What's Happening?
Heritage brands are increasingly integrating creators into their marketing strategies to stay relevant in a creator-led culture. During a Brandweek 2025 session, Dana Paolucci, head of PR and influence for Dove North America, and Raven Walker, VP of client
partnerships at Collectively, discussed how these brands are placing creators at the core of their marketing ecosystems. This approach involves deep, collaborative partnerships that allow brands to take calculated risks while maintaining brand safety. A notable example is the Dove x Crumbl collaboration, which utilized 'leak culture' to generate pre-launch buzz on platforms like TikTok and Reddit. This strategy resulted in the most successful Dove product launch in recent history, with 52% of buyers being new to the brand.
Why It's Important?
The shift towards creator-led marketing reflects a broader trend in the industry where traditional advertising methods are being replaced by more dynamic, social-first strategies. This change is significant for heritage brands that have built trust over decades but now face the challenge of appealing to younger, digitally-savvy consumers. By leveraging creators, these brands can generate authentic engagement and expand their reach to new audiences. The success of such campaigns can lead to increased brand loyalty and market share, as seen with Dove's recent product launch. This evolution in marketing strategy highlights the growing importance of influencer partnerships in driving brand growth and innovation.
What's Next?
As brands continue to embrace creators, the focus will likely shift towards building long-term relationships with influencers to maintain consistent engagement. This could involve developing always-on creator programs, as Dove has done, to ensure a steady flow of authentic content. Brands may also explore new platforms and technologies to enhance their marketing efforts, such as leveraging AI for targeted campaigns. The success of these strategies will depend on the ability of brands to balance creativity with brand safety and to adapt to the rapidly changing digital landscape.
Beyond the Headlines
The integration of creators into marketing strategies raises questions about the future of traditional advertising agencies and the role of PR in brand management. As influencer marketing becomes more central to brand strategies, agencies may need to adapt by offering more specialized services that focus on digital and social media expertise. Additionally, the ethical implications of influencer partnerships, such as transparency and authenticity, will continue to be a topic of discussion as brands navigate this evolving landscape.
