Young people face ‘widespread exposure’ to junk food marketing online
Grace GollaschMore than half of young people have been exposed to junk food promotions on social media in the past month, with influencer-led posts proving the most influential.
‘Storytelling potential’: Argos on using influencers to dial up ‘desirability’
Amrit VirdiFollowing a challenging couple of years, Argos is reaping the rewards of investing in its “most ambitious creator-led social media campaign” to date.
Channel 4 CMO: Creator marketing risks ‘brand flattening’
Grace GollaschChannel 4’s Katie Jackson warns marketers are losing ownership of their brands as the use of creators and short-term performance tactics increase.
Heineken on using social media to ‘carve out meaningful space’ in a crowded category
Amrit VirdiDespite regulation limiting how alcohol companies can use social media, Heineken is betting on influencers to reach new audiences for brands like Desperados.
Premier Foods to upweight influencer marketing activity
Niamh CarrollPremier Foods has also highlighted the role of the marketing function in driving impactful innovation for the food business, as it appoints a new CMO.
‘It’s a real-life career’: How brands can promote better care of influencers
Amrit VirdiWith investment in the creator economy growing, issues around payment, welfare and inclusion are high on the agenda for influencers.
Unilever’s personal care CMO on upskilling marketing for ‘social-first’ future
Molly InnesMoving from a focus on TV ads to an influencer-first strategy means Unilever is on a mission to upskill its marketing teams.
‘Creators are their own brand’: Oatly on using influencers as ‘creative directors’
Amrit VirdiWith a third of its social media now creator content, Oatly is using influencers to tap into local markets and develop the brand’s global presence.
‘Not just transactional’: Dove on the value of treating influencers as ‘strategic partners’
Amrit VirdiHaving generated organic engagement of 1 billion for its first end-to-end influencer campaign, Dove is calling on creators to embody its ‘Real Beauty’ ethos.
Why ‘critical reasoning’ could help brands tackle the manosphere
Amrit VirdiWith research confirming the negative impact masculinity influencers can have on male mental health, experts are urging brands to rethink their approach.
Creator content ‘outperforms’ industry norms for brand impact, study finds
Amrit VirdiNew research finds using creators for brand building drives long-term equity and short-term sales, outperforming traditional digital advertising.
Unilever’s CMO on using ‘creators’ voices’ to win over ‘sceptical’ consumers
Josh StephensonTop marketer Esi Eggleston Bracey reiterated the thoughts of her CEO Fernando Fernandez in promoting the use of “creators’ voices to express the brand”.
‘Reach to relevance’: How nano influencers are helping brands drive ‘cult fandom’
Amrit VirdiShould brands looking to craft a successful influencer strategy forget follower size and harness the authenticity of smaller scale creators?
Creator content set to overtake professionally produced content in ad revenue, says report
Grace GollaschIn the UK, digital-only channels such as search, retail media and social are expected to dominate the ad market in 2025, comprising 81.4% of total revenue, according to WPP Media’s This Year Next Year report.
Most B2B marketers say influencer marketing one of ‘most effective strategies’
Molly InnesAlmost two-thirds of B2B marketers say their marketing strategy is “incomplete” without influencers, according to LinkedIn data.