Creator marketing is hot in retail right now, with many merchants clamoring to invest in the technology and partners to move their brands forward while staying authentic. But Jack Gray, CEO of Blenders Eyewear, wants to shake it up a bit. He’s hired content creator Jordan Howlett (aka “The Stallion”) as the brand’s Chief Content Officer instead of offering him a brand ambassador role. Read how the partnership is unique and how it complements the marketing team.

Meanwhile, shoe brand Clarks is boosting its marketing efforts with more influencers, to increase brand awareness and generate more digital content, according to Mario Protano, Director of Performance Marketing. The move represents a greater focus on upper-funnel marketing compared to a year ago. And with social media now being the brand’s top channel for new customer acquisition, the strategy is paying off.

For a brand like Toyota, brand awareness isn’t an issue. The marketing focus is centered on driving brand affinity and boosting awareness around specific products instead. Through a partnership with OnX Elite, a digital mapping tool to help consumers navigate trails offline, it’s hoping to grow in awareness, consideration and affinity surrounding its truck models. Read how the brand is working with creators and what it stands to gain from the partnership.

Lastly, we look at how major industry events such as CES and POSSIBLE are viewing creators as a distinct storytelling audience. Read how these organizations are seeking to create value for multiple stakeholders — and why this audience warrants long-term relationship-building and investment.

Until next week,