P&G's #LikeAGirl takes on girls' fear of failure

The Always campaign returns after a survey found 70% of girls report avoiding trying things during puberty because they are afraid to fail.

By David Kirkpatrick • Aug. 18, 2017

GroupM revamps digital ad viewability standards to account for news feeds

WPP's ad-buying group announced that marketers including Unilever, Campbell Soup Company and Subway support the move.

By David Kirkpatrick , Chantal Tode • Aug. 18, 2017

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z. 

By Marketing Dive staff

Bud Light, PepsiCo kick off NFL marketing season with Snapchat-ready packaging

The two brands are running slightly varied themes on the same concept. 

By David Kirkpatrick , Peter Adams • Aug. 18, 2017

Study: Brands exercise more control over digital advertising

The report puts some numbers behind a trend that has been evident in 2017. 

By David Kirkpatrick • Aug. 17, 2017

Tostitos introduces 'lucky' packaging to show off NFL team traditions

Bags will feature team logos and depictions of specific rituals and lucky charms, along with Snapcodes to unlock digital content. 

By David Kirkpatrick • Aug. 17, 2017

Hyatt promotes message of unity in video short commemorating civil rights

Fifty years ago, Hyatt Regency Atlanta became one of the first hotels in the city to accommodate leaders of the movement.

By David Kirkpatrick , Peter Adams • Aug. 17, 2017

Facebook gives brands more control with new influencer marketing tools

Brands can now boost sponsored posts from the creator's Page as well as access improved performance metrics and campaign tracking.

By David Kirkpatrick • Aug. 16, 2017

Taco Bell opens table reservations to try new fried-egg taco

A "Bell & Breakfast" promotion from the Yum! Brands chain arrives as a similar pop-up restaurant from Cheetos gets totally booked up. 

By David Kirkpatrick , Peter Adams • Aug. 16, 2017

Sephora launches members-only social platform

The "Beauty Insider Community" allows customers to search for their favorite looks and engage in beauty-focused group discussions.

By Cara Salpini • Aug. 14, 2017

Report: Facebook tests targeting ads based on in-store visits

The new offering could help retailers reach omnichannel shoppers heading into the crucial holiday season. 

By David Kirkpatrick • Aug. 14, 2017

Facebook acquires video editing startup to strengthen AR/VR tool kit

Fayteq's technology allows for the addition and removal of objects in video content.

By David Kirkpatrick , Peter Adams • Aug. 14, 2017

Insta-fakers: When fraud hits influencer marketing

The now-mainstream tactic is increasingly blemished by bots and bought likes, pointing to a potentially broken system.

By Natalie Black (Koltun) • Aug. 14, 2017

Snap's good news? Longer sessions, programmatic growth and US gains

While investors are pummeling Snap Inc. after another quarter of missed expectations, the news isn't all bad for marketers. 

By Chantal Tode , Robert Williams • Aug. 11, 2017

Facebook finally announces premium video service Watch, but will anyone tune in?

The TV-like feature rolls out with shows from more than 30 media partners, entering a market dominated by YouTube and Netflix.

By David Kirkpatrick • Aug. 11, 2017

Bud Light 'reintroduces' itself in back-to-basics campaign

The AB InBev brew is emphasizing its four simple ingredients in an effort that knocks fancier alternatives. 

By David Kirkpatrick , Peter Adams • Aug. 11, 2017

Campaign Trail: Cheetos' cheesy pop-up; Ikea's chill college tour; Chiquita's take on 'eclipse fever'

Brands try to help stressed-out consumers relax with flashy food, campy spectacles and sensory support. 

By Peter Adams , Chantal Tode , Natalie Black (Koltun) • Aug. 11, 2017

GapKids and Lionsgate team for back-to-school campaign centered on inclusivity

Tied to the upcoming adaptation of "Wonder," the four-part video series features the film's star, Jacob Tremblay. 

By David Kirkpatrick , Peter Adams • Aug. 10, 2017

ANA: Non-transparent ad production bidding is widespread and costly for advertisers

A new study reveals agencies commonly control the bidding process for production services while also competing for the business.

By Chantal Tode • Aug. 9, 2017

Study: Millennial dads think family messaging misses the mark

"Dadvertising" is more often reflecting modern gender and parenting dynamics, but its target audience could still be underserved. 

By David Kirkpatrick , Natalie Black (Koltun) • Aug. 9, 2017

Facebook moves to stop unintentional mobile ad clicks

Getting rid of "fat finger" ads that appear designed to cause accidental clicks aims to improve the user experience as well as the value of marketers' campaigns.

By David Kirkpatrick , Peter Adams • Aug. 9, 2017

Heineken goes broad with digital to boost brand awareness

Platforms like Google and Facebook are valued for their targeting capabilities, but the brewer is instead leveraging them for mass messaging in a manner similar to TV.

By David Kirkpatrick , Peter Adams • Aug. 9, 2017

Apple joins Instagram to show off 'Shot on iPhone' campaign

The tech giant is using a hashtag to encourage followers to share their best pics taken with its smartphone.

By David Kirkpatrick • Aug. 8, 2017

LinkedIn expands marketing program, with eye on targeting, measurement

Three new categories and a slew of tech partners are being added to help marketers boost their ROI, which was cited as a major business challenge. 

By David Kirkpatrick • Aug. 8, 2017

Facebook: Ads that enforce gender positivity, not stereotypes, drive results

Brands promoting gender-positive messaging gained 8% to 10% more affinity from U.S. consumers, according to internal data analysis from the social giant.

By David Kirkpatrick • Aug. 7, 2017

Marketers take out-of-home efforts in new directions this summer

Purpose is powering outdoor activations more often this year, with mobile and digital serving as a connective tissue.

By Paul Conley • Aug. 7, 2017