#influencer-partnerships

#influencer-partnerships

Differin, which produces over-the-counter gels and patches to treat acne, wanted to connect with teens experiencing breakouts for the first time. But the brand knew it needed to reach these users authentically. "We're really on a quest to ensure that we're building a relationship of trust with the next generation," said Tara Loftis, global president of skin care at Galderma, which owns a portfolio of prescription and nonprescription skin care products.

Pinterest is opening the floodgates for creators to monetize their content for the first time, permitting both the tagging of Ideas Pins with shoppable products and brand partnerships with sponsored content. The income streams are open to anyone with a business account, removing friction between the point of inspiration and a purchase decision by linking directly to in-stock items on the retailer's website.

Public relations has long been about crafting narratives, shaping perception, and amplifying trust. Yet in today's digital economy, traditional press releases and media outreach alone no longer guarantee visibility. Brands that once relied solely on earned coverage are now realizing the immense value of integrating paid media into their PR strategy. Sponsored content, native advertising, and influencer partnerships are not simply add-ons-they're essential tools that allow brands to cut through the noise, reach targeted audiences, and measure tangible impact.

"Built Like Lee" celebrates Lee's heritage, optimism and craftsmanship (the brand claims to be the first to use a zipper in jeans in the 1920s). The campaign spans connected TV, social media, in-store, influencer partnerships and out-of-home events and is the first effort produced by Lee alongside creative agency Yard. Beyond the denim itself, "Built Like Lee" spotlights the people who wear the pants - people the brand describes as future builders and go-getters.