What's Happening?
Heritage brands are increasingly adopting creator-led marketing strategies to stay relevant in today's fast-paced digital 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 the shift towards placing creators at the core of brand ecosystems. This approach involves deep, collaborative partnerships that allow brands to generate hype and create viral moments. A notable example is the Dove x Crumbl collaboration, which leveraged fan culture and social media platforms like TikTok and Reddit to build pre-launch buzz. This strategy resulted in Dove's most successful product launch in recent history, with 52% of buyers being new to the brand.
Why It's Important?
The shift towards creator-led marketing is significant as it reflects a broader trend in the advertising industry where traditional top-down approaches are being replaced by more interactive and engaging strategies. By involving creators, brands can tap into new audiences and foster genuine connections, which are crucial for long-term growth and brand loyalty. This transformation allows heritage brands to maintain their relevance and competitive edge in a market increasingly dominated by digital and social media influences. The success of such campaigns demonstrates the potential for increased market share and consumer engagement, benefiting both the brands and the creators involved.
What's Next?
As heritage brands continue to embrace creator-led strategies, we can expect more innovative collaborations and campaigns that prioritize social-first approaches. Brands may increasingly focus on building long-term relationships with creators to ensure sustained engagement and content generation. This could lead to a reevaluation of marketing budgets, with more resources allocated to influencer partnerships and social media initiatives. Additionally, brands might explore new platforms and technologies to enhance their reach and impact, further integrating creators into their marketing ecosystems.
Beyond the Headlines
The integration of creators into brand marketing strategies raises questions about the balance between brand safety and creative freedom. As brands navigate this new landscape, they must ensure that their partnerships align with their core values while allowing for creative expression. This shift also highlights the evolving role of PR and influencer marketing, which are increasingly seen as complementary rather than separate entities. The success of these strategies may influence other industries to adopt similar approaches, potentially reshaping the broader marketing and advertising landscape.
