Truly Hard Seltzer's Dua Lipa campaign marks largest media spend to date

Building on the Boston Beer brand's growth, the multichannel effort pairs tactics that became mainstays during the pandemic with ones like OOH that are set to return to prominence.

By Chris Kelly • May 20, 2021

Facebook launches summer livestream shopping series

Abercrombie & Fitch, Sephora and Clinique are among the brands using the series to revamp their approach to reach homebound shoppers.

By Tatiana Walk-Morris • May 19, 2021

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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

P&G's Gillette Venus seeks to normalize pubic hair with quirky tune

To promote a new offering, P&G seeks to break down taboos, an approach also used by DTC brand Billie, which the company tried — and failed — to acquire.

By Chris Kelly • May 18, 2021

Reddit sets up in-house creative agency KarmaLab to scale ad business

The full-service shop builds on recent marketing initiatives, including a deal with Omnicom and the platform's acquisition of TikTok rival Dubsmash.

By Peter Adams • May 17, 2021

Dove brings No Digital Distortion's body-positive message to TikTok

An in-app resource hub and PSA content promoting images that have not been digitally altered speak to the prevalence of editing tools on social media. 

By Peter Adams • Updated May 14, 2021

YouTube takes aim at TikTok, Snap with $100M creator fund

Basing payouts on views and engagement — rather than ad revenue — may appeal to microinfluencers and amateur creators looking to experiment with short-form video.

By Natalie Black (Koltun) • May 13, 2021

Ritz celebrates foster families with Instagram Stories sticker pack

As part of its inclusivity push, the Mondelez brand seeks to help foster parents who can't post pictures of their families on the app because of privacy rules.

By Robert Williams • May 7, 2021

TikTok pitches brands on 'community-based commerce' while pushing past Gen Z image

At its second NewFronts, the platform highlighted its power in driving consumer interest and sales for products from American Eagle and Ocean Spray.

By Peter Adams • May 7, 2021

Wonderful Pistachios goes for gamers with Twitch, YouTube, social push

In addition to targeting the esports community, Wonderful will market its new healthy snack to younger consumers on Snapchat and TikTok.

By Asa Hiken • May 6, 2021

Hollister launches Gen Z-focused brand with D'Amelio sisters

The Social Tourist sub-brand begins an exclusive, multi-year agreement between the TikTok stars and parent company Abercrombie & Fitch Co. 

By Daphne Howland • May 6, 2021

Snap, Twitter introduce expanded video content, advertiser offerings at NewFronts

With a new Creator Marketplace, Snap will connect advertisers with creators while Twitter's partnerships will better reach younger viewers.

By Chris Kelly • May 6, 2021

Busch, Keystone Light restore familiar themes to launch rival summer campaigns

Signaling a potential return to normalcy, each beer brand is running an online sweepstakes to give five winners $10,000 to spend on summer activities.

By Robert Williams • May 5, 2021

Bombay Sapphire leans into science with Bill Nye explainer videos

The gin brand is using science to target facts-minded millennials as part of its partnership with the iconic '90s TV personality. 

By Asa Hiken • May 4, 2021

Cheetos, Doritos face off in 'Flamin' Hot' social media contest

Along with an influencer partnership, the Frito-Lay brands are asking people to vote on their favorite snack for a chance to win branded merch.

By Robert Williams • April 30, 2021

E.l.f. Cosmetics courts gamers with TikTok talent series

The deal with TikTok and Enthusiast Gaming reinforces E.l.f.'s commitment to empowering women in the historically male-dominated gaming world.

By Natalie Black (Koltun) • April 29, 2021

Facebook ad revenue surges 46% as marketer demand lifts prices

The social network predicts revenue growth may slow by the second half of this year as Apple limits ad tracking.

By Robert Williams • April 29, 2021

Hyundai touts hybrid cars in Nat Geo's AR series on national parks

"Outside Academy" is available as a photo overlay on Instagram and has location-enabled features for road trips through Zion, Yosemite and more.

By Robert Williams • April 28, 2021

NFL adds audio app Clubhouse to social media lineup for draft

The league continues to bet on social media to engage sports fans, including by renewing its partnership with Snapchat for draft-related content.

By Robert Williams • April 27, 2021

Snap's revenue jumps 66% as user base hits 280M

Gucci, American Eagle and Sweat were among the brands that launched notable campaigns on Snapchat during the first quarter.

By Robert Williams • April 23, 2021

Captain Morgan teams with FanDuel on soccer betting contest

The Diageo-owned rum also plans a "Sub in the Captain" campaign throughout the season to perk up sports fans' game day routines.

By Robert Williams • April 23, 2021

Subway serves up real plant sounds in original song for Earth Day

A tongue-in-cheek grime track about the benefits of veganism targets Gen Z through TikTok videos debuting on World Earth Day.

By Peter Adams • April 22, 2021

Dove urges parents to have the 'selfie talk' about harmful effects of social media

The Unilever brand enlisted singer Lizzo to help educate young girls about how image manipulation creates unrealistic beauty standards.

By Robert Williams • April 21, 2021

Facebook broadens audio ambitions as Clubhouse, podcasts command spotlight

A slew of updates includes Live Audio Rooms, where public figures can host discussions in a manner akin to Clubhouse, and an in-app Spotify integration.

By Peter Adams • April 20, 2021

Michelob Ultra's sustainably brewed beer samples the sun in new song

To promote a solar power milestone, the AB InBev brand taps Colombian star Maluma for an original song and music video.

By Chris Kelly • April 20, 2021

Simmons taps D'Amelio sisters for TikTok fans' bedroom makeovers

The 151-year-old mattress brand is teaming with two TikTok stars to reach Gen Zers who spend more time in bed working from home or viewing digital content.

By Robert Williams • April 20, 2021