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Even as the live events industry roars back to life, Sephora says its customers continue to show an inclination for virtual experiences. So to meet clients where they are, the brand for a second year took its flagship beauty convention into the digital realm with the SEPHORiA: Virtual House of Beauty. The free event for […]

Consumers may not initially equate live music, gaming and the metaverse with an insurance brand—but with its recent launch on Roblox, State Farm is looking to change all that. “We’re in a category that not many folks wake up thinking about every day,” said Alyson Griffin, vp-marketing at State Farm. “It felt like the right […]

Bose strutted into New York Fashion Week (NYFW) with a new “Sound is Power” mantra and a blend of art and technology experiences that introduced its QuietComfort Earbuds II and reinforced the idea that audio is more powerful when it’s personalized. At New York City’s Glasshouse on Sept. 8, the brand hosted a press launch, […]

Influencer partnerships are fundamental to Benefit Cosmetics’ marketing strategy, so when the brand transported a group of its “Benebabes” to Hawaii for an influencer event promoting the launch of its Box O’ Powder blushes, it left no stone unturned. Nearly 60 global influencers from 18 countries were treated to four days of excursions, luaus, pool […]

Fully integrated campaigns are the way of the future, and those that are too focused on developing dual paths as part of a “hybrid” strategy are losing sight of the big picture. In the new “Experiential Commerce” model, digital is the foundation that unlocks access to audiences and extends campaigns into a variety of touch […]