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 Peter Adams • March 20, 2023

Stella Artois crashes into dining trends, shifts brand positioning

The AB InBev brand is putting a bigger focus on casual dining in an attempt to court consumers as dinner habits evolve. 

By Sara Karlovitch • March 20, 2023

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

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 Peter Adams • March 17, 2023

Northwestern Mutual, Pinterest team to give free financial advice to Gen Z

“From Pinning to Planning” includes an online quiz that users can take to reveal their Pinterest Persona and receive custom financial advice. 

By Aaron Baar • March 16, 2023

Meta’s ‘year of efficiency’ brings lofty AI ambitions — and more mass layoffs

The company detailed a restructuring plan that will see 10,000 more layoffs and a focus on AI, speaking to the impacts the tech could have on social media.

By Jessica Deyo • March 16, 2023

Top trade bodies to revise terms and conditions of internet advertising

Last updated in 2018, the shared framework will be “significantly overhauled” following transformation driven by the pandemic and privacy mandates.

By Peter Adams • March 16, 2023

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

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 Peter Adams • March 9, 2023

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 Chris Kelly • March 9, 2023

QuickBooks caters to film tourists by highlighting small business cameos

An interactive map tracks the locations of establishments that have appeared in movies as part of a TikTok push ahead of the Oscars. 

By Jessica Deyo • March 7, 2023

Nissan brings TikTok’s BeReal lookalike to March Madness

The carmarker is encouraging fans to use TikTok Now to post their live tournament experience for the chance to win tickets to the men’s Final Four.

By Sara Karlovitch • March 6, 2023

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 Jessica Deyo • March 6, 2023

Hershey’s trans-inclusive IWD push sparks familiar backlash

A trending #BoycottHersheys hashtag recalls past controversies that have generated chatter but had little impact on brand performance.

By Peter Adams • March 3, 2023

Do Meta, Snap’s new AI bets signal a social media shift?

Meta announced a new AI-focused product team and Snap released its OpenAI-powered chatbot, My AI, begging the question as to how social networking could evolve.

By Jessica Deyo • March 2, 2023

Mercedes soups up in-car experience with TikTok, Google partnerships

Both drivers and passengers can browse their TikTok feeds as part of an E-Class upgrade supporting more intuitive third-party app integrations.

By Peter Adams • Feb. 24, 2023

TikTok’s engagement rate soars above the competition

Though the ByteDance platform drew the highest engagement rate per post, the app had the lowest weekly post frequency, according to Rival IQ. 

By Aaron Baar • Feb. 23, 2023

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 Jessica Deyo • Feb. 23, 2023

Wonderful Pistachios cracks open TikTok for campaign revival

The brand hopes to drive awareness by bringing back a campaign that in the past has featured Stephen Colbert, Snooki, Snoop Dogg and Psy.

By Sara Karlovitch • Feb. 22, 2023

Patrón Tequila serves AI-generated cocktails for National Margarita Day

Consumers can share their margarita creation on Instagram or Twitter for the chance to win two tickets to a Becky G concert.

By Jessica Deyo • Feb. 21, 2023

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

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 Jessica Deyo • Feb. 15, 2023

Instagram sunsets live shopping as commerce retreat continues

The move, which goes into effect March 16, follows the removal of the Shop tab this month and arrives amid a period of revenue declines. 

By Peter Adams • Feb. 15, 2023

By the numbers: Super Bowl LVII

Takeaways from the big game’s ads, including breakdowns by social engagement, popularity and more.

By Sara Karlovitch • Feb. 13, 2023

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

38% of marketers shift strategy from customer acquisition to loyalty

While 30% expect higher budgets this year, 54% think resources will remain the same, while the agency outlook is less rosy, per Advertiser Perceptions.

By Peter Adams • Feb. 10, 2023