In 2025, creators expanded from awareness drivers on social media to multi-platform entertainers capable of generating real sales, earning the attention of marketers and legacy media. Some of the top industry moments of the last have begun to make an impa... See more
Lowe’s wants to hook Gen Alpha on home improvement with the introduction of theLowe’s Kids Club, a rewards program with perks like in-store workshops, access to digital content, and a lollipop with every visit. While offering a loyalty program is now an e... See more
Instead of sending elite influencers on another lavish trip, Urban Outfitters is bringing 100 community members on vacation. Having a humble social following is non-negotiable. As part of its “Add a Story” campaign, the brand is bringing creators with 10,... See more
The Salvation Army is setting up shop in Roblox, using the gaming platform to introduce its users to thrifting and win their loyalty at an early age.
The new Roblox experience “Thrift Score” models a real Salvation Army store and is stocked with player do... See more
“There’s still so much runway with creator marketing, and I think a lot of brands probably aren’t investing enough,” said our analyst Minda Smiley during EMARKETER's Creator Summit. While the value of creator partnerships feels like an inescapable marketi... See more
