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For The Farmer's Dog, Word of Mouth Is Key to Customer Acquisition

Dec 04, 2019

After not seeing enough healthy pet food products in the market, Jonathan Regev and Brett Podolsky, co-founders of The Farmer’s Dog, set out to shake up the pet food industry with healthier homemade food designed specifically for different breeds, ages and sensitivities. We recently spoke with Regev, CEO of The Farmer's Dog, about the company’s current customer acquisition strategy and the role trial discounts play in acquiring new customers.

Kroger’s Hashtag Challenge: A Retailer's Perspective on TikTok

Dec 03, 2019

Looking to reach college students during the back-to-school shopping season, grocery retailer Kroger turned to one of the marketing world’s buzziest new platforms: TikTok.

What Marketers Should Know About TikTok Ad Formats and a Roundup on Partnership News

Nov 25, 2019

It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned short-form video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.

Hiding Likes on Instagram Could Change Influencer Marketing for the Better, Marketers Say

Hiding Likes on Instagram Could Change Influencer Marketing for the Better, Marketers Say

Nov 18, 2019

Instagram has begun hiding ‘likes’ for select users worldwide, expanding a test that could determine whether or not they will be permanently hidden from public view.

Instagram Removing Likes Could Boost Social Commerce and Retail Measurement

Instagram Removing Likes Could Boost Social Commerce and Retail Measurement

Nov 14, 2019

Since Instagram rolled out its Checkout feature earlier this year, brands have begun linking influencer content to shopping tools as a way to drive—and measure—direct sales. Should the platform hide likes from public view, which it began testing in the US this week, influencer marketers could be forced to look beyond vanity metrics to more advanced measurement tools, including social commerce and in-store purchase behavior.

How Marketers Are Responding to Recent TikTok Headlines

How Marketers Are Responding to Recent TikTok Headlines

Nov 12, 2019

Though TikTok has become a craze among some younger Americans over the past year, recent headlines over a US government investigation into the platform’s Chinese parent company ByteDance regarding national security concerns have some marketers worrying.

The Meatless Farm Co. CMO Talks Plant-Based Diets and Restaurant Partnerships

Nov 11, 2019

We spoke with Lone Thomsen, who was recently appointed global CMO of The Meatless Farm Co. The former head of media and communications at The Coca-Cola Co. discusses the brand's new partnership, its US market expansion and why plant-based diets are becoming so trendy.

For Influencer Marketing at Amex, Authenticity Trumps Production Value

Oct 24, 2019

Even for some luxury brands, authenticity trumps production quality when it comes to influencer marketing. That’s the case for American Express, which uses a mix of long- and short-term influencers to promote its products and services in a way that feels organic to the influencers’ aesthetic.

What’s a Creator Anyway? It Depends on the Platform

Oct 03, 2019

Creators are all over the news, but are they different from influencers? While it’s easy to say yes, it’s hard to say why. For our latest report, “Video Ads in Social Media 2019,” we explored how the two are differentiated.