Digiday

Bleacher Report’s social-first sports vertical House of Highlights is producing more creator-led content to establish more franchises and increase its […]

Digiday – Hollister is shifting to extended partnerships over a one-off, pay-per-post model with TikTok creators to build trust with its core demographic, high schoolers.

Abercrombie & Fitch is using TikTok to reintroduce the brand to millennial and Gen Z consumers.

The 130-year-old brand is running a paid and organic ad strategy on the platform as well as working with TikTok creators to do so. The reintroduction follows Abercrombie & Fitch’s overall brand transformation in recent years as it has slowly shed its reputation of preppy exclusivity for early Aughts teenagers to become a more inclusive brand aimed at twentysomethings seeking fashionable basics.

Bush’s canned goods is leaning into user-generated content (or UGC) — the company’s next commercial will be made by a creator.

Known for its canned beans, Bush’s is currently running a film festival contest — aptly named Bush’s Beans Can Film Festival — which aims to get people to submit their own films about beans via their social channels with the hashtag #BushsCanFilmContest. The winning film will serve as the brand’s next ad; the winning creator will earn $50,000.

We already know that holiday ads are coming early this year — getting people to shop earlier due to supply chain issues means advertising earlier, too. That’s not the only change marketers are making to their holiday plans: they’re are also increasing their investments in influencers and creators for this holiday season, according to influencer marketing and agency execs.

When it comes to working with influencers, Visible looks for long-term partnerships. The brand, a digital-only phone carrier from Verizon, believes that fostering an on-going relationship with influencers will allow the audiences of those influencers to get to know the brand and connect with it more than one-off posts.

When it comes to influencer marketing some brands — particularly those targeting Gen Z — are starting to consider using TikTok creators over Instagram influencers in their campaigns. The chance for seemingly anyone or anything to go viral, as well as the increased usage of the growing social platform, is alluring for marketers — leading some of them to earmark more influencer dollars to TikTok.

When it comes to influencer strategies, most brands have set their sights on millennial and Gen Z influencers. Alaska Airlines is taking a different approach this spring: The airline is on the hunt for boomer influencers to create content at its own AK Boomer House later this year in California.

Ace Hardware is adding a paid and organic influencer strategy to its marketing mix. The nearly 100-year-old hardware retailer is new to the space and looking to get the attention of millennial and Gen Z consumers, particularly first-time home buyers, by working with do-it-yourself influencers.

This year, marketers are turning more and more to influencers to spread holiday cheer.

Travelers is building its use of influencers — comic book artists, musicians, lifestyle influencers and more — to reach new audiences. And over the last 12 months or so, it has started to use an organic and paid influencer strategy to get the attention of younger audiences.

As the advertiser boycott of Facebook continues to gather steam, with over 530 marketers committing to move ad dollars from the platform for at least the month of July, some are also pressing pause on influencer campaigns.