Brands Expand Creator Marketing Strategies Beyond Awareness

Research shows brands are tapping creators to drive seasonal campaigns, support product launches, and develop new products.

Justin Tomlinson

Editor-in-Chief, Mora Discover

2 sources
Brands Expand Creator Marketing Strategies Beyond Awareness

Brands are expanding their creator marketing strategies by looking beyond traditional awareness campaigns. Recent research shows that companies are increasingly relying on influencers for broader commercial and creative roles within their business operations.[1][2]

Under these expanded partnerships, brands are leveraging creators to drive seasonal marketing initiatives and support major product launches. In some cases, companies are even involving creators directly in the product development process.[1][2]

Edited per Mora's standards.Editorial policyAI disclosureAbout Discover

Related stories

Unpacked: How agentic AI is reshaping the consumer journey
Unpacked: How agentic AI is reshaping the consumer journey
Glossy

Unpacked: How agentic AI is reshaping the consumer journey

This Unpacked guide, sponsored by Talon.One, explores how brands can make their loyalty and promotions agent-ready, as agentic commerce evolves from a theoretical concept into practical applications, and AI agents begin to handle the end-to-end shopping journey for consumers. Agentic commerce has quickly become a hot industry topic, as the technology evolves from a theoretical […]