5 partnerships that caught marketers’ eyes in 2023

Plus: 3 ways Poshmark uses AI to grow its business [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis NOVEMBER 30, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Hard Mountain Dew[threw a wedding]( for one lucky couple, letting them say “I dew” while holding black and green cans to celebrate the brand. What brand would you want to throw you a heavily sponsored wedding? Was this email forwarded to you? Sign up [here](. TOP STORY [5 partnerships that caught marketers’ eyes in 2023]( It’s been a complicated year for advertising, punctuated by a slow first half of the year followed by [better growth in the back half](. Limited budgets mean brands have had to get creative. One form of creativity has been partnerships from names both big and small. Here are five that caught our eye. 1. [McDonald’s and Crocs]( Stepping in after the [TikTok success of the Grimace Shake]( over the summer, Crocs teamed up with McDonald’s earlier this month to make shoes dedicated to Grimace, as well as the Hamburglar, Birdie the Early Bird, and the red and yellow motif the fast-food franchise is known for. Why it works: Kitschy collabs are in. - Neither company is new to collabs, and Crocs has remained relevant through high-profile partnerships with the likes of luxury brand [Balenciaga]( and art collective [MSCHF](. - [McDonald’s is Gen Z’s No. 3 favorite restaurant brand](, according to Piper Sandler data from fall 2023. - US footwear ecommerce sales growth is speeding up. The category will grow by 7.0% in 2024 to cross the $30 billion mark, per our forecast. [Keep reading]( NEWS AND VIEWS [Why Google’s ad placement on undesirable websites is concerning for advertisers]( Our view: The findings from Adalytics, despite Google’s critique of its methodology, point to the crucial need for advertisers to have clearer visibility and control over their ad placements as brand reputation and legal compliance increasingly come under scrutiny. [TikTok pushes further into streaming with new artist accounts]( Our view: This is yet another potential revenue stream for TikTok. Pushing into streaming could keep users on the platform longer and take aim at Spotify’s projected $1.29 billion in US ad revenues in 2024. [Newsletter platform Substack takes aim at YouTube](Our view: Substack is working to keep users on its platform by launching original shows. While the move is in competition with YouTube, the platform will need to grow in order to truly pose a threat to YouTube’s $8.17 billion in projected 2024 US ad revenues. ANALYSIS [3 ways Poshmark uses AI to grow its business]( To keep campaigns new and relevant, Poshmark leans on AI to enhance product images and refresh video assets. The fashion resale platform has also employed AI to help it translate TV ads into different languages to scale campaigns across countries. Charlene Phan, director of growth at Poshmark, shared how AI has helped the company become more agile without spending more on talent or resources. [Keep reading]( THINGS TO KNOW 🧵 [Meta’s Threads to launch in Europe in biggest expansion since debut]( 🤝 [Microsoft joins OpenAI’s board with Sam Altman officially back as CEO]( 🔎 [Google patent describes how the Search Generative Experience works]( 🦚 [Instacart partners with Peacock to offer streaming content to US subscribers]( PODCAST [Behind the Numbers: The Daily]( November’s great big monthly advertising, media, and retail quiz—AI pins, social buying, and Amazon Ads. Tune in on [Apple Podcasts](, [Spotify](, [YouTube](InsiderIntelligence), or wherever you listen to podcasts. [Follow us on Instagram.Â]( [Keep reading]( THE BIG QUESTION Ding! For the first-ever Pop-Tarts Bowl, the company has unveiled a mascot that has what unusual mascot feature? A) It’s human B) It’s edible C) It’s left-handed D) It’s bilingual [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](