Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Why the best creator campaigns start long before launch

Brand: Knix

Campaign: Period Sleep Staycation

Source: https://strategyonline.ca/2026/08/13/trends-watch-role-of-creators/

Goal: To create relevance and authenticity in marketing through creator experiences

Media: TikTok, YouTube, Reddit

Summary: Knix launched the 'Period Sleep Staycation' campaign, inviting creators to experience their product in a contextual overnight stay designed to address the stress of leaks while sleeping. This approach allowed creators to test the product firsthand and generate authentic content, leading to significant online sales success in the first week.

Global

Old Navy’s MrBeast deal boosts engagement amid bigger bet on creators

Brand: Old Navy

Campaign: Back-to-School Campaign with MrBeast

Source: https://www.marketingdive.com/news/old-navys-mrbeast-deal-boosts-engagement-amid-bigger-bet-on-creators/830100/

Goal: Increase online traffic and engagement

Media: YouTube, TikTok

Summary: Old Navy partnered with YouTuber MrBeast for a back-to-school campaign aimed at boosting online traffic and engagement, resulting in a over 22% increase in traffic to their kids' assortment. This collaboration, featuring comedic content and giveaways, marks a shift in Old Navy's marketing strategy towards creator-driven content in response to changing consumer habits.

back-to-school creator marketing online engagement

Australia

Cathay taps into creator territory to sell Hong Kong one square kilometre at a time

Brand: Cathay Pacific

Campaign: Hong Kong: The Most Fun Per km²

Source: https://www.marketing-interactive.com/cathay-taps-into-creator-territory-to-sell-hong-kong-one-square-kilometre-at-a-time

Goal: Encourage travelers to explore beyond familiar landmarks in Hong Kong

Claim: Hong Kong's density as a competitive tourism advantage

Media: TikTok, Instagram

Summary: Cathay Pacific is using creator marketing to promote tourism to Hong Kong, particularly targeting Australians and New Zealanders. The campaign, which invites creators to explore one square kilometre of the city, emphasizes its unique density as a tourism asset. Collaborations with various creators will be showcased on TikTok and Instagram, bridging social media content with travel itineraries and fares.

creator marketing social media tourism