Katie Hicks

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.

Marketing Brew

In today’s cluttered social media environment, making one viral TikTok video just doesn’t cut it. In this series, senior reporter Katie Hicks dives into the standout social strategies from brands big and small to understand how marketers ideate, create, and ultimately determine what kind of content keeps audiences coming back.

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Mockumentary-style shows “The Intern” and “The Boss” are appealing to Gen Z and Gen Alpha through improv-style comedy and notable creator and celebrity guests.

How InStyle is reaching the next gen with its original social series

The brand’s latest stunt, a jingle with creator Romeo Bingham, helped boost the company beyond 1 million followers on TikTok.

Inside Vita Coco’s ‘super fluid,’ organic-first social strategy

The beverage brand’s writers’ room–esque, in-house team has built a following of 14+ million with a commitment to making people laugh at nearly any cost.

‘We all hate ads’: How Liquid Death is keeping social marketers on their toes

Nicole Weltman, head of social and PR at Taco Bell, shared how the brand listens to and delivers on what its fans want online. 

The secret sauce behind Taco Bell’s sustained social engagement

From Fat Bear Week to “fluffy cow” bison PSAs, the agency is reaching millions of followers through “edutainment.” 

How the National Park Service became a social media behemoth

For 17 consecutive quarters, the restaurant chain has seen sales grow—and CMO George Felix credits that, in part, to its social presence.

How Chili’s continues to drive sales from social media

The passenger railroad balances humor with informative posts to cater to a wide range of potential customers, an exec told us.  

Behind Amtrak’s ‘chaotic brain rot’ social strategy

Through creating random, out-there posts, the sandwich-cookie brand has become a household name among younger consumers.

How Nutter Butter keeps its absurdist online marketing strategy fresh

Marketing Brew unpacks how top brands craft social strategies that go beyond one-hit TikToks and keep audiences engaged.

Social studies