Juanita Chavarro Arias, Author at Chief Marketer

How Charlotte’s Web Turned a Regulatory Roadblock into a Cause-Led Mobile Tour

In July, California enacted bills that eliminated access to full spectrum hemp products, so Charlotte’s Web jumped into action to get its consumers the non-intoxicating therapeutic hemp products they’ve come to rely on. “We thought to ourselves, ‘Well, if we can’t sell it online or in retail, we’ll sell it across the border,’” says Mindy […]

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Sponsorships

4 Best Practices for Defining Influencer Etiquette at Sporting Events

The sports creator economy is booming. A June 2026 survey commissioned by IBM, and conducted by Morning Consult, found that sports creators are a core part of how younger fans experience sports.

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B-to-B Events

Rewriting the Trade Show Playbook, with Robyn Davis, Author of ‘Exhibit Smarter’

When Robyn Davis “fell into” events, she started taking note of what worked and what didn’t in trade show environments and booth interactions. Her aerospace engineering background and problem-solving mindset helped her develop frameworks for exhibitor success, ultimately leading Davis to become a trade show trainer, consultant and speaker through her company, Exhibitors WINH. Now, […]

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Pop-Ups

After 125 Years, Jergens Taps Gen Z Trends and Aesthetics to Power a Brand Refresh

In the age of serums, potions and extensive beauty routines, a brand like Jergens can’t just lean on a rich legacy. So, for its 125th anniversary, Jergens staged a refresh with a vibrant tour that targeted Gen Z hotspots and let influencers and its target consumers in on the new logo unveiling. The Jergens Joy […]

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Pop-Ups

Top Experiential Moments and Brand Collabs from NYFW

Try as we might, we couldn’t get our hands on Burger King’s Le Nugguette, a limited-edition nugget-sized purse with a dipping sauce charm. The brand released 100 micro-bags daily for $3.99 (the same price as a 10-piece chicken nugget order) from Sept. 12-16, and it sold out within seconds. The fast-food fashion drop was just […]

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B-to-C Events

Neopets’ CEO Talks Investing in Events to Revive a Passionate Community

Back in the early aughts, millennial kids spent a lot of their computer time on Neopets, caring for and customizing virtual pets and exploring the online world of Neopia. As new games and social networks came onto the scene, Neopets experienced a decline, but it never went away. And 27 years since its launch, Neopets […]

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Festivals & Fan Cons

3 Ways Honda Integrated its Brand into ‘Encanto’ Fandom at D23

D23: The Ultimate Disney Fan Event is designed for passionate superfans who arrive with carefully crafted game plans to maximize their experience. To earn their attention, brands that exhibit at the Anaheim Convention Center (this year’s show floor, Aug. 14-16, was the largest one yet) have to match that intention. So, Disneyland partner and D23 […]

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Pop-Ups

818 Tequila Bucks Influencer Gifting Culture with a Wedding Twist on 8/18 Day

Consumers are growing weary of the gifting culture between brands and influencers, so 818 Tequila decided to buck the trend while capitalizing on another. Serving up its own branded wedding moment, the brand surprised its biggest fans, rather than influencers, with complimentary bars and gifts for their weddings and bachelorette parties. As part of its […]

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B-to-C Events

‘They Didn’t Want to Leave’: Why Gen Alpha Stuck Around Sticki Rolls’ Pop-up

To kids 16 years old and younger, creative visuals and emotionally resonant content matter, as well as the perspectives of relatable influencers. Understanding these elements, Sticki Rolls made sure to zero in on its sticker products’ signature bright colors, cutesy icon designs and beauty trends to create a bold activation that captured the attention of its Gen Alpha audience. The result? The Sticki Salon.

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B-to-C Events

Inside Instacart’s Creator Dinner in a Pop-up Grocery Aisle

Foodies turn to social media to discover new recipes and see what their favorite content creators are cooking up. Instacart joined the conversation with its social-forward “Cart Classics” campaign, kicking it off with an intimate dinner experience for creators and VIP guests on Aug. 6 at Chain House in L.A. The brand partnered with Taiwanese […]

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