Bud Light’s ad backlash shows the complexity of mass marketing
Mark RitsonAn endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.
Bottling the buzz: How to optimise influencer marketing spend through mobile messaging
Marketing Week PartnerFashion 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?
How Sky hijacked social media with the help of 200 influencers
Marketing Week ReportersTo 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.
The influencer epidemic: How social stardom became marketing’s most exciting commodity
Harry LangOver half a billon people are watching esports, while today’s social celebrities command audiences of millions that put Hollywood stars in the shade.
What to consider when measuring influencer marketing
Econsultancy TeamAs brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
Endorsements, ambassadors and storytelling: How to bring brands, talent and agencies together
Tom ScottThe ecosystem of endorsements and ambassadors is becoming larger and more complex, but a marketplace approach can help brands find the right fit
Unilever to stop marketing food and drink to under-16s by 2023
Niamh CarrollUnilever-owned brands including Ben & Jerry’s and Magnum will no longer target children or gather their data in any of its markets.
Ad watchdog escalates sanctions against persistent rule-breaking influencers
Michaela JeffersonBrands 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.
How Marcus Rashford and Co-op created a powerful advocacy campaign
Marketing Week ReportersIt started with a tweet and went on to raise over £20m to tackle food poverty.
Marketoonist on influencer marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
ASA threatens action against rule-breaking brands as it names and shames influencers
Michaela JeffersonThe Advertising Standards Authority is “escalating” sanctions against the social media influencers breaching advertising rules and warns brands they’re next in line.
Malibu on why consistency drives growth
Manny PhamMalibu saw “exceptional growth” in the last 12 months and “rejuvenated” interest in the brand thanks to product innovation and its long-term marketing strategy.
Why brands are continuing to use Instagram influencers
Marketing Week PartnerDespite the growth of newer platforms such as TikTok, the majority of direct-to-consumer brands see immense value in engaging with established influencers on Instagram first, before testing the newer channels.
ASA puts social media influencers ‘on notice’ over ad rules breaches
Michaela JeffersonA monitoring sweep by the regulatory body found an “unacceptable” level of influencer posts are failing to stick to the rules.
How Boots used influencers to get Gen Z to spend more on beauty
Matthew ValentineBoots launched a platform to engage young shoppers and help them rethink the retailer as a beauty destination.