Galderma

AI Tools Transform Influencer Creator Selection

Agencies are increasingly using AI-driven discovery and selection tools to scale and optimize influencer campaigns. Dentsu has deployed an AI agent called Creator & Trends Studio (CATS) — built around an API deal with Meta — to recommend creators by topic, profile and trend participation. Independent agencies such as Later use AI to match briefs with candidate creators and model expected content performance from historical engagement. Brands and agencies say the tools enable managing far larger creator rosters (Walmart cited “hundreds of thousands” of creators) and improve measurable outcomes; Dentsu reported uplifts for clients including Elizabeth Arden (14.3% increase in unaided ad recall and 41% rise in sales conversions from partnership ads). Agencies emphasize human oversight remains for top-tier talent, while AI handles large-scale discovery for nano- and micro-influencer programs.

Differin's Gaming Campaign Boosts Acne Awareness Among Gen Z

Galderma's Differin acne-treatment brand aimed to connect with Gen Z gamers by weaving marketing into the gaming ecosystem. After partnering with Fortnite streamers Chica and NickEh30 on Twitch, Differin allowed creators to share personal acne stories, subtly link to product purchases, and track impact on sales. The result: purchase intent rose 7,000% and awareness increased 46%, with Google search interest up 82% and earned media growth as fans talked about the brand online. Buoyed by this success, Differin expanded into Roblox with a Level Up Lobby experience featuring acne-education mini-games. Titles include a Temple Run-inspired obstacle run to dodge hormones, Power Patch Splat (Dance Dance Revolution-style), and Zit Zapper. Players could upload purchase receipts to earn in-game power-ups, with over 200,000 participants and 3 million visits. The campaign, advised by Dentsu's Val Vacante, was designed to be authentic, measurable, and to connect with a trusted Gen Z audience.

Ad Tech Evolves: ChatGPT, Tariffs, and Influencer Marketing

Ad Exchanger’s Tuesday digest highlights how data-driven ad tech is adapting to tariffs, AI-driven search shifts, and influencer marketing. It notes YKK’s creation of a global marketing team to connect events, trends, and supply-chain dynamics to regional earnings, a move prompted by tariff pressures. The piece also shows Gen Z increasingly turning to ChatGPT for product recommendations, with Cetaphil reporting 40–50% of this cohort consulting ChatGPT in stores and adjusting online descriptions to align with likely queries, supported by a push to cite clinical journals and influencer content. Vacation, a pandemic-born sunscreen brand, is leveraging influencer programs and securing end-aisle shelf space at Target, while Numerator lists it at 13th in sunscreen with 1.1% share. Finally, the roundup notes OpenAI and Nvidia partnering with brands such as Yum Brands and Mattel, alongside other industry shifts.