TikTok on empowering the next generation of Paralympians
Amrit VirdiTikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
‘Trust runs both ways’: Has influencer marketing become more transparent?
Megan TatumThe mainstream use of Gen AI is just one reason brands and regulators must remain vigilant in a booming creator economy.
‘Every stage of the funnel’: How influencer ROI is evolving
Megan TatumFrom setting non-negotiable goals to bringing a content creator in-house, brands are exploring ever more sophisticated ways of gauging the payback of influencer marketing.
Creators vs influencers: What’s the difference?
Megan TatumCreators? Influencers? Social tastemakers? How are brands defining their influencer strategy and should they expect different results from different partners?
BrewDog founder launches influencer marketing platform
Matthew ValentineJames Watt has launched influencer platform Social Tip, designed to counteract “conventional” ways of marketing, which are becoming “less and less effective”.
Is the time right for B2B brands to embrace influencer marketing?
Matthew ValentineB2B brands have been slow on the uptake when it comes to using influencer marketing strategies. But with the trend increasing knowing the watchouts and determining the potential of B2B influencers is key.
How a ‘culture-making’ tie-up helped JBL go viral
Marketing Week ReportersThe audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
How NatWest’s B2B arm is upping creativity to reach a new generation of business customers
Chris SutcliffeNatWest has been building a culture of creative B2B marketing into its business, focusing on finding underpriced attention across social media to market its B2B products faster and more efficiently.
How eBay’s Love Island sponsorship changed the face of pre-loved fashion
Marketing Week PartnerConsumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.
Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
Unilever calls on influencers to speak up on sustainability as ‘greenhushing’ persists
Josh StephensonThe FMCG giant has created a ‘coalition of partners’ to help content creators feel more confident when posting about sustainability.
Bud Light’s ad backlash shows the complexity of mass marketing
Mark RitsonAn endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.
Bottling the buzz: How to optimise influencer marketing spend through mobile messaging
Marketing Week PartnerFashion brands have gone ‘all in’ on influencer engagement. But while ever-closer partnerships offer a highly effective way of reaching younger audiences, what happens when they miss the post on social media?
How Sky hijacked social media with the help of 200 influencers
Marketing Week ReportersTo build hype around the launch of its Sky Glass TV, Sky kicked off a year-long influencer campaign which doubled the benchmark for reach at 48 million.
The influencer epidemic: How social stardom became marketing’s most exciting commodity
Harry LangOver half a billon people are watching esports, while today’s social celebrities command audiences of millions that put Hollywood stars in the shade.
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