What's Happening?
Heritage brands are increasingly adopting new marketing strategies that integrate creators at the core of their campaigns. During a session at Brandweek 2025, representatives from Dove North America and Collectively
discussed how these brands are leveraging creator-led culture to stay relevant. By engaging in 'leak culture' and utilizing platforms like TikTok and Reddit, brands are generating buzz and creating viral moments. A notable example is the Dove x Crumbl collaboration, which was launched through strategic leaks and direct engagement with superfans, resulting in a highly successful product launch.
Why It's Important?
The shift towards creator-centric marketing reflects a broader trend in the advertising industry, where traditional methods are being replaced by more interactive and engaging approaches. This strategy allows brands to connect with younger audiences who value authenticity and direct interaction. By fostering partnerships with creators, heritage brands can rejuvenate their image and expand their reach. The success of these campaigns demonstrates the effectiveness of integrating social media influencers into marketing strategies, offering valuable insights for other brands looking to adapt to the changing landscape.
What's Next?
As brands continue to explore creator-led marketing, the focus will likely shift towards building long-term relationships with influencers. This approach not only enhances brand visibility but also fosters loyalty among consumers. Future campaigns may involve more personalized and interactive content, leveraging the unique strengths of each creator. Additionally, brands will need to balance creativity with brand safety, ensuring that their messaging aligns with their core values while resonating with diverse audiences.
