## Elevate Your Advertising Creative in 2025

As you set your **2025 professional goals**, why not add one more—**elevating your advertising creative**? A fresh, intentional approach can be the key to standing out in an increasingly competitive landscape.

![What makes videos effective on CTV](https://searchengineland.com/wp-content/seloads/2025/01/What-makes-videos-effective-on-CTV-800x450.png.webp)

**Connected TV (CTV)** is the perfect platform to make it happen, combining the **precision of digital targeting** with the storytelling power of **high-quality video**. Whether you’re already using CTV or exploring it for the first time, the right creative strategy can make all the difference.

Join **[Realize Your Creative Vision in 2025](https://108.181.33.117/third-door-media/Realize-Your-Creative-Vision-in-2025?utm_bmcr_source=selpost&utm_source=sel&utm_medium=sitepost)** to learn:
- What makes **video ads effective**
- How often to **refresh your creatives**
- A **real-world success story** of a brand turning creative into a competitive edge

Start 2025 with a **creative strategy that drives results**. **[Save your spot here](https://108.181.33.117/third-door-media/Realize-Your-Creative-Vision-in-2025?utm_bmcr_source=selpost&utm_source=sel&utm_medium=sitepost)**!

Join this webinar to learn how Connected TV blends high-impact video with digital targeting to elevate your advertising.

Unlock the Secrets to Video Advertising Success in 2025 with Connected TV!

The **FMCG giant**, Unilever, is set to make a significant shift in its marketing strategy under the leadership of its new CEO. This move includes increasing the **social media investment** from **30% to 50%** of the total marketing budget.  

![Unilever](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/952/cached.offlinehbpl.hbpl.co.uk/news/OMC/Unilever.png)  

This bold strategy aims to harness the power of **influencer marketing**, which has become a crucial element for brands looking to connect with consumers in a more authentic and engaging manner. By hiring **20 times more influencers**, Unilever is positioning itself to tap into diverse audiences and enhance its brand visibility across various platforms.  

This shift not only reflects the changing dynamics of the marketing landscape but also highlights Unilever's commitment to staying ahead in a highly competitive sector.

The FMCG giant’s boss will increase social media investment from 30% to 50% of total marketing spend.

Unilever's New CEO Plans to Revolutionize Marketing with 20x More Influencers!

### The Rise of Influencer Marketing
AUSTIN, TEXAS — Influencers have long played a role in brands’ bids for **relevance** with young consumers. What happens when they climb to the top of the strategy agenda?

Executives at **South by Southwest (SXSW)** discussed how influencer marketing is expanding to affect everything from campaign casting decisions to experiments with **new shoppable ad formats**. As channels like **linear TV decline**, some foresee influencer tactics commanding a larger share of advertising budgets, reflecting a **shift to a social-first mindset**.

### Shifting Budgets
Julia Melle, director of brand and content for Southwest Airlines, noted, “The way that we look at reach is going to be different. We’re shifting more dollars from digital ad media to **influencer or creator media**.” Spending on influencer marketing in the U.S. is forecasted to climb **14.2% year over year** in 2025, reaching **$9.29 billion**.

### Innovative Campaigns
Instacart utilized celebrity-focused accounts to generate buzz for a Super Bowl campaign, while Southwest launched a targeted campaign aimed at **Gen Z**, featuring creators like gamer **FaZe Swagg**. This campaign drove a **six-point increase** in consideration within three months.

### TikTok’s Influence
Southwest has ramped up its efforts on **TikTok**, using influencers to promote shoppable flights in a format that aligns with the app’s social commerce initiatives. Melle shared, “We realized that it worked better than our traditional digital ads.”

### Cult Brand Loyalty
Brands like Southwest and Crocs are leveraging influencer marketing to secure **Gen Z loyalty** amidst business challenges. Crocs, known for its controversial footwear, has embraced its followers dubbed **#CrocNation**. Their influencer strategy transformed the brand from perceived ugly to a **fashion icon**, collaborating with stars like **Post Malone** and **Justin Bieber**.

### Authentic Community Engagement
Crocs has pivoted to rely on organic brand fans, promoting a mission of “come as you are.” Vice President Kelly Molnar emphasized, “We don’t control a lot of the content… the power in the community is that they show up authentically as themselves.”

Executives at SXSW described how the channel can be more successful than traditional advertising in the quest to woo Gen Z consumers.

The Evolution of Influencer Marketing: Insights from SXSW on Cult Brands like Crocs and Southwest Airlines

### The Changing Landscape of China's Fashion Market

Once a **reliable growth engine** for fashion, the Chinese market is now shifting. As consumer spending cools and shoppers turn to **domestic brands**, international players must adapt to thrive. 

**Crocs' Success Story**  
For an example of success in China, look at **Crocs**. The brand's popularity is reflected in its online nickname, 洞门 (Dong Men), which means 'cave entrance' — a playful nod to its iconic foam clogs. In 2023, this term was mentioned **70 million times** on Chinese social media. 

During the pandemic, while many brands scaled back, Crocs increased its **marketing investments** and engaged in numerous influencer partnerships. This strategy paid off, with **sales rising 64%** in 2024, showcasing Crocs as a rare international brand succeeding in the market. 

### The Current Economic Climate  
After years of rapid growth, China's economy is facing challenges. High unemployment and a struggling real estate sector have affected **consumer confidence**. Only **5% of luxury brands** saw positive revenue growth in early 2024, according to Bain. 

Despite this, the reality is nuanced. Luxury sales remain higher than pre-pandemic levels, with many consumers now traveling again. Furthermore, **savings have increased**, indicating potential spending power if brands can effectively engage shoppers. 

### Strategies for Resilience  
Several international brands are experiencing growth, particularly those tapping into the **'quiet luxury'** trend, which emphasizes classic styles. Brands that entered the market later also have more room to grow. 

Successful companies have built an **organic online following**, implemented localized marketing strategies, and maintained direct involvement in their Chinese operations instead of relying solely on third-party operators. 

### Lessons from Key Players  
This case study explores how brands like Crocs, **Lemaire**, **Lululemon**, **Tibi**, and **American Vintage** are navigating these changes. The old strategies brands relied on a decade ago are no longer effective; a **new game plan** is essential. 

Elisa Harca, co-founder of **Red Ant** retail agency, emphasizes that today, brands must offer **exciting products, strong quality**, and compelling brand stories to succeed in China. 

Understanding the **evolving consumer landscape** is crucial for international brands aiming to thrive in this competitive market.

Once fashion’s most reliable growth engine, the Chinese market is shifting as consumer spending cools and shoppers with more choice than ever gravitate toward savvy domestic brands. Opportunities for international players are still plentiful, but the old formula for succeeding in China is no longer relevant. Brands need a new game plan to stand out.

Unlocking Success in China's Fashion Market: Strategies for International Brands

### Paul Bates Departs Broadsheet

*Paul Bates*, the **commercial director** at Broadsheet, has officially left the company after a brief tenure of **seven months**. Bates joined Broadsheet from Woolworths’ retail media arm, **Cartology**, where he served as the general manager of agency sales for **10 months**.

Sian Whitaker, Broadsheet’s managing director, commented on the departure, stating, “Paul Bates and Broadsheet have mutually agreed on his departure as he shifts his focus to family in **Australia** and the **UK**. We’ve really enjoyed working with Paul, appreciate his contributions to the business, and wish him all the best for the future.”

Interestingly, Bates did not respond to inquiries from B&T regarding his departure.

Paul Bates departs Broadsheet. Not to say there were any tabloid-esque goings on.

Paul Bates Leaves Broadsheet: What This Means for the Future

### A Historic Moment in AI Marketing

A Northland woman, **Liz Wright**, has made history by becoming the world’s **first customer to be digitally cloned**. Selected from hundreds of applicants, Wright is now the **AI-created brand ambassador** for Skinny.

### The Digital Clone's Purpose

Wright’s digital twin will be utilized to deliver innovative campaign messages and **out-of-the-box advertising** strategies, eliminating the need for traditional production shoots.

![Liz Wright's AI-created digital clone. Photo / Skinny](https://www.nzherald.co.nz/resizer/v2/B7POSNAUTRBXNMYO6EHISTKEWI.jpg?auth=73dba705080de5973219b25ae10f92a61222e5efc4331382b12dbfa34f42c9a7&width=1440&height=960&quality=70&smart=true)

### Capturing the Essence of Liz Wright

The process of creating Wright's digital clone took **eleven weeks**, involving voice capture, facial expressions, and personality traits. This meticulous effort included her speaking for three minutes continuously and a comprehensive full-body scan surrounded by cameras. 

Wright described the experience: **“They captured all of me, top to tail. That was put into a specialised computer programme and then up comes the me – walking and talking.”** 

### First Impressions

Upon seeing her digital twin, she humorously noted, **“I looked really good. It was really exciting and a bit zany.”** While her family embraced the news, some friends were skeptical. Wright remains optimistic, stating, **“But we’re making history. Anything that puts New Zealand on the map positively is worth it.”**

### Ethics and Safety in AI

Wright felt assured in her choice as Skinny provided clear **AI principles and ethical standards**, which she found impressive. Research by **InternetNZ** indicated that **72% of New Zealanders** are concerned about AI's potential malicious use, yet Wright felt safe throughout the process.

### A Complement to Human Creativity

**Matt Bain**, Skinny's marketing and data director, emphasized that this innovative use of AI is not meant to replace humans but to enhance creativity, stating, **“This AI-twist production is proof that technology, when paired with human oversight, can create something truly exciting.”** 

Wright's AI version will feature prominently in Skinny's advertising campaigns for the next **two years**, and she received a lifetime supply of Skinny credit along with a talent fee.

A Northland woman has made history as the world’s first customer to be digitally cloned. Liz Wright’s digital twin is the new artificial intelligence (AI)...

Meet Liz Wright: The First Woman Ever Digitally Cloned for Marketing!

In a bid to better understand its customers, big box giant, **Walmart**, has developed a new system for tracking customer shopping and spending habits. In today's digital landscape, a vast amount of personal data is readily available, often without our explicit consent. This is similar to how we frequently accept website cookies without understanding the implications.

### What is Digital Landscapes by Walmart Luminate?
Walmart is committed to enhancing the shopping experience by analyzing and understanding every step of a shopper’s journey on their website or app. The **Digital Landscapes** initiative is designed to optimize the user’s path to purchase. According to Walmart, these insights are particularly valuable for suppliers, allowing them to evaluate marketing and sales strategies more effectively. Notably, it helps suppliers allocate resources better to boost reach and improve campaign effectiveness.

The new method of data analysis is also aimed at increasing ad revenue by providing a more tailored experience to customers. **Walmart Connect**, the retailer’s U.S.-based advertising department, reported a **26% growth** last quarter, indicating significant potential for growth with this new program.

#### Key Focus Areas of Digital Landscapes:
- **Where** customers start their journey to find a product.
- **When** customers find a product.
- **How** a product compares to others in the category.
- **What** a customer’s path to purchase looks like.

### What is the goal of Luminate?
According to Walmart spokesperson **Lea Ciskowski**, Walmart Luminate uses data-driven insights to help suppliers make smarter, faster decisions, allowing them to anticipate customer needs more effectively. With **144 million customers** shopping online and in-store weekly, this innovation is poised to set Walmart apart in data analysis.

The beta version of Digital Landscapes was unveiled on **June 5, 2024**, with a full rollout planned for summer. This initiative takes Walmart's existing practice of sharing customer purchase data with suppliers a step further by studying shopper patterns from the very beginning of their purchase journey, including those who browse without buying anything.

In a bid to better understand its customers, big box giant, Walmart, has been working on a new way to track customer shopping and spending habits. Living in

Walmart's Secret Weapon: The New Customer Tracking System You Didn't Know About

## The Rise of Non-Market Accommodation in the Balearics

The **number of tourists** in the Balearics who **do not stay in hotels or licensed holiday rental properties** is growing at a faster rate than traditional accommodations. Visitors opting for second homes, whether owned or borrowed, have surged by **25%** in recent years, outpacing the growth in regular tourist accommodation by **4%**.

In **2016**, the Balearics Institute of Statistics began tracking this **'non-market' accommodation**, revealing an increase from **2.5 million** to **3.2 million** visitors — a staggering **24.7%** rise. In contrast, 'market' accommodation, which includes hotels and licensed rentals, grew by **21.7%**.

This trend is particularly pronounced in the **quiet months** of the year, such as **November to January**, when many hotels remain closed. During this period, out of **943,000 tourists**, approximately **554,890** utilized non-market accommodation, representing around **60%**.

## The Challenge of Detection

Tourism authorities and industry stakeholders believe these figures mask the **illegal marketing** of second homes as tourist accommodations, complicating detection efforts. The **number of foreign property owners** is steadily increasing, with foreign sales accounting for about **one-third** of all real estate transactions. However, illegal marketing practices are also on the rise, often occurring in the owners' home countries, involving covert payments without using platforms like **Airbnb**. Consequently, tourism inspectors lack crucial information needed to regulate these properties effectively.

Maria Gibert from the **Habtur holiday rentals association** states, "This is a problem we have been telling the authorities about for years. I can understand the frustration of the authorities and the inspectors, because these properties are **very difficult to control**."

## Government Response

**José Marcial Rodríguez**, the Council of Mallorca's tourism councillor, notes that tourists often book stays in their home countries, claiming properties as their own or those of friends and family upon arrival. This issue has significant implications for the Balearic Government's tourism containment strategies, which include plans to **increase fines for illegal accommodation**: rising to **5,000 euros** for minor offences, **50,000 euros** for serious offences, and **500,000 euros** for the most severe violations.

The holiday rentals sector has been denouncing this for years. A big challenge for the tourism authorities and inspectors, as these properties are "very difficult to control".

Unlock the Secrets to Video Advertising Success in 2025 with Connected TV!

Summary:

Elevate your advertising creative as a 2025 goal.

Connected TV (CTV) combines digital targeting with high-quality video storytelling.

Learn what makes video ads effective and how often to refresh them.

Discover a success story of a brand leveraging creative for a competitive edge.

Start 2025 with a creative strategy that drives results.

Elevate Your Advertising Creative in 2025

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Other Latest News

Unilever's New CEO Plans to Revolutionize Marketing with 20x More Influencers!

The Evolution of Influencer Marketing: Insights from SXSW on Cult Brands like Crocs and Southwest Airlines

Unlocking Success in China's Fashion Market: Strategies for International Brands

Paul Bates Leaves Broadsheet: What This Means for the Future

Meet Liz Wright: The First Woman Ever Digitally Cloned for Marketing!

Walmart's Secret Weapon: The New Customer Tracking System You Didn't Know About

Surge in Illegal Second Home Rentals: The Balearics' Tourism Dilemma

Other Latest News

Unilever's New CEO Plans to Revolutionize Marketing with 20x More Influencers!

The Evolution of Influencer Marketing: Insights from SXSW on Cult Brands like Crocs and Southwest Airlines

Unlocking Success in China's Fashion Market: Strategies for International Brands

Paul Bates Leaves Broadsheet: What This Means for the Future

Meet Liz Wright: The First Woman Ever Digitally Cloned for Marketing!

Walmart's Secret Weapon: The New Customer Tracking System You Didn't Know About

Surge in Illegal Second Home Rentals: The Balearics' Tourism Dilemma