Welcome to the automated Brand Tracker diaries.
Digital Angels strengthens its social team and expands client portfolio
Goal: Enhance brand's premium positioning through influencer marketing
Media: Instagram, TikTok
Summary: Digital Angels has strengthened its social team and expanded its client portfolio. Key projects include the 'Crack Your Style' influencer marketing campaign for Magnum, which involved 13 influencers on Instagram and TikTok to promote the brand's premium image. Other notable activations include a launch campaign for Normal in Italy generating over 200,000 interactions and a continued partnership with Esserre Pharma for social media management and influencer marketing.
Mattel Concentrates Christmas Campaign in Key Weeks and Works to Connect Brands with New Audiences
Goal: Maximize brand presence during key holiday shopping weeks
Media: Television, digital, social media
Summary: Mattel is concentrating its communication efforts for the Christmas season between November and December, aiming to engage various target audiences with new launches such as Barbie and Ken Magic of Christmas and the Nutcracker line. The campaign focuses on reaching children, families, and the growing 'kidult' demographic through a mix of traditional and digital media, alongside a strong influencer marketing strategy involving both international and local creators.
Carob Awards: The Gold of the Unity PR
Source: https://inbusinessnews.reporter.com.cy/article/480339
Goal: Raise awareness about breast cancer
Claim: Not just her fight
Media: Digital & Influencer PR
Summary: Action Global Communications won a gold award in the Digital & Influencer PR category for the 'NOT JUST HER FIGHT' campaign by KEAN, dedicated to breast cancer awareness, at this year's Carob Awards. The initiative successfully engaged the public by highlighting real stories of individuals.
Parade Founder Cami Tellez Taps UTA Exec to Scale Her ‘Post-Follower’ Agency
Goal: Build a creator marketing platform for the post-follower era
Summary: Cami Tellez, cofounder of the Gen Z underwear brand Parade, has launched a new venture named Devotion, aiming to create a marketing platform that moves beyond traditional follower count in influencer marketing. The company recently appointed Ed Victori as its first COO to support its growth.
Parade Founder Cami Tellez Taps UTA Exec to Scale Her ‘Post-Follower’ Agency
Goal: Build a creator marketing platform for the post-follower era
Summary: Cami Tellez, cofounder of Parade, has launched a new venture called Devotion aimed at transforming influencer marketing in the post-follower era. The company recently brought on Ed Victori as its COO to help scale their efforts following significant growth.
Parade Founder Cami Tellez Taps UTA Exec to Scale Her ‘Post-Follower’ Agency
Goal: Build a creator marketing platform for the post-follower era
Summary: Cami Tellez, cofounder of the Gen Z underwear brand Parade, launched a new venture called Devotion aimed at creating a creator marketing platform for the post-follower era. Tellez appointed Ed Victori as the first COO to help scale the company following a year of rapid growth.
Why SNs Posts by Influencers in Their 50s and 60s from the Women’s Magazine ‘HALMEK’ Are Supported
Source: https://www.advertimes.com/20260929/article558394/
Goal: To create a service that initiates trends among women in their 50s and 60s
Claim: Showing how products can be integrated into daily life
Media: Instagram
Summary: HALMEK, targeting women aged 50 and above, has initiated the 'HALMEK up Ambassador' program to leverage the growing presence of social media among this demographic. The campaign involves recruiting influencers from within their readership, focusing on authentic daily experiences with their products rather than traditional promotional methods. This strategy aims to enhance engagement and establish deeper connections with the target audience, resulting in significantly increased reach efficiency.
Red Antler-owned Creator Studio Wants to Fight AI Slop With UGC
Goal: To combat AI-generated content by promoting authentic user-generated content
Claim: No notes, please do your thing
Media: Social media
Summary: Red Antler Group has launched Fat Earth Studios, a creator content studio designed to help brands scale user-generated and influencer content. The initiative focuses on connecting brands with creators, ensuring authentic messaging, and promoting this content across social media platforms to counteract the prevalence of low-quality AI-generated content.
Neuhaus entrusts BeInfluence with the campaign for its collection ‘The Nuances’
Source: https://pub.be/fr/neuhaus-confie-a-beinfluence-la-campagne-de-sa-collection-les-nuances/
Goal: Promote the new collection
Summary: Neuhaus has entrusted BeInfluence with the campaign for its collection 'Les Nuances'.
Philippe Warzée: PUB Influence, it’s started!
Source: https://pub.be/fr/philippe-warzee-pub-influence-cest-parti/
Goal: To highlight the influence sector and its various actors
Claim: Influence is everywhere
Media: Print and online publications
Summary: PUB has launched 'Pub Influence' to focus on the importance of the influence sector in marketing and advertising. With five founding partners, the initiative aims to provide a platform for agencies, advertisers, and other stakeholders to discuss the evolution and challenges within the influence space. The project will feature content, meetings, and debates to inspire and advance the market.
AnyMind bets on live streams as creators’ next revenue play
Source: https://www.marketing-interactive.com/anymind-bets-on-live-streams-as-creators-next-revenue-play
Goal: Help creators monetize live streams and connect them with brand opportunities
Media: YouTube Live, live-streams, social media
Summary: AnyMind Group has launched AnyCreator Stream, a platform designed to aid creators in monetizing their live streams and managing brand partnerships. The platform integrates with YouTube Live to track stream performance metrics and connects with AnyMind's influencer marketing tool, AnyTag, helping brands execute and measure live-stream campaigns. This initiative is part of AnyMind’s broader strategy to enhance its presence in the live-streaming and social commerce markets.
New: Africa Creative Takes the Mitsubishi Triton Pickup to the Real Challenges of the Trans-Amazonian Road
Goal: Invite consumers to test drive the new Mitsubishi Triton
Claim: Live is a Different Story
Media: Broadcast television, cable television, digital platforms
Summary: Mitsubishi Motors has launched a new campaign for the Triton pickup truck, titled 'Live is a Different Story,' developed by Africa Creative. The campaign invites consumers to experience the vehicle's quality firsthand at dealerships across Brazil, featuring influencer Thiago Correia, who uses the Triton for real-life rescues on the Trans-Amazonian Highway. The campaign aims to demonstrate the Triton's capabilities through immersive storytelling and real user experiences.
Intimate Hygiene and Gaming? Chilly’s Campaign Surpassed Goals by 400%
Goal: Engage women aged 18 to 44 through gaming.
Claim: Intimate hygiene should be a joyful and uncomplicated part of daily routine.
Media: POGGERS platform, articles, display formats, RECAP news show, DUNGGEON Podcast
Summary: The intimate hygiene brand Chilly collaborated with agency WPP Media to target women aged 18 to 44 through an innovative gaming campaign, surpassing goals by 400%. The campaign was centered around sponsoring the VRUM Championship, a popular go-kart race involving female influencers, indicating that women are an active part of the gaming community. Following the success of the initial phase, which exceeded expectations with over 1.2 million impressions, the campaign aims to continue with a focus on empowering women in gaming.
Lidl bets on Audrey Fleurot to give wings to Parkside
Goal: Promote Parkside tools
Summary: Lidl is leveraging actress Audrey Fleurot to enhance the visibility and appeal of its Parkside tool brand, aiming to energize the campaign and attract consumer interest.
Do you want to keep the cups?
Goal: Generate awareness around the cups and enhance customer relationship
Claim: Do you want to keep the cups?
Media: In-store, app, social media, website, radio, influencer activations
Summary: Limonada Nada has launched a new promotional campaign featuring Filomena Cautela, centered around a limited edition collection of three colorful and personalized cups inspired by the flavors Lemon, Strawberry, and Passion Fruit. The campaign encourages customers to collect the cups by redeeming points through the h3 app, enhancing the brand experience beyond the restaurant. Developed by Dentsu Creative Portugal, the initiative aims to foster customer loyalty and engagement.
Campbell’s heats up digital focus amid marketing reformulation
Goal: Drive trials of product innovations for Goldfish snacks
Claim: Better-for-you positioning highlighting real cheese and no artificial flavors
Media: Social media, influencer marketing, e-commerce, artificial intelligence-powered platforms
Summary: Campbell's is reformulating its marketing strategy by increasing investments in social media, influencer marketing, and e-commerce to adapt to changing consumer habits and improve sales. The focus is particularly on the Goldfish brand, aiming to enhance its market presence and promote new product offerings. The campaign developed with Mischief @ No Fixed Address emphasizes the healthier aspects of Goldfish snacks, which includes real cheese and new product options.
Around the World: Women’s sport asks UK Treasury for subsidy
Goal: To showcase diverse interpretations of the brand through influencers
Media: Influencer channels, television
Summary: Chipotle launched the campaign 'Behind the foil', allowing 100 diverse creators to share their unique interpretations of the brand directly from its kitchens without scripts or approvals. The campaign aims to differentiate itself from traditional foodie influencers, leveraging the creators' combined 100 million followers.
A Million Dollars Distributed in Suitcases and Challenges: Dr. Squatch and IShowSpeed’s Great Competition
Source: https://www.reasonwhy.es/actualidad/dr-squatch-ishowspeed-busqueda-tesoro-millon-dolares
Goal: Engagement through a competitive challenge
Summary: Dr. Squatch is hosting a competition involving a one million dollar prize distributed through suitcases and challenges, highlighting engagement with influencer IShowSpeed.
The Irish Marketing Podcast: The Growth of the Creator Economy
Source: https://www.adworld.ie/2026/08/21/the-irish-marketing-podcast-the-growth-of-the-creator-economy/
Goal: Create a community of Gen Z creators
Summary: The Irish Marketing Podcast discusses the creator economy and highlights Orchard Thieves' collaboration with THINKHOUSE to form the 'Fox Pack', a community focused on authentic relationships with Gen Z creators, moving beyond traditional influencer partnerships.
Understand What Works in the Feed
Source: https://www.kampanje.com/annonse/forsta-hva-som-funker-i-feeden/1020542
Goal: To understand what works in social media and how brands can be perceived and remembered.
Media: Social Media
Summary: The article discusses an event titled 'Influencer & SoMe Marketing 2026' aimed at exploring effective strategies in social media. It features industry experts and creators who will share insights on what captures attention in feeds, the role of influencers, and the impact of AI on content production. Presentations will include data on youth media consumption habits and case studies from brands like SpareBank 1 and Ruter.
The Smooth Switch
Goal: Promote hair removal products
Summary: Veet and Gocomo have launched a creator campaign focused on hair removal, aiming to engage consumers through influencer partnerships and innovative content sharing.
Ideal of Sweden focuses on user-generated content
Source: https://www.resume.se/affarer/byraval/ideal-of-sweden-satsar-pa-ugc-byravalet-klart/
Goal: Drive business through user-generated content
Media: Social media
Summary: Ideal of Sweden is launching a significant initiative focused on user-generated content for social media, partnering with the influencer marketing agency Relatable. The company's performance marketing manager emphasizes that UGC is critical for digital marketing, particularly in channels where traditional advertising is easily ignored. The campaign aims not just to create brand awareness but to drive actual business results.
Open AI criticized for influencer trip – called propaganda
Goal: Engage influencers to promote AI products and sustainability
Claim: This trip is a propaganda
Media: Social media
Summary: Open AI faced criticism for conducting a lavish influencer trip to teach programming and beekeeping while being accused of hypocrisy due to the environmental impact of AI. Critics highlighted the contrast between the trip's setting at a sustainable resort and the damaging effects of data centers on the environment. Influencers received negative feedback for participating, with comments describing the initiative as propaganda. Open AI defended the trip, emphasizing the importance of creators in educating the public about their products.
Tom Böttcher & Co: Ricola Advertises with Creator Offensive for New Fresh Product
Goal: Promote a new freshness product
Summary: Ricola is launching a campaign featuring creators to promote its new freshness product, leveraging influencer marketing to reach a broader audience.
Consequences of OpenAI creators’ trip: what to do before signing an agreement with an AI brand
Goal: To build relationships with technology creators and educate them about new ChatGPT tools
Summary: OpenAI recently hosted the 'ChatGPT Summer Club' to engage with technology creators and educate them about ChatGPT tools. However, the event faced backlash, with attendees receiving criticism over their association with an AI company amidst environmental concerns. OpenAI maintains that they will continue to work with creators despite the controversy, emphasizing the importance of creators in informing the public about their products.
New: TBWA Perú, BCP and Daniela Darcourt demonstrate the exchange rate that benefits
Goal: Increase awareness and usage of BCP's exchange rate service
Claim: The only exchange that truly benefits you is BCP's Súper Tipo de Cambio
Media: Digital platforms, TikTok Live, streaming programs
Summary: The campaign, developed by BCP and TBWA Perú, features singer Daniela Darcourt promoting the bank's 'Súper Tipo de Cambio' through a digital action that combines entertainment and engagement. The initiative effectively captured public attention in the competitive financial market and aimed to boost awareness and usage of the bank's favorable exchange services, culminating in a digital debate that revealed the campaign's true intent. To enhance engagement, BCP also offered prizes to users who participated in currency exchanges during the campaign period.
OpenAI’s first-ever influencer brand trip sparks backlash
Source: https://www.marketing-interactive.com/openai-s-first-ever-influencer-brand-trip-sparks-backlash
Goal: Showcase ChatGPT work tools
Media: Instagram, TikTok
Summary: OpenAI hosted its first influencer brand trip in New York, showcasing its ChatGPT tools to a group of creators. The trip received backlash as critics accused participants of promoting a company under scrutiny for its AI's environmental impact and societal implications. Despite negative comments, sentiment analysis revealed that 59% of conversations remained positive.
The Hype Continues: Lidl and Influencer Riton Distribute Ice Croissants in Cologne
Goal: Promote a new product
Summary: Lidl has partnered with influencer Riton to distribute ice croissants in Cologne as part of a marketing campaign, continuing the excitement around this new product.
Müller and Myprotein sent influencers to an obstacle course blindfolded
Goal: To connect nutrition with social and fun experiences rather than just a functional obligation
Media: Online video and social and digital channels
Summary: Müller and Myprotein launched a new campaign featuring influencers GK Barry and Paul Olima, where they tackled a blindfolded obstacle course, emphasizing the importance of teamwork, trust, and communication in achieving results. The campaign, developed by VCCP Blue, incorporates visually engaging content reflective of social media, and aims to present nutrition as a shared experience. It also includes a related football event, The Mixers Cup, developed by Curious Panda, promoting collaboration within the gameplay.
Gap Inc. opens creator program to employees
Source: https://www.marketingdive.com/news/gap-inc-opens-creator-influencer-program-staff-employees/826275/
Goal: Involve employees in influencer marketing to boost the brand's online presence.
Claim: Employees becoming influencers through authentic storytelling.
Media: Social media platforms
Summary: Gap Inc. has expanded its creator program to include corporate, distribution, and store staff, allowing employees to act as influencers and earn commissions while promoting the brand. Since its launch, the program has reached nearly 154 million consumers through almost 30,000 posts. This initiative aims to leverage the deep knowledge of employees regarding the brand and its products.
Hilton’s CMO on why brand marketing is an ‘irrational affinity business’
Goal: Increase consumer engagement and loyalty through a social-first campaign.
Media: Instagram
Summary: Hilton launched a social-first campaign to give away 1 billion Hilton Honors points, featuring influencers Paris Hilton and Lando Norris. The campaign aims to engage with consumers during summer travel and emphasizes the emotional aspect of loyalty over mere transactions.
Jesús Moreno Sosa: ‘Retail media ceases to be a complementary channel to become a central part of the plan’
Goal: To connect social video discovery with actual purchase data.
Claim: Verified ROAS linked directly to real purchases.
Media: TikTok, social commerce
Summary: The SVP of Mercado Ads discusses the company's initiatives at Cannes Lions, including the launch of the largest content creators network in Latin America, focused on verified returns on ad spend (ROAS) linked to real purchases. The partnership with TikTok allows for a connection between cultural discovery and Mercado Libre's purchasing infrastructure, enabling advertisers to track their campaigns' effectiveness in real-time.
Prima Ice Cream Expands Influencer Marketing. Engaging New Faces in the Summer Campaign
Goal: To create authentic and relevant content that resonates with the target audience
Media: Social media
Summary: Prima zmrzlina is expanding its influencer marketing strategy by collaborating with a diverse range of influencers for its brands, including Pegas Premium, Mrož, Kuba, and Prank!. The focus is on authenticity and creating natural content that appeals to specific audiences. Through this campaign, Prima zmrzlina aims to enhance visibility and engage with younger generations and families, utilizing both established and new influencers.
Kolsquare launches Kolsquare MCP – Strategies
Source: https://www.strategies.fr/actualites/agences/LQ6435510C/kolsquare-lance-kolsquare-mcp.html
Goal: To launch a new influencer marketing platform
Summary: Kolsquare has launched Kolsquare MCP, a new platform that aims to enhance influencer marketing strategies by providing innovative tools for brands and marketers. This initiative includes features designed to facilitate better collaboration and more effective campaigns.
Cif focuses on creators for the launch of Infinite+Clean
Goal: Engage new domestic habits through creator involvement
Claim: One spray, CIFai everything
Media: Instagram, TikTok
Summary: Cif launches its new multi-purpose spray, Infinite+Clean, with a digital campaign centered on the claim 'One spray, CIFai everything.' The campaign, developed with WPP Creative, engages creators from various backgrounds to showcase their daily cleaning experiences on social media. Participants receive personalized boxes tailored to their profiles, and the initiative includes a community challenge inviting users to share videos of their cleaning moments with the official campaign soundtrack.
Heroes of Online Changes Digital Reach for Help: Tens of Thousands Saw the Reality of Dog Shelters
Goal: Support the adoption of abandoned dogs
Claim: Influencers have a responsibility to inspire values
Media: Social media
Summary: The Heroes of Online project connected well-known Czech influencers and content creators to promote the adoption of abandoned dogs. The involvement of creators, who visited a shelter and raised awareness about animals seeking new homes, reached over 200 thousand users on social media. The project aims for long-term awareness, with influencers sharing authentic emotions and stories of animals with their followers. The pet supplies e-shop Bezedná miska supported the project by providing donations directly to the shelter. Ongoing support from fans is encouraged, including direct donations to the shelter's bank account.
One Less Worry. The Alliance of Roof Tiles in a New Campaign with Influencers Busts Myths About Roof Tiles
Goal: To show that roof tiles are a symbol of long-term certainty and modern lifestyle.
Claim: A good roof means one less worry.
Media: Media and social networks
Summary: The Alliance of Roof Tiles launched its first influencer marketing campaign titled 'O starost míň'. Through the stories of well-known Czech creators, it demonstrates that a roof made of traditional roof tiles is not only a construction element but also a symbol of long-term certainty and modern lifestyle. The campaign emphasizes that choosing quality tiled roofing is an investment in peace and comfort for families, regardless of whether they are young people with modern homes or families planning extensive renovations of older houses.
Leylaland: Penny opens first influencer supermarket with reality star Leyla Heiter
Goal: To launch a supermarket for influencers
Summary: Penny has opened a new supermarket called Leylaland in collaboration with reality star Leyla Heiter, specifically targeting influencers and their audience. This initiative aims to cater to the unique shopping needs of social media influencers.
Lavi No Longer on the Field. Chance’s New Campaign Sends Him into the World of Influencers
Goal: To introduce a new chapter for the brand involving influencer marketing
Media: online videos, social media content, digital formats
Summary: With the new season of the Chance League, a new campaign titled Lavi 2.0 is launched featuring long-time ambassador Lavi transitioning from football to the influencer world on social media, streams, and podcasts. This campaign follows Lavi's evolving narrative and includes four main spots that promote the Chance brand and products, alongside new sponsorship messages and a distinctive brand voiceover by Vilém Postránecký.
Campaign Middle East 40 Over 40 2026: Junwen Wang, Cheil MEA
Source: https://campaignme.com/campaign-middle-east-40-over-40-2026-junwen-wang-cheil-mea/
Goal: To launch and promote the DEEPAL G318 model
Media: TV, social media, influencers
Summary: Junwen Wang of Cheil MEA has been recognized on Campaign Middle East’s 40 Over 40 list for his significant impact on the brand and marketing industry over the past 15 years. With over 20 years of experience, Wang has led innovative projects including the multi-channel strategy for the DEEPAL G318 launch, achieving over 53 million views through the activation of regional influencers and overseeing end-to-end operations for the Samsung flagship media launch.
Verkkokauppa’s TikTok Currency Wins Silver Lion at Cannes
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Goal: Increase engagement and sales through TikTok
Media: TikTok
Summary: Verkkokauppa.com’s TikTok Currency – Viral Payback campaign has won a silver lion at the Cannes Lions festival in the Media category for Innovative Use of Influencer/Creators. In the campaign designed by NoA Bob the Robot, users could purchase products from Verkkokauppa.com through TikTok video views. The campaign has also received multiple awards previously, including at The One Show and the Grand One competition. As competition for attention decreases, the right solutions stand out, which is supported by the strategic client team.
Changi Airport bets on two Aussie mates to uncover SEA’s hidden gems
Goal: Encourage travelers to explore lesser-known destinations in Southeast Asia.
Claim: Changi Airport as the gateway to Southeast Asia.
Media: Social content, creator partnerships, destination-led storytelling
Summary: Changi Airport launched the 'A Taste of Asia' campaign featuring Australian creators Tom Smallwood and Lachy Mac to inspire travelers to explore lesser-known destinations in Southeast Asia through food and culture. The campaign aims to position Changi Airport as a key entry point to the region while promoting a deeper exploration of its diverse offerings. Trip.com is the booking partner for this initiative.
Not Too Light – Abloy Condensed Trust into a Gesture in Youth-Oriented Campaign
Goal: Engage young consumers and build relevance among them
Claim: Trust can be distilled into a gesture
Media: Social media, particularly TikTok and Instagram
Summary: Abloy, a leading brand in Finland known for locks, launched the Abloy Handshake Challenge to engage young Finnish audiences. The campaign encourages participants to create and share their unique handshake videos on social media, aiming to translate the abstract value of trust into a concrete action that resonates across cultures. The initiative involved collaborating closely with the agency SEK and notable influencers. This strategic outreach aims to establish a connection with the younger demographic, who will be decision-makers in the future.
Burger King Breaks with El Xokas After His Controversial Remarks
Goal: To promote the Grand King burger through influencer marketing
Summary: Burger King has canceled its collaboration with streamer El Xokas due to his controversial remarks that do not align with the brand's values. The campaign 'Grand King' will continue with other influencers, as El Xokas made offensive statements during a livestream. The fast-food chain aims to clarify that his comments do not represent their brand.