Across the digital marketing industry, holiday campaigns are usually bookend with New Year’s resolutions. We think it’s time to rethink those New Year, New You campaigns with new faces, new platforms and even a few new challenges. The digital world is constantly evolving and so are DBA influencers. Who would have thought the CDC would tap The Home Edit for an Instagram campaign? Or print magazines would feature TikTok sensation Olivia Ponton? Thanks to the ingenuity and creativity of DBA clients, the possibilities are endless. Keep scrolling to see what new content series and partnerships DBA talent are up to for 2022.
Nya-Gabriella Peets
Director, DBA Brand Partnerships
New Signs
Holiday 2021
Year after year, the holiday season continues to shine a light on digital talent and their ability to not only create engaging content for brand partners — but also truly make an impact when it comes to influencing consumer purchase decisions. In a timely article published in August, Forbes shared the news that 2021 U.S. holiday retail sales had reached a forecast of over $1 trillion.
E-commerce is estimated to drive roughly $200 billion from that figure with help from talent, including DBA clients, given their unique experience, authority and massive audiences. For more insights, click here to read DBA’s dedicated newsletter.
New Year,
New Content
The end of one year and the start of another always brings about a keen opportunity to start anew. As such, DBA talent are constantly ideating ways to keep their audiences inspired with fresh content and innovative series across channels — including the examples below. To view our full roster of clients, please click here.
Liz Moody is on a mission to teach her audience how to make healthy, unique meals in under five minutes — all while leaving zero food waste behind. As a start, Liz launched her popular “4 Meals, 1 Prep” content series on Instagram and TikTok, receiving over 3M total views and counting.
Over the past year, Joey Zauzig has pivoted to create viral Reels content that shares motivational messages we can all use. Focusing on wellness and mental health, each video features Joey’s signature charm and candor with the intention of supporting his nearly 1M social followers as they navigate through life.
New Year Challenge
Andy Hannemann is always down for a challenge, especially if it means ringing in the new year with health and wellness top of mind. Every January, Andy invites her audience to experiment with either adopting a plant-based diet or trying out new fitness exercises — sometimes even a combination of both! 2022 won’t be any different, as she’s already gotten a head start on motivating others with the launch of her Earthy Andy Meal Planner.
Top 10 TikTok Following
As of November 16, the following influencers rank in DBA’s top 10 for their ability to reach and maintaining impressively high follower counts in the multi-millions on TikTok.
Recent Partnerships & Launches
Gabi Gregg launched the long-awaited and official Gabi Fresh Collection with Fashion To Figure, which nearly sold out in its first few days. Moreover, the collection has been noted as the brand’s most successful launch to date, exceeding all projections and exciting Gabi’s nearly 3M fans.
x The Skinny Confidential
Lauryn Bosstick of The Skinny Confidential launched her newest product, The Hot Shave Razor, after four years in development. A refillable tool that gently removes unwanted facial hair and peach fuzz, it comes complete with an ergonomic handle and conveniently placed finger divot for better grip and easy control.
Coke and Thrillist teamed up with Emily Fedner of Food Lover’s Diary for a fun campaign showcasing unique neighborhoods across the country. As a creator who proudly shares immigrant cultures through the lens of food, Emily chose to highlight Brighton Beach in a three-minute video that has since amassed over 16k views.
With the busy holiday travel season upon us, Clea Shearer and Joanna Teplin partnered with the CDC to shed light on the safety and importance of vaccinations, which help stop the spread of disease. To date, the duo’s message has reached over 832k people.
On November 2, Aimee announced her pregnancy by sharing an IG Reel that garnered almost 2M views. To support the announcement, Aimee partnered with Perelel, a pre-natal vitamin company, on a short 3-month engagement with plans to renew postpartum.
The “Queen of Fall” Caitlin Covington launched her second collection with Pink Lily, which features a host of new yet timeless wardrobe essentials. From gorgeous dresses to stylish skirts, sweaters and more, there’s something everyone can enjoy.
Tennille Murphy partnered with Eisai and Spot Her to spread awareness for endometrial cancer. Eisai pledged to donate $1 for every post shared, up to $20k, to FORCE and SHARE Cancer Support — both of which are organizations that provide support for women living with endometrial cancer.
In true fall fashion, Adrianna partnered with Baileys to create an apple pie spiced latte recipe using the brand’s limited-edition Apple Pie liqueur. A Cozy Kitchen is known to thrive during the holiday season, with her blog seeing a routine 36% increase in users and a 57.3% increase in page views.
Healthier Together: The Deck
Liz Moody launched her first standalone product, Healthier Together: The Deck, a card deck with conversation starters for living your healthiest, happiest life. With just one Instagram post and a Story series, Liz sold more than half her inventory and is expected to sell out in the first run.
Industry News
To recognize his commitment towards using “influence for good,” Manny Gutierrez was named Digital Creator of the Year by Adweek and featured within the publication’s annual Hot List.
American Influencer Awards
DBA talent won big at this year’s American Influencer Awards, which recognizes top talent on social media in beauty, fashion, fitness and lifestyle. Congratulations to Caitlin Covington for taking home the Fashion Blogger/Vlogger of the Year award and Manny Gutierrez for being named Product Review Influencer of the Year!
Mikayla Nogueira has long prided herself on supporting brands of all sizes and sharing honest, authentic product reviews. Adding to her list, the beauty powerhouse recently posted about Ctzn Cosmetics on TikTok — a move that crashed the brand’s site. WWD covered the news while further explaining Mikayla’s significant conversion power.
Leaning into her expertise around economics and love for cooking, Violet Witchel of Violet.Cooks on TikTok was tapped by Business Insider to share her tips and tricks on how to cut costs when preparing this year’s Thanksgiving dinner.
Pia Baroncini x Goop
Ushering in the holiday season, Hawa Hassan’s Basbaas Sauce line and Pia Baroncin’s Baroncini Import & Co Olive Oil were featured in Goop’s latest gift guide.
Chronicling her many career achievements, Glamour recently wrote a profile on Cynthia Andrew — highlighting the mom and entrepreneur as a multi-faceted content creator who has not only “survived the times,” but has proven the key to longevity is authenticity.
Patrick Starrr x WWD
WWD covered the news of Manny Gutierrez and Patrick Starrr’s involvement in YouTube’s Holiday Stream and Shop event — a live holiday shopping experience that introduces viewers to top brands, including Lunar Beauty and One/Size.
Olivia Ponton recently shot an editorial for Elle Magazine: Bulgaria, which was included in the November 2021 print and digital issue.
Upcoming Events
Throughout November, Jordan Andino has joined Bloomingdale’s as the host for the brand’s six-part holiday cooking/live shopping event series. Guests for the series include Gabe Stone Shyer, Giada De Laurentiis, Tyler Cameron and Michael Aram. Click here or the image for info on how to tune in.
Manny Gutierrez has been tapped to help launch Pinterest TV, a new live shopping experience that allows creators to showcase and tag products available for purchase. Episodes will air on Thursdays at 3P PST/6P EST on via the Pinterest app.