Capital One deepens bet on Twitch to reach ad-averse gamers

By compensating Twitch streamers and lowering the barrier to entry for viewers to support their favorite creators, Capital One aimed to showcase its mission to simplify transactions and financial wellness.

By Natalie Black (Koltun) • Jan. 21, 2021

Triller reportedly preps Super Bowl ad as app looks for breakout moment

The TikTok rival could be looking to the big game as a stage to better familiarize consumers with its brand and scale its user base.

By Peter Adams • Jan. 20, 2021

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

Pinterest's new ad format automates personalized messaging

Dynamic creative ads tailor imagery and information to support brands' focus on online shopping as Pinterest plays catch up in automation.

By Robert Williams • Jan. 20, 2021

Home Depot, Omnicom face shareholder questions over advertising's role funding hate speech

In response to questions about shareholder resolutions, both companies outlined their stances against hate speech and steps they've taken to address the issue.

By Peter Adams • Jan. 19, 2021

Garnier tweaks social strategy to guide at-home hair colorists during pandemic

The L'Oréal-owned brand in 2020 tapped influencers, a new livestream series and virtual consultations via Instagram and YouTube, helping to spur a 9.4% lift in hair color sales.

By Chris Kelly • Jan. 14, 2021

Natural Light illustrates college debt crisis with art installation valued at $470M

A "Da Vinci of Debt" piece made of authentic diplomas accompanies a Snapchat experience that lets users virtually explore the exhibit.

By Peter Adams • Jan. 14, 2021

Lexus crowdsources gamer-ready car design on Twitch

The luxury carmaker will customize a full-size version of its 2021 IS sedan based on poll results from Wednesday's livestream.

By Natalie Black (Koltun) • Jan. 14, 2021

Ads on Facebook may not be that important for brands after all, Forrester data shows

An analyst with the research firm studied what happened when companies pulled their advertising from the social platform during a boycott last year.

By Ben Unglesbee • Jan. 13, 2021

How the NHL, WNBA and WWE changed digital strategy on the fly to meet COVID-19 demands

During a CES session, executives at major sports organizations detailed how they altered content strategies to better engage homebound fans.

By Chris Kelly • Jan. 13, 2021

Ben & Jerry's calls for Trump ouster as more brands condemn Capitol riots

With more companies criticizing Wednesday's chaos, the ice cream brand's endorsement of removing the president from office stands out.

By Peter Adams • Jan. 8, 2021

Brands pull back on marketing following pro-Trump mob attack on Capitol

Efforts large and small are reportedly on hold as unrest continues to roil Washington, but radio silence may also send the wrong message.

By Peter Adams • Jan. 7, 2021

General Mills cereal mascots sport 'got milk?' mustaches in new campaign

Brands including Cheerios and Trix will recreate the "vintage milk man experience" and launch a social media challenge on TikTok and Instagram.

By Chris Kelly • Jan. 6, 2021

Budweiser Zero unites athletes to support Dry January

The AB InBev brand's first zero-alcohol beer seeks to motivate consumers who are abstaining from alcohol to start the year.

By Chris Kelly • Jan. 5, 2021

KFC joins console wars with gaming system that keeps chicken hot

After teasing the KFConsole last summer, the chain followed through with specs for a real gaming PC developed in partnership with Cooler Master.

By Robert Williams • Jan. 5, 2021

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger

Brands will continue to feel pressure to fill gaps during a patchwork pandemic recovery, while digital channels like streaming and gaming have become enshrined as consumer favorites.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 4, 2021

Doritos brings back nostalgic favorite with TikTok challenge

A cone-shaped version of Doritos returns as the brand re-teams with Ali Landry, who starred in an iconic Super Bowl ad that introduced the snack in 1998.

By Robert Williams • Dec. 22, 2020

Unilever lifts ambitious freeze on Facebook and Twitter, but scrutiny remains high

Platforms targeted in the paid advertising pause — particularly Facebook — continue to face heavy criticism on fronts both reputational and regulatory. 

By Peter Adams • Dec. 18, 2020

Campaign Trail: Rebooted Cheerios spot points to influencers' marketing power

After more than 20 years, the sentimental video of a grandma and baby has reemerged thanks to a viral TikTok clip by Cori Spruiell, who has over 200,000 followers on the app.

By Natalie Black (Koltun) • Dec. 18, 2020

Snap teams with Unity to expand ad reach on mobile games

Brands can now more easily reach a gaming platform with 2 billion consumers worldwide that generates 22.9 billion ad impressions a month.

By Robert Williams • Dec. 18, 2020

Mars extends Disney deal with M&M's 'Bite Size Holiday' series

Following three years of successful short Halloween-themed films, the brand is ramping up with four new festive entries on social media for the holidays.

By Robert Williams • Dec. 18, 2020

Triller matures as marketing platform with NYX virtual pop-up shop

Emerging amid a surge in user-created video, Triller faces a daunting challenge — and key opportunity — in snagging brand dollars from mainstay social apps as they contend with legal battles.

By Robert Williams • Dec. 17, 2020

Facebook reportedly developing Cameo copy to key into custom celeb video boom

The feature, called Super, lets creators receive digital gifts from fans and host the types of streaming content that have grown popular during the pandemic.

By Peter Adams • Dec. 17, 2020

Walmart enlists top TikTok creators for first-of-its-kind shoppable livestream

A one-hour variety program showcasing Walmart's holiday offerings illustrates why the retailer is interested in acquiring a stake in the platform.

By Peter Adams • Dec. 17, 2020

Post's Pebbles brand rings in New Year with Fred Flintstone and TikTok

A golden anniversary effort for the cereal includes a role in ABC's New Year's countdown pre-show, a confetti effect on TikTok and birthday gifts for kids.

By Peter Adams • Dec. 16, 2020

Danone's Volvic raises the bar with Dry January giveaway

In exchange for a month's supply of water, Volvic is asking people to share the habits and recipes that are helping them keep resolutions to lead a healthier lifestyle by avoiding alcohol for a month.

By Robert Williams • Dec. 16, 2020