Hero Cosmetics doubles down on TikTok after results dwarf Instagram's

The brand said TikTok videos in a recent campaign were seven times more cost-effective than Instagram Stories.

By Robert Williams • Aug. 19, 2019

Spartan kicks off mobile community for obstacle course racing fans

Race participants and fans can access exclusive content from athletes and personalities through the Rakuten Viber hub.

By Robert Williams • Aug. 16, 2019

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

Lay's puts potato's fate in hands of Twitter followers

Shares of #SaveSpud or #SizzleSpud hashtags will determine if a new root vegetable character is spared or turned into chips.  

By Barry Levine • Aug. 16, 2019

Campaign Trail: Why Brita used Photoshop to trash idyllic locations

Part of what powered the #NoFilterNoFuture campaign on Instagram were compelling influencer narratives and a dash of deception.

By Natalie Koltun • Aug. 16, 2019

WeQ teams with TikTok to boost influencer campaigns

The partnership aims to provide brands and app developers with access to native ad campaigns that include creators on the social video platform.

By Robert Williams • Aug. 16, 2019

Facebook remains king as restaurants rethink social media marketing

A Toast report found that 67% of restaurants plan to pay for social media ads this year, with 91% advertising on Facebook over rival platforms.

By Alicia Kelso • Aug. 15, 2019

JetBlue riffs on Wright brothers in ads encouraging travelers to avoid the 'bare minimum'

Fictional "The Alright Brothers" play a lead role in the MullenLowe-created campaign, which swipes at airline rivals' stripped down services.

By Barry Levine • Aug. 15, 2019

NBA tips off interactive basketball attraction at Disney World

Immersive games let visitors practice dunks and test their skills to see how they measure up to professionals before a mock draft.

By Robert Williams • Aug. 15, 2019

Poland Spring answers recycling questions on Instagram

Nestlé's bottled water brand is working with the Recycling Partnership to raise awareness around what is #NotTrash.

By Robert Williams • Aug. 14, 2019

Rice Krispies designs Love Notes packaging to comfort kids with autism

Other snack brands have turned to packaging innovation and cause-led initiatives to stand out in the crowded back-to-school season.

By Dianna Christe • Aug. 14, 2019

Gen Z seeks all-day entertainment from mobile devices, study says

Among those in the cohort who watch videos on Facebook, 83% said a mobile device was their primary viewing platform.

By Robert Williams • Aug. 14, 2019

Toyota drives 53% video view-through rate with Pinterest Pins

A campaign for the 2019 Avalon snagged millions of impressions and was the carmaker's best-performing ad effort on the platform.

By Robert Williams • Aug. 14, 2019

Promise of personalization has little impact on consumer willingness to share data, study reveals

Consumers are less likely to provide information this year than they were in 2018, including details as general as email addresses.

By Dianna Christe • Aug. 14, 2019

Werther's Original taps 'Price is Right,' 'Wheel of Fortune' in nostalgia-focused ads

An effort emphasizing positive childhood moments includes rich media ads on publishers PopSugar, People and Parents.

By Barry Levine • Aug. 13, 2019

TikTok's parent company unveils Chinese search engine to rival Baidu

ByteDance is parlaying its core business in news and video into a potentially lucrative market for search advertising.

By Robert Williams • Aug. 13, 2019

Truly Hard Seltzer swipes at beer, wine and spirits in new ads starring Keegan-Michael Key

The brand's first campaign under Boston Beer Company's new CMO features spots helmed by Hollywood director Doug Liman.

By Barry Levine • Aug. 13, 2019

Wendy's dishes out 2M spicy nuggets after May Twitter challenge

The giveaway via DoorDash comes after the burger chain promised to bring back the menu item if fans racked up 2 million "likes."

By Robert Williams • Aug. 13, 2019

Klondike extends 'What Would You Do' messaging with Twitter dare

A social media contest to win a lifetime supply of treats follows the brand's return to its signature catchphrase in April.

By Robert Williams • Aug. 13, 2019

Levi's tailors sports marketing strategy as athletes become influencers

Social content and experiential events around sports fit into the denim pioneer's broader strategy to find "center of culture" moments, experts said on a panel.

By Robert Williams • Aug. 13, 2019

Kool-Aid Man crashes into mobile screens on Cameo video platform

Enlisting performers Flavor Flav, Raven-Symoné and Ginger Minj, the Kraft Heinz brand is pushing personalized messages for National Kool-Aid Day.

By Robert Williams • Aug. 12, 2019

Foot Locker salutes Nike with ads honoring the swoosh, exclusive gear

The duo's latest collaboration taps sports and music stars to capture sneakerhead sales and highlight the history of Nike's iconic logo.

By Dianna Christe • Aug. 12, 2019

Hinge kills new mascot in push for users to find love and delete its app

The dating app's first international campaign includes ads in New York City subway stations and on Hulu.

By Dianna Christe • Aug. 12, 2019

Re/Max unpeels digital stickers for homebuyers' mobile messaging

Branded visuals are available through texting and WhatsApp, and as GIFs on Instagram Stories and Snapchat Stories.

By Robert Williams • Aug. 12, 2019

'Norsemen' producer swayed Netflix's algorithm with targeted Facebook campaign

The campaign, which cost just $18,500 in the U.S., reached 5.5 million Facebook users and generated 2 million video views. 

By Robert Williams • Aug. 12, 2019

Can brands avoid backlash as sustainability scrutiny piles up?

Big businesses are some of the world's largest producers of waste, and they're under mounting pressure to craft strategies to address the issue. Experts advise that actions speak louder than words.

By Peter Adams • Aug. 12, 2019