LeBron James' 'Second Decision' campaign with Hennessy achieves social virality, boosting engagement and media value. The partnership aims for a fresh, social-first approach, sparking conversations around sports and LeBron lore.
Holiday shopping sees mixed trends: online growth, budget cuts (Gen Z, Millennials), social media influence (TikTok, Facebook), mass merchandiser preference, and income disparity impacting spending habits.
Brands increase expectations for creator AORs as influencer marketing grows to $13.7B by 2027. Performance, standardization, and strategic alignment are now key for brands and creator agencies.
CeraVe partners with the NBA, becoming its official skincare and haircare brand. This collaboration includes digital activations, gaming integrations (NBA 2K), and a focus on 'medutainment' with social media engagement.
TikTok's rise as a viral platform places it at the center of geopolitical negotiations. China's influence operations, US takeover proposals, and content control concerns highlight social media's growing political significance.
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.
Lipton Hard Iced Tea targets both boomers and millennials with a campaign featuring senior influencers and intergenerational content, aiming to unite generations over a shared love for iced tea and partying.
CoComelon launches 'CoComelon Can Help,' its first marketing campaign supporting parents navigating developmental stages. Features songs, social media, and community support. Addresses stress and provides resources.
