This article is part of a special research series on where CMOs are investing. More from the series →This is an excerpt from our Digiday+ Research report “The marketer’s 2026 guide to creator marketing, including Duolingo, Ulta and YouTube,” which analyzes the types of campaigns marketers are partnering with influencers on, their top success metrics for those campaigns and the challenges they face with influencer campaigns. The report is based on a survey of 125 brand and agency professionals, as well as individual interviews with marketing executives.
As brands expand their creator marketing strategies, they are increasingly tapping influencers for more than just awareness campaigns. Many are partnering with creators to help drive seasonal campaigns, support product launches and, in some cases, even help develop products — indicating the continued role creators play as trusted experts and advisors.
The majority of survey respondents (88%) said they work with influencers for seasonal campaigns, while more than three-quarters of respondents (78%) said they work with influencers for product launches.
Retailers like Best Buy are putting these strategies into practice. In September 2025, Best Buy partnered with sports and entertainment creator group Dude Perfect to give brands the opportunity to be showcased on Dude Perfect’s YouTube channel during seasonal events, including the NFL season and the holidays.
