Influencer Marketing: Page 2
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Inside the marketing industry trends to follow in 2025
During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.
By Marketing Dive staff • Jan. 31, 2025 -
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Creators can be a full-funnel marketing tactic, Snap study finds
Conducted with OMG, the study touts Snapchat’s creator ecosystem at a time when TikTok’s future in the U.S. remains undetermined.
By Aaron Baar • Jan. 27, 2025 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Kind
Kind embraces Gen Z trend bed rotting in new campaign
One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.
By Sara Karlovitch • Jan. 24, 2025 -
Courtesy of Pacsun
Pacsun’s TikTok marketing won over Gen Z. What’s next amid ban anxiety?
At NRF, CEO Brieane Olson was optimistic that TikTok’s model could be replicated elsewhere in the case of a shutdown but feared for creators.
By Peter Adams • Jan. 15, 2025 -
Courtesy of McDonald’s
McDonald’s value menu launch gets inspirational boost from John Cena
The actor-wrestler appears in new ads that turn into a oddball spiel about the transformational power of the McValue platform.
By Peter Adams • Jan. 7, 2025 -
Courtesy of Athletic Brewing
Inside Athletic Brewing’s marketing as reach expands for nonalcoholic beer
CMO Andrew Katz explains how a new multimillion-dollar campaign addresses the entrance of more “big guys” into the nonalcoholic category.
By Chris Kelly • Jan. 6, 2025 -
Retrieved from Dunkin on January 02, 2025
Dunkin’ gets racy with Sabrina Carpenter in ‘Shake That Ess’ campaign
The celebrity-led effort promoting a new limited-time iced espresso beverage is part of the chain’s strategy of building a “cinematic universe” with Artists Equity.
By Peter Adams • Jan. 2, 2025 -
Duane Prokop via Getty Images
NFL teams with Betches Media to grow viewership among women
The women-focused entertainment platform will have access to tentpole events like the Super Bowl to fuel content including social and digital campaigns.
By Aaron Baar • Dec. 19, 2024 -
Courtesy of JBL
How JBL’s college marketing is evolving to deliver long-term brand value
Influencer content on Instagram and TikTok is “blowing away” industry benchmarks, according to marketing execs at the Harman-owned brand.
By Chris Kelly • Dec. 18, 2024 -
Permission granted by PepsiCo Foods US
Sponsored by D3 (PepsiCo Foods US)An ‘anti-marketing’ marketing channel for Gen Z
How the FLVR social channel has grown into one of the biggest branded food entertainment communities on TikTok.
By James Clarke, Senior Director - Digital & Social, D3 (PepsiCo Foods US) • Dec. 16, 2024 -
Bryan Thomas via Getty Images
J. Crew taps Skims marketer as CMO to boost cultural relevance
Julia Collier helped turn Kim Kardashian’s Skims into a trendy name with moves like striking its first major sports sponsorship last year.
By Peter Adams • Dec. 6, 2024 -
Retrieved from Cameo on December 04, 2024
Cameo welcomes over 31,000 self-enrolled creators with CameoX
The fan connection app is appealing to the masses with a new onboarding policy that has resulted in over 155,000 Cameos over the last 18 months.
By Aaron Baar • Dec. 5, 2024 -
Courtesy of Powerade
Why Powerade is letting athletes pause partnerships to prioritize mental health
Part of the Coca-Cola brand’s “Pause is Power” platform, The Athletes Code program was created by WPP Open X and led by Ogilvy.
By Chris Kelly • Dec. 5, 2024 -
Courtesy of Gap
Deep Dive7 top campaigns from 2024 and the tactics that drove success
These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.
By Peter Adams , Jessica Deyo , Sara Karlovitch , Chris Kelly • Dec. 3, 2024 -
Retrieved from Google on November 22, 2024
Why Google Shopping turned holiday gift-giving into a game show
A campaign around the friendly competition of gifting also includes ads with Dwyane Wade and Gabrielle Union and Charli XCX and Troye Sivan.
By Chris Kelly • Nov. 25, 2024 -
Permission granted by Bose
Q&ABose CMO on driving the brand’s cultural impact and the coming AI shakeout
Jim Mollica, Bose’s first global marketing chief, spoke with Marketing Dive about evolving the 60-year-old brand through more emotionally led marketing.
By Peter Adams • Nov. 21, 2024 -
Courtesy of Lexus
Lexus marks 25 years of ‘December to Remember’ with nostalgic ads
Two new commercials under the brand’s long-running holiday campaign see it continuing to focus on striking a balance between product and emotion.
By Jessica Deyo • Nov. 19, 2024 -
Permission granted by Tide
Why Tide is shifting to social-first marketing for its latest NFL blitz
The Woven Collaborative, a unit comprised of various agencies and Tide’s internal creative team, is behind the brand’s most content-rich NFL effort yet.
By Peter Adams • Nov. 14, 2024 -
Courtesy of True Religion
Deep Dive‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers
Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.
By Jessica Deyo • Nov. 13, 2024 -
sanjeri via Getty Images
Publicis again raises guidance as personalization bets attract clients
Account wins from marketers like Hershey underpinned a positive quarter that delivered 5.8% organic growth and saw two large acquisitions.
By Peter Adams • Oct. 21, 2024 -
Courtesy of Fred & Farid Los Angeles
Rare Beauty celebrates ‘Every Side of You’ for first global campaign
The Selena Gomez-founded cosmetics brand is putting individuality at the center of its marketing as it continues to hold favor among Gen Z.
By Jessica Deyo • Oct. 21, 2024 -
Permission granted by Advertising Week New York
Moët Hennessy on balancing generative AI hype with luxury expectations
Everything from programmatic to virtual influencers could be impacted by the emergent tech, executives said at Advertising Week New York.
By Peter Adams • Oct. 17, 2024 -
Courtesy of McDonald’s
McDonald’s debuts Chicken Big Mac with dupe restaurant, livestream push
The burger chain has revealed two spots featuring the limited-time offering starring “Fresh Off The Boat” castmates Randall Park and Hudson Yang.
By Chris Kelly • Updated Oct. 15, 2024 -
Tirachard via Getty Images
New brands jump at endorsement deals with influencers, celebrities: study
Cosmetics and skincare brands are the leading category for endorsement deals, followed closely by non-athletic apparel and footwear.
By Sara Karlovitch • Sept. 30, 2024 -
Michael M. Santiago via Getty Images
Forrester: Online ad tolerance rises while trust remains low
Gen Z and millennials are showing noticeably higher advertising receptivity, but marketers shouldn’t be taking a victory lap yet, the researcher cautioned.
By Peter Adams • Sept. 26, 2024
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