To promote its new car release, Kia Motors turned to TikTok with the novel concept of tapping several of the platform’s popular creators to share livestreams of their road trips.

Luggage is not something many people spend a lot of time pondering. You can either afford Louis Vuitton or you can’t, and the rest is much of a muchness – flimsy suitcases sold at a premium and replaced every few years depending on how much you travel.

CMO has canvassed a wide array of predictions from across the industry and waded through tens of thousands of words to find out what’s on the cards for digital marketing in 2023. Here’s what we discovered.

The inaugural Beauty Drop, a 48-hour online-only beauty sale, was developed by GO Digital as a unique, bespoke event which would give the agency’s stable of beauty brands a rallying event to lift sales and build direct relationships with their customers.

A collaboration between Virgin Australia, Tourism Tasmania and P.E. Nation has been labelled a hit after surpassing targets for inbound travellers to the Apple Isle, return on ad spend and engagement.

Connecting with a new set of Gen Z female consumers in the gaming community proved the catalyst for beauty brand, Maybelline, to team up with Logitech G on a new experiential activation in Sydney.

One of the questions that has accompanied the rise of social media influencers has been the authenticity of their recommendations. So perhaps it makes sense to do away with any pretence of reality altogether?

One of the common challenges facing direct-to-consumer brands is getting products into the hands of would-be consumers before they purchase.

While many direct-to-consumer startups were out raising millions of dollars to recruit customers and build their brands, Rob Ward and Chris Peters were finding that solving a real customer problem gave them all the momentum they needed to build a global business.

Game advertising remains in the experimentation stage and requires brands to shift their thinking away from demographics and niche genre and audience thinking towards gaming as an everyday media activity to become mainstream.

Connecting the dots between wellbeing content, community-oriented digital experiences and commerce lies at the heart of Youtime’s vision.

Would you put your brand into the hands of a complete stranger? For a rapidly increasing number of Australian marketers, the answer is yes.

Next-generation telco, Circles.Life, may have just taken its first big step into the metaverse, but “don’t expect us to be a telco metaverse, just expect us to be a telco that really supports our customers and delivers what they are looking for”, its CMO says.

Consumer merchandise that’s produced well and is both functionally and visually appealing is a solid asset for a brand that harnesses it, says Subway Australia and New Zealand head of marketing, Rodica Titeica.

SmileDirectClub, the tele-dentistry platform that connects customers to dentists or orthodontists in its network, wanted to go one step further in linking people with healthcare.

If influencer marketing was the buzz of the last decade, then the creator economy is its successor, supercharged by growing ability for consumers to use social and digital platforms to directly connect with their own communities and audiences. But with such tools to now cut out the middleman, be it media company or advertiser, how do brands fit into this new creative puzzle?

An update to the Influencer Marketing Code of Practice, and a new Guide to Gifting and Ad Disclosure have been released by the Australian Influencer Marketing Council (AIMCO) to give further clarity to brands, creators and agencies using influencer marketing.

Beauty brand, LÓreal, has become the latest organisation to join the Australian Influencer Marketing Council (AiMCO) as part of efforts to elevate transparency of its influencer marketing practices. The news comes as a fresh global report highlights a raft of other Australian brands appearing to breach the recently introduced AANA Code of Ethics despite growing legal action against those who don’t follow the guidelines.

An Instagram post by The Bachelor contestant, Anna Heinrich, has become the first case to breach new distinguishable advertising rules established under the Australian Association of National Advertisers (AANA) Code of Ethics introduced this year.

Clubhouse is the latest social hit, an invite-only audio chat app that just seems to be the right thing at the right time. And having Tesla’s Elon Musk tweeting about it to his 40 million followers doesn’t hurt. Marketers need to know they’ll probably learn more about Clubhouse by reading about it than by using it, at least to begin with. But nonetheless it pays to be ahead of the curve.

Utilising new social channels such as Tiktok and partnering with surprising ambassadors is key to bringing WW wider brand story around health and wellness to life to new audiences, its local marketing chief says.