Influencer Marketing Archives

Blue Diamond Turns to Protein, Young Shoppers and Julianne Hough to Reignite Almond Milk Category

Almond milk brand Blue Diamond launched two new products, and after hitting 30% distribution and a 30% repeat purchase rate, it is now investing in a brand awareness campaign with “Dancing With the Stars” alum Julianne Hough.

Shopper/Retail

Catalina Crunch’s New CMO Plans to Target GLP-1 Users and ‘Macro-Maxing Moms’ With Tailored Messaging

Charlotte Mostaed, who hails from Procter & Gamble, Pom Wonderful and Health-Ade Kombucha, plans to emphasize Catalina Crunch’s macros on its packaging and lean on influencers who already love the brand.

Campaigns

Chief Marketer Announces 2026 Campaigns of the Year

The 2026 Chief Marketer Campaigns of the Year Award winners have been announced, recognizing the campaigns, teams and organizations that delivered exceptional results across strategy, creativity and execution this year.

Shopper/Retail

Ryde Builds Awareness with Athletes, From NIL Interns to Rob Gronkowski

The supplement shot brand offers internships to athletes in its NIL program, and its campaign with the former NFL star reached 20 million consumers and lifted sales of its Focus and Sleep shots.

Shopper/Retail

Eos Shares How It Turns Organic Users Into Brand Amplifiers

Senior Vice President of Marketing and Creative Carley Caldas explains how the cosmetics brand’s ‘scrappy’ social team finds creators who will connect its products to culture on social media and in person. Plus, how Eos measures success at events.

Shopper/Retail

New HealthyBaby CMO Taps Into Content Background to Grow Diaper Brand

The better-for-you diaper brand is turning on influencer marketing and beefing up its educational content to build awareness. Chief Marketing Officer Meredith Gieskes shares how her background informs the strategy for her new role in this Q&A.

Branding/Marketing

How SNIPES CMO Kelley Walton Connects Culture, Community and Commerce

At Snipes, marketing is not a tug-of-war between brand and sales, according to CMO Kelley Walton. It starts with culture and community, then proves itself at the register.

Branding/Marketing

What Brands Can Learn from the U.S. Open’s Creator Controversy

What exactly are brands, such as the U.S. Open, expecting from the creators and influencers they increasingly invite into these spaces, and how should communicators navigate these opportunities?

From

Shopper/Retail

Why Accelerator Trades Equity for Celebrity Endorsements

The challenger energy drink brand skips the typical ambassador contract and gives Travis Kelce, Kai Trump and Olivia Dunne shares in the brand instead.

Social

Dairy Queen Bypasses Athletes for Mascots in Latest Social-Led Campaign

Marketing campaigns featuring athletes have become commonplace. So for a promotion tied to the kickoff of college football season, Dairy Queen highlighted team mascots instead.