The fact that a large portion of these recent influencer trips unfolded on TikTok—where the creators’ content can be served up to anyone, not just their followers—is the root of some of the internet uproar around the trips, said James Nord, founder and CEO of influencer marketing agency Fohr. When influencer trips were at their…
Nascar’s Chicago Street Race — a race along downtown — is set to take place this weekend. To capture the fun, the racing brand struck a new partnership with TikTok — and is building an on-site studio to create content in real-time. Nascar’s content will feature creators trying local food from local businesses, including Chicago Music Exchange, The…
Advertisers are once again taking a closer look at the relationship between brands and influencers, questioning who is responsible for brand deals and who is held accountable if and when things go wrong. This comes after fast-fashion giant Shein recently sent a handful of diverse content creators to tour its factories, based in China. Seemingly,…
Campaign from Chep Network Sydney challenged Gen Z to influence their algorithm to be targeted for phone ads. Source link
Global influencer agency Billion Dollar Boy has jumped onto the AI bandwagon, by using artificial intelligence to boost its creator platform – in particular to improve the search and discovery of influencers. Founded in 2014 by Ed East and cofounders Thomas Walters and Permele Doyle, the agency has expanded from London to Berlin, New York…
Today’s consumers want brands that aim to connect with them rather than talk at them. At packaged-foods company Bar-S, we respond to this need for relevance and salience by understanding that we are a household name that our consumers are proud of. This effort is exemplified in our Iconic Summer Mashup campaign that first debuted…
Subscribe: Apple Podcasts • Stitcher • Spotify Content creator, chef and soon-to-be restaurateur Tue Nguyen (who goes by @TwayDaBae on her social media accounts) started working with BuzzFeed as the host of its Tasty show, “Making it Big,” in 2022. After filming two seasons of the show, and recording monthly videos for the cooking brand’s…
Over the past year, esports organizations and influencers alike have leaned into direct-to-consumer products in their search for sustainable revenue streams. Today, Brian “FaZe Rug” Awadis has become the latest industry leader to join the fray with the launch of 1UP Candy, a DTC candy business with a focus on the Gen-Z livestreaming audience. The…
Influencer marketing is poised to have a bigger presence at the Cannes Lions International Festival of Creativity, as influencer agency Influential takes over the prime beach spot long held by Twitter. This comes as Twitter is expected to remain largely absent from the festival following its takeover by Elon Musk last fall. While influencer marketing…
Influencer marketing is going through a reevaluation by brands that are eager to track the financial success of what has long been measured by followers, likes, comments and shares. To this end, brands are increasingly shifting their influencer strategies to integrate sales-based payment models rather than simply paying flat fees to creators. Though affiliate marketing…