Bazaarvoice Huddle: Vol. 8

Get the latest coverage of standout marketing campaigns, creator collaborations, commerce topics, and emerging trends.

?? Seeing green—Wicked takes over the marketing world

• Wicked takes a page from Barbie’s marketing playbook.
• From Gap to Crocs to Stanley, Wicked partnerships are everywhere.
• Snapchat launches its first Sponsored Snaps campaign with (you guessed it!) Wicked.

?? Under the influence—creator partnerships that pop

• ?How Coterie made influencers like Nara Smith central to their strategy.
• ?Rhode taps into F1 fan base with new ambassador Alexandra Saint MIeux.
• Saint Laurent puts TikTok sensation Addison Rae front and center in new campaign.

?? What’s trending in marketing

• Is editorialized content making a comeback?
• Heaven Mayhem, Jacquemus, and Blank Street go all in on the oversized prop trend.
• From Rhode to Benefit to NYX—food is everywhere in beauty marketing right now.

? Coffee break reads

• Free-wheelers, FIRE fighters, and five other social media subcultures to target.
• Gap’s turnaround—and how influencer marketing is playing a major role.
• How to prove the ROI of creator campaigns (yes, it’s possible!).

? Social media platform updates

• Should brands make the move to Bluesky?
• TikTok expands affiliate marketing capabilities.
• Instagram adds option for users to reset their algorithm.

? Meanwhile, in the world of influencers…

Every year, a new buzzword takes over the social media and influencer world. For 2025, we’re betting on community.

Focusing on community drives results. Why? While people may buy from people they know, they buy more from people they trust, and trust is what community is all about.

So, how can brands make their influencer marketing programs more community-focused? Our Creator Marketing Lead, Courtney B. Keats , has these tips:

• Find creators who align with your brand values and community goals. ?? And remember—don’t count out creators with smaller followings; they often have more engaged audiences.
• Consider long-term creator partnerships. ?? Ongoing collaborations facilitate a deeper relationship between your brand and their followers.
• Tap your brand fans. ?? If a creator already uses your products, they can authentically speak to them, making them ideal collaborators.
• Let creators create. ?? Creators have communities for a reason. Provide them with your key messaging and then give them the creative freedom to amplify it in their own unique way.

?? That’s a wrap!

What are your thoughts on what we covered today? Drop them in the comments, and let’s start a conversation.?

See you in the next one.?