fall campaign. 

By David Kirkpatrick • Sept. 14, 2017

Facebook standardizes monetization eligibility as content variety expands

New guidelines, which arrive as Facebook ramps up its video strategy, aim to clarify which types of content can and cannot be monetized through advertising.

By David Kirkpatrick • Sept. 14, 2017

Study: Instagram video engagement climbs 53% from 2016

Photos still generate more "likes" and comments than videos overall.

By David Kirkpatrick • Sept. 13, 2017

Instagram Stories gets new creative, broadcast tools in major ad upgrade

Businesses are getting more flexibility to create ads for the platform with the addition of Canvas and tools for turning popular organic content into ads, among other new offerings.  

By Chantal Tode , Robert Williams • Sept. 13, 2017

Dollar General, Kellogg's extend on-pack literacy stories to social

The two brands partnered for "Here's My Story," a campaign that shares customers' personalized literacy and education achievements. 

By David Kirkpatrick • Sept. 13, 2017

Hot Wheels gets a fresh paint job with multi-year brand campaign

"Challenge Accepted" intends to better communicate the benefits of the Mattel car toy line to parents, and will leverage TV, digital and social media to do so. 

By David Kirkpatrick • Sept. 12, 2017

Target puts heavy marketing push behind 12 new private-label brands

On top of TV and digital spots, the retailer is creating in-store experiences, social media content and even 360-degree video showcasing the products.  

By David Kirkpatrick , Peter Adams • Sept. 11, 2017

Crown Royal airs first regular season NFL liquor ad

With "Hydrate Generously," the Diageo brand is taking advantage of recently loosened restrictions around liquor advertising on pro football broadcasts. 

By David Kirkpatrick • Sept. 11, 2017

How Rent-A-Center leverages its online community for brand decision-making

The furniture and electronics firm has an "Inner Circle" of more than 3,000 members to help guide choices on products, pricing and more.

By Shane Schick • Sept. 11, 2017

MillerCoors taps non-traditional advertising to brew up interest for new brand

Two Hats, a light beer with fruit flavoring, comes as a bid to win over younger consumers and more women, in particular. 

By David Kirkpatrick , Peter Adams • Sept. 11, 2017

Agencies tap OpenSlate to audit YouTube brand safety

Omnicom and Publicis are among those depending more on independent reassurance of safe ad placement.

By David Kirkpatrick • Sept. 8, 2017

Bloomingdale's, Cotton Inc. roll out 1-minute shoppable fashion show

The interactive video targets "Generation App" — millennials and Gen Z — by merging a unique digital experience with e-commerce.

By David Kirkpatrick • Sept. 8, 2017

Activist investor focuses on digital marketing in P&G turnaround plan

In a new white paper, Nelson Peltz, who is seeking a board seat with the CPG giant, insists recent marketing cuts are hurting brands and calls for hiring more outside talent. 

By David Kirkpatrick • Sept. 8, 2017