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  1. <?xml version="1.0" encoding="UTF-8"?><rss xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:atom="http://www.w3.org/2005/Atom" version="2.0" xmlns:media="http://search.yahoo.com/mrss/"><channel><title><![CDATA[ContentGrip]]></title><description><![CDATA[AI tool insights for B2B marketers, PR pros, and journalists]]></description><link>https://www.contentgrip.com/</link><image><url>https://www.contentgrip.com/favicon.png</url><title>ContentGrip</title><link>https://www.contentgrip.com/</link></image><generator>Ghost 6.6</generator><lastBuildDate>Sat, 08 Nov 2025 12:02:17 GMT</lastBuildDate><atom:link href="https://www.contentgrip.com/rss/" rel="self" type="application/rss+xml"/><ttl>60</ttl><item><title><![CDATA[Instagram Reels adds skippable ads]]></title><description><![CDATA[Instagram is testing skippable Reels ads, skipping creators in the process]]></description><link>https://www.contentgrip.com/instagram-reels-skippable-ads/</link><guid isPermaLink="false">690db56f6cffae00014cfcd3</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Sat, 08 Nov 2025 12:00:37 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/Instagram-Reels-adds-skippable-ads.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/Instagram-Reels-adds-skippable-ads.webp" alt="Instagram Reels adds skippable ads"><p>Instagram is experimenting with a skippable ad format inside Reels, giving users the option to bypass video ads mid-scroll. The approach mirrors YouTube&#x2019;s skippable in-stream ads but without one key feature: a revenue share for creators.</p><p><a href="https://www.adweek.com/media/meta-is-testing-skippable-ads-on-instagram-reels-borrowing-from-youtubes-playbook/"><u>Meta confirmed to <em>ADWEEK</em></u></a> that the limited test is designed to explore whether the format helps users discover businesses. A visible countdown timer appears before the ad, followed by a &#x201C;Skip&#x201D; button. Tapping it sends users back to the beginning of the Reel. Meta declined to share how long the test would run or whether creators would eventually see revenue.</p><p>This article breaks down what Meta is testing, how it stacks up against other platforms, and what marketers should consider as Instagram adjusts its monetization model.</p><h2 id="short-on-time"><strong>Short on time?</strong></h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/instagram-reels-skippable-ads/#what-meta-is-testing-on-instagram-reels" rel="noreferrer">What Meta is testing on Instagram Reels</a></li><li><a href="https://www.contentgrip.com/instagram-reels-skippable-ads/#reels-revenue-and-rising-social-spend" rel="noreferrer">Reels, revenue, and rising social spend</a></li><li><a href="https://www.contentgrip.com/instagram-reels-skippable-ads/#what-marketers-should-know" rel="noreferrer">What marketers should know</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/future-ai-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The future of marketing: AI transformations by 2026</div><div class="kg-bookmark-description">Discover AI marketing&#x2019;s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1144.png" alt="Instagram Reels adds skippable ads"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/The-future-of-AI-in-marketing-2026-trends--tools-and-strategies-13.webp" alt="Instagram Reels adds skippable ads" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="what-meta-is-testing-on-instagram-reels"><strong>What Meta is testing on Instagram Reels</strong></h2><p>Skippable ads are now showing up in selected Reels feeds. A countdown timer in the top-right corner alerts users that an ad is coming. Once it begins, a &#x201C;Skip&#x201D; button appears, allowing the viewer to exit the ad and return to the Reel.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-b0da1dfe-8c33-441b-81f5-0f3818b3b400.png" class="kg-image" alt="Instagram Reels adds skippable ads" loading="lazy" width="680" height="1239" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-b0da1dfe-8c33-441b-81f5-0f3818b3b400.png 600w, https://www.contentgrip.com/content/images/2025/11/data-src-image-b0da1dfe-8c33-441b-81f5-0f3818b3b400.png 680w"></figure><p>The format closely resembles YouTube&#x2019;s skippable video ads, which let users skip after five seconds. However, unlike YouTube, Meta is not sharing ad revenue with creators participating in this test. According to Meta, the current focus is on testing business discovery, not monetization.</p><p>The test joins other ad types already available in Reels, such as sponsored posts and the non-skippable &#x201C;ad break&#x201D; format introduced last year.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/meta-vibes-ai-video/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Meta launches &#x2018;Vibes,&#x2019; an AI short-form video feed</div><div class="kg-bookmark-description">Meta&#x2019;s AI video feed debuts to user skepticism. Here&#x2019;s what it means for marketers navigating the short-form race</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1143.png" alt="Instagram Reels adds skippable ads"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/Meta---s-new----Vibes----feed-pushes-AI-generated-videos.webp" alt="Instagram Reels adds skippable ads" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="reels-revenue-and-rising-social-spend"><strong>Reels, revenue, and rising social spend</strong></h2><p>Meta is under pressure to grow Reels revenue while keeping users engaged. At the same time, advertisers are shifting more of their budgets to social media platforms.</p><p>According to Gartner&#x2019;s 2025 CMO Spend Survey, marketers are allocating 30.6% of their total budgets to paid media. That&#x2019;s a 10% year-over-year increase, with social media now ranked as the second-largest digital ad channel.</p><p>Greg Carlucci, Senior Director and Analyst at Gartner, noted that &#x201C;Instagram has a higher purchase intent as a platform compared to Facebook and YouTube.&#x201D; Testing new formats like skippable ads could help Meta collect more user engagement signals without overloading the feed with intrusive placements.</p><p>Still, the lack of monetization for creators could create friction. YouTube&#x2019;s skippable ads are part of a mature revenue-sharing model that incentivizes creators. Meta&#x2019;s test, by contrast, leaves creators on the sidelines.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/meta-uk-ad-free-subscription/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Meta ad-free subscription launches in UK</div><div class="kg-bookmark-description">Meta is giving UK users the option to pay for ad-free access. This could reshape how marketers reach audiences.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1142.png" alt="Instagram Reels adds skippable ads"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/Meta-offers-ad-free-Facebook-and-Instagram-in-the-UK--for-a-price.webp" alt="Instagram Reels adds skippable ads" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="what-marketers-should-know"><strong>What marketers should know</strong></h2><p>Meta&#x2019;s test offers an early signal of where Reels ads could be heading. Here are four things marketers should watch:</p><p><strong>1. Engagement-first formats are gaining traction</strong></p><p>Skippable ads let Meta measure skip rates, view duration, and creative impact. Even if these ads don&#x2019;t drive revenue immediately, they can provide valuable insights that inform broader campaign strategies.</p><p><strong>2. Creative agility is key</strong></p><p>With skippable formats, the first few seconds matter most. Brands should experiment with creative hooks that deliver value or urgency right away. Think of them less as passive brand spots and more like trailers designed to earn attention quickly.</p><p><strong>3. Monetization gaps could strain creator partnerships</strong></p><p>Because Meta is not paying creators during this test, brands that rely on influencers may need to rethink deal structures. If ad revenue isn&apos;t being shared, additional compensation or clearer terms may be needed to keep creators motivated.</p><p><strong>4. Don&#x2019;t underestimate Reels just yet</strong></p><p>Even without built-in monetization, Reels remain a critical discovery surface. Instagram&#x2019;s algorithm continues to favor short-form video, making it a high-impact space for top-of-funnel awareness campaigns and community engagement.</p><p>Meta&#x2019;s skippable ad test might seem like a minor tweak, but it signals a shift in how the company balances monetization, user experience, and platform growth. If successful, skippable ads could become a regular part of the Reels experience.</p><p>For now, marketers have a chance to test short-form creative, gather engagement insights, and adapt quickly to new ad formats. But the lack of creator compensation also raises a bigger question: how sustainable is this model for the people fueling the content engine?</p><p>Marketers who stay flexible and collaborative&#x2014;with both platforms and creators&#x2014;will be best positioned to navigate what comes next.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-521.png" alt="Instagram Reels adds skippable ads"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-477.png" alt="Instagram Reels adds skippable ads" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[The New York Times launches TikTok-style Watch tab with human curation]]></title><description><![CDATA[With its new Watch tab, The New York Times moves beyond text into immersive mobile video]]></description><link>https://www.contentgrip.com/nyt-watch-tab/</link><guid isPermaLink="false">690db4726cffae00014cfcb7</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Sat, 08 Nov 2025 08:00:40 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/The-New-York-Times-launches-TikTok-style-Watch-tab-with-human-curation.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/The-New-York-Times-launches-TikTok-style-Watch-tab-with-human-curation.webp" alt="The New York Times launches TikTok-style Watch tab with human curation"><p><a href="https://www.nytco.com/press/introducing-the-watch-tab/"><u>The New York Times just added a Watch tab to its main app</u></a>, introducing a vertical video feed built for mobile-first storytelling. The swipeable format brings together short-form video from across the company&#x2019;s media portfolio and reflects a deeper shift: The Times is now treating video as a core part of its product, not a social media add-on.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-8d151236-37bf-4d00-a57b-165e17542d09.png" class="kg-image" alt="The New York Times launches TikTok-style Watch tab with human curation" loading="lazy" width="550" height="1192"></figure><p>This article breaks down what the launch means for publishers, brand leaders, and marketers navigating content strategies in an increasingly multimedia world. It also looks at how the Times is rethinking discovery and engagement without the algorithms that power TikTok and Reels.</p><h2 id="short-on-time">Short on time?</h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/nyt-watch-tab/#whats-in-the-new-watch-tab" rel="noreferrer">What&#x2019;s in the new Watch tab</a></li><li><a href="https://www.contentgrip.com/nyt-watch-tab/#the-times-goes-all-in-on-multimedia" rel="noreferrer">Why it matters: The Times goes all in on multimedia</a></li><li><a href="https://www.contentgrip.com/nyt-watch-tab/#what-marketers-should-know" rel="noreferrer">What marketers should know</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/future-ai-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The future of marketing: AI transformations by 2026</div><div class="kg-bookmark-description">Discover AI marketing&#x2019;s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1141.png" alt="The New York Times launches TikTok-style Watch tab with human curation"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/The-future-of-AI-in-marketing-2026-trends--tools-and-strategies-12.webp" alt="The New York Times launches TikTok-style Watch tab with human curation" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="whats-in-the-new-watch-tab">What&apos;s in the new Watch tab</h2><p>Watch is a vertical video feed now embedded inside the New York Times app. It features content from all of the company&#x2019;s brands, including News, Opinion, Cooking, Wirecutter, and The Athletic. The feed is mobile-native, swipeable, and refreshed multiple times per day.</p><p><a href="https://www.axios.com/2025/10/21/new-york-times-watch-tab-tiktok-nyt-app"><u>The rollout</u></a> comes after several weeks of testing with a small user base. Unlike TikTok or Instagram Reels, Watch does not use algorithmic recommendations, likes, or comments. Users can tap text links at the bottom of videos to navigate to the full article, podcast, or documentary.</p><p>The format is designed for engagement and recirculation, helping audiences discover deeper content while browsing short clips.</p><p>Joy Robins, Global Chief Advertising Officer at the Times, said the move builds on the company&#x2019;s broader push to transform its journalism into a multimedia experience.</p><h2 id="the-times-goes-all-in-on-multimedia">The Times goes all in on multimedia</h2><p>This is not an isolated feature. Watch is the latest move in a multi-year overhaul of the Times&apos; newsroom and product stack. The company now produces 75 hours of professionally edited video content every month. Monthly video watch time across Times platforms has more than doubled year over year.</p><p>Earlier this year, the Times also added a Listen tab and shut down its standalone Audio app, integrating audio content into the main app. The goal is clear: give users a one-stop destination for reading, listening, and now, watching.</p><p>Instead of chasing engagement on TikTok or YouTube Shorts, the Times is building its own controlled environment where it owns the experience and the data. That shift is increasingly relevant as publishers reconsider their dependency on third-party platforms.</p><h2 id="what-marketers-should-know">What marketers should know</h2><p>Here are three reasons marketers should take note of this launch:</p><p><strong>1. Short-form video is now a premium channel, not just social filler</strong></p><p>The Times is treating vertical video as a legitimate journalism format. That creates opportunities for marketers who want to place branded content in high-trust environments. This isn&#x2019;t just about reach anymore. It&#x2019;s about resonance.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/roblox-launches-moments/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Inside Roblox&#x2019;s &#x2019;Moments tool for creators and marketers</div><div class="kg-bookmark-description">Roblox rolls out a native short-form content tool for game discovery, brand integration, and creator monetization</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1140.png" alt="The New York Times launches TikTok-style Watch tab with human curation"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/Roblox-launches----Moments----to-bring-short-form-video-into-gameplay--1.webp" alt="The New York Times launches TikTok-style Watch tab with human curation" onerror="this.style.display = &apos;none&apos;"></div></a></figure><p><strong>2. Ad inventory is coming, and it&#x2019;s fast-moving</strong></p><p>Although the Watch tab will initially launch without ads, a beta program is expected in 2026. The Times says it will let brands repurpose existing social assets and deploy campaigns in under 48 hours, skipping custom builds and long approval timelines. Results from the Games app suggest high viewability and strong brand lift.</p><p><strong>3. Editorial curation changes the tone of discovery</strong></p><p>Without personalization algorithms, Watch gives all users the same feed. For marketers, this creates a more stable context for content. No sudden shifts due to machine learning updates. No volatile performance swings. Just a curated experience built around editorial voice.</p><p>The Times&apos; Watch tab is curated by editors, not code. That&#x2019;s a deliberate move. It reduces the risk of toxic content surfacing and offers a consistent tone across all videos. It also puts the spotlight back on journalism, not just trending sounds or creator formats.</p><p>This makes the product fundamentally different from TikTok or Reels. And for marketers, it signals a return to content ecosystems that prioritize quality, control, and brand safety over sheer scale.</p><p>Robins summed it up: &#x201C;This represents a disciplined opportunity to grow.&#x201D;</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-520.png" alt="The New York Times launches TikTok-style Watch tab with human curation"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-476.png" alt="The New York Times launches TikTok-style Watch tab with human curation" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[Generative AI will break customer trust for a third of brands, Forrester warns]]></title><description><![CDATA[Forrester predicts one-third of companies will frustrate customers with bad AI tools]]></description><link>https://www.contentgrip.com/forrester-ai-predictions/</link><guid isPermaLink="false">690b5e04686ca5000184e984</guid><category><![CDATA[Reports]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Sat, 08 Nov 2025 02:00:41 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/Generative-AI-will-break-customer-trust-for-a-third-of-brands--Forrester-warns.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/Generative-AI-will-break-customer-trust-for-a-third-of-brands--Forrester-warns.webp" alt="Generative AI will break customer trust for a third of brands, Forrester warns"><p>If you&apos;re banking on generative AI to improve your customer experience in 2026, think again. According to <a href="https://www.forrester.com/predictions/b2c-cx-digital-2026/?utm_source=newsroom&amp;utm_medium=pr&amp;utm_campaign=predictions_2026"><u>Forrester&#x2019;s newly released 2026 B2C Marketing, CX, and Digital Business Predictions</u></a>, one-third of companies will hurt customer trust by rolling out genAI-powered self-service tools that backfire.</p><p>This article breaks down Forrester&#x2019;s key predictions and explains why marketers, CX leaders, and digital strategists need to coordinate now to avoid long-term damage to brand credibility.</p><h2 id="short-on-time"><strong>Short on time?</strong></h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/forrester-ai-predictions/#whats-new-in-forresters-2026-forecast" rel="noreferrer">What&#x2019;s new in Forrester&#x2019;s 2026 forecast</a></li><li><a href="https://www.contentgrip.com/forrester-ai-predictions/#ai-will-frustrate-users-and-fuel-lawsuits" rel="noreferrer">AI will frustrate users and fuel lawsuits</a></li><li><a href="https://www.contentgrip.com/forrester-ai-predictions/#marketers-face-a-shrinking-open-web" rel="noreferrer">Marketers face a shrinking open web</a></li><li><a href="https://www.contentgrip.com/forrester-ai-predictions/#what-marketers-should-do-next" rel="noreferrer">What marketers should do next</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/future-ai-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The future of marketing: AI transformations by 2026</div><div class="kg-bookmark-description">Discover AI marketing&#x2019;s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1136.png" alt="Generative AI will break customer trust for a third of brands, Forrester warns"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/The-future-of-AI-in-marketing-2026-trends--tools-and-strategies-10.webp" alt="Generative AI will break customer trust for a third of brands, Forrester warns" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="whats-new-in-forresters-2026-forecast"><strong>What&apos;s new in Forrester&apos;s 2026 forecast</strong></h2><p><a href="https://www.forrester.com/press-newsroom/forrester-b2c-marketing-cx-digital-2026-predictions/"><u>Forrester&#x2019;s annual report</u></a> is a compass for marketing and CX professionals preparing for disruption. The 2026 edition flags five major shifts that matter to brand leaders:</p><ul><li>One-third of companies will deploy customer-facing genAI that frustrates users and erodes trust</li><li>Privacy-driven class-action lawsuits in the US will rise 20 percent, targeting misuse of AI and personal data</li><li>Display ad budgets will shrink by 30 percent as audiences leave the open web</li><li>Over one-third of consumers will actively choose offline experiences</li><li>Brands that fail to deliver relevance and value will struggle to retain customers</li></ul><p>As Chief Research Officer Sharyn Leaver puts it, &quot;In 2026, trust and value will be the guiding beacons. Superficial efforts won&#x2019;t cut it anymore.&quot;</p><h2 id="ai-will-frustrate-users-and-fuel-lawsuits"><strong>AI will frustrate users and fuel lawsuits</strong></h2><p>Companies are under pressure to cut costs. Forrester expects many will rush to deploy genAI chatbots and virtual agents, often in scenarios where they are not ready to handle real customer needs.</p><p>The result? Broken experiences that damage the brand.</p><p>Meanwhile, consumers are becoming more aware of how their data is used. Forrester predicts a 20 percent increase in US-based class-action lawsuits, not just from tracking pixels, but from AI misuse. Legal scrutiny will shift toward how AI systems interact with personal information and the firms behind them.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/ai-overviews-seo-traffic-decline/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">AI search is eating your clicks even when you rank #1</div><div class="kg-bookmark-description">Ranking #1 isn&#x2019;t what it used to be. Here&#x2019;s how AI summaries are changing the SEO game</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1135.png" alt="Generative AI will break customer trust for a third of brands, Forrester warns"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/AI-search-is-stealing-your-traffic--even-when-you-rank--1-1.webp" alt="Generative AI will break customer trust for a third of brands, Forrester warns" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="marketers-face-a-shrinking-open-web"><strong>Marketers face a shrinking open web</strong></h2><p>AI tools are changing how people find and consume content. <a href="https://www.contentgrip.com/how-to-get-google-ai-overviews-to-notice-you/"><u>More users will lean into AI-generated summaries</u></a> and search assistants instead of browsing websites. That behavior shift means:</p><ul><li>Lower click-through rates across the open web</li><li>Fewer impressions and less data for advertisers</li><li>Display ad budgets will drop by 30 percent as brands redirect spending to entertainment channels like connected TV, streaming audio, and short-form video</li></ul><p>The decline of the open web will force marketers to pivot toward more immersive and context-rich formats.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/how-to-get-indexed-by-chatgpt-search/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to get indexed on ChatGPT search</div><div class="kg-bookmark-description">Want your content to be seen on ChatGPT search? Here&#x2019;s how to get indexed and stay ahead on this fast-growing AI platform.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1134.png" alt="Generative AI will break customer trust for a third of brands, Forrester warns"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Atikah Amalia</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/How-to-get-indexed-by-ChatGPT-search-6.webp" alt="Generative AI will break customer trust for a third of brands, Forrester warns" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="what-marketers-should-do-next"><strong>What marketers should do next</strong></h2><p>Forrester&#x2019;s predictions send a clear signal. If marketers want to stay ahead, they need to approach AI implementation with caution, not speed. Here&#x2019;s where to start:</p><h3 id="1-test-ai-thoroughly-before-customer-rollout"><strong>1. Test AI thoroughly before customer rollout</strong></h3><p>Don&apos;t let a shiny new tool ruin your customer relationships. Make sure genAI tools are tested in high-friction scenarios, not just ideal ones. If the AI fails in real moments of need, trust breaks instantly.</p><h3 id="2-prioritize-relevance-over-automation"><strong>2. Prioritize relevance over automation</strong></h3><p>AI should support meaningful personalization, not generic responses. Forrester highlights the importance of value and relevance. Make sure your AI systems are aligned with what customers actually care about.</p><h3 id="3-stay-proactive-on-privacy"><strong>3. Stay proactive on privacy</strong></h3><p>Audit your AI stack. Make sure you&#x2019;re transparent about data collection and use. Build safeguards into your CX and marketing workflows to avoid becoming the next brand hit by a class-action suit.</p><h3 id="4-rethink-your-ad-mix"><strong>4. Rethink your ad mix</strong></h3><p>As open web traffic declines, look at where your audience is spending their time. Consider reallocating budget toward content platforms that blend discovery and entertainment, not just clicks and impressions.</p><h3 id="5-go-offline-to-stay-connected"><strong>5. Go offline to stay connected</strong></h3><p>Forrester found that 52 percent of US online adults are seeking richer, in-person experiences. Digital won&apos;t disappear, but brands that integrate physical moments into their strategy will stand out.</p><p>The AI arms race is heating up, but Forrester&#x2019;s 2026 outlook makes one thing clear. Deploying genAI without a strategy could do more harm than good. Customers will not forgive clunky automation, data misuse, or tone-deaf personalization.</p><p>Brands that slow down and lead with transparency, ethics, and real utility will be better positioned to build loyalty and stand out in a noisy, automated world.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-517.png" alt="Generative AI will break customer trust for a third of brands, Forrester warns"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-473.png" alt="Generative AI will break customer trust for a third of brands, Forrester warns" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[OpenAI’s Sora 2 sparks antisemitism controversy]]></title><description><![CDATA[Sora 2 is surfacing antisemitic AI videos. Here’s what this means for brand safety, content moderation, and AI trust]]></description><link>https://www.contentgrip.com/openai-sora-2-antisemitic-content/</link><guid isPermaLink="false">690b6018686ca5000184e9b8</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Fri, 07 Nov 2025 12:00:11 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/OpenAI---s-Sora-2-sparks-antisemitism-controversy.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/OpenAI---s-Sora-2-sparks-antisemitism-controversy.webp" alt="OpenAI&#x2019;s Sora 2 sparks antisemitism controversy"><p><a href="https://openai.com/index/sora-2/"><u>Sora 2</u></a> was supposed to mark a new chapter for OpenAI, a video-generation tool that promised limitless creative possibilities. But less than two weeks into its launch, the platform is already facing backlash for surfacing antisemitic content created by users.</p><p>Several videos generated using Sora&#x2019;s AI tools, including some with stereotypical portrayals of Jewish individuals in money-related scenarios, have gained traction on the platform. One video that depicts a Hasidic Jewish man diving for coins has racked up more than 11,000 likes. Another that features a man in a kippah surrounded by piles of quarters has been remixed into multiple versions, including one using South Park characters.</p><p>This article explores what happened, how OpenAI is responding, and what marketers and content leaders should take away from yet another AI content moderation failure.</p><h2 id="short-on-time">Short on time?</h2><p>Here is a table of content for quick access:</p><ul><li><a href="https://www.contentgrip.com/openai-sora-2-antisemitic-content/#what-happened-on-sora-2" rel="noreferrer">What happened on Sora 2?</a></li><li><a href="https://www.contentgrip.com/openai-sora-2-antisemitic-content/#how-openai-is-responding" rel="noreferrer">How OpenAI is responding</a></li><li><a href="https://www.contentgrip.com/openai-sora-2-antisemitic-content/#what-marketers-should-know" rel="noreferrer">What marketers should know</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/future-ai-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The future of marketing: AI transformations by 2026</div><div class="kg-bookmark-description">Discover AI marketing&#x2019;s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1139.png" alt="OpenAI&#x2019;s Sora 2 sparks antisemitism controversy"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/The-future-of-AI-in-marketing-2026-trends--tools-and-strategies-11.webp" alt="OpenAI&#x2019;s Sora 2 sparks antisemitism controversy" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="what-happened-on-sora-2"><strong>What happened on Sora 2?</strong></h2><p><a href="https://techcrunch.com/2025/09/30/openai-is-launching-the-sora-app-its-own-tiktok-competitor-alongside-the-sora-2-model/"><u>OpenAI&#x2019;s Sora 2 launched</u></a> as an invite-only app on September 30. It allows users to generate videos using text prompts and remix features. But by mid-October, watchdogs including <em>ADWEEK</em> and the Center for Countering Digital Hate (CCDH) had identified antisemitic content gaining popularity in the public feed.</p><p>One viral example was based on the prompt &#x201C;replace her with a rabbi wearing a kippah and the house is full of quarters.&#x201D; The resulting video showed a man sinking into a room filled with coins, invoking antisemitic tropes. Another video featured football players wearing kippot flipping a coin, followed by a Hasidic character grabbing it and sprinting away.</p><p>Thousands of users engaged with the content, remixing and liking the videos. Some comments cheered the stereotypes, while others called them out as offensive. As of publication, these videos were still circulating on the platform.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-e11c2f57-1e54-48b6-bfc9-2d99ef7a0b39.png" class="kg-image" alt="OpenAI&#x2019;s Sora 2 sparks antisemitism controversy" loading="lazy" width="679" height="1240" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-e11c2f57-1e54-48b6-bfc9-2d99ef7a0b39.png 600w, https://www.contentgrip.com/content/images/2025/11/data-src-image-e11c2f57-1e54-48b6-bfc9-2d99ef7a0b39.png 679w"></figure><h2 id="how-openai-is-responding"><strong>How OpenAI is responding</strong></h2><p>OpenAI said Sora 2 includes &#x201C;multiple layers of safety&#x201D; meant to prevent harmful content. These include:</p><ul><li>Structured feedback loops</li><li>Prompt filtering and refinement</li><li>Scanning of video frames, captions, and transcripts</li><li>Internal monitoring of trends and emerging risks</li></ul><p>But critics are not convinced. CCDH CEO Imran Ahmed called OpenAI&#x2019;s moderation &#x201C;not credible,&#x201D; saying it was predictable that users would create racist content.</p><p>The company acknowledged that trying to prevent bias without erasing identities is a difficult balance. Sora&#x2019;s guardrails were recently adjusted to block content featuring Martin Luther King Jr. after disrespectful prompts went viral. Still, similar interventions have not been made for other troubling videos.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/how-to-get-indexed-by-chatgpt-search/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to get indexed on ChatGPT search</div><div class="kg-bookmark-description">Want your content to be seen on ChatGPT search? Here&#x2019;s how to get indexed and stay ahead on this fast-growing AI platform.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1138.png" alt="OpenAI&#x2019;s Sora 2 sparks antisemitism controversy"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Atikah Amalia</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/How-to-get-indexed-by-ChatGPT-search-7.webp" alt="OpenAI&#x2019;s Sora 2 sparks antisemitism controversy" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="what-marketers-should-know"><strong>What marketers should know</strong></h2><p>For marketers using AI tools&#x2014;or evaluating platforms like Sora for future campaigns&#x2014;this controversy isn&#x2019;t just a PR issue. It&#x2019;s a brand risk moment.</p><p>Here are four strategic takeaways to keep in mind as generative video tech goes mainstream:</p><h3 id="1-remixable-ai-content-is-a-brand-safety-liability"><strong>1. Remixable AI content is a brand safety liability</strong></h3><p>Sora&#x2019;s remix function makes it easy for toxic content to spread. It mirrors what happens on platforms like TikTok, but with even less control. Any brand using AI tools to create or distribute content should assume those tools can be misused by others.</p><h3 id="2-platform-trust-needs-to-be-earned"><strong>2. Platform trust needs to be earned</strong></h3><p>Public-facing AI platforms are often more reactive than proactive when it comes to moderation. Despite OpenAI&#x2019;s claims of &#x201C;red teaming&#x201D; and internal testing, real users found ways to generate offensive content within days. Trust in platform safety should never be assumed.</p><h3 id="3-realism-increases-the-impact-of-hate"><strong>3. Realism increases the impact of hate</strong></h3><p>AI-generated video is more believable than text or images alone. As Emarketer&#x2019;s Minda Smiley pointed out, realistic depictions can reinforce harmful stereotypes even when viewers know the content is fake. The emotional weight of AI video makes content moderation more urgent.</p><h3 id="4-marketers-must-stress-test-ai-tools"><strong>4. Marketers must stress-test AI tools</strong></h3><p>It&#x2019;s no longer enough to test AI tools for output quality or speed. Ethical safety and misuse scenarios should be part of every brand&#x2019;s due diligence process. If your brand wouldn&#x2019;t want to be associated with a platform that distributes harmful content, that needs to be reflected in your vendor assessments.</p><p>The Sora 2 backlash highlights the limitations of AI guardrails in fast-moving environments. While OpenAI says it is improving its systems, the platform continues to show harmful content, including antisemitism and violence.</p><p>For marketers, this is a reminder that content quality is not the only metric that matters. Platform safety, content governance, and audience impact are just as important. AI tools will continue to evolve, but so will the ways they are abused.</p><p>Before putting your brand near any emerging platform, make sure their standards align with yours.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-519.png" alt="OpenAI&#x2019;s Sora 2 sparks antisemitism controversy"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-475.png" alt="OpenAI&#x2019;s Sora 2 sparks antisemitism controversy" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[The Ordinary calls out skincare lies with ‘The Periodic Fable’]]></title><description><![CDATA[The Ordinary launches a bold campaign spotlighting overhyped beauty jargon]]></description><link>https://www.contentgrip.com/the-ordinary-periodic-fable-campaign/</link><guid isPermaLink="false">690b5f11686ca5000184e99f</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><category><![CDATA[Content Marketing]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Fri, 07 Nov 2025 08:00:21 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/The-Ordinary-calls-out-skincare-lies-with----The-Periodic-Fable---.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/The-Ordinary-calls-out-skincare-lies-with----The-Periodic-Fable---.webp" alt="The Ordinary calls out skincare lies with &#x2018;The Periodic Fable&#x2019;"><p>Consumers are tired of miracle claims and mythologized skincare. Now, one of the industry&#x2019;s most vocal skeptics is calling it out.</p><p>The Ordinary, known for its ingredient-first approach, <a href="https://lbbonline.com/news/The-Ordinarys-Periodic-Fable-Uncommon"><u>has launched a campaign</u></a> called &quot;<a href="https://theordinary.com/en-us/the-periodic-fable.html#/"><u>The Periodic Fable.</u></a>&quot; It serves as a counter-narrative to overhyped skincare language, introducing a &#x201C;scientific table with zero science.&#x201D; The chart features 49 buzzwords like &#x201C;poreless&#x201D; and &#x201C;wrinkle erasing,&#x201D; offering a satirical yet strategic critique of how beauty products are often marketed.</p>
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  3. <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/DPyskYiitjx/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/DPyskYiitjx/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewbox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"/></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/DPyskYiitjx/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by The Ordinary (@theordinary)</a></p></div></blockquote>
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  6. <p>This article unpacks the campaign and what it means for marketers navigating brand trust in today&#x2019;s beauty landscape.</p><h2 id="short-on-time">Short on time?</h2><p>Here is a table of content for quick access:</p><ul><li><a href="https://www.contentgrip.com/the-ordinary-periodic-fable-campaign/#a-campaign-that-cuts-through-the-gloss" rel="noreferrer">A campaign that cuts through the gloss</a></li><li><a href="https://www.contentgrip.com/the-ordinary-periodic-fable-campaign/#reclaiming-science-in-skincare-marketing" rel="noreferrer">Reclaiming science in skincare marketing</a></li><li><a href="https://www.contentgrip.com/the-ordinary-periodic-fable-campaign/#what-marketers-should-know" rel="noreferrer">What marketers should know</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/brands-thriving-with-gen-z/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Gen Z consumer trends and key insights for 2026 success</div><div class="kg-bookmark-description">Discover how 10+ brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1137.png" alt="The Ordinary calls out skincare lies with &#x2018;The Periodic Fable&#x2019;"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/5-brands-thriving-with-Gen-Z-what-they-re-doing-right-177.webp" alt="The Ordinary calls out skincare lies with &#x2018;The Periodic Fable&#x2019;" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="a-campaign-that-cuts-through-the-gloss"><strong>A campaign that cuts through the gloss</strong></h2><p>At the core of the campaign is a 60-second film set in a minimalist classroom. Students dressed in white chant familiar beauty promises while performing literal versions of product claims, like rubbing ice on their faces for &#x201C;fat freezing.&#x201D; The pacing accelerates until the lights go out, leaving a screen that reads: <em>&#x201C;We&#x2019;ve been taught beauty wrong. It&#x2019;s time we all learnt the truth.&#x201D;</em></p><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/N0PofH4blq8?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen title="Introducing The Periodic Fable&#x2122;"></iframe></figure><p>The Ordinary finishes the message with the campaign&#x2019;s title, a bold declaration that the beauty industry needs a reset.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-bc265ce0-2137-4d47-baf9-308a38aa748f.png" class="kg-image" alt="The Ordinary calls out skincare lies with &#x2018;The Periodic Fable&#x2019;" loading="lazy" width="1498" height="567" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-bc265ce0-2137-4d47-baf9-308a38aa748f.png 600w, https://www.contentgrip.com/content/images/size/w1000/2025/11/data-src-image-bc265ce0-2137-4d47-baf9-308a38aa748f.png 1000w, https://www.contentgrip.com/content/images/2025/11/data-src-image-bc265ce0-2137-4d47-baf9-308a38aa748f.png 1498w" sizes="(min-width: 720px) 720px"></figure><h2 id="reclaiming-science-in-skincare-marketing"><strong>Reclaiming science in skincare marketing</strong></h2><p>The Ordinary is no stranger to challenging norms. With &#x201C;The Periodic Fable,&#x201D; the brand takes aim at the pseudo-scientific language that fills product labels and ad copy. The table of terms isn&#x2019;t just a gimmick. It&#x2019;s a direct response to the way &#x201C;science&#x201D; has been co-opted by marketing teams to justify inflated claims or fear-based messaging.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-be63b668-b641-4d02-8bdd-cc6d43096e8d.png" class="kg-image" alt="The Ordinary calls out skincare lies with &#x2018;The Periodic Fable&#x2019;" loading="lazy" width="925" height="638" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-be63b668-b641-4d02-8bdd-cc6d43096e8d.png 600w, https://www.contentgrip.com/content/images/2025/11/data-src-image-be63b668-b641-4d02-8bdd-cc6d43096e8d.png 925w" sizes="(min-width: 720px) 720px"></figure><p>Rather than promise miracles, the campaign focuses on realism. It reminds audiences that true skincare progress comes from clear ingredients and proven benefits, not emotionally charged taglines.</p><p>For marketers, the message is clear: transparency is more than a buzzword. It is fast becoming a competitive advantage.</p><h2 id="what-marketers-should-know"><strong>What marketers should know</strong></h2><p>Here are three takeaways for marketers in the skincare and beauty space:</p><h3 id="1-transparency-is-a-growth-strategy"><strong>1. Transparency is a growth strategy</strong></h3><p>More brands are finding that honesty drives loyalty. The Ordinary&#x2019;s latest campaign shows that building trust doesn&#x2019;t require flashy packaging or inflated benefits. It requires clarity, consistency and a willingness to speak directly to consumer skepticism.</p><h3 id="2-satirical-storytelling-works"><strong>2. Satirical storytelling works</strong></h3><p>By using satire to highlight common beauty claims, the campaign lands its message without sounding condescending. For marketers, it&#x2019;s a reminder that storytelling doesn&#x2019;t have to be serious to be powerful. Done right, humor can spark deeper conversations.</p><h3 id="3-science-washing-is-a-growing-liability"><strong>3. Science-washing is a growing liability</strong></h3><p>Brands that lean too hard on scientific jargon without substance are becoming targets for consumer backlash. Shoppers today are equipped with ingredient knowledge and are quick to spot exaggeration. Claims need to be backed by real data, not just trend-chasing buzzwords.</p><h2 id="why-this-campaign-fits-a-bigger-shift"><strong>Why this campaign fits a bigger shift</strong></h2><p>The Ordinary isn&#x2019;t the only brand pushing back against outdated beauty narratives.</p><p>Kiehl&#x2019;s recent &#x201C;Pubic Display Type&#x201D; campaign used typography made from real human pubic hair to challenge taboos around intimate care. Dove launched #NewYearsUnresolution to help women ditch unrealistic beauty standards, encouraging audiences to tear up toxic goals like &#x201C;no more wrinkles.&#x201D;</p><p>These campaigns speak to a cultural shift. Beauty marketing is no longer just about aspiration. It&apos;s moving toward empowerment, realism and self-acceptance.</p><p>For marketers, this shift unlocks new creative possibilities. Audiences are ready for brands that respect their intelligence and reflect their reality.</p><p>The Ordinary&#x2019;s &#x201C;Periodic Fable&#x201D; isn&#x2019;t just a clever play on skincare science. It&#x2019;s a sharp critique of how the industry sells beauty. And for marketers, it&#x2019;s a signal that trust and truth are fast becoming the new luxury.</p><p>As more brands get called out for overpromising, those that lead with transparency will stand out. This campaign shows that challenging the status quo can be more than a statement&#x2014;it can be a strategy.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-518.png" alt="The Ordinary calls out skincare lies with &#x2018;The Periodic Fable&#x2019;"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-474.png" alt="The Ordinary calls out skincare lies with &#x2018;The Periodic Fable&#x2019;" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[Sport fandom in APAC is changing fast according to We Are Social's report]]></title><description><![CDATA[We Are Social’s new report reveals four cultural shifts transforming sport engagement in Asia-Pacific]]></description><link>https://www.contentgrip.com/we-are-social-apac-sport-fandom-report/</link><guid isPermaLink="false">690b5a48686ca5000184e932</guid><category><![CDATA[Reports]]></category><category><![CDATA[Martech]]></category><category><![CDATA[Content Marketing]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Fri, 07 Nov 2025 02:00:01 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/Sport-fandom-in-APAC-is-changing-fast-according-to-We-Are-Social-s-report.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/Sport-fandom-in-APAC-is-changing-fast-according-to-We-Are-Social-s-report.webp" alt="Sport fandom in APAC is changing fast according to We Are Social&apos;s report"><p>We Are Social just dropped a timely new report titled <a href="https://wearesocial.com/id/blog/2025/10/winning-fans-feeds-apac/"><em><u>Winning Fans &amp; Feeds in APAC</u></em></a>, offering a closer look at how sports fandom is morphing across the region. The takeaway? APAC&#x2019;s sports audiences aren&#x2019;t just spectators anymore&#x2014;they&#x2019;re cultural remixers, creators, and consumers who move between passions, platforms, and communities with fluidity.</p><p>With over <strong>half a billion fans</strong> projected to engage with sport and around <strong>10.8 billion online conversations</strong> expected across APAC, the region&#x2019;s fandom isn&#x2019;t just large&#x2014;it&#x2019;s influential. And for brands, this means sponsorship and fan engagement strategies need a serious rethink.</p><p>This article breaks down the four fandom shifts identified in the report and explains how marketers can translate these insights into smarter, feed-first campaigns.</p><h2 id="short-on-time"><strong>Short on time?</strong></h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/we-are-social-apac-sport-fandom-report/#four-key-shifts-reshaping-fandom-in-apac" rel="noreferrer">Four key shifts reshaping fandom in APAC</a></li><li><a href="https://www.contentgrip.com/we-are-social-apac-sport-fandom-report/#what-marketers-should-do-next" rel="noreferrer">What marketers should do next</a></li><li><a href="https://www.contentgrip.com/we-are-social-apac-sport-fandom-report/#why-this-matters-for-b2b-and-brand-leaders" rel="noreferrer">Why this matters for B2B and brand leaders</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/hilton-sports-tourism-survey/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Hilton survey finds travel surge for sports and music events</div><div class="kg-bookmark-description">A new Hilton survey shows sports and music fans are shaping APAC&#x2019;s travel economy</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1131.png" alt="Sport fandom in APAC is changing fast according to We Are Social&apos;s report"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/Why-APAC-travelers-are-now-booking-flights-around-concerts-and-sports-according-to-Hilton-survey.webp" alt="Sport fandom in APAC is changing fast according to We Are Social&apos;s report" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="four-key-shifts-reshaping-fandom-in-apac"><strong>Four key shifts reshaping fandom in APAC</strong></h2><p>Fandom across Asia-Pacific isn&#x2019;t static&#x2014;it&#x2019;s moving fast, shaped by culture, content platforms, and changing social dynamics. We Are Social&#x2019;s report outlines four core shifts that every marketer in sport, content, or sponsorship should pay attention to. These trends aren&#x2019;t just changing what fans love&#x2014;they&#x2019;re redefining how, where, and why they engage.</p><h3 id="1-culture-takes-center-court"><strong>1. Culture takes center court</strong></h3><p>Sport isn&#x2019;t confined to the field anymore. It&#x2019;s now entangled with music, fashion, art, and creator culture. The report calls this energy &#x201C;intersections,&#x201D; where sports are cultural touchpoints&#x2014;seen in things like streetwear collabs, athlete-turned-musicians, and grassroots basketball leagues going viral in Southeast Asia.</p><p><strong>What this means for marketers:</strong> If your sports marketing playbook still begins and ends with event-day hype, you&#x2019;re missing the real action. Co-create with cultural influencers. Tie in fashion drops, music partnerships, or meme-ready content formats. This is where the fan economy now thrives.</p><h3 id="2-algorithms-are-shaping-what-fans-see"><strong>2. Algorithms are shaping what fans see</strong></h3><p>Fandom isn&#x2019;t about loyalty alone&#x2014;it&#x2019;s about discovery. Fans stumble upon highlights, commentary, or backstories via TikTok, YouTube Shorts, and Instagram Reels. In many cases, fans follow the content before they follow the team.</p><p><strong>What this means for marketers:</strong> Focus on feed-optimized, short-form content. Turn athletes into characters, not just competitors. Partner with creators who get how the algorithm works. Even the best campaign will underperform if it&#x2019;s not designed for the way fans consume content today.</p><h3 id="3-female-fans-are-driving-new-growth"><strong>3. Female fans are driving new growth</strong></h3><p>Women aren&#x2019;t just watching&#x2014;they&#x2019;re shaping the conversation. The report emphasizes how female fandom is carving out space in sports long dominated by male narratives, from football to motorsport to basketball.</p><p><strong>What this means for marketers:</strong> Audit your brand messaging and creative. If it&#x2019;s still anchored to male-first assumptions, you&#x2019;re alienating half your audience. Women&#x2019;s sports sponsorships, female athlete ambassadors, and inclusive storytelling are no longer niche&#x2014;they&#x2019;re essential.</p><h3 id="4-prestige-vs-community-choose-your-lane"><strong>4. Prestige vs community: choose your lane</strong></h3><p>Today&#x2019;s fans are split between two powerful identities: the status-driven, VIP-experience-seeking spectator, and the loyal community builder who values authenticity. Both are valid&#x2014;but brands need to decide which camp they&#x2019;re speaking to.</p><p><strong>What this means for marketers:</strong> Pick a strategy. If you&#x2019;re aiming for prestige, lean into luxury hospitality, influencer alignments, and aesthetic production. If community is your play, activate grassroots events, local creators, and community-first narratives. Trying to do both will likely dilute your impact.</p><h2 id="what-marketers-should-do-next"><strong>What marketers should do next</strong></h2><p>The shifts in APAC fandom aren&#x2019;t theoretical&#x2014;they&#x2019;re already influencing how fans discover, engage, and share. For brand, PR, and sponsorship teams, this is the moment to evolve your playbook. Here&apos;s how to align your next move with the fandom of today, not the broadcast era of yesterday.</p><h3 id="1-map-brand-fit-to-cultural-intersections"><strong>1. Map brand fit to cultural intersections</strong></h3><p>Don&#x2019;t just pick a sport&#x2014;find where your brand&#x2019;s identity overlaps with fandom culture. That might mean streetwear in tennis, hip-hop in basketball, or gaming in motorsport. The best partnerships today are multidisciplinary.</p><h3 id="2-plan-campaigns-with-a-feed-first-mindset"><strong>2. Plan campaigns with a feed-first mindset</strong></h3><p>The game may be live, but your content needs to live in the feed. Plan snackable videos, algorithm-friendly edits, and creator collabs that reach fans in their everyday scroll.</p><h3 id="3-build-for-female-audiences"><strong>3. Build for female audiences</strong></h3><p>Women are not a secondary audience. Marketers should design content, ambassador strategies, and activations that reflect diverse female fandom across age, sport, and region.</p><h3 id="4-revisit-audience-segmentation"><strong>4. Revisit audience segmentation</strong></h3><p>Are you chasing high-spend superfans or loyal grassroots communities? Your KPIs, creator partners, and content formats should be different depending on your answer. Use We Are Social&#x2019;s &#x201C;Fandom Fabric&#x201D; framework to clarify positioning.</p><h2 id="why-this-matters-for-b2b-and-brand-leaders"><strong>Why this matters for B2B and brand leaders</strong></h2><p>The <em>Winning Fans &amp; Feeds in APAC</em> report makes one thing clear: fandom in this region is dynamic, creative, and impossible to box into old frameworks. If you&#x2019;re a marketer or PR lead working with sports, content, or creators, this report should shape your next move.</p><ul><li>Sponsorship ROI is changing. Visibility is no longer enough&#x2014;brands must show cultural fluency and audience alignment.</li><li>APAC sports audiences are mobile-first, creator-driven, and culturally nuanced. Campaigns that don&#x2019;t reflect that will fall flat.</li><li>The female fandom shift isn&#x2019;t a trend. It&#x2019;s a structural change that marketers must embrace to future-proof their strategy.</li><li>Feed-based discovery means you&#x2019;re no longer just competing with other sports brands&#x2014;you&#x2019;re up against every other piece of content in the scroll.</li></ul><p>Being present at the event is just the start. Winning in this new era means showing up where culture is made&#x2014;on feeds, in communities, and at the crossroads of passion and platform.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-514.png" alt="Sport fandom in APAC is changing fast according to We Are Social&apos;s report"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-470.png" alt="Sport fandom in APAC is changing fast according to We Are Social&apos;s report" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[Tiffany & Co. wraps love in cinematic holiday push starring Anya Taylor-Joy]]></title><description><![CDATA[A new film-led campaign cements Tiffany’s stance on love as the ultimate luxury]]></description><link>https://www.contentgrip.com/tiffany-co-anya-taylor-joy/</link><guid isPermaLink="false">690b5cbc686ca5000184e965</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Thu, 06 Nov 2025 12:00:23 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/Tiffany---Co.-wraps-love-in-cinematic-holiday-push-starring-Anya-Taylor-Joy.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/Tiffany---Co.-wraps-love-in-cinematic-holiday-push-starring-Anya-Taylor-Joy.webp" alt="Tiffany &amp; Co. wraps love in cinematic holiday push starring Anya Taylor-Joy"><p>Tiffany &amp; Co. is betting big on emotional branding again this holiday season. Its newly launched 2025 campaign, titled <a href="https://press.tiffany.com/tiffany-co-unveils-its-2025-holiday-campaign-starring-anya-taylor-joy-the-next-chapter-in-a-story-where-love-is-the-ultimate-gift/"><em><u>Love is a gift</u></em></a>, enlists house ambassador Anya Taylor-Joy in a sweeping global film that connects luxury, gifting, and emotional storytelling in true Tiffany fashion.</p><p>Shot across Los Angeles, New York, London, and Tokyo, the campaign weaves a globe-trotting narrative that&#x2019;s as much about connection as it is about jewelry.</p>
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  8. <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/DByojt9ou6v/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/DByojt9ou6v/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewbox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"/></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/DByojt9ou6v/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Anya Taylor-Joy (@anyataylorjoy)</a></p></div></blockquote>
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  11. <p>This article explores how Tiffany uses cinematic storytelling and brand symbolism to deepen emotional engagement, and what marketers can learn from its latest global campaign.</p><h2 id="short-on-time"><strong>Short on time?</strong></h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/tiffany-co-anya-taylor-joy/#whats-new-in-tiffanys-2025-holiday-campaign" rel="noreferrer">What&#x2019;s new in Tiffany&#x2019;s 2025 holiday campaign</a></li><li><a href="https://www.contentgrip.com/tiffany-co-anya-taylor-joy/#emotional-storytelling-as-tiffanys-brand-strategy" rel="noreferrer">Emotional storytelling as Tiffany&#x2019;s brand strategy</a></li><li><a href="https://www.contentgrip.com/tiffany-co-anya-taylor-joy/#what-marketers-should-know" rel="noreferrer">What marketers should know</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/brands-thriving-with-gen-z/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Gen Z consumer trends and key insights for 2026 success</div><div class="kg-bookmark-description">Discover how 10+ brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1133.png" alt="Tiffany &amp; Co. wraps love in cinematic holiday push starring Anya Taylor-Joy"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/5-brands-thriving-with-Gen-Z-what-they-re-doing-right-176.webp" alt="Tiffany &amp; Co. wraps love in cinematic holiday push starring Anya Taylor-Joy" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="whats-new-in-tiffanys-2025-holiday-campaign"><strong>What&apos;s new in Tiffany&apos;s 2025 holiday campaign</strong></h2><p><a href="https://wwd.com/fashion-news/fashion-scoops/tiffany-co-2025-holiday-campaign-anya-taylor-joy-1238326965/"><u>This year&apos;s campaign, launched globally on October 28</u></a>, brings back Anya Taylor-Joy following her 2024 appearance in <em>With love, Since 1837</em>. Unlike last year&#x2019;s New York-centric winter journey, <em>Love is a gift</em> spans multiple continents and delivers a cinematic ode to relationships: romantic, familial, and personal.</p><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/SjTO5wBBfCE?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen title="Love Is a Gift&#x2014;Tiffany &amp; Co."></iframe></figure><p>Taylor-Joy is styled in Tiffany&#x2019;s modern icons: the HardWear, Lock, T, and Knot collections, as well as new additions from the whimsical <em>Bird on a rock</em> line. Throughout the film, a white satin ribbon leads her through each chapter, a recurring motif that symbolizes the emotional thread binding people, places, and moments.</p>
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  13. <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/DQW6gmDDaCA/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/DQW6gmDDaCA/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; 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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/DQW6gmDDaCA/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Tiffany &amp; Co. (@tiffanyandco)</a></p></div></blockquote>
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  16. <h2 id="emotional-storytelling-as-tiffanys-brand-strategy"><strong>Emotional storytelling as Tiffany&apos;s brand strategy</strong></h2><p>This isn&#x2019;t just a holiday film, it&#x2019;s a brand statement. Tiffany positions itself not merely as a jeweler but as a curator of meaningful experiences. The campaign is a continuation of the company&#x2019;s commitment to emotional resonance over transactional luxury, reinforcing that gifting, when tied to sentiment, is elevated into art.</p><p>By following Taylor-Joy across personal exchanges involving the Tiffany Blue Box, the campaign illustrates a key idea: love isn&#x2019;t limited to romance. Whether between family, partners, or as an act of self-love, the campaign&#x2019;s message is clear: love, in any form, is the ultimate luxury.</p><p>The film closes at The Landmark in New York City, Tiffany&#x2019;s flagship, where Taylor-Joy&#x2019;s voice-over reiterates the campaign&apos;s thesis: &#x201C;And whether shared with another or with ourselves, love, in all its facets, is the most precious gift of all.&#x201D;</p><h2 id="what-marketers-should-know"><strong>What marketers should know</strong></h2><p>Tiffany&#x2019;s 2025 holiday campaign isn&#x2019;t just a glossy seasonal play, it&#x2019;s a case study in high-impact emotional branding. Here&#x2019;s what makes it work:</p><p><strong>1. Strong brand codes across regions</strong></p><p>Despite filming in four global cities, Tiffany ensures brand cohesion through consistent visual markers: the blue box, satin ribbon, and core jewelry collections. This strengthens recognition without diluting local relevance.</p><p><strong>2. A cinematic, scalable format</strong></p><p>With film at its core and high-quality stills to match, the campaign lends itself to multi-channel rollout, from Instagram reels to full-length YouTube videos. Marketers can take cues from how Tiffany structures content to work across geographies and platforms without losing emotional impact.</p><p><strong>3. Repeated brand narrative</strong></p><p>This is the second year Tiffany has tapped Taylor-Joy under Jonas Lindstroem&#x2019;s direction. The continuity helps deepen brand memory, while evolving the storyline enough to keep it fresh. For marketers, it&#x2019;s a reminder that repetition, when done right, can enhance rather than bore.</p><p><strong>4. Universal emotion, local context</strong></p><p>While rooted in luxury, the narrative taps into universally relatable moments of giving and receiving love. Marketers in any category can learn from how Tiffany localizes emotion without sacrificing the brand&#x2019;s aspirational tone.</p><p>In a retail climate where authenticity and storytelling are front and center, Tiffany &amp; Co.&#x2019;s holiday campaign is a masterclass in how to position luxury as emotionally resonant. With Anya Taylor-Joy leading a global narrative tied together by a satin ribbon and a blue box, Tiffany doesn&#x2019;t just sell jewelry, it sells a feeling.</p><p>For marketers aiming to connect across borders and channels this season, this campaign offers both inspiration and a blueprint.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-516.png" alt="Tiffany &amp; Co. wraps love in cinematic holiday push starring Anya Taylor-Joy"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-472.png" alt="Tiffany &amp; Co. wraps love in cinematic holiday push starring Anya Taylor-Joy" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[PayPal plugs into ChatGPT to fuel the next wave of AI-powered commerce]]></title><description><![CDATA[PayPal teams up with OpenAI to power in-chat payments and kick off the next wave of AI commerce]]></description><link>https://www.contentgrip.com/paypal-openai-agentic-commerce/</link><guid isPermaLink="false">690b5bfd686ca5000184e94d</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Thu, 06 Nov 2025 08:00:04 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/PayPal-plugs-into-ChatGPT-to-fuel-the-next-wave-of-AI-powered-commerce.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/PayPal-plugs-into-ChatGPT-to-fuel-the-next-wave-of-AI-powered-commerce.webp" alt="PayPal plugs into ChatGPT to fuel the next wave of AI-powered commerce"><p>AI chat isn&#x2019;t just for customer support anymore. <a href="https://newsroom.paypal-corp.com/2025-10-28-OpenAI-and-PayPal-Team-Up-to-Power-Instant-Checkout-and-Agentic-Commerce-in-ChatGPT"><u>PayPal has teamed up with OpenAI</u></a> to bring seamless payments and commerce directly into ChatGPT, enabling users to discover and buy products without ever leaving the conversation.</p><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/vVMiJIhtM3U?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen title="OpenAI and PayPal Team Up to Power Instant Checkout and Agentic Commerce in ChatGPT"></iframe></figure><p>This article explores what&#x2019;s behind the PayPal-OpenAI deal, how the integration works, and what the new agentic commerce model means for marketers and ecommerce strategists.</p><h2 id="short-on-time"><strong>Short on time?</strong></h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/paypal-openai-agentic-commerce/#paypal-joins-chatgpts-commerce-stack" rel="noreferrer">What happened: PayPal joins ChatGPT&#x2019;s commerce stack</a></li><li><a href="https://www.contentgrip.com/paypal-openai-agentic-commerce/#the-rise-of-agentic-commerce" rel="noreferrer">Why it matters: the rise of agentic commerce</a></li><li><a href="https://www.contentgrip.com/paypal-openai-agentic-commerce/#what-marketers-should-know" rel="noreferrer">What marketers should know: tips for adapting to AI-driven checkout</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/future-ai-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The future of marketing: AI transformations by 2026</div><div class="kg-bookmark-description">Discover AI marketing&#x2019;s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1132.png" alt="PayPal plugs into ChatGPT to fuel the next wave of AI-powered commerce"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/The-future-of-AI-in-marketing-2026-trends--tools-and-strategies-9.webp" alt="PayPal plugs into ChatGPT to fuel the next wave of AI-powered commerce" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="paypal-joins-chatgpts-commerce-stack"><strong>PayPal joins ChatGPT&apos;s commerce stack</strong></h2><p><a href="https://techcrunch.com/2025/10/28/paypal-partners-with-openai-to-let-users-pay-for-their-shopping-within-chatgpt/"><u>PayPal has officially partnered with OpenAI</u></a> to integrate its payments tech directly into ChatGPT. The rollout introduces an Instant Checkout feature that allows users to buy products within the chat experience using PayPal&#x2019;s wallet, including bank accounts, cards, and PayPal balances.</p><p>The integration also includes buyer protections, seller tools, tracking, and dispute resolution. This positions ChatGPT as more than just a chatbot and turns it into a transactional platform.</p><p>Merchants using OpenAI&#x2019;s Instant Checkout will have their card transactions processed through PayPal&#x2019;s delegated payments API. This collaboration is one of the first large-scale integrations between a major fintech company and a leading generative AI provider.</p><p>Looking ahead, PayPal plans to make its global merchant network accessible in ChatGPT through the agentic commerce protocol (ACP), starting in 2026. This will make millions of products from small businesses and global brands available for discovery and purchase inside the chatbot.</p><p>&quot;Hundreds of millions of people turn to ChatGPT each week for help with everyday tasks, including finding products they love, and over 400 million use PayPal to shop,&quot; <a href="https://www.prnewswire.com/news-releases/openai-and-paypal-team-up-to-power-instant-checkout-and-agentic-commerce-in-chatgpt-302596245.html"><u>said Alex Chriss, President and CEO of PayPal</u></a>. &quot;By partnering with OpenAI and adopting the Agentic Commerce Protocol, PayPal will power payments and commerce experiences that help people go from chat to checkout in just a few taps for our joint customer bases.&quot;</p><h2 id="the-rise-of-agentic-commerce"><strong>The rise of agentic commerce</strong></h2><p>PayPal&#x2019;s adoption of the ACP signals that AI-first commerce is no longer experimental. It is operational and scaling.</p><p>Unlike traditional ecommerce that depends on search and menus, agentic commerce uses intelligent agents to help users find and buy products through conversation. These agents understand context, make recommendations, and manage transactions in real time.</p><p>For PayPal, this isn&#x2019;t just a channel expansion. It is a long-term play to embed payments into the next generation of digital shopping experiences, where discovery and checkout happen in the same thread.</p><p>OpenAI&#x2019;s launch of ChatGPT Atlas, a native browser powered by ChatGPT, extends this vision further. With browsing memory and agent capabilities, ChatGPT can assist with product discovery, planning, booking, and more, without ever switching tabs.</p><h2 id="what-marketers-should-know"><strong>What marketers should know</strong></h2><p>This partnership changes how people shop and how brands get discovered. Here are three strategic takeaways for marketers:</p><h3 id="1-discovery-is-becoming-conversational"><strong>1. Discovery is becoming conversational</strong></h3><p>Users will no longer rely solely on keyword search or category filters. They will describe their needs in plain language, and ChatGPT will surface relevant products. Marketers need to optimize product metadata and content for conversational queries.</p><h3 id="2-prepare-for-headless-commerce-flows"><strong>2. Prepare for headless commerce flows</strong></h3><p>As more transactions occur inside chat platforms, brands will need flexible infrastructure. Headless commerce and API-first systems are key for integration into protocols like PayPal&#x2019;s ACP. If your product catalog and checkout process can&#x2019;t plug into these environments, you&apos;re out of the conversation.</p><h3 id="3-merchant-visibility-will-be-protocol-driven"><strong>3. Merchant visibility will be protocol-driven</strong></h3><p>With ACP managing product discovery through a shared server, brand visibility could depend on feed quality, transaction data, and customer feedback. Marketers should learn how to improve their presence in agent-based ecosystems the same way they optimize for search engines today.</p><p>The partnership extends beyond consumer tools. PayPal is also scaling ChatGPT Enterprise access across its 24,000+ employees and integrating OpenAI&#x2019;s Codex to boost developer efficiency. This internal rollout reinforces PayPal&#x2019;s commitment to AI, not just for customers but across its operations.</p><p>The PayPal-OpenAI partnership shows that agentic commerce is here, and it is moving fast. The days of toggling between browser tabs, carts, and checkouts are numbered.</p><p>For marketers, this shift brings both risk and opportunity. The brands that adapt early, with structured product data and conversational discovery in mind, will have an edge in an AI-driven economy where every chat could become a transaction.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-515.png" alt="PayPal plugs into ChatGPT to fuel the next wave of AI-powered commerce"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-471.png" alt="PayPal plugs into ChatGPT to fuel the next wave of AI-powered commerce" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[Why personal branding is now your career strategy, not a side hustle]]></title><description><![CDATA[From LinkedIn to burnout, here’s how personal branding is reshaping modern career paths]]></description><link>https://www.contentgrip.com/personal-branding-study/</link><guid isPermaLink="false">690b5784686ca5000184e907</guid><category><![CDATA[Reports]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Thu, 06 Nov 2025 02:00:54 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/Why-personal-branding-is-now-your-career-strategy--not-a-side-hustle.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/Why-personal-branding-is-now-your-career-strategy--not-a-side-hustle.webp" alt="Why personal branding is now your career strategy, not a side hustle"><p>Personal branding isn&#x2019;t just for influencers anymore. <a href="https://online.aurora.edu/personal-branding-professionals-study/"><u>A national survey conducted for Aurora University</u></a> finds that professionals across industries are treating their online presence as a non-negotiable career tool, often more important than a resume.</p><p>This article explores how personal branding is shifting from a nice-to-have to a strategic imperative. From leadership positioning to burnout risks, we break down what this means for professionals and how marketers can use the insight to build stronger career narratives, both for themselves and their brands.</p><h2 id="short-on-time">Short on time?</h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/personal-branding-study/#the-resume-is-no-longer-king" rel="noreferrer">The resume is no longer king</a></li><li><a href="https://www.contentgrip.com/personal-branding-study/#platforms-and-branding-tactics-professionals-are-using" rel="noreferrer">Platforms and branding tactics professionals are using</a></li><li><a href="https://www.contentgrip.com/personal-branding-study/#rebranding-for-leadership-grad-school-or-purpose" rel="noreferrer">Rebranding for leadership, grad school, or purpose</a></li><li><a href="https://www.contentgrip.com/personal-branding-study/#burnout-and-the-emotional-toll-of-always-being-on" rel="noreferrer">Burnout and the emotional toll of always being &#x201C;on&#x201D;</a></li><li><a href="https://www.contentgrip.com/personal-branding-study/#what-marketers-should-know" rel="noreferrer">What marketers should know</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/future-ai-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The future of marketing: AI transformations by 2026</div><div class="kg-bookmark-description">Discover AI marketing&#x2019;s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1130.png" alt="Why personal branding is now your career strategy, not a side hustle"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/The-future-of-AI-in-marketing-2026-trends--tools-and-strategies-8.webp" alt="Why personal branding is now your career strategy, not a side hustle" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="the-resume-is-no-longer-king">The resume is no longer king</h2><p>In 2025, half of American professionals believe a strong personal brand will matter more than a strong resume. That number jumps to 61% among business executives. Even director-level professionals are split evenly, signaling that branding now defines how opportunity is evaluated across ranks.</p><p>LinkedIn remains the top personal branding platform (64%), but many also rely on social media (30%), personal websites (29%), and bios or &#x201C;About&#x201D; sections (27%) to signal who they are and what they bring to the table.</p><p>Why does it matter? Because branding works. Among respondents, 34% said their personal brand helped them build stronger networks, 27% scored interviews, and 22% landed jobs. But it&apos;s not just about activity. It&#x2019;s about alignment. One in five said they lost opportunities because their online presence didn&#x2019;t match their professional identity.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-29c2f10e-2c6e-407f-a2e4-4f4270c94722.png" class="kg-image" alt="Why personal branding is now your career strategy, not a side hustle" loading="lazy" width="825" height="1280" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-29c2f10e-2c6e-407f-a2e4-4f4270c94722.png 600w, https://www.contentgrip.com/content/images/2025/11/data-src-image-29c2f10e-2c6e-407f-a2e4-4f4270c94722.png 825w" sizes="(min-width: 720px) 720px"></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/linkedin-report-b2b-marketing-trends/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">LinkedIn 2025 B2B study highlights why video now drive sales</div><div class="kg-bookmark-description">LinkedIn&#x2019;s 2025 survey shows marketers are losing audience attention&#x2014;and how video storytelling might be the fix</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1129.png" alt="Why personal branding is now your career strategy, not a side hustle"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/LinkedIn---s-2025-study-reveals-why-creator-led-video-is-now-B2B---s-must-have-move-3.webp" alt="Why personal branding is now your career strategy, not a side hustle" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="platforms-and-branding-tactics-professionals-are-using">Platforms and branding tactics professionals are using</h2><p>Most professionals are still figuring out how to strike the right balance. Only 12% post or comment strategically. Most either post only when relevant (39%) or lurk silently (35%). Despite that, professionals are making updates more often. 32% do it a few times a year, 19% monthly, and 10% weekly.</p><p>The top LinkedIn branding priorities? Demonstrating skills and expertise (58%), followed by showcasing purpose and values (24%), signaling career pivots (24%), or hinting at leadership potential (20%).</p><p>Gen Z is especially proactive. A full 28% of them update LinkedIn quarterly, 23% monthly, and 9% weekly, showing early-career professionals are investing in their digital footprint early and often.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/linkedin-gen-z-study/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Gen Z job search trends according to STU study</div><div class="kg-bookmark-description">New data shows Gen Z is using LinkedIn to land jobs and manage stress. Here&#x2019;s what this means for brand and employer marketing</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1128.png" alt="Why personal branding is now your career strategy, not a side hustle"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/LinkedIn-is-Gen-Z---s-new-career-lifeline--and-marketers-should-pay-attention.webp" alt="Why personal branding is now your career strategy, not a side hustle" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="rebranding-for-leadership-grad-school-or-purpose">Rebranding for leadership, grad school, or purpose</h2><p>Personal branding is no longer about vanity. It&#x2019;s about signaling what&#x2019;s next.</p><p>Nearly 1 in 3 professionals (32%) said they are actively repositioning their personal brand to transition into a new industry, role, or career level. For Gen Z, it&#x2019;s 40%. Top reasons include seeking more purpose (27%), recovering from a career plateau (20%) or burnout (17%), and filling resume gaps (12%).</p><p>It&#x2019;s not just about job hunting either. Nearly half (49%) of all respondents use their personal brand to prepare for grad school or leadership roles. That number spikes for Gen X (54%) and Gen Z (52%).</p><p>Personal branding is also helping nontraditional professionals validate alternative paths. 39% said their brand helped legitimize unconventional career choices. For marketers mentoring new talent or making pivots themselves, this presents a playbook worth noting.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-5ba03313-c45a-46b1-a32a-9c8e3fac48da.png" class="kg-image" alt="Why personal branding is now your career strategy, not a side hustle" loading="lazy" width="847" height="1024" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-5ba03313-c45a-46b1-a32a-9c8e3fac48da.png 600w, https://www.contentgrip.com/content/images/2025/11/data-src-image-5ba03313-c45a-46b1-a32a-9c8e3fac48da.png 847w" sizes="(min-width: 720px) 720px"></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/brands-thriving-with-gen-z/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Gen Z consumer trends and key insights for 2026 success</div><div class="kg-bookmark-description">Discover how 10+ brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1127.png" alt="Why personal branding is now your career strategy, not a side hustle"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/5-brands-thriving-with-Gen-Z-what-they-re-doing-right-175.webp" alt="Why personal branding is now your career strategy, not a side hustle" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="burnout-and-the-emotional-toll-of-always-being-on">Burnout and the emotional toll of always being &quot;on&quot;</h2><p>With personal branding becoming a strategic necessity, many are feeling the pressure.</p><p>About 38% said maintaining a personal brand caused stress or burnout in the past year. For Gen Z, that climbs to 40%. Millennials weren&#x2019;t far behind at 30%. And for some, it&#x2019;s like having a second job. 38% said personal branding feels like extra work they didn&#x2019;t sign up for.</p><p>The pressure to appear polished and &#x201C;on-brand&#x201D; leads to reactive behavior. Nearly half (46%) have deleted or revised posts out of fear of judgment. One in five feel constant pressure to present a curated, possibly inauthentic, version of themselves.</p><p>Platforms like LinkedIn (41%), Substack (51%), Instagram, and TikTok (47%) were cited as leading contributors to branding burnout. Two in five professionals have taken a branding break, with a third of those stepping away for over three months.</p><h2 id="what-marketers-should-know">What marketers should know</h2><p>Whether you&#x2019;re building your own brand or coaching clients through one, here are the key takeaways:</p><p><strong>1. Treat your LinkedIn like a living pitch deck</strong></p><p>If resumes are losing relevance, think of your profile as your new front door. Regular updates to reflect career shifts, new wins, or thought leadership are no longer optional.</p><p><strong>2. Help your team brand up, not burn out</strong></p><p>If you&apos;re managing junior staff or creators, recognize that visibility comes with emotional labor. Build branding into workflows, and consider offering tools or mental health support for those managing public-facing personas.</p><p><strong>3. Use personal branding in recruiting and client trust</strong></p><p>Candidates with coherent online brands are easier to vet, and clients trust agencies and partners who visibly practice what they preach. Make branding part of your team&#x2019;s strategic training, not an afterthought.</p><p><strong>4. Watch for authenticity fatigue</strong></p><p><strong>A</strong>s more professionals polish their online images, authenticity becomes harder to spot. Keep your own branding rooted in values and clarity. Audiences can feel when you&apos;re faking it.</p><p>The rise of personal branding as a career-defining tool shows no signs of slowing. For professionals and marketers alike, it&#x2019;s a wake-up call. Visibility, once optional, is now strategic currency. But as the emotional toll of digital curation rises, the challenge ahead is learning how to show up consistently without burning out.</p><p>Building a strong brand is important. But maintaining one without losing yourself? That&#x2019;s the new leadership skill.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-513.png" alt="Why personal branding is now your career strategy, not a side hustle"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-469.png" alt="Why personal branding is now your career strategy, not a side hustle" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[Marketer's quick guide to GDPR compliance]]></title><description><![CDATA[Explore the importance of GDPR compliance for marketers in today's digital age.]]></description><link>https://www.contentgrip.com/marketers-quick-guide-to-gdpr-compliance/</link><guid isPermaLink="false">6826e8a348aeca00010319be</guid><category><![CDATA[Content Marketing]]></category><dc:creator><![CDATA[ContentGrip Staff]]></dc:creator><pubDate>Wed, 05 Nov 2025 14:05:00 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/05/Marketer-s-quick-guide-to-GDPR-compliance.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/05/Marketer-s-quick-guide-to-GDPR-compliance.webp" alt="Marketer&apos;s quick guide to GDPR compliance"><p>Since its instatement in 2018, the EU&apos;s General Data Protection Regulation has been reshaping how businesses and other entities approach data collection and handling. Here&#x2019;s a quick summary of what this means for marketers and how they can ensure compliance.</p><h2 id="obtain-informed-consent"><strong>Obtain informed consent&#xA0;</strong></h2><p>Transparency and legality are the cornerstones of GDPR-compliant information correction. Marketers may satisfy them by obtaining informed consent. Do so by clearly outlining which information you plan to collect, why you need it, and how much it will be used.</p><p>It&apos;s also important not to presuppose consent. Users should be allowed to read through and ask for clarification about your consent forms. Most importantly, the final step in acknowledging their understanding needs to be voluntary and initiated on their part. Pre-checked boxes and other suggestive measures are not allowed.</p><h2 id="minimize-data-collection"><strong>Minimize data collection</strong></h2><p>While successful marketing hinges on identifying and developing content for target audiences, the GDPR advises gathering it in moderation. Specifically, marketers should only collect the data needed to ensure continued business operations. This benefits users and companies alike, as it decreases the amount of useful data that can be exposed in breaches.</p><p>Anonymization <a href="https://www.cloudflare.com/learning/privacy/what-is-pseudonymization/"><u>or pseudonymization</u></a> further removes the association between actual users and the data points you need to market to them effectively. Data should also be audited regularly and removed safely if it no longer serves a purpose or has become incorrect.</p><h2 id="protect-the-data-you-do-collect"><strong>Protect the data you do collect&#xA0;</strong></h2><p>Safeguarding collected data from breaches and misuse is an integral part of GDPR compliance. Collected data needs to be securely stored in encrypted databases. Restrict access to these databases and implement role-based controls to combat tampering and contain the damage if a breach does happen.</p><p>Password security is vital to maintaining high access security standards. Marketing team members should not be responsible for credential creation and maintenance since doing so risks the use of weak or repeated passwords.</p><p>It&apos;s simpler and more advantageous to use a <a href="https://nordpass.com/team-password-manager/"><u>team password manager</u></a> instead. Doing so ensures all accounts with customer data access have strong, unique passwords safely stored in an encrypted vault. Syncing with devices makes work from anywhere easier, while two-factor authentication integration further improves password security. Decent password managers will offer the password sharing feature. This way, you don&#x2019;t have to share account credentials with your team members in risky ways.</p><p>In addition, look for the <a href="https://www.reddit.com/r/Passwords/comments/17f73pa/i_made_a_comparison_table_to_find_the_best/"><u>best password manager</u></a> that is GDPR-compliant as well. Look for one that employs the most advanced encryption methods and zero-knowledge architecture, meaning it has no knowledge of the passwords and other information stored locally. Ideally, the manager should be ISO/IEC 27001:2017 certified to guarantee the protection of data integrity and confidentiality.</p><h2 id="ensure-third-party-vendor-compliance"><strong>Ensure third-party vendor compliance&#xA0;</strong></h2><p>Marketing today is extensively interconnected. All outside resources from your CRM to your cloud hosting platform, along with collaborators like part-time freelancers, need access to your data to do their part effectively.</p><p>Under the GDPR, <a href="https://gdpr-info.eu/chapter-8/"><u>you are liable</u></a> for any mishandling of personal data by a third party. It&apos;s your responsibility to vet third parties for GDPR compliance and audit them over time to avoid the loss of customer trust and significant financial damage.</p><p>For US-based marketers or companies working with EU customers, it&#x2019;s important to understand how GDPR applies outside of the EU. The <a href="https://usercentrics.com/knowledge-hub/gdpr-compliance-checklist-for-us-companies/" rel="noreferrer">GDPR compliance checklist for US companies</a> by Usercentrics outlines key steps to ensure your marketing operations remain compliant across jurisdictions. Having a structured checklist helps teams align privacy policies, manage data securely, and demonstrate accountability in audits.</p><h2 id="respect-data-subject-rights"><strong>Respect data subject rights&#xA0;</strong></h2><p>The GDPR enables subject agency and establishes personal data rights. If asked, you have a duty to provide a copy of the data you have on someone, make changes if it is incorrect or outdated, and even delete the data.</p><p>It should be straightforward for users to make these requests. To that end, it&#x2019;s best to train the marketing team on related user rights and how to comply with requests swiftly.</p>]]></content:encoded></item><item><title><![CDATA[McDonald’s stages a global heist for UK menus]]></title><description><![CDATA[McDonald’s turns social envy into brand buzz with a multi-phase global stunt]]></description><link>https://www.contentgrip.com/mcdonalds-world-menu-heist-uk/</link><guid isPermaLink="false">690acab7686ca5000184e8d5</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Wed, 05 Nov 2025 12:00:17 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/McDonald---s-stages-a-global-heist-for-UK-menus.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/McDonald---s-stages-a-global-heist-for-UK-menus.webp" alt="McDonald&#x2019;s stages a global heist for UK menus"><p>McDonald&#x2019;s UK and creative agency Leo UK just staged an international &#x201C;heist,&#x201D; but not the kind that lands you in court. The fast food giant launched a full-scale integrated campaign called <a href="https://www.mcdonalds.com/gb/en-gb/latest/world-menu-heist.html"><em><u>World menu heist</u></em></a>, designed to introduce eight fan-favourite items from international McDonald&#x2019;s menus into the UK for the first time.</p><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/mQrEdz3p_Pw?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen title="World Menu Heist"></iframe></figure><p>Built around a high-concept three-act narrative (Plan, Execute, Getaway), the campaign taps into years of FOMO-driven chatter on social media, where UK fans lament not having access to viral global McDonald&#x2019;s items. With the help of cinematic storytelling, stealthy influencer activations, and real-time digital touches, McDonald&#x2019;s turned that envy into a marketing goldmine.</p><p>This article unpacks the campaign&#x2019;s structure, creative execution, and what brand marketers can learn from it.</p><h2 id="short-on-time"><strong>Short on time?</strong></h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/mcdonalds-world-menu-heist-uk/#whats-behind-the-world-menu-heist" rel="noreferrer">What&#x2019;s behind the World menu heist</a></li><li><a href="https://www.contentgrip.com/mcdonalds-world-menu-heist-uk/#how-the-campaign-unfolded" rel="noreferrer">How the campaign unfolded</a></li><li><a href="https://www.contentgrip.com/mcdonalds-world-menu-heist-uk/#why-this-campaign-works-for-brand-marketers" rel="noreferrer">Why this campaign works for brand marketers</a></li><li><a href="https://www.contentgrip.com/mcdonalds-world-menu-heist-uk/#what-marketers-should-learn-from-this" rel="noreferrer">Lessons for marketing teams</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/brands-thriving-with-gen-z/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Gen Z consumer trends and key insights for 2026 success</div><div class="kg-bookmark-description">Discover how 10+ brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1126.png" alt="McDonald&#x2019;s stages a global heist for UK menus"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/5-brands-thriving-with-Gen-Z-what-they-re-doing-right-174.webp" alt="McDonald&#x2019;s stages a global heist for UK menus" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="whats-behind-the-world-menu-heist"><strong>What&apos;s behind the World menu heist</strong></h2><p>For years, UK fans have pined for McDonald&#x2019;s international-only menu items like Japan&#x2019;s garlic and black pepper McNuggets, Malaysia&#x2019;s salted caramel McFlurry, or the UAE&#x2019;s mac and cheese triangles. Rather than quietly adding these to the menu, McDonald&#x2019;s built a global-narrative campaign around their arrival.</p><p>Launched on 22 October and running through 25 November, the World menu heist turns the menu launch into a story of criminally good food smuggled into UK restaurants. Leo UK led creative, with media by OMD, PR and influencer work from Red Consultancy, CRM by TMW, and in-store POP from Linney.</p><p>The campaign is being deployed across TV, cinema, VOD, social media, radio, OOH, and CRM, making it one of McDonald&#x2019;s most ambitious integrated efforts to date.</p><h2 id="how-the-campaign-unfolded"><strong>How the campaign unfolded</strong></h2><h3 id="phase-1-the-plan"><strong>Phase 1: The Plan</strong></h3><p>Beginning 1 October, McDonald&#x2019;s quietly built buzz through a bespoke Instagram &#x201C;close friends&#x201D; list, giving select fans early access to sneak peeks, taste invites, and narrative cues. This phase culminated in a tasting event on 18 October with over 1,000 attendees, including influencers and everyday fans.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-5be0d212-7e84-4f12-a86d-db375c7ef9e3.png" class="kg-image" alt="McDonald&#x2019;s stages a global heist for UK menus" loading="lazy" width="1600" height="900" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-5be0d212-7e84-4f12-a86d-db375c7ef9e3.png 600w, https://www.contentgrip.com/content/images/size/w1000/2025/11/data-src-image-5be0d212-7e84-4f12-a86d-db375c7ef9e3.png 1000w, https://www.contentgrip.com/content/images/2025/11/data-src-image-5be0d212-7e84-4f12-a86d-db375c7ef9e3.png 1600w" sizes="(min-width: 720px) 720px"></figure><h3 id="phase-2-the-execute"><strong>Phase 2: The Execute</strong></h3><p>The hero film dropped 22 October, playing like an Ocean&#x2019;s Eleven-style action comedy with fast cuts, faux-criminal capers, and a smuggled McFlurry machine on a jet ski. Meanwhile, McDonald&#x2019;s partnered with LADbible to seed faux &#x201C;CCTV leak&#x201D; videos teasing the drop. These clips triggered speculation across social media, building up momentum for the launch.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-3c2eb2a1-b51e-4116-b19b-ca4f322a8904.png" class="kg-image" alt="McDonald&#x2019;s stages a global heist for UK menus" loading="lazy" width="1600" height="900" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-3c2eb2a1-b51e-4116-b19b-ca4f322a8904.png 600w, https://www.contentgrip.com/content/images/size/w1000/2025/11/data-src-image-3c2eb2a1-b51e-4116-b19b-ca4f322a8904.png 1000w, https://www.contentgrip.com/content/images/2025/11/data-src-image-3c2eb2a1-b51e-4116-b19b-ca4f322a8904.png 1600w" sizes="(min-width: 720px) 720px"></figure><p>The execution phase includes cutdowns for digital and social, with influencer collaborations and behind-the-scenes content expanding the narrative across CRM, app alerts, and restaurant experiences. OOH ads leaned into the movie motif with &#x201C;capture posters&#x201D; of the global menu items, each with playful captions nodding to their origins.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-7663e662-50f6-4b15-befa-42302dc5c8f0.png" class="kg-image" alt="McDonald&#x2019;s stages a global heist for UK menus" loading="lazy" width="1600" height="900" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-7663e662-50f6-4b15-befa-42302dc5c8f0.png 600w, https://www.contentgrip.com/content/images/size/w1000/2025/11/data-src-image-7663e662-50f6-4b15-befa-42302dc5c8f0.png 1000w, https://www.contentgrip.com/content/images/2025/11/data-src-image-7663e662-50f6-4b15-befa-42302dc5c8f0.png 1600w" sizes="(min-width: 720px) 720px"></figure><h3 id="phase-3-the-getaway"><strong>Phase 3: The Getaway</strong></h3><p>Running 17 to 25 November, this final phase leans into urgency. With the limited-time items set to disappear, digital OOH includes countdowns and warnings. App notifications and CRM messaging remind fans to grab them before they vanish from stores.</p><h2 id="why-this-campaign-works-for-brand-marketers"><strong>Why this campaign works for brand marketers</strong></h2><p>This isn&#x2019;t just a menu drop. It&#x2019;s cultural engagement with a long tail. Here&apos;s why this campaign hits the mark:</p><ol><li><strong>It starts with real fan sentiment</strong></li></ol><p>McDonald&#x2019;s didn&#x2019;t manufacture interest. The campaign builds directly off years of social envy and online chatter about the global menu. By using user emotion as the jumping-off point, the brand ensured relevance and resonance.</p><ol start="2"><li><strong>It treats the campaign like entertainment</strong></li></ol><p>Rather than treating ads as interruptions, McDonald&#x2019;s and Leo UK created content that mimics popular entertainment. The hero film, for instance, could double as a Netflix trailer. That keeps audiences watching, not skipping.</p><ol start="3"><li><strong>It builds in community access</strong></li></ol><p>By using Instagram&#x2019;s &#x201C;close friends&#x201D; feature, McDonald&#x2019;s turned early fans into insiders. This level of personalised engagement isn&#x2019;t just tactical. It&#x2019;s strategic brand relationship-building.</p><ol start="4"><li><strong>It uses scarcity without gimmicks</strong></li></ol><p>The Getaway phase&#x2019;s countdown isn&#x2019;t artificial urgency. It&#x2019;s based on a real-time offer window. That adds stakes without undermining credibility.</p><h2 id="what-marketers-should-learn-from-this"><strong>What marketers should learn from this</strong></h2><p>This campaign isn&#x2019;t just flashy creative. It&#x2019;s a blueprint for how to translate audience obsession into cross-platform momentum. Here&#x2019;s how marketers can apply the same thinking:</p><p><strong>1. Turn FOMO into fuel</strong></p><p>Identify where your customers feel excluded, overlooked, or underserved. Then flip that emotion into a compelling story. Emotional insight drives creative power.</p><p><strong>2. Create narrative arcs, not just touchpoints</strong></p><p>The three-act structure (Plan, Execute, Getaway) creates anticipation and payoff. It&#x2019;s not enough to go live with a campaign. Build a storyline that unfolds across phases and platforms.</p><p><strong>3. Use your owned channels smarter</strong></p><p>McDonald&#x2019;s Instagram close friends strategy shows how even standard features can become exclusive brand-building tools when used creatively.</p><p><strong>4. Integrated isn&#x2019;t the same as omnichannel</strong></p><p>The magic here lies not just in being everywhere. It&apos;s tying every channel back to a shared story and tone. Whether it&#x2019;s a CRM email or an OOH board, every execution plays its role in the heist.</p><p>McDonald&#x2019;s World menu heist isn&#x2019;t just a fun campaign. It&#x2019;s a case study in audience-first creative, cross-channel storytelling, and emotional insight. It takes a simple product launch and turns it into a cultural event. Marketers in any industry should take notes.</p><p>For brands looking to stand out in saturated markets, this campaign is a reminder: strategy, not scale, wins hearts and wallets.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-512.png" alt="McDonald&#x2019;s stages a global heist for UK menus"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-468.png" alt="McDonald&#x2019;s stages a global heist for UK menus" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[HBO Max floats red balloons across Asia to promote IT: Welcome to Derry]]></title><description><![CDATA[HBO Max’s Asia stunt blends physical horror and digital buzz ahead of IT: Welcome to Derry premiere]]></description><link>https://www.contentgrip.com/hbo-max-pennywise/</link><guid isPermaLink="false">690ac986686ca5000184e8b8</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Wed, 05 Nov 2025 08:00:16 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/HBO-Max-floats-red-balloons-across-Asia-to-promote-IT-Welcome-to-Derry.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/HBO-Max-floats-red-balloons-across-Asia-to-promote-IT-Welcome-to-Derry.webp" alt="HBO Max floats red balloons across Asia to promote IT: Welcome to Derry"><p>Ahead of the October 27 release of <em>IT: Welcome to Derry</em>, HBO Max has taken horror marketing to eerie new heights. The platform has launched a global red balloon stunt to tease the return of Pennywise the Clown, blending digital mystery with real-world spectacle.</p><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/oKa6u7LT0qE?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen title="IT: Welcome to Derry | Official Trailer | HBO Max"></iframe></figure><p>This article breaks down how HBO Max deployed the creepy campaign across Asia, what made it effective, and what marketers can learn from this immersive, multi-channel approach to franchise marketing.</p><h2 id="short-on-time"><strong>Short on time?</strong></h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/hbo-max-pennywise/#the-campaign-red-balloons-with-a-minimalist-message" rel="noreferrer">The campaign: red balloons with a minimalist message</a></li><li><a href="https://www.contentgrip.com/hbo-max-pennywise/#asia-gets-the-full-pennywise-treatment" rel="noreferrer">Asia gets the full Pennywise treatment</a></li><li><a href="https://www.contentgrip.com/hbo-max-pennywise/#what-marketers-should-take-away-from-hbo-maxs-strategy" rel="noreferrer">What marketers should take away from HBO Max&#x2019;s strategy</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/brands-thriving-with-gen-z/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Gen Z consumer trends and key insights for 2026 success</div><div class="kg-bookmark-description">Discover how 10+ brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1125.png" alt="HBO Max floats red balloons across Asia to promote IT: Welcome to Derry"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/5-brands-thriving-with-Gen-Z-what-they-re-doing-right-173.webp" alt="HBO Max floats red balloons across Asia to promote IT: Welcome to Derry" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="the-campaign-red-balloons-with-a-minimalist-message"><strong>The campaign: red balloons with a minimalist message</strong></h2><p>The &#x201C;Red Balloon Takeover&#x201D; kicked off on October 21, when social media users began spotting single red balloons in haunting environments. These visuals appeared with no branding, no logos, and no text. The mystery drove speculation, shares, and fan theories almost instantly.</p><p>Within hours, the campaign left the digital realm and entered the real world. Red balloons began popping up in global cities including New York, Los Angeles, Madrid, and Paris. Each sighting was deliberate and cinematic, evoking the tension and nostalgia of the original <em>IT</em> films without overtly selling the series.</p><p>The simplicity of the balloon imagery made the campaign easy to replicate across markets, while its ambiguity encouraged user-generated content and social virality.</p><h2 id="asia-gets-the-full-pennywise-treatment"><strong>Asia gets the full Pennywise treatment</strong></h2><p>In Asia, HBO Max went all-in. The campaign spanned Bangkok, Manila, Singapore, Taipei, and Hong Kong, with each market receiving its own mix of virtual visuals and physical installations.</p><p>In Singapore, red balloons hovered over eerie landmarks like the abandoned Changi Hospital and the infamous Yellow Tower at East Coast Park. They also showed up in everyday locations&#x2014;HDB blocks, bus stops, overhead bridges&#x2014;creating a spooky contrast between the ordinary and the supernatural.</p>
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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/DQG7RvuEspw/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by HBO Max Singapore (@hbomaxsg)</a></p></div></blockquote>
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  21. <p>In Manila, the campaign escalated with a full-scale scare. Pennywise appeared atop a shopping mall building surrounded by fog and flickering lights, clutching a cluster of balloons. The moment was documented in an Instagram reel that quickly gained traction online.</p>
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  23. <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/DQHOa7TE3AZ/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/DQHOa7TE3AZ/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewbox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"/></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/DQHOa7TE3AZ/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by HBO Max Philippines (@hbomaxph)</a></p></div></blockquote>
  24. <script async src="//www.instagram.com/embed.js"></script>
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  26. <p>Across <a href="https://www.instagram.com/p/DQGjPvsgc4c/?utm_source=ig_embed&amp;ig_rid=2129962b-7d10-426b-83bc-c325f1736440"><u>Taiwan</u></a>, Hong Kong, and <a href="https://www.instagram.com/reel/DQG7QniCd0O/?utm_source=ig_embed&amp;ig_rid=cd958723-c0af-4d4a-891e-fcdc01ccf30c"><u>Thailand</u></a>, HBO Max followed a similar blueprint. Balloons were staged in historically rich or emotionally resonant areas such as abandoned cinemas, forts, beaches, and malls. These culturally grounded touches helped the campaign resonate across borders while staying rooted in local context.</p>
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  28. <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/DQGxBxvCVF5/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/DQGxBxvCVF5/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewbox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"/></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/DQGxBxvCVF5/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by HBO Max Hong Kong (@hbomaxhk)</a></p></div></blockquote>
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  31. <p>The week before the series launch, HBO Max also transformed Orchard Road in Singapore into a haunted version of Derry, Maine. The area featured digital projections, costumed actors dubbed &#x201C;ITWTD wanderers,&#x201D; and a sinister MRT linkway tunnel experience for commuters.</p><h2 id="what-marketers-should-take-away-from-hbo-maxs-strategy"><strong>What marketers should take away from HBO Maxs strategy</strong></h2><p>HBO Max&#x2019;s campaign shows what&#x2019;s possible when marketing crosses the boundary between storytelling and lived experience. Here are four key takeaways for brand teams planning immersive rollouts:</p><h3 id="1-simplicity-scales-across-borders"><strong>1. Simplicity scales across borders</strong></h3><p>The red balloon is instantly recognizable, culturally neutral, and low-cost. This made it easy to adapt across markets without translation or localization friction.</p><h3 id="2-blend-online-discovery-with-offline-activation"><strong>2. Blend online discovery with offline activation</strong></h3><p>The campaign didn&apos;t rely solely on paid media or influencer content. Instead, it created an unfolding experience that began online and crescendoed in the physical world, giving fans multiple entry points to engage.</p><h3 id="3-context-is-king"><strong>3. Context is king</strong></h3><p>By choosing iconic or emotionally charged local sites, HBO Max grounded its campaign in real-world stories. This increased relevance and gave fans reasons to share beyond the fact that a new series was launching.</p><h3 id="4-branding-can-wait"><strong>4. Branding can wait</strong></h3><p>Holding back overt branding helped the stunt feel more like a mystery than a promotion. This created intrigue and allowed audiences to feel like participants rather than targets.</p><p>With <em>IT: Welcome to Derry</em>, HBO Max didn&#x2019;t just promote a show. It reanimated a cultural icon using one symbol, a few key locations, and strong timing.</p><p>For marketers, it&#x2019;s a reminder that campaigns do not need to shout to be heard. Sometimes, a floating balloon in the right place at the right time can do all the talking.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-511.png" alt="HBO Max floats red balloons across Asia to promote IT: Welcome to Derry"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-467.png" alt="HBO Max floats red balloons across Asia to promote IT: Welcome to Derry" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[AI is now the new front door to the internet according to McKinsey study]]></title><description><![CDATA[AI summaries now dominate Google results, threatening 50% of brand traffic. Here’s what to do next]]></description><link>https://www.contentgrip.com/ai-search-study-mckinsey/</link><guid isPermaLink="false">690a091ce686e900017dac9f</guid><category><![CDATA[Martech]]></category><category><![CDATA[Reports]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Wed, 05 Nov 2025 02:00:28 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/AI-is-now-the-new-front-door-to-the-internet-according-to-McKinsey-study.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/AI-is-now-the-new-front-door-to-the-internet-according-to-McKinsey-study.webp" alt="AI is now the new front door to the internet according to McKinsey study"><p>That&#x2019;s the central warning from <a href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/new-front-door-to-the-internet-winning-in-the-age-of-ai-search?stcr=6CA8D88A0086426FAC786157DD60E8C1&amp;cid=mgp_opr-eml-alt-gms-mgp-glb--&amp;hlkid=cf3225700e534c3e94beae40d942e868&amp;hctky=16531097&amp;hdpid=a892f2ad-facb-40fc-9a55-474378d99663"><u>McKinsey&#x2019;s October 2025 report</u></a>, which outlines how generative AI-powered search is quickly reshaping how people discover, research, and buy.</p><p>The report estimates that by 2028, AI-powered search will influence US$750 billion in consumer spending. Brands that fail to adapt could lose up to 50% of their traffic from traditional search platforms.</p><p>This article explores what&#x2019;s changing, why it matters for marketers, and how to shift from SEO to GEO &#x2014; generative engine optimization.</p><h2 id="short-on-time">Short on time?</h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/ai-search-study-mckinsey/#whats-happening-with-ai-search" rel="noreferrer">What&#x2019;s happening with AI search</a></li><li><a href="https://www.contentgrip.com/ai-search-study-mckinsey/#why-seo-is-losing-its-power" rel="noreferrer">Why SEO is losing its power</a></li><li><a href="https://www.contentgrip.com/ai-search-study-mckinsey/#what-marketers-should-do-now" rel="noreferrer">What marketers should do now</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/future-ai-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The future of marketing: AI transformations by 2026</div><div class="kg-bookmark-description">Discover AI marketing&#x2019;s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1124.png" alt="AI is now the new front door to the internet according to McKinsey study"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/The-future-of-AI-in-marketing-2026-trends--tools-and-strategies-7.webp" alt="AI is now the new front door to the internet according to McKinsey study" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="whats-happening-with-ai-search">What&apos;s happening with AI search</h2><p>The AI search shift isn&#x2019;t theoretical. It&#x2019;s already happening. McKinsey&#x2019;s latest consumer survey shows that half of US users now intentionally choose AI-powered search tools like ChatGPT, Perplexity, Google&#x2019;s AI Overview, and Gemini to guide their buying decisions.</p><p>Some key numbers:</p><ul><li>About 50% of all Google searches now include AI summaries</li><li>That&#x2019;s expected to rise to over 75% by 2028</li><li>Even baby boomers are actively using AI search for product discovery</li></ul><p>AI search is now the default way people are researching, comparing, and narrowing down their choices. And they are doing it without ever clicking through to your website.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/ai-search-trend-adobe-report/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Adobe survey confirms the rise of AI search</div><div class="kg-bookmark-description">Adobe&#x2019;s latest survey confirms the emerging trend where AI search tools are changing how we discover products and brands</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1123.png" alt="AI is now the new front door to the internet according to McKinsey study"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/AI-search-is-real-and-Adobe---s-data-shows-how-fast-it---s-growing-4.webp" alt="AI is now the new front door to the internet according to McKinsey study" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="why-seo-is-losing-its-power">Why SEO is losing its power</h2><p>Most brand websites only contribute about 5 to 10 percent of the sources that AI models use to generate answers. The majority of the data comes from third-party content &#x2014; affiliate blogs, product reviews, retailer listings, forums, and community Q&amp;A threads.</p><p>This means your organic search strategy might not even show up in the conversation anymore. McKinsey points out that in industries like apparel, credit cards, and electronics, some leading brands are completely absent from top AI summaries despite dominating in traditional search.</p><p>The result? A mismatch between brand strength and AI search visibility. In one retail category, McKinsey found brands with 60% lower share of voice in AI search compared to their actual market share.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/ai-overviews-seo-traffic-decline/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">AI search is eating your clicks even when you rank #1</div><div class="kg-bookmark-description">Ranking #1 isn&#x2019;t what it used to be. Here&#x2019;s how AI summaries are changing the SEO game</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1122.png" alt="AI is now the new front door to the internet according to McKinsey study"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/AI-search-is-stealing-your-traffic--even-when-you-rank--1.webp" alt="AI is now the new front door to the internet according to McKinsey study" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="what-marketers-should-do-now">What marketers should do now</h2><p>McKinsey recommends four strategic moves to help brands win in the new AI-driven environment:</p><h4 id="1-start-with-a-geo-diagnostic"><strong>1. Start with a GEO diagnostic</strong></h4><p>Less than 20% of brands currently track how they appear in AI-generated summaries. Audit your performance across platforms like Google AI Overview, ChatGPT, and Perplexity. Measure visibility, sentiment, and which sources LLMs are pulling from.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/generative-engine-optimization-geo-guide/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">What is generative engine optimization (GEO)?</div><div class="kg-bookmark-description">As generative engines rewrite how we find information, marketers need a new playbook. GEO is that strategy.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1121.png" alt="AI is now the new front door to the internet according to McKinsey study"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/What-is-generative-engine-optimization--GEO---11.webp" alt="AI is now the new front door to the internet according to McKinsey study" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h4 id="2-update-your-content-investments"><strong>2. Update your content investments</strong></h4><p>To show up in AI answers, your content needs to exist in the places that LLMs trust. That includes affiliate sites, online forums, publisher blogs, and reviews. For example, in financial services and CPG, over 65% of AI-cited sources come from publishers and UGC.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/how-to-get-google-ai-overviews-to-notice-you/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to get Google AI Overviews to notice you&#x2014;finally</div><div class="kg-bookmark-description">If Google&#x2019;s AI Overviews is ignoring you, it&#x2019;s time to fight back. Here&#x2019;s the playbook to get noticed and get clicks.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1121.png" alt="AI is now the new front door to the internet according to McKinsey study"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Atikah Amalia</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/How-to-get-Google-AI-Overviews-to-notice-you-4.webp" alt="AI is now the new front door to the internet according to McKinsey study" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h4 id="3-optimize-content-for-llm-readability"><strong>3. Optimize content for LLM readability</strong></h4><p>AI models prefer clear structure, fact-based language, and fresh insights. Strengthen your headings, provide updated data, and ensure content is topically relevant. Structure matters more than flair here.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/how-to-get-indexed-by-chatgpt-search/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to get indexed on ChatGPT search</div><div class="kg-bookmark-description">Want your content to be seen on ChatGPT search? Here&#x2019;s how to get indexed and stay ahead on this fast-growing AI platform.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1121.png" alt="AI is now the new front door to the internet according to McKinsey study"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Atikah Amalia</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/How-to-get-indexed-by-ChatGPT-search-5.webp" alt="AI is now the new front door to the internet according to McKinsey study" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h4 id="4-build-geo-into-your-marketing-stack"><strong>4. Build GEO into your marketing stack</strong></h4><p>You&#x2019;ll need a dedicated cross-functional team across marketing, SEO, and customer experience to manage GEO. Define new KPIs for AI visibility and update your tech stack to support continuous monitoring and optimization.</p><p>AI search is rewriting the rules of digital discovery. Visibility on Google is no longer a guarantee that your brand will show up when it matters. If you&apos;re not part of the AI-generated answer, you may not be part of the decision journey at all.</p><p>This isn&#x2019;t about abandoning SEO, but evolving beyond it. Brands that invest in GEO now will gain a competitive edge while others lose ground without even realizing it.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month?</strong></b></i><a href="https://calendly.com/enrickoman/call-with-contentgrow"> <u><i><b><strong class="italic underline" style="white-space: pre-wrap;">Book a discovery call today</strong></b></i></u></a><i><b><strong class="italic" style="white-space: pre-wrap;">.</strong></b></i></div></div><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://calendly.com/enrickoman/call-with-contentgrow?ref=contentgrip.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Book a discovery call (for brands &amp; publishers) - ContentGrow</div><div class="kg-bookmark-description">Thanks for booking a call with ContentGrow. We provide scalable and tailored content creation services for B2B brands and publishers worldwide.Let&#x2019;s chat a bit about your content needs and see if ContentGrow is the right solution for you!IMPORTANT: To confirm a meeting, we need you to provide your</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/touch-icon-ipad-retina-260067382323ed52661bd79f4fa22edee49175d0d5b1cfc96cdc28eabbea159a-510.png" alt="AI is now the new front door to the internet according to McKinsey study"><span class="kg-bookmark-author">Calendly</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/opengraph_4dc79812-466.png" alt="AI is now the new front door to the internet according to McKinsey study" onerror="this.style.display = &apos;none&apos;"></div></a></figure>]]></content:encoded></item><item><title><![CDATA[The rise of student influencers]]></title><description><![CDATA[As student creators gain traction, content marketers must adapt]]></description><link>https://www.contentgrip.com/the-rise-of-student-influencers/</link><guid isPermaLink="false">6909f5afe686e900017dac85</guid><category><![CDATA[Martech]]></category><category><![CDATA[Content Marketing]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Tue, 04 Nov 2025 12:49:54 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/The-rise-of-student-influencers.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/The-rise-of-student-influencers.webp" alt="The rise of student influencers"><p>With brands increasingly favoring authentic, community-driven marketing, college students have become the next big bet. They&apos;re not just joining the creator economy. They&apos;re helping redefine it. Whether on TikTok, Instagram, or in brand ambassador programs, student creators are emerging as high-impact voices that speak peer-to-peer, not top-down.</p><p>This article explores why student influencers are gaining traction, how brands are partnering with them, and what content marketers need to know to stay ahead.</p><h2 id="short-on-time">Short on time?</h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/the-rise-of-student-influencers/#why-student-influencers-are-gaining-traction" rel="noreferrer">Why student influencers are gaining traction</a></li><li><a href="https://www.contentgrip.com/the-rise-of-student-influencers/#how-brands-are-collaborating-with-student-creators" rel="noreferrer">How brands are collaborating with student creators</a></li><li><a href="https://www.contentgrip.com/the-rise-of-student-influencers/#what-this-shift-means-for-content-marketers" rel="noreferrer">What this shift means for content marketers</a></li><li><a href="https://www.contentgrip.com/the-rise-of-student-influencers/#how-to-work-with-student-influencers-effectively" rel="noreferrer">How to work with student influencers effectively</a></li></ul><h2 id="why-student-influencers-are-gaining-traction">Why student influencers are gaining traction</h2><p>Trust is the foundation of every meaningful relationship, whether personal or professional. Before choosing any service, people need to feel confident that they are making the right decision. When selecting a service for <a href="https://essays.studymoose.com/"><u>essay buying</u></a>, students often prioritize reviews and recommendations to ensure they are investing in quality help.</p><p>Trust plays a crucial role in guiding decisions, from choosing a local mechanic to hiring someone for a freelance job. Without trust, no transaction, no matter how seemingly beneficial, will stand the test of time. Students are proving that influence doesn&apos;t require millions of followers. It just needs trust.</p><p>Among Gen Z, authenticity matters more than polish. That&#x2019;s exactly where student creators excel. Platforms like TikTok have democratized influence, allowing micro and nano influencers (with under 10k followers) to dominate engagement charts.</p><p>Some numbers say it all:</p><ul><li><a href="https://www.amraandelma.com/student-marketing-statistics/"><u>74% of students</u></a> say social media impacts their buying decisions</li><li><a href="https://propellant.media/influencer-marketing-gen-z-college-enrollment/"><u>84% of Gen Z</u></a> trust influencers more than traditional ads</li><li><a href="https://botika.io/thethread/marketing-tips/gen-z-campuses-driving-new-influencer-marketing-trends"><u>Over 60% of student</u></a> shoppers discover new brands through social media, often via campus-based creators</li></ul><p>These student-led micro-communities move fast. They often dictate trends before mainstream channels catch up. Universities have taken notice too, launching campus ambassador programs to tap into peer-to-peer influence.</p><p>With majority of influencers in 2025 now aged 18&#x2013;24, this isn&#x2019;t a side trend. It&#x2019;s the frontline of the next marketing wave.</p><h2 id="how-brands-are-collaborating-with-student-creators">How brands are collaborating with student creators</h2><p>From lifestyle to edtech, brands are building new playbooks around student creators.</p><p>Apparel and tech brands were early adopters, but now education platforms are entering the mix.</p><p>These creators bring a powerful mix:</p><ul><li>Affordability: Their rates are a fraction of macro-influencers</li><li>Relatability: They live the product experience, not just promote it</li><li>Engagement: Their communities comment, share, and convert</li></ul><p>Brands are also recognizing that student creators don&#x2019;t need celebrity-level reach to deliver results. Instead, they bring campus-level granularity. This means niche reach with high trust.</p><p>The best collaborations let students speak their truth. It&apos;s not about hitting a brief. It&apos;s about giving them the freedom to show how a brand fits into their life, not the other way around.</p><h2 id="what-this-shift-means-for-content-marketers">What this shift means for content marketers</h2><p>For content teams, this student influencer trend is a signal to shift strategy.</p><p>First, micro-communities matter more than ever. Audiences aren&apos;t just segmented. They&#x2019;re tribal. A student in Austin might follow creators on their own campus before they trust a national campaign.</p><p>Second, marketers need to redefine influencer ROI. Instead of asking &#x201C;how many followers?&#x201D; consider:</p><ul><li>How engaged is their community?</li><li>Are they seen as credible within their niche?</li><li>Can they drive actions like sign-ups or downloads?</li></ul><p>Marketers should also consider integrating influencer content into the wider content funnel. Student voices can become product testimonials, user-generated content, or even newsletter spotlights.</p><p>Budgets are shifting in this direction. According to <a href="https://sproutsocial.com/insights/influencer-marketing-statistics/"><u>Sprout Social</u></a>, 26% of agencies now spend over 40% of their marketing budget on influencers. Why? Because 86% of consumers say they&#x2019;ve bought something based on influencer content.</p><p>And students aren&#x2019;t looking to just follow instructions. 65% of influencers want to collaborate creatively, not just follow scripts. The lesson here: treat them like co-creators, not media channels.</p><h2 id="how-to-work-with-student-influencers-effectively">How to work with student influencers effectively</h2><p>Working with student creators doesn&#x2019;t require big spend. It requires the right approach.</p><p>Here&#x2019;s how content marketers can get started:</p><ul><li>Start small: Test with a few campus ambassadors or student clubs before scaling</li><li>Prioritize creative freedom: Skip rigid briefs and let students speak in their own voice</li><li>Think long-term: Build partnerships over a semester, not just one post</li><li>Track the right metrics: Go beyond likes. Use referral codes, campus reach, and actual conversions</li><li>Follow ethical best practices: Ensure clear disclosure and fair pay</li></ul><p>Many brands succeed with <a href="https://influencermarketinghub.com/influencer-marketing-statistics/"><u>budgets under US$50k for influencer campaigns</u></a>, especially when working with nano-creators. With the right metrics and relationships, small investments can deliver big results.</p><p>Student influencers aren&#x2019;t just shaping trends. They&#x2019;re building the future of marketing.</p><p>For content marketers, now&#x2019;s the time to engage with this grassroots wave. It&#x2019;s a chance to build authentic relationships with communities who will shape consumer behavior for years to come.</p><p>Influence is getting younger, more authentic, and hyper-local. The smartest brands are already listening.</p>]]></content:encoded></item><item><title><![CDATA[Heineken trolls AI companions with cheeky wearable and IRL message]]></title><description><![CDATA[As AI companions gain traction, Heineken’s latest campaign urges consumers to connect offline, ideally over a cold beer]]></description><link>https://www.contentgrip.com/heineken-ai-friendship-campaign/</link><guid isPermaLink="false">6908b4d6e686e900017dac57</guid><category><![CDATA[News]]></category><category><![CDATA[Martech]]></category><category><![CDATA[Content Marketing]]></category><dc:creator><![CDATA[Patrecia Meliana]]></dc:creator><pubDate>Tue, 04 Nov 2025 12:00:08 GMT</pubDate><media:content url="https://www.contentgrip.com/content/images/2025/11/Heineken-trolls-AI-companions-with-cheeky-wearable-and-IRL-message.webp" medium="image"/><content:encoded><![CDATA[<img src="https://www.contentgrip.com/content/images/2025/11/Heineken-trolls-AI-companions-with-cheeky-wearable-and-IRL-message.webp" alt="Heineken trolls AI companions with cheeky wearable and IRL message"><p>Heineken is jumping into the AI companionship debate with a campaign that trades virtual affection for real-world connection. As digital &#x201C;friends&#x201D; gain traction among younger audiences, the beer brand is serving up a reminder: some conversations are better had over an actual drink.</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-1fe920f4-6569-4735-9352-86049bd1ba4c.png" class="kg-image" alt="Heineken trolls AI companions with cheeky wearable and IRL message" loading="lazy" width="1600" height="900" srcset="https://www.contentgrip.com/content/images/size/w600/2025/11/data-src-image-1fe920f4-6569-4735-9352-86049bd1ba4c.png 600w, https://www.contentgrip.com/content/images/size/w1000/2025/11/data-src-image-1fe920f4-6569-4735-9352-86049bd1ba4c.png 1000w, https://www.contentgrip.com/content/images/2025/11/data-src-image-1fe920f4-6569-4735-9352-86049bd1ba4c.png 1600w" sizes="(min-width: 720px) 720px"></figure><p>This article explores Heineken&#x2019;s latest play on its #SocialOffSocials platform, a US-based activation featuring a bottle opener necklace and retro-inspired messaging to challenge the rise of chatbot friendships. With AI-powered pendants and digital companions going viral, Heineken&#x2019;s move puts a humorous spin on a serious cultural shift.</p><h2 id="short-on-time"><strong>Short on time?</strong></h2><p>Here&#x2019;s a table of contents for quick access:</p><ul><li><a href="https://www.contentgrip.com/heineken-ai-friendship-campaign/#whats-heinekens-campaign-all-about" rel="noreferrer">What&#x2019;s Heineken&#x2019;s campaign all about?</a></li><li><a href="https://www.contentgrip.com/heineken-ai-friendship-campaign/#why-now-ai-companions-are-gaining-real-traction" rel="noreferrer">Why now? AI companions are gaining real traction</a></li><li><a href="https://www.contentgrip.com/heineken-ai-friendship-campaign/#what-marketers-should-know" rel="noreferrer">What marketers should know</a></li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/future-ai-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The future of marketing: AI transformations by 2026</div><div class="kg-bookmark-description">Discover AI marketing&#x2019;s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1119.png" alt="Heineken trolls AI companions with cheeky wearable and IRL message"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/The-future-of-AI-in-marketing-2026-trends--tools-and-strategies-6.webp" alt="Heineken trolls AI companions with cheeky wearable and IRL message" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h2 id="whats-heinekens-campaign-all-about"><strong>What&apos;s Heineken&apos;s campaign all about?</strong></h2><p><a href="https://www.businessinsider.com/heineken-billboard-friend-ai-subway-ads-2025-10"><u>Launched in mid-October</u></a> across New York City and Instagram, the campaign leans into Heineken&#x2019;s brand message of authentic togetherness. It centers on a bottle opener necklace, a tongue-in-cheek take on wearable tech, and features slogans like &#x201C;The best way to make a friend is over a beer&#x201D; and &#x201C;Heineken: Social networking since 1873.&#x201D;</p><figure class="kg-card kg-image-card"><img src="https://www.contentgrip.com/content/images/2025/11/data-src-image-2d1d460b-8c56-4517-a3ee-9e321a54ef7a.png" class="kg-image" alt="Heineken trolls AI companions with cheeky wearable and IRL message" loading="lazy" width="508" height="645"></figure><p>The campaign is the latest installment in Heineken&#x2019;s #SocialOffSocials platform, developed with creative agency LePub New York and supported by PR shop The Romans and creator agency Billion Dollar Boy. Instagram posts kicked off the launch on October 8, encouraging people to tag real friends, with OOH ads rolling out from October 16 to 22.</p><p>The creative push also comes with a clear point of view. &#x201C;Research shows people are socializing less than they did a decade ago,&#x201D; said Guilherme de Marchi Retz, Marketing VP at Heineken. &#x201C;Younger generations are feeling socially drained by digital engagement. #SocialOffSocials was created to help change that.&#x201D;</p><h2 id="why-now-ai-companions-are-gaining-real-traction"><strong>Why now? AI companions are gaining real traction</strong></h2><p>Heineken&#x2019;s satire isn&#x2019;t just for laughs. It taps into a fast-growing, somewhat uncomfortable reality. A recent study by Common Sense Media found that 72% of teens have tried AI companions, and 30% use them for friendship, role-playing, or emotional support.</p><p>Meanwhile, New York became a real-world backdrop to the controversy after a startup called <a href="https://www.contentgrip.com/friend-nyc-subway-campaign/"><u>Friend AI promoted its US$129 AI pendant</u></a> with a US$1 million subway ad blitz. The backlash was swift and loud. Commuters vandalized the ads and staged a &quot;Friend protest&quot; with signs reading &#x201C;Get real friends.&#x201D;</p><p>Against that backdrop, Heineken&#x2019;s campaign lands with a wink and a warning.</p><h2 id="what-marketers-should-know"><strong>What marketers should know</strong></h2><p>Here&#x2019;s how brand strategists and marketing leads can interpret this move:</p><h3 id="1-irl-still-sells-and-it%E2%80%99s-becoming-a-positioning-tool"><strong>1. IRL still sells, and it&#x2019;s becoming a positioning tool</strong></h3><p>As digital burnout rises, campaigns that encourage physical interaction or sensory experiences offer differentiation. Heineken&#x2019;s play shows that promoting <em>non-digital</em> experiences can be just as culturally relevant as jumping on the latest tech trend.</p><h3 id="2-humor-can-humanize-platform-pushes"><strong>2. Humor can humanize platform pushes</strong></h3><p>While AI companions raise ethical and emotional questions, Heineken&#x2019;s tongue-in-cheek tone makes its message accessible. Marketers aiming to comment on cultural shifts, especially those involving technology, should consider blending wit with purpose.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.contentgrip.com/ai-meme-marketing-gen-z-humor/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Can AI be funny? Meme marketing insights to reach Gen Z</div><div class="kg-bookmark-description">As brands embrace AI for meme marketing, the challenge remains: can machines really capture Gen Z&#x2019;s chaotic humor?</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.contentgrip.com/content/images/icon/CG-icon-1-1120.png" alt="Heineken trolls AI companions with cheeky wearable and IRL message"><span class="kg-bookmark-author">ContentGrip</span><span class="kg-bookmark-publisher">Patrecia Meliana</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.contentgrip.com/content/images/thumbnail/Can-AI-master-Gen-Z-humor-5.webp" alt="Heineken trolls AI companions with cheeky wearable and IRL message" onerror="this.style.display = &apos;none&apos;"></div></a></figure><h3 id="3-anti-ai-narratives-are-branding-opportunities"><strong>3. Anti-AI narratives are branding opportunities</strong></h3><p>Not every brand needs to embrace AI. For companies rooted in hospitality, physical experience, or community, leaning into &#x201C;real over digital&#x201D; is a credible angle. Heineken&#x2019;s move shows how that narrative can manifest in creative and campaign design.</p><p>Heineken&#x2019;s OOH and social media campaign doesn&#x2019;t just poke fun at AI friendships. It reasserts the brand&#x2019;s core identity in a noisy tech moment. By focusing on in-person connection and bringing humor to the AI debate, Heineken offers a roadmap for how legacy brands can stay relevant without jumping on every digital bandwagon.</p><p>Marketers should take note. You don&#x2019;t need an AI chatbot to make your campaign timely. You just need a sharp read on culture and a message that hits home.</p><div class="kg-card kg-callout-card kg-callout-card-grey"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">This article is created by humans with AI assistance, powered by ContentGrow. 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