1. Media & Marketing

How Uber built its TikTok creator strategy — and why it looks beyond vanity metrics

Written by Posted on Less than 0 min read

Phil Rosario, Uber’s global social media lead for TikTok, explains how he leveraged creators to grow the brand’s following to over 750,000 within a year.

View Original Article
Member since
Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily email newsletter, website, and app cover topics such as marketing technology, advertising creative, social media, video marketing, analytics and measurement, mobile marketing, and more. Marketing Dive is a leading industry publication operated by Industry Dive. Our business journalists spark ideas and shape agendas for 11+ million decision-makers in the most competitive industries.
Do you like MarketingDive's articles? Follow on social!

More from MarketingDive

  1. Technology & Innovation

7-Eleven drives in the metaverse with Fortnite activation

As part of the campaign, consumers will be sent on a branded scavenger hunt with the chance to win prizes like a custom gaming chair. View Original Article 7-Eleven & Speedway Consumers Gaming Metaverse Trends: Tech MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful […]
< 1 min read
0
  1. Data & Insights

Pedigree adopts AI to give ‘glow ups’ to shelter dog ads

Adoptable combines proprietary artificial intelligence with the brand’s global media reach to create more engaging ads that aim to shorten adoption times. View Original Article Delivery AI Technology & Innovation Dept. Pet Mars Inc. MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends […]
< 1 min read
0
  1. CPG: Food

Ritz-Carlton artfully depicts guests’ self-enrichment journeys in brand refresh

The heavily symbolic “Leave Better” pushes against hotel advertising tropes and follows a wide-ranging digital overhaul for the luxury chain. View Original Article Mondelez MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily email […]
< 1 min read
0
  1. Holiday & Events

Ad blitz: Tracking every marketing play for Super Bowl LVII

The lead-up to the big game comes amid tough economic times and sponsorship switch-ups. Tune in here for updates on all of the brand announcements ahead of kickoff on Feb. 12. View Original Article Delivery Economy Holiday & Events MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and […]
< 1 min read
0
  1. Department: Food

DDB taps AI to quickly produce creative proposals

A new tool, The Uncreative Agency, has already produced creative proposals for a number of marketers based on one-sentence briefs. View Original Article Dept. Fresh Dept. Perimeter Technology & Innovation MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and […]
< 1 min read
0
  1. Media & Marketing

Coach pairs virtual influencer with real celebs Lil Nas X, Camila Mendes

“Find Your Courage” looks to engage younger consumers around the complexities of identity and the changing meaning of being “real.” View Original Article Consumers Marketing: Social Media MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The […]
< 1 min read
0
  1. Corporate Strategy

Pinterest doubles down on vertical video for seasonal ad strategy

A tie-up with Westbrook Media will offer marketers co-branded video content inclusive of popular creators during the Halloween and winter seasons.  View Original Article Holiday & Events Inclusivity Strategy Marketing: Social Media MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping […]
< 1 min read
0
  1. Holiday & Events

Dogfish Head’s budget big game ad showcases electric football

The craft brewer spent only $7,000 on a hyper-local ad to promote its role as the official beer of the Electric Football World Championship. View Original Article Dept. Adult Bev Dept. Beverage Holiday & Events MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful […]
< 1 min read
0
  1. Corporate Strategy

Carl’s Jr., Hardee’s parent appoints CMO, CFO

CKE’s new execs join the company during an ongoing brand overhaul focused on renovations, technology advancements and streamlined operations. View Original Article Executives Operations & Supply Chain Technology & Innovation MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing […]
< 1 min read
0
  1. Department: HBC

The Body Shop teams with HeadCount to continue purpose-driven work

The beauty retailer’s roster of youth activists will utilize livestreams, digital storytelling and live events to spread the word about voting access. View Original Article Dept. HBC MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. […]
< 1 min read
0
  1. Media & Marketing

Inside Chipotle’s record-breaking Twitter promotion

A National Burrito Day giveaway earned the brand its second highest digital sales day of all time and its highest one-day volume on social media. View Original Article ESG and CSR Marketing: Social Media Restaurants Twitter MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful […]
< 1 min read
0
  1. Uncategorized

ANA: In-house agency trend continues to gain steam

Creative services for digital and traditional media are the areas most frequently taken in-house among the 82% of marketers with internal shops. View Original Article MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily […]
< 1 min read
0
  1. CPG: Food & Bev

PepsiCo’s Starry spotlights music and sports in new campaign

Starry is trying to capitalize on the hype of a Super Bowl ad and the NBA All-Star Game to gain market share. View Original Article Holiday & Events PepsiCo MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. […]
< 1 min read
0
  1. Media & Marketing

6 reasons why influencer marketing will never be the same

With a new emphasis on authenticity, 2024 might be the year that Influencer Marketing is forced to grow up, evolving from a simple visibility tactic to a way to foster real, meaningful, human connections. View Original Article Marketing: Social Media Predictions and Forecasts MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive […]
< 1 min read
0
  1. Agencies & Vendors

Paramount reorganizes ad sales structure amid declines

The company is looking to streamline its interactions with agencies by offering a single point of access to its advertising solutions.  View Original Article Agencies MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily email […]
< 1 min read
0
  1. Retail Ecosystem

Lunchables Dunkables pits AI against kids’ imaginations

“A.I. versus K.I.” includes pop-up museum exhibits and touts the creativity of children over AI when crafting Dunkables-themed artwork. View Original Article Pop Ups KraftHeinz AI Technology & Innovation MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and […]
< 1 min read
0
  1. Department: Adult Beverage

A new era for alcohol advertising gets a slow start

AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype. View Original Article Dept. Adult Bev Holiday & Events CPG: Adult Beverage MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into […]
< 1 min read
0
  1. Department: Adult Beverage

Zacapa rum highlights female empowerment in 1st global campaign

“Lips to Soul” marks the first time the rum has launched a creative activation on an international scale. View Original Article International Dept. Adult Bev MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily […]
< 1 min read
0
  1. CPG: Food & Bev

Frito-Lay reaffirms commitment to diverse creators with new campaign

Created with Michael B. Jordan’s agency Obsidianworks, “My Joy” showcases stories of joy across fashion, music, food, art and sports. View Original Article Dept. Grocery Dept. Apparel PepsiCo MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and […]
< 1 min read
0
  1. Data & Insights

Mastering cookie deprecation: 3 essential insights for marketers

It’s important to prioritize zero- and first-party data and remain focused on the consumer, according to Tim Braz, chief revenue officer at PCH Media. View Original Article Consumers Data & Insights MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing […]
< 1 min read
0
Next