CPG brands shift to social-first strategies, targeting Gen Z on TikTok and beyond. They're facing challenges, embracing influencers, and adapting marketing for social's dynamic landscape. Advertising spend rise.
Brands are shifting from typical influencers to Substackers, experts, and photographers for authentic brand trips. This summer focuses on genuine engagement over polished visuals, creating a cultural cachet and long-term brand value.
Lowe's launches a creator network to engage millennials and Gen Z through influencers and retail media integrations. MrBeast joins, offering storefronts and sponsorships for home improvement projects.
Poppi, acquired by PepsiCo, targets Gen Z/millennials with viral TikTok campaigns, influencer collabs, & Fortnite mini-games. Alpine Blast launched after Super Bowl ad controversy. Focus: gaming & community.
