B2B brands have been slow on the uptake when it comes to using influencer marketing strategies. But with the trend increasing knowing the watchouts and determining the potential of B2B influencers is key.
The audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
NatWest has been building a culture of creative B2B marketing into its business, focusing on finding underpriced attention across social media to market its B2B products faster and more efficiently.
Consumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.
The interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
The FMCG giant has created a ‘coalition of partners’ to help content creators feel more confident when posting about sustainability.
An endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.
Fashion brands have gone ‘all in’ on influencer engagement. But while ever-closer partnerships offer a highly effective way of reaching younger audiences, what happens when they miss the post on social media?
To build hype around the launch of its Sky Glass TV, Sky kicked off a year-long influencer campaign which doubled the benchmark for reach at 48 million.
Over half a billon people are watching esports, while today’s social celebrities command audiences of millions that put Hollywood stars in the shade.
As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
The ecosystem of endorsements and ambassadors is becoming larger and more complex, but a marketplace approach can help brands find the right fit
Unilever-owned brands including Ben & Jerry’s and Magnum will no longer target children or gather their data in any of its markets.
Brands could face similar sanctions in future, the advertising regulator has warned, as it puts six former Love Island stars on blast for failing to disclose when their social media posts are ads.
It started with a tweet and went on to raise over £20m to tackle food poverty.