How the best marketing campaigns of 2023 mastered pop culture nostalgia

Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

By Chris Kelly , Sara Karlovitch , Jessica Deyo • Nov. 29, 2023

How Walmart’s shoppable rom-com bridges holiday content, commerce

Ads on TikTok, Roku and YouTube showcase an assortment meant to balance “inspiration and impulse” for the season, according to CMO William White.

By Peter Adams • Nov. 28, 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

Mars recycles old ads for M&Ms, Twix to promote net-zero progress

The campaign reanimates popular spots with new messages about climate action and will run across Meta, YouTube and OOH channels.

By Chris Kelly • Nov. 28, 2023

Pop-Tarts unveils edible mascot for inaugural bowl game

The brand also launched an interactive “Prop-Tarts” experience to dole out free Pop-Tarts to consumers who correctly predict elements of the game.

By Jessica Deyo • Updated Dec. 6, 2023

Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?

High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”

By Peter Adams • Nov. 28, 2023

Las Vegas spurs excessive celebration at Super Bowl with new campaign

Made with agency R&R partners, “Excessive Celebration Encouraged” sees Chad "Ochocinco" Johnson recreate infamous touchdown celebrations.

By Chris Kelly • Nov. 27, 2023

Secret Island Salmon swims upstream with ‘F-word’ campaign

Edgy messaging is helping the direct-to-consumer brand drive awareness as it prepares for a broader launch at retail.

By Christine Blank • Nov. 22, 2023

Sociable: Will chaos at OpenAI benefit social media’s AI projects?

With the dust still yet to settle, many are now wondering what comes next for the AI field.

By Andrew Hutchinson • Nov. 21, 2023

Sociable: X’s long-term business is again threatened by Musk’s rule

The beleaguered platform cannot sustain a long-running advertiser boycott.

By Andrew Hutchinson • Nov. 20, 2023

Snoop Dogg gives up smoke for Solo Stove campaign

A viral pledge assumed to be about pot usage turns out to be a teaser for a new campaign developed by The Martin Agency.

By Chris Kelly • Nov. 20, 2023

Dove, animated influencer promote mental health ahead of Thanksgiving

Lennnie is an animated blob that promotes positivity on social media and has amassed more than 4 million followers. 

By Aaron Baar • Nov. 20, 2023

Teen TikTok usage plateaus — here’s what the numbers say

While usage has flattened, TikTok overtook YouTube for the first time as the top platform for teens, according to findings from Forrester.

By Sara Karlovitch • Nov. 17, 2023

Sleigh the season: Will caution stifle the holidays or can marketers win?

Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.

By Jessica Deyo • Nov. 16, 2023

Chili’s remixes Baby Back Ribs jingle with Boyz II Men

The effort leans into ‘90s nostalgia while trying to usher a signature piece of branding into the TikTok era.

By Peter Adams • Nov. 14, 2023

Sociable: Breaking down Meta-Amazon deal to ease shopping on Facebook and IG

The new deal will enable Amazon merchants to connect with Facebook and Instagram users.

By Andrew Hutchinson • Nov. 13, 2023

How Pop-Tarts Bites hones its messaging with data-driven insights

A pilot with VidMob used AI and machine learning to reveal that functional messaging performed better across Meta than more emotionally led ads.

By Peter Adams • Nov. 13, 2023

Meta rolls out lead generation ad tools, AI features across family of apps

Advertisers will be able to apply AI across targeting, creative, placements and budget on the Meta Advantage suite of ad automation products.

By Chris Kelly • Nov. 9, 2023

Lay’s, reality star Matt James join viral TikTok trend with cookbook kit

The brand and a veteran of “The Bachelor” are getting in on a viral cooking hack of turning chips into mashed potatoes with a social media sweepstakes.

By Aaron Baar • Nov. 9, 2023

Unilever spins TikTok soap opera as part of #CleanTok sponsorship

A new content series features animated versions of home care products as the CPG giant seeks to woo Gen Z viewers who have driven cleaning trends.

By Peter Adams • Nov. 9, 2023

How Uber built its TikTok creator strategy — and why it looks beyond vanity metrics

Phil Rosario, Uber’s global social media lead for TikTok, explains how he leveraged creators to grow the brand’s following to over 750,000 within a year.

By Jessica Deyo • Nov. 9, 2023

Kraft Real Mayo seeks to make ‘moist’ Word of the Year via search hacking

A Twitch “Search-A-Thon” livestream is part of the brand’s efforts to convince Merriam-Webster that the maligned term is the word of the moment.

By Peter Adams • Nov. 8, 2023

How Bomb Pop connects with tweens to boost sales

By tuning into TikTok, Snapchat and Roblox, the brand is able to build awareness with its target tween audience while also driving sales. 

By Aaron Baar • Nov. 7, 2023

Cutwater comes to the aid of holiday hosts with cocktail helpline

A holiday concierge from the AB InBev ready-to-drink cocktail brand is available by dialing 1-833-DRINK-CW and via its Instagram.

By Sara Karlovitch • Nov. 2, 2023

How Coca-Cola celebrated the 25-year legacy of its NASCAR racing family

Legends Kyle Petty, Dale Jarrett, Jeff Burton and Bobby Labonte convened for a social content series about their careers and the brand's heritage.

By Chris Kelly • Nov. 2, 2023

Sociable: 34 predictions for social media marketing in 2024

A platform-by-platform breakdown of what’s in the works and the big changes digital marketers can expect next year. 

By Andrew Hutchinson • Oct. 27, 2023