Three mega retailers — PacSun, Tarte Cosmetics and Crocs — have used TikTok to attract new audiences, acquire customers and drive millions of dollars in sales. And according to executives speaking at the National Retail Federation’s NRF ’26 conference earlier this month, brands that are just building awareness on TikTok are missing out on sales opportunities. The three brands raved about the conversion and sales the social media platform drives for their businesses, and said that letting influencers have creative control is the key to viral and lucrative TikTok content. We review the retailers’ top tips for TikTok success.

Meanwhile, direct-to-consumer lingerie brand Thirdlove is preparing the company for the artificial intelligence revolution, according to Chief Marketing Officer Amy Carr, who spoke during a fireside chat at NRF ’26 as well. The brand is restructuring how its teams work and is adding in new marketing practices to accommodate more shoppers searching on generative AI platforms. Here’s how the bra manufacturer is readying its organization for the future.

Not every product marketing play embedded in a TV series is a home run. So when “Pluribus” showrunner Vince Gilligan expressed a desire to film several scenes of his new Apple TV show within an Albuquerque location of Sprouts Farmers Market, the regional grocery store chain had to decide whether to take a risk and trust the creative process. It appears to have paid off.

Lastly, in a new campaign for sapphic dating app HER, the brand aims to go beyond just swiping and focuses more on the importance of community and connection.

Until next week,