Influencer Marketing
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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 -
Column
Campaign Trail: CeraVe got weird with Michael Cera to win the Super Bowl
Led by Ogilvy PR North America, the social- and influencer-focused campaign used earned media to amplify the brand’s first big game ad.
By Chris Kelly • Feb. 16, 2024 -
Coach pairs virtual influencer with real celebs Lil Nas X, Camila Mendes
“Find Your Courage” looks to engage younger consumers around the complexities of identity and the changing meaning of being “real.”
By Chris Kelly • Feb. 15, 2024 -
Coke lends Zero Sugar a voice in ads, TikTok filter referencing 2000s pop hit
Custom typography made from images of condensation, bubbles and fizz is also allowing the product to “speak for itself” for the first time.
By Peter Adams • Updated Feb. 15, 2024 -
Sponsored by Catch + Release
6 reasons why influencer marketing will never be the same
With a new emphasis on authenticity, 2024 might be the year that Influencer Marketing is forced to grow up, evolving from a simple visibility tactic to a way to foster real, meaningful, human connections.
By Tom Christmann, ECD Catch+Release • Feb. 12, 2024 -
Claire’s assembles ‘Gen Zalpha’ influencer group to guide creativity
Ambassadors range from 7 to 17 years old and come from backgrounds spanning the worlds of music, fashion, cooking and more.
By Peter Adams • Feb. 8, 2024 -
Dunkin’s latest campaign with Ben Affleck could be headed to Super Bowl
In a spot that aired during the Grammys, the brand ambassador ponders a career as a pop star in a nod to his dour appearance at the ceremony last year.
By Chris Kelly • Feb. 5, 2024 -
Jif tackles ‘celery neglect’ on game day with free peanut butter
“Save the Celery” includes a tie-up with GoPuff to deliver free peanut butter and collaborations with Barstool Sports and the YouTube series “Hot Ones.”
By Jessica Deyo • Feb. 1, 2024 -
Pepsi Wild Cherry stokes Super Bowl excitement with Vegas Sphere takeover
Creators Zach King and Khaby Lame are part of the soft drink brand’s big game blitz, which supports a recent “Get Wild” campaign for Pepsi Wild Cherry.
By Peter Adams • Feb. 1, 2024 -
Marketing playbook: Breaking down industry trends to follow in 2024
Areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff • Jan. 26, 2024 -
Column
Sociable: BeReal adds feed for celebrities and brands
RealBrands will see brand accounts get their own focus in-stream.
By Andrew Hutchinson • Jan. 25, 2024 -
Hilton checks in to Paris Hilton’s Roblox world for loyalty push
The activation demonstrates brands are still exploring ways to draw value from the metaverse even as the technology has lost some of its buzz.
By Chris Kelly • Jan. 23, 2024