9 campaigns that boosted the mood in 2022

Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.

By Peter Adams , Jessica Deyo , Sara Karlovitch • Dec. 12, 2022

E.l.f. forecasts ‘glow storm’ with The Weather Channel, Meghan Trainor

The pop star takes to TikTok for a special weather report timed to the restocking of the beauty brand’s popular Halo Glow Liquid Filter. 

By Jessica Deyo • Dec. 8, 2022

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Retail Marketing

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

By Marketing Dive staff

Pepsi brings ‘Pilk’ to the masses with Lindsay Lohan holiday ad

The concoction, which mixes the soft drink with milk, is part of a “dirty soda” trend that’s recently taken off thanks to TikTok.

By Peter Adams • Dec. 1, 2022

Nerf launches into NIL marketing, AI imaging with social content

Videos across social media will feature top college athletes in friendly competitions for the chance to douse someone with a Super Soaker.

By Aaron Baar • Nov. 30, 2022

Budweiser rallies over 100 influencers for World Cup effort

As part of the global campaign, influencers will appear in Lil Baby’s “The World is Yours to Take” music video while also generating individual content.

By Sara Karlovitch • Nov. 17, 2022

Santa pulls a fast one on Pete Davidson in Manscaped’s raunchy holiday ad

New creative takes advantage of commerce features on platforms like YouTube and builds on a multiyear pact with the “SNL” alum.

By Peter Adams • Nov. 15, 2022

McDonald’s draws on ‘Ted Lasso,’ silent TikTok star for World Cup push

The franchise’s largest global campaign to date asks the question “Wanna go to McDonald’s?” in multiple languages. 

By Aaron Baar • Nov. 14, 2022

Pacsun expands metaverse presence for the holidays

The PacVerse includes an upside-down world, icy wonderland and futuristic airport terminal in an effort to bridge real life and fantasy.

By Jessica Deyo • Nov. 7, 2022

Kohl’s deals-focused holiday blitz features bevy of mobile tactics

The retailer is making use of a new TikTok feature that lets users shake their phones to reveal a Black Friday discount. 

By Peter Adams • Nov. 1, 2022

What Kim Kardashian’s $1.26M fine says about influencer marketing

Enlisting an influencer can often be a high-risk operation, but there are a few steps marketers can take to avoid the chaos.

By Jim Singer, Brooks Levering, Piyush Gupta, Luis de Lencquesaing • Oct. 28, 2022

Walmart launches beta version of content creator platform

The retailer is strengthening its reach into social commerce by allowing creators to set up affiliate links and access performance data.

By Dani James • Oct. 18, 2022

TikTok shoots for movie studio budgets with new Showtimes ad format

For its TikTok World summit, the app also showcased a feature where brands only pay if their ad is viewed or interacted with within 6 seconds.

By Peter Adams • Oct. 13, 2022

Caught in the funnel: How to make social media Gen Z’s one-stop-shop

Platforms are increasingly placing bets on social commerce, but marketers first need a trusted connection with Gen Z to earn their dollars.

By Jessica Deyo • Oct. 13, 2022

Campaign Trail: Jersey Mike’s Subs serves up authenticity with Danny DeVito

In its first work as creative AOR, Highdive keyed in on insights about what sets the QSR chain apart from competitors.

By Chris Kelly • Oct. 7, 2022

Reese’s NIL blitz focuses on football players with last name Reese

 A dozen new collegiate partners promote a Reese’s University concept launched last year, as well as limited football-shaped candies. 

By Peter Adams • Oct. 6, 2022

Lexus highlights diverse personalities in latest campaign

“Never Lose Your Edge” highlights Black, Hispanic, LGBT and other minority communities and marks the brand’s largest audio investment to date.

By Aaron Baar • Oct. 6, 2022

What Twitch’s revenue share shift means for streamers and marketers

By moving all streamers to a 50/50 revenue split for subscriptions, Twitch is putting pressure on them to run more ads, which could undermine the user experience.

By Sara Karlovitch • Oct. 6, 2022

Jack in the Box seeks full-time Twitch streamer

A first for the QSR, Gamer Jack will earn an annual salary to bolster the brand’s recognition and credibility with gamers. 

By Jessica Deyo • Oct. 3, 2022

Razorfish launches three-pronged Web3 play

The Publicis-owned media company is the latest to join the metaverse conversation, boasting virtual influencer tools and 24/7 moderation.

By Aaron Baar • Oct. 3, 2022

Heinz recruits vegetarian vampire for return of Tomato Blood ketchup

The brand tapped popular TikTok creator E.J. Marcus to play Toby, the 280-year-old vampire influencer that believes “humans are people too.”

By Jessica Deyo • Sept. 29, 2022

Duracell calls on tech geeks to energize new TikTok page

A paid program will see self-proclaimed nerds collaborate in a workshop space on battery-powered products and life hack content. 

By Peter Adams • Sept. 22, 2022

YouTube brings revenue sharing to Shorts as battle for creator talent intensifies

Short-form video is also becoming a pathway to YouTube’s partner program as it tries to keep creators within its ecosystem and away from rivals like TikTok.

By Peter Adams • Sept. 20, 2022

How an empowered creator economy is challenging marketers

Likes no longer equal success, authenticity sells and TikTok’s highest paid contributors just launched their own enterprise, leaving marketers on a continuous pivoting loop.

By Jessica Deyo • Sept. 20, 2022

ESPN launches creator network to attract Gen Z

While creators will not be compensated, they will be provided with travel, tickets, access, equipment and a series of learning courses.

By Chris Kelly • Sept. 19, 2022

Why brands are creating original songs for TikTok

McDonald's, Pizza Hut and Trident are among the marketers updating a cultural tactic for the top social platform.

By Chris Kelly • Sept. 15, 2022