Since Fortune was sold by Meredith to a private investor in 2018, it’s been laser focused on striking branded content partnerships with advertising clients through the Fortune Brand Studio – and it’s paying off. The business new publisher generated around $100 million in revenue last year, a third of which came from its digital advertising and subscription business.
Influencer marketing is maturing on YouTube. On Tuesday, YouTube rebranded FameBit, the influencer marketing and branded content platform it acquired in 2016, as YouTube BrandConnect. YouTube hopes to make BrandConnect into a full-funnel offering, from making it easier for brands and creators to collaborate through to campaign creation, management and measurement. Influencer marketing has been […]
Direct-to-consumer sales at Skullcandy are up more than 100% year over year. That doesn’t mean the audio, headphone and earbud company isn’t feeling the effect of the coronavirus situation like most everyone else. “Of course we are, “ said CMO Jessica Klodnicki. But the uptick validates Skullcandy’s long-term strategy to diversify its sales channels. It […]
At Crayola, the lines between paid and earned are blurring. “The interaction between friends and family is so valuable – and it just can’t be garnered from paid media,” said Marisa Scurato, who oversees the brand’s strategic digital marketing efforts. “But we do believe that those things go hand in hand.” Crayola consumers create a lot […]
When Thrillist’s branded video of a fake grandpa weightlifting on Muscle Beach tallied more than 50 million Facebook views in 48 hours, it seemed to validate the pub’s 2015 decision to expand its editorial and sponsored video operations. But Thrillist CoLab, the branded content arm of Thrillist, wanted to test if the viral hit actually […]
