Influencer Marketing
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Q&A
How BodyArmor’s CMO is playing catch-up in the crowded hydration market
Tom Gargiulo explains how the Coca-Cola brand has shifted its media mix and leveraged sports and music partnerships to boost the brand.
By Chris Kelly • June 12, 2024 -
On Running appoints Zendaya as brand partner in multiyear deal
As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star.
By Peter Adams • June 7, 2024 -
LG fuels positivity on social media with ‘Optimism your feed’ playlist
The global playlist is a compilation of influencer-backed content that, when viewed, is meant to spur the delivery of more positive content by algorithms.
By Jessica Deyo • May 30, 2024 -
How Coca-Cola bottled the vibrancy of Africa for its latest creation
With a name inspired by the isiZulu term for “come here,” Wozzaah Zero Sugar looks to embody the culture of and invite consumers to the continent.
By Chris Kelly • May 23, 2024 -
Danone unites yogurt brands for ‘Snack & Streamapalooza’ on TikTok
The event spotlighting the Remix line of products from Oikos, Too Good & Co. and Light + Fit includes four content sets featuring top TikTok personalities.
By Jessica Deyo • May 20, 2024 -
YouTube pitches advertisers on streaming dominance, unskippable video ads
The company’s Brandcast upfront featured a new take on branded QR codes and an expanded creator takeover program.
By Peter Adams • May 16, 2024 -
Pepsi stakes claim as superior soft drink for grilling season with Bobby Flay
The “Grills Night Out” campaign spans in-store displays, digital content shorts and a partnership with Instacart for a giveaway running through May 19.
By Peter Adams • May 14, 2024 -
Corona Premier names director of lifestyle for new fitness-focused push
Matt James, a former NCAA football player known for appearing on “The Bachelor,” will help promote The Premier Club, a traveling activation.
By Sara Karlovitch • April 26, 2024 -
Influencers sway consumers but authenticity loses some clout, study says
Attitudes toward AI creators are mixed, and only 35% of Gen Zers say authenticity is what they care most about from influencers.
By Aaron Baar • April 25, 2024 -
Why Sprite is heating up its lifestyle pitch with new Chill soda
As part of a Gen Z-focused push, a Sprite Chill Cam on Snapchat allows users to upload pictures of themselves to real-life billboards.
By Peter Adams • April 22, 2024 -
Walmart+ enlists celebrity moms to answer TikTok questions for Mother’s Day
Paris Hilton, Whitney Cummings and others will offer advice in the second iteration of the retailer’s “Mother of All Savings Memberships” campaign.
By Chris Kelly • April 22, 2024 -
Why CeraVe is using its Super Bowl playbook for a fake rom-com trailer
The L’Oréal skincare brand is playing off genre tropes and double entendres in its influencer-backed "The One Under the Sun" campaign.
By Chris Kelly • April 12, 2024 -
L’Oréal Paris celebrates setbacks with celebrity resumes on LinkedIn
Eva Longoria, Helen Mirren, Jane Fonda and others created “Worth It Resumes” that highlight both their setbacks and greatest achievements.
By Chris Kelly • April 11, 2024 -
Corona, Tripadvisor team for beer-fueled digital travel hub
The Corona Global Hub offers Corona-curated itineraries, traveler insights and discounts, and also includes regional partnerships with travel influencers.
By Sara Karlovitch • April 8, 2024 -
Absolut returns to Coachella with metaverse activation, content series
The Pernod Ricard vodka brand has moved its metaverse activation, Absolut.Land, to accommodate VR and other consumer preferences.
By Sara Karlovitch • March 28, 2024 -
Deep Dive
Why the latest TikTok ban attempt is different — and what it means for marketers
A ban could benefit Meta, weakening competition and options for advertisers, while a potential suitor will need to be well-versed in data management.
By Jessica Deyo • March 21, 2024 -
Marketers bullish on generative AI’s potential to boost the creator economy
Three quarters of marketers plan to increase their investment in generative AI creator content this year, according to a report from Billion Dollar Boy.
By Aaron Baar • March 21, 2024 -
Garnier launches new line with biggest investment in over 10 years
Top TikToker Charli D’Amelio stars in a campaign that features a Sphere takeover and content series detailing the benefits of a new hair filler lineup.
By Peter Adams • March 14, 2024 -
Wayfair refreshes brand ahead of first large-format store opening
The brand's busy spring includes a refreshed logo, updated jingle, new celebrity partners and support for the first-ever Pinterest Creator Tour.
By Chris Kelly • March 11, 2024 -
Why Minute Maid Zero Sugar hired Jon Hamm to pitch juice that ‘Sells Itself’
Studio X, the execution arm of WPP’s bespoke Open X unit for Coca-Cola, spearheaded the brand’s first global campaign.
By Peter Adams • March 11, 2024 -
Corona anoints Pedro Pascal top brand ambassador to connect to culture
The first work with the star of “The Last of Us” and “The Mandalorian” is set to debut in May, with creative handled by MullenLowe Los Angeles.
By Peter Adams • Updated March 6, 2024 -
Dove tackles Gen Alpha anti-aging craze with Drew Barrymore
#TheFaceof10 campaign addresses a worrying social media trend that has seen teen and tween girls flock to anti-aging brands like Drunk Elephant.
By Peter Adams • March 5, 2024 -
Spanx pushes into apparel with first-ever global campaign
“We Live in Spanx” includes partnerships with Meta and YouTube, and the brand is the exclusive sponsor of a Women’s History Month hub on Hulu.
By Jessica Deyo • March 4, 2024 -
How Athleta’s ‘Find Your Movement’ campaign evolves the brand
The multiphase effort arriving amid sales struggles represents “the spark that will light the fire” for the brand, said chief creative officer Julia Leach.
By Jessica Deyo • March 1, 2024 -
Olipop seeks best friend creator duo for expenses-paid national tour
The better-for-you brand will pay its senior soda consultants up to $40,000 to join it at various stops in the U.S. and generate creative digital content.
By Jessica Deyo • Feb. 29, 2024