How Behr Paint connects with millennial homeowners on TikTok

A competition series, “To DIY For,” highlighted ways in which do-it-yourself projects can bring new life to old objects, boosting the brand’s followers.

By Aaron Baar • Feb. 13, 2023

38% of marketers shift strategy from customer acquisition to loyalty

While 30% expect higher budgets this year, 54% think resources will remain the same, while the agency outlook is less rosy, per Advertiser Perceptions.

By Peter Adams • Feb. 10, 2023

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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

How Gorton’s Seafood is using TikTok for a product launch

The brand recruited an eight-person team of influencers to create ongoing exclusive content as part of its push toward younger audiences. 

By Aaron Baar • Feb. 9, 2023

Priceline hides travel deals in digital ads running around Super Bowl LVII

Pre-game spots are complemented by interactive videos that access over $5 million in offers as the travel marketer ramps up a new brand platform.

By Peter Adams • Feb. 9, 2023

Inside State Farm’s Super Bowl LVII mobile strategy

As it vies for Gen Z and millennial attention, the insurance company opted against a big game ad in favor of TikTok and the app’s most popular creator.

By Jessica Deyo • Feb. 9, 2023

Pepsi breaks fourth wall in Super Bowl ads satirizing celeb endorsements

Spots starring Ben Stiller and Steve Martin riff on the night’s typically star-studded commercials to encourage people to try the new Pepsi Zero Sugar.

By Peter Adams • Feb. 8, 2023

Danny DeVito dreams up big game commercial for Jersey Mike’s

The QSR chain describes what its big game commercial would look like — despite not running one this year.

By Sara Karlovitch • Feb. 7, 2023

Klarna jumps back to Y2K with help from Paris Hilton

A campaign developed with Hilton’s 11:11 Media reinvents her “That’s hot” catchphrase and references trends from the era, like the velour tracksuit.  

By Peter Adams • Feb. 7, 2023

Campaign Trail: Neutrogena lathers up reality TV parody on TikTok

Movers+Shakers mined dating show tropes to turn one of the skincare brand's products into the "bombshell" of "Hydro House."

By Chris Kelly • Feb. 3, 2023

Mobile’s influence on digital commerce soars, study finds

Digital spending exceeded $1 trillion in 2022, a 21% year-over-year increase, with mobile purchases seeing increased value in Q4, according to Comscore.

By Aaron Baar • Feb. 2, 2023

Meta revenue slides for third straight quarter as Reels feels growing pains

Executives don’t expect the TikTok clone to be in a revenue-neutral place until the end of this year or early next.

By Peter Adams • Feb. 2, 2023

Heinz says it’s time to ditch Roman numerals for Super Bowl 57

“LVII Meanz 57” is meant to play off the brand’s ketchup packaging, which has for over 100 years boasted a trademarked number 57 on its label.

By Sara Karlovitch • Jan. 27, 2023

Snap makes latest exec appointment in monetization chase

Ty Ahmad-Taylor comes from Meta and will serve as vice president of organic growth and product marketing during a pivotal period for the company.

By Aaron Baar • Jan. 26, 2023

What TikTok’s shifting US presence means for social media

Privacy concerns over the app’s ByteDance ownership have led to growing institutional scrutiny, raising the specter of broader implications.

By Jessica Deyo • Jan. 26, 2023

A&W addresses mascot’s ‘polarizing’ lack of pants in riff on M&M’s uproar

The brand shared a statement phrased similarly to one from the confectionary marketer earlier this week announcing a hiatus for its spokescandies.

By Peter Adams • Jan. 25, 2023

Dogfish Head’s budget big game ad showcases electric football

The craft brewer spent only $7,000 on a hyper-local ad to promote its role as the official beer of the Electric Football World Championship.

By Sara Karlovitch • Jan. 25, 2023

Martha Stewart makes metaverse debut with Oreo

The celebrity chef and DIY homemaker will document her journey through the Oreoverse with a livestream on Facebook and Instagram.

By Jessica Deyo • Jan. 24, 2023

Gatorade marks Fast Twitch rollout with big game giveaway

To enter, consumers must post a video of themselves on TikTok or Instagram that shows what their pre-game stadium run-through would look like.

By Jessica Deyo • Jan. 23, 2023

YouTube reclaims VidCon title sponsorship, replacing TikTok

The Google-owned platform had been a routine sponsor since 2013 but was replaced last year by its ByteDance competitor.

By Jessica Deyo • Jan. 19, 2023

How technology changes the way beauty brands interact with consumers

During an NRF Big Show panel, execs from Estée Lauder and Macy’s discussed how data, artificial intelligence and TikTok are influencing customer behavior. 

By Sara Karlovitch • Jan. 19, 2023

9 marketing trends to watch as 2023 tests transformation bets

Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices. 

By Peter Adams , Jessica Deyo , Sara Karlovitch • Jan. 18, 2023

How Hollister and Forever 21 manage long-term creator relationships

Execs at NRF’s Big Show discussed creators’ growing influence, including through new standalone brands like Social Tourist, while acknowledging ongoing measurement challenges.

By Peter Adams • Jan. 17, 2023

Meta adds additional ad targeting restrictions for teen users

Gender can no longer be used for targeting, though age and location are still fair game, while teens have more power to control which types of ads they see.

By Aaron Baar • Jan. 12, 2023

McDonald’s ‘tech-forward’ Lunar New Year push features AI-powered ad

In collaboration with creator Karen X Cheng, the fast food giant is returning to the metaverse and releasing an AR filter on Instagram.

By Chris Kelly • Jan. 12, 2023

What Instagram’s Shop tab removal means for social media

Ditching the shopping shortcut sees the platform pull back as rival TikTok doubles down on its end-to-end strategy.

By Jessica Deyo • Jan. 12, 2023