Skincare brand Differin is making a big bet with its latest marketing activation in an effort to meet Gen Alpha and Gen Z where they spend their time. And for consumers ages 13 to 24 in 2025, that’s in the gaming world—specifically the metaverse platform Roblox.

“Showing up in an authentic way where they already are, in a gamified way, shows that we’re just on the journey with them, rather than being a popup banner or being a sponsored ad somewhere,” said Tara Loftis, Global President, Dermatological Skincare at Galderma, owner of brands Differin and Cetaphil.

To integrate the brand naturally, Differin has developed three minigames available to play within five of Roblox’s popular games for four weeks in March. We explore the details of Differin’s marketing plan, KPIs, early results and more.

The average tenure of CMOs at Fortune 500 companies was less than that of most other common C-suite roles, according to research from executive search and advisory firm Spencer Stuart. And 34% of those corporations didn’t have an enterprise marketing leader. However, the majority of those CMOs leaving their posts moved on to better roles. And the titles of top marketing executives are evolving. Here’s what we learned from the CMO Tenure Study.

A majority of marketers—63%—use generative AI tools, according to AI platform Jasper’s survey of marketing leaders. But only half of those using genAI are measuring the return on their investments. We look at why this may be happening, key AI metrics to track and how marketers are using the technology. 

Lastly, with its focus on music, tech and entertainment, the annual SXSW Conference & Festivals showcase some of the most creative activations across the experiential marketing industry. Enjoy a roundup up the top 20 brand activations that descended upon Austin this month.

Until next week,