Stories from the people leading social media at the world’s greatest brands.

The Short List: Kohler, Macy’s, Kraft Foods, and more

Brittany Hennessy, Director of Influencer Strategy and Talent Partnerships at Hearst, discusses working with social media influencers to target younger generations, amplify products, and tell brand stories. Marketing Dive >> American Eagle brand Aerie is taking an authentic approach to their YouTube strategy by mimicking user-generated content and enlisting body-positive influencers to star in causal,… Read More >

The Short List: H&M, Domino’s, Anheuser-Busch, and more

Domino’s is running a national ad campaign using Snapchat’s new “shoppable AR” lens feature. Meenakshi Nagarajan, Director of Digital Marketing, explains why augmented reality offers a unique opportunity for the company. Adweek >> Budweiser’s multifaceted World Cup social media campaign made them the most discussed brand on Twitter over the course of the tournament. Brian… Read More >

The Short List: Reebok, Kraft, Nestle, and more

Melanie Boulden, Vice President of Marketing at Reebok, discusses how their new #BeMoreHuman social media campaign pays tribute to Reebok’s roots of empowering women. Marketing Interactive >> KFC generated social engagement through an interactive, four-hour Facebook Live event featuring cats playing on a cat tree shaped like Colonel Sanders. The live stream garnered 439,000 viewers… Read More >

The Short List: Cargill, Disney, Kit Kat, and more

Sue Serna, Global Social Media Lead at Cargill, shares how she manages a continually growing team and eliminates knowledge gaps to improve social across her organization. Blog >> Ian Norton, the Director of Kit Kat and PayDay at The Hershey Company, discussed how they took a funny viral tweet and turned it into an… Read More >

The Short List: Coca-Cola, Nordstrom, Chipotle, and more

The J.M. Smucker Company’s Jif brand is tapping into the “sharenting trend” (where parents post online content to connect with other parents) with an interactive Facebook Live comedy show about parenting featuring Neil Patrick Harris. Marketing Dive >> Brands like Chipotle took advantage of the IGTV launch by creating long-format videos for the platform. Executive… Read More >

The Short List: Tiffany & Co., Starbucks, adidas, and more

Hilton CMO Kellyn Kenny shared how their Waldorf Astoria “Live Unforgettable” campaign is connecting with affluent millennials. The campaign features social posts by sponsored influencers, as well as videos posted on WeChat, Instagram, and Weibo of hotel staff fulfilling unusual requests for guests. Ad Exchanger >> Andrea Davey, Vice President of Global Marketing for Tiffany… Read More >


How Citrix’s Beth Anne Ballance built a BtoB influencer program from scratch

When Beth Anne Ballance joined the Citrix social team, she started developing a vision for how they could shape their influencer programming. “I came from a BtoC background,” says Beth Anne. “And through that experience, I understood the rise of influencer marketing.” “When I got to Citrix and started taking inventory of our social channels,… Read More >

The Short List: Walmart, Doritos, Goldman Sachs, and more

Thirty-one big brands, including Coca Cola, REI, Nike, Kraft, and Budweiser, were celebrated for having some of the most brilliant social media campaigns. Business 2 Community >> Walmart’s Modcloth released their largest advertising campaign to date, focusing on individuality. Modcloth encouraged their brand ambassadors and wider audience to share their personal stories and triumphs on… Read More >