Influencer Marketing
Why Dr. Squatch is investing in experiences — not ads — with IShowSpeed
Men's care brand Dr. Squatch announced on Monday a multi-stage competition, 'Speedrun: Million Dollar Mission,' in collaboration with renowned streamer IShowSpeed, featuring a total prize pool of $1 million and spanning the US, Canada, UK, and Australia over nine weeks. The campaign eschews traditional advertising in favor of activating consumer communities through offline treasure hunts, retail interactions, and content challenges, reflecting the brand's new foray into experiential marketing.
Chipotle deploys 100 creators for latest ads spotlighting fresh food
Chipotle places creator content at the core of its latest "Behind the Foil" campaign, inviting 100 creators into the kitchen to participate in preparing new menu items, showcasing ingredient freshness in an unscripted manner. The campaign spans over 50 locations across the US, UK, and Canada, accumulating over 300 hours of footage, and marks the first national promotion led by new Chief Brand Officer Fernando Machado.
Coke tackles college football season with creator content, fantasy sports
Coca-Cola recently announced that its "Fan Work Is Thirsty Work" platform will return for the fall college football season. The campaign adopts a social-first strategy, encompassing TV ads, creator content, personalized packaging, and a first-time partnership with Yahoo Sports College Fantasy Football, aiming to reach fans who follow their teams throughout the season.
Creator fit beats follower count for brands: Here’s what the numbers say
According to the 'Creator Status' report jointly released by CreatorIQ and Influencers.club, fit has surpassed follower count as the primary criterion for brands when selecting creators, but follower count remains a key factor in determining compensation. The report also finds that creators with high follower counts face greater conflicts between brand and audience demands, with Instagram and TikTok each having advantages in different dimensions.
Chipotle broadens Gen Alpha marketing with Salish Matter collab
Chipotle is broadening its creator-collaboration strategy to Gen Alpha by launching a limited-time digital Kids Meal inspired by 16-year-old internet star Salish Matter. The offer marks the first time the chain has brought a custom creator order to its children's menu, and includes a social sweepstakes for a Los Angeles meet-and-greet. The move follows data showing Gen Alpha's strong influence on household brand preferences.
Under Armour ends partnership with The Rock amid marketing reset
Under Armour announced last week that it would end its partnership with Dwayne Johnson's (The Rock) Project Rock brand, concluding nearly a decade of ambassadorship. This follows the departure of Stephen Curry last November, marking another iconic ambassador's exit. The company stated that the partnership had reached a 'natural end' and will continue selling Project Rock products until October. Under Armour is pivoting to new ambassadors and adjusting its marketing strategy to improve spending efficiency.
Gap’s fall campaign enlists ‘Obsession’ star to promote denim
Gap's fall campaign, centered on denim and titled 'Denim on your own,' features 'Obsession' star Inde Navarrette and singer Malcolm Todd, inspired by music videos, covering Robyn's 'Dancing on My Own.' The campaign launches Tuesday across digital, social, in-store, and out-of-home channels.
Bazooka puts reality TV rivalry center stage in social-forward campaign
Bazooka initiates a social-first, multi-brand marketing campaign featuring reality TV stars Jessi Draper and Mayci Neeley in a showdown to drive August sales and enhance brand cultural relevance.
P&G’s Always Discreet fights incontinence stigma with NFL campaign
P&G's Always Discreet has launched its largest-ever marketing campaign, "Protect the Moment," in collaboration with the NFL and several players' mothers, spanning national TV, digital ads, social content, and in-person experiences, aiming to destigmatize female incontinence and reach core consumer segments.
Coke asks busy Gen Z, millennials to log off for quality meal time
Coca-Cola has launched its "The World Will Wait" global marketing campaign targeting Gen Z and millennials, advocating for making time for shared meals amid busy lives. The campaign includes video ads, outdoor advertising, digital activations, and influencer partnerships, emphasizing the brand's positioning with food pairing. The campaign is not running in the U.S. market and was created by the WPP Open X team.