Juanita Chavarro Arias, Author at Chief Marketer

Designing Theatrical, Immersive Worlds, with Dr. Ilana Gilovich-Stossel

Since childhood, Dr. Ilana Gilovich-Stossel has been drawn to magic of storytelling and the world-building and imagination that go into it, especially in the theatrical medium. Through her English literature studies and Ph.D. earned at Columbia University, she homed in on the academic side of theatrical performance, which has influenced her career as a creative […]

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Pop-Ups

Minty Lands in Creator-Rich Miami with a Social-Ready Pop-up

The AI shopping app’s trendy activation highlights brand partners at Swim Week It may be a surprising stat, but Miami is home to the most top Instagram influencers per capita in the U.S., beating out L.A. and NYC. And for a growing brand like Minty, the first AI cashback and savings app in ChatGPT, activating […]

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B-to-C Events

3 Things We Loved from Laneige’s Wonder Lab Pop-up

The Laneige Wonder Lab is on the move, hitting six locations this summer with hydration-inspired experiences. We stumbled upon the tour’s first stop in Orlando, FL, in front of Sephora at Disney Springs, which took place July 18-21. The activation featured the brand’s signature color palette of blues and pinks with a tiled backdrop that […]

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B-to-B Events

Experiential Marketing Trend of the Week: Creator Summits

The brand trip is evolving. It’s no longer just about whisking away influencers to a luxury destination for a vacation filled with product sampling, demos and gifting. Now, brands are collaborating with content creators on summits that fold them into the marketing engine as brand ambassadors and partners. The itineraries are stacked with brand-focused educational […]

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B-to-C Events

10 Brands Capturing FIFA World Cup Fever with Stunts, Activations, Pop-ups

After almost 40 days, the FIFA World Cup 2026 wrapped on July 19, but the experiences live on. Check out how brands showed up around the world to capitalize on the event of the summer.

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B-to-C Events

Why a Dog Hydration Brand Designed an Activation to Meet Dogs at Their Level

For new brands and challenger brands alike, investing in experiential marketing doesn’t always require a huge budget or “bold” plan.

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B-to-B Events

How Oatly Built a B2B Event Inspired by its Beverage Trends

As beverage culture explodes, Oatly is ensuring it’s not only a key ingredient within the conversation and the concoctions, but that it’s also leading them. With the goal of creating “the Davos of beverage,” Oatly’s recent AFTERTASTE event in New York City immersed 300 leaders, operators, tastemakers, creators and journalists in the coffee, f&b and hospitality industries in presentations and sampling inspired by the brand’s latest strategic Look Book Vol. 3.

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B-to-C Events

The Brief: Spidey Apartments and Sun Clubs

This week’s hot takes on hot topics in experiential marketing cover Peter Parker’s Apartment Tour, a Wimbledon-inspired activation in Central Park and X Games’ High Noon Sun Club.

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B-to-C Events

World Cup Experiential: 10 Activations Bringing Soccer Fandom to Life Beyond Stadiums

The FIFA World Cup 2026 round of 32 marks the moment when every match becomes a win-or-go-home battle, and heartbreaks are happening every day. Thankfully, brands are popping up events and activating campaigns to lift up passionate fans and keep the energy high, whether teams win or lose. In fact, U.S. World Cup-related experiences are […]

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B-to-C Events

Experiential Marketing Trend of the Week: Think Pink

If you thought 2023’s “Barbie” movie summer was the end of the pink trend, think again. Brands have been leaning into the bubblegum palette to spark feelings of playfulness, creativity, coziness and, often, empowerment in their activations. While Barbie collabs have been driving a lot of the reenergized pink craze, companies have staked their own […]

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