The Marketer’s Storybook: The Silver Influencer Boom, AI vs. Fried Chicken, and the Battle for TikTok
This week’s newsletter starts with not one but TWO exciting announcements!
1) I am speaking at The Intersection of Creative & Commerce on TikTok event hosted by Threepipe Reply on Wednesday, March 26 in London. Come join us for a great event: https://threepipereply.com/news-insights/event-creative-commerce-on-tiktok/
2) My podcast interview on Perception Paradox with Zivile (Zivi) Ein just dropped on the power of storytelling in marketing – especially in an era where attention is scarce and authenticity is everything. Listen here: Spotify | Apple | YouTube
Now onto the stories you need to know about this week…
From silver influencers taking over TikTok to KFC’s AI-generated fried chicken challenge, brands are making bold moves to stay ahead in 2025. Unilever is betting big on influencers, shifting 50% of its media budget to creators, while Google unveils a carbon emissions tracker for advertisers.
Meanwhile, Nvidia’s AI chips honor pioneering female scientists, IKEA Canada highlights childhood sleep poverty in a powerful campaign, and Dairy Queen turns snowbanks into Blizzard billboards. Plus, the White House’s unprecedented role in the TikTok sale raises big questions about the future of the app.
Let’s dive in!
This Week’s Marketing Stories
A curated mix of breaking news, insights, and trends, each with actionable takeaways to inspire your brand storytelling.
1. DQ Canada Turns Snowbanks Into Blizzard Billboards
Winter is long in Canada, but Dairy Queen is proving that blizzards are the ultimate year-round treat. The brand transformed real snowbanks into “Blizzard Banks” by embedding 7-foot spoons and oversized Smarties mix-ins, creating interactive out-of-home placements in snowy cities.
Passersby can scan a QR code for a chance to win free Blizzards for a year, while a Weather Network partnership ensures consumers know when a blizzard (both the treat and the storm) is coming.
Key Takeaway: Brands that creatively embrace their environment can turn everyday moments into shareworthy experiences. DQ’s activation is a perfect example of seasonal storytelling done right. Read more
2. Google Launches Carbon Emissions Tracker for Advertisers
Sustainability is no longer optional for brands, and Google is making it easier to track carbon emissions from ad campaigns. The Carbon Footprint for Google Ads tool, developed in line with Ad Net Zero’s Global Media Sustainability Framework, provides first-party emissions data for Display & Video 360, Search Ads 360, and Google Ads.
Early adopters found that traditional ad emissions models often overestimate carbon impact, meaning brands can now optimize their media plans for sustainability without sacrificing performance.
Key Takeaway: Sustainability isn’t just a PR move – it’s a competitive advantage. Brands that prioritize carbon measurement will future-proof their marketing and build stronger consumer trust. Read more
3. IKEA Canada Highlights Childhood Sleep Poverty With ‘The Sleepless Lamp’
Nearly 500,000 Canadian children experience sleep poverty, often due to financial hardship. To spotlight this crisis, IKEA Canada created The Sleepless Lamp, an interactive installation that flickers erratically, mimicking the restless sleep patterns of children impacted.
As part of the campaign, IKEA is donating $300,000 to provide 1,200 “Sleep Well Kits” with beds, mattresses, and bedding. The initiative encourages the public to sign pledges, donate, and spread awareness.
Key Takeaway: Cause marketing is most impactful when it combines emotional storytelling with a tangible call to action. IKEA’s campaign doesn’t just raise awareness – it drives real change. Read more
4. KFC Pits Its Recipe Against AI-Generated Fried Chicken
Can AI out-fry the Colonel? KFC Canada tasked AI with analyzing hundreds of top-rated fried chicken recipes to create the ultimate formula. In a blind taste test, KFC’s human-made recipe won by a landslide (watch the video in the article link below).
The campaign taps into cultural concerns around AI replacing human creativity while reinforcing the craftsmanship behind KFC’s secret recipe. Fans can even try the AI-created chicken recipe at home.
Key Takeaway: AI can enhance marketing, but human creativity still wins where it matters most. Consumers value tradition, authenticity, and expertise – elements that AI can’t easily replicate. Read more
5. Nvidia Names Its AI Chips After Female Scientists
Nvidia is unveiling its new AI chip platform, Vera Rubin, continuing its tradition of naming GPUs after pioneering scientists. Past honorees include Grace Hopper (programming pioneer) and Ada Lovelace (the first computer programmer).
By celebrating prominent female scientists and waving their stories into its product naming, Nvidia reinforces a message of inclusivity and legacy in STEM fields, turning its chip names into an educational moment.
Key Takeaway: Great branding isn’t just about innovation – it’s about storytelling and impact. Nvidia’s approach turns tech launches into cultural milestones. Read more
6. Pepsi & Cheetos Turn Cravings Into Everyday Merch
Pepsi and Cheetos have teamed up with Australian lifestyle label Typo to launch a snack-inspired merch collection. From Cheetos-themed pillows and fidget pens to Pepsi-branded drinkware, the collection turns brand love into crave-worthy everyday essentials.
Available online in select markets, the launch taps into nostalgia-driven branding, proving that food brands can extend their influence beyond the snack aisle.
Key Takeaway: Merchandising is an underrated marketing and revenue generation tool. When brands create highly shareable, culturally relevant products, they drive engagement and loyalty in unexpected ways. Read more
7. Skype Is Shutting Down – Here’s What to Use Instead
After 23 years, Skype is officially shutting down on May 5, 2025. Microsoft is encouraging users to migrate to Teams, but for those seeking alternatives, top options include Google Meet, Zoom, Webex, Discord, Slack, and Signal.
With video conferencing now a business staple, Skype’s decline highlights the rapid evolution of digital platforms and shifting consumer preferences.
Key Takeaway: RIP, Skype! I was still an active user for its inexpensive international calling capabilities. Tech giants may rise and fall, but adaptability is key. Brands that stay ahead of consumer behavior shifts will have the strongest long-term positioning. Read more
8. The White House’s Unprecedented Role in the TikTok Sale
With TikTok’s U.S. operations on the auction block, the White House has taken an unprecedented role in brokering the sale. VP JD Vance is running the bidding process, working with investors to ensure TikTok remains in American hands.
With 170M U.S. users at stake, the sale’s outcome will shape the future of social media regulation, national security policies, and digital advertising strategies.
Key Takeaway: While I believe that TikTok will have a future in the United States, its fate has far-reaching implications beyond social media. Social media channels will always be rented land, in comparison to owned channels. Companies must prepare for potential platform changes and invest in a mix of rented versus owned channels. Read more
9. The Rise of the Silver Influencer—Why Brands Are Tapping Gen X and Boomers
Gen Z and Millennials aren’t the only ones shaping influencer marketing – Gen X (45-60) and Boomers (61-79) are now highly sought-after creators. Brands like Progresso Soup, Harmless Harvest, and Dove are leveraging these silver influencers to reach older yet highly engaged audiences on platforms like TikTok and Instagram.
With influencer marketing spending in the U.S. projected to hit $9.29 billion this year, brands ignoring this demographic could miss out on major growth.
Key Takeaway: Influence knows no age limit. Brands that embrace creators of various ages will be able to better personalize stories and product or service experiences across different customer segments, ultimately building stronger connections. Read more
10. Unilever Is Betting Big on Influencers – Will You?
Under CEO Fernando Fernandez, Unilever is shifting 50% of its media budget to social media and influencer marketing – a 20x increase in creator investment. The goal? “Desire at scale.”
With U.S. influencer marketing spend set to exceed $10 billion in 2025, Unilever’s move signals a major industry shift. But success will depend on strategic creator partnerships, not just more spending.
Key Takeaway: When Unilever makes a big move like this, the industry listens. People often like to poke fun at influencers or question their usefulness, but I’ve always been pro influencer marketing. The best brands don’t just use influencers for ad placements – they integrate them into their entire marketing funnel. Read more
My Stories
London Diaries: Wallingford Trip, Sightseeing Walk From Big Ben To Tower Bridge, Garnier Influencer Event
If you have ever been curious about what I get up to in London, this video is for you! I go through my February highlights, including a trip to Wallingford, UK, sightseeing with friends across popular London landmarks, and I even got invited to a Garnier influencer event.
Why Women Should Embrace the Power of Storytelling to Accelerate Action
In celebration of the recent International Women’s Day, I wrote a blog post on why women should embrace the power of storytelling to accelerate action. The theme of International Women’s Day 2025 was “Accelerate Action” to underscore the urgency of our collective efforts to achieve gender parity. At the current rate of progress, full gender equality is projected to take until the year 2158, which is approximately five generations from now.
Unlock More of My Stories
🌍 Website: JessicaGioglio.com Your one-stop shop for all my books, speaking engagements, and blog posts on marketing and storytelling.
📚 Books:
- The Power of Visual Storytelling: Learn how to shape a visual story around your brand using images, videos, GIFs, infographics, and more. Get your copy here.
- The Laws of Brand Storytelling: The definitive guide to using storytelling to win over customers’ hearts, minds, and loyalty. Grab it here.
📱 Social Media:
Let’s connect and keep the conversation going!
Until Next Time
Thank you for being part of this journey. Whether you’re here for marketing trends, storytelling inspiration, or both, I’m so grateful to have you along for the ride.
Keep telling the stories that matter, Jessica