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…
Bud Light’s sales woes caused friction with its distributors and “panic” at the company, sources said. Two brand leaders at parent Anheuser-Busch InBev—Alissa Heinerscheid, Bud Light marketing VP; and Daniel Blake, group VP of marketing for mainstream brands—have taken a leave of absence. Todd Allen, who had been global marketing VP for Budweiser, has taken…
Managing controversy following a campaign effort or partnership is par for the course for marketers — various efforts, even those that may seem innocuous or like a strange Super Bowl stunt, for example, don’t always land. That’s why scenario planning is commonplace now as marketers need to be prepared to react should their messaging get…
As a brand that saw peak popularity in the ‘60s and ’80s, Lilly Pulitzer is pushing for modernization, and it’s betting big on TikTok and Instagram influencers to diversify its media mix and reach more shoppers. This year, the 60-year-old brand launched its most ambitious influencer marketing effort to date, tripling its influencer marketing budget…
The creators, brand marketers and agency founders taking the stage include: Rod Thill, creatorCasey Terrell, chief marketing officer, Krystal RestaurantsJustin Stefanovic, senior VP of partnerships, Misfits Gaming GroupHeather Sparks, senior VP of content, Zenith MediaKaren Schuchardt, senior VP of content and talent rartnerships for advertising and partnerships, NBCUniversalHeather Riccobono, director of influencer marketing, August United…
Joan MacDonald is 76-year-old fitness granfluencer who has used Instagram and YouTube to document her yearslong journey to improve her overall health and well-being. With her content—which ranges from exercise routines to nutritious recipes and other health and wellness tips—MacDonald aims to inspire her nearly 2 million followers to gradually make their own lifestyles healthier. …
NBCU had been seeking a brand that fit the prompt for the Hilary Banks storyline, which would fulfill messaging around food, fashion, social media and multicultural audiences, according to Peter Blacker, executive VP of streaming and data products, as well as DE&I for global ad sales. The partnership with Simply Spiked was brokered by Molson Coors’ media…
Last month, Visible rolled out a Singles’ Awareness Day campaign featuring comedian and influencer Benito Skinner aka Benny Drama. The effort is part of a brand shift for Visible to reduce the number of influencers it works with in favor of more collaborative relationships, said Visible CMO Cheryl Gresham. That focus on collaboration meant Skinner…
The demand for influencer marketing isn’t going away anytime soon. With the influencer and content creator business growing to an estimated $16.4 billion in 2022, marketers are increasingly prioritizing influencer marketing. However, as the popularity of influencers rises, the long-term challenges in compensation discussions and producing metrics are coming along for the ride. Clearly, the…
As influencer marketing matures, marketers are seeking longer-term relationships with influencers themselves as well as influencer marketing agencies. Agency execs at influencer marketing agencies say that they’ve seen a significant uptick over the last 18 months and, even more so, at the end of 2022 in requests for proposals for agency-of-record relationships with brands. The…