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Blenders CEO Dishes on Why Its New Creator Will Elevate the Sunglasses Brand

Blenders hires Jordan “The Stallion” Howlett for the newly created role of Chief Content Officer. Howlett will advise the Blenders marketing team on storytelling.

Shopper/Retail

Clarks Steps Up Influencer Marketing In Affiliate Program Overhaul

Shoe brand manufacturer Clarks is now working with hundreds of content creators in a push to increase brand awareness and acquire more customers on social media.

Shopper/Retail

Gritty Ambassadors To Increase Brand Awareness At Every Man Jack

The personal care brand refreshes its packaging, launches a new brand platform and taps sports influencers in a push to increase its marketing efficiency, said the VP of Brand.

Shopper/Retail

Naturium CMO Jake Galtere Explains Why Community Is the Skincare Brand’s Superpower

Naturium, the skincare brand owned by E.l.f. Cosmetics, launched a new campaign that features 11 real customers. CMO Jake Galtere shares the details.

Sponsorships

Blueair CMO on its Timely Tie-in with the Knicks and its Sports Marketing Strategy

Chief Marketer spoke with Lara Kerbaj, Chief Marketing & Growth Officer at Blueair, about what the sports partnerships say about the brand’s evolution and the audiences it’s wooing.

Shopper/Retail

Can Celebrities Provide Authentic Brand Representation? The Home Depot Says Yes.

David Beckham stars in The Home Depot’s “Build it Like Beckham” marketing campaign tied to the FIFA World Cup.

Sam’s Club Taps Its Members For Influencer Program

Shopper/Retail

Sam’s Club Taps Its Members For New Influencer Program

Warehouse retailer Sam’s Club aims to drive higher lifetime value by creating a platform for its current members to become influencers.

marketplace for refurbished consumer electronics

Shopper/Retail

Inside Back Market’s Strategy to Break Into U.S. Market

The marketplace for refurbished consumer electronics reached $3.5 billion in global GMV last year. Its message to consumers is to downgrade.

Influencer Marketing

Behr Paint’s New Marketing Campaign Speaks to DIYers’ FOMU — Fear of Messing Up

With its “Let’s Be Honest” campaign, which launched March 23, Behr Paint aims to help consumers overcome decision paralysis and fear of failure.

Shopper/Retail

Thorne Shifts Marketing Message Strategy Away From Product Focus

After a consumer survey, supplement brand Thorne launches a new marketing campaign that focuses on the brand’s differentiators rather than product outcomes, Chief Growth Officer Mary Beech shares.