Thursday, December 5th

📊 Did you know?

Creator-led ads on TikTok drive 70% higher click-through rates than brand-made content.

(TikTok for Business, 2025)

🌟 Is Zendaya a good ambassador for brands?

Zendaya is already a powerhouse working with brands like On, Louis Vuitton, Lancôme etc.

But what truly makes her a great ambassador is her audience connection 🔥 

On Instagram, Zendaya has 184M followers, a 3.2% engagement rate, and an audience that’s 68% female and mostly Gen Z & Millennials.

She blends fashion, film, and authenticity, making every partnership feel natural, not forced.

👉 See her full audience data here

🔥 Top Creator Campaigns (November)

Every month, I round up the campaigns that stood out.

Here’s who nailed it in November 👇

1️⃣ Skims x TikTok Live: “Kimsmas Live”

Kim Kardashian hosted her first-ever shoppable TikTok livestream, turning a festive event into a full-funnel experience.

The stream featured limited-edition bundles, exclusive drops, and creator cross-promotions → all hosted directly on Kim’s TikTok.

🧩 Why it’s smart:

• TikTok live shopping is booming → sales hit $11B in Q3 2025, up 60% YoY

• Hosting on the creator’s account (not the brand’s) drives 3–5x higher engagement.

• Live + exclusive + authentic = conversion gold.

2️⃣ MrBeast x Slack

Our only B2B campaign of the month! MrBeast partnered with Slack to promote his $100M “Beast Games” series, and turned a SaaS tool into a behind-the-scenes storytelling campaign.

The campaign showcased how his team uses Slack to plan multi-million-dollar shoots, brainstorm ideas, and coordinate with partners like Canva.

🧩 Why it’s smart:

• They showed the workflow instead of listing features.

• It’s the future of B2B influencer marketing: real use-case > product pitch.

• The dedicated campaign site drove massive awareness and engagement across both creator and corporate audiences.

💡 Lesson for marketers: Don’t sell the tool, show the impact.

3️⃣ “What do you do for a living?” x Sydney Sweeney

Sydney Sweeney appeared in creator Feroz Khan Zadran’s “What do you do for a living?” street-interview format, and turned a casual question into a 3.6M-view promotion for her new movie.

The genius? The video looked and felt like Feroz’s usual content. His audience wasn’t interrupted with an ad; they were pulled into a story featuring a celebrity they already care about.

🧩 Why it’s smart:

• Creator + celebrity = reach

• It blended seamlessly into the creator’s native format, so it never felt like a promo.

• Sydney Sweeney’s audience is massive and super engaged, which gave the content built-in distribution power.
  👉 Her full audience breakdown here

💡 Lesson for marketers: Blend into formats people already watch. Celebrities don’t guarantee attention, context does.

4️⃣ L’Oréal x Celebrity PR Drop

PR boxes rarely work anymore as creators get hundreds of them every month, and most never go viral.

So L’Oréal did something different: instead of sending a box…

They sent Bethenny Frankel directly to influencers’ apartments to deliver their Lumi Glotion in person.

Bethenny documented the surprise visits across TikTok and Instagram, and influencers did the same, turning every doorstep reaction into content.

The result? Across all creators and platforms, the campaign generated over 2M+ views, all from organic reactions, not product seeding.

🧩 Why it’s smart:

• It flipped the PR model: instead of sending a box, they delivered a moment

• Celebrity surprise = instant emotional hook → higher retention and shares

• It created UGC that felt earned, not paid

@bethennyfrankel

From the queen 🫅 mother to the queen 🫅 @Serena Kerrigan #queen #queenmother

💡 Lesson for marketers: Don’t rely on gimmicks or packaging. In 2025, attention is the real currency. If the moment feels personal, unexpected, and culturally relevant, creators will do the distribution for you.

5️⃣ Puresport’s Anti-Black-Friday

Instead of discounts, Puresport sent 500 influencers empty PR boxes

→ asking them to refill them with unused gifted items and donate to youth sports programs.

The campaign sparked conversations around sustainability, generosity, and purpose-driven marketing.

🧩 Why it’s smart:

• Tackled marketing waste (40% of beauty PR gifts end up unused).

• Turned a sales moment into a cultural one.

• Made ethics part of the brand story.

💡 Lesson for marketers: Values sell. And generosity goes viral.

👤 Facebook now lets users post with nicknames in groups

🛍️ TikTok saw record shopping activity over Black Friday weekend

⚙️ Threads is testing a new way to guide your feed manually

🚀 X now algorithmically ranks posts in your Following feed

🧠 ChatGPT adds a shopping research feature for smarter product discovery

🎞️ YouTube is testing custom feeds to fix algorithm issues

💬 Adam Mosseri says replying to comments is the best way to boost reach

📹 YouTube launched a Spotify Wrapped-style recap for creators

💎 Meta Verified’s new $499/month plan includes content strategy calls

📣 Snapchat adds Topic Chats, public conversations grouped by shared interests