Category: Uncategorised

Ahead of the October 27 release of IT: Welcome to Derry, HBO Max has taken horror marketing to eerie new heights. The platform has launched a global red balloon stunt to tease the return of Pennywise the Clown, blending digital mystery with real-world spectacle. This article breaks down how HBO Max deployed the creepy campaign…

That’s the central warning from McKinsey’s October 2025 report, which outlines how generative AI-powered search is quickly reshaping how people discover, research, and buy. The report estimates that by 2028, AI-powered search will influence US$750 billion in consumer spending. Brands that fail to adapt could lose up to 50% of their traffic from traditional search…

With brands increasingly favoring authentic, community-driven marketing, college students have become the next big bet. They’re not just joining the creator economy. They’re helping redefine it. Whether on TikTok, Instagram, or in brand ambassador programs, student creators are emerging as high-impact voices that speak peer-to-peer, not top-down. This article explores why student influencers are gaining…

Heineken is jumping into the AI companionship debate with a campaign that trades virtual affection for real-world connection. As digital “friends” gain traction among younger audiences, the beer brand is serving up a reminder: some conversations are better had over an actual drink. This article explores Heineken’s latest play on its #SocialOffSocials platform, a US-based…

CHAGEE Singapore just introduced its most ambitious concept to date: Pagoda House, a retail-meets-teahouse flagship located on Pagoda Street in Chinatown. This new space isn’t just a place to grab a cup of tea. It’s a full-sensory experience designed to reconnect people with community, tradition, and the evolving lifestyle of tea lovers. This article explores…

Video game content that pushes boundaries can spark intense public debate, putting PR teams in the hot seat. When a game tackles sensitive subjects—whether violence, political themes, or social issues—the response from players, media, and advocacy groups can range from passionate support to fierce criticism. PR professionals, community managers, and developers need a clear roadmap…

From thirst traps to thought leadership, TikTok has long been the go-to platform for viral content. But a new shift is unfolding. It’s quickly becoming a trusted source of career advice for Gen Z and millennials. A recent survey conducted for Youngstown State University reveals that half of young professionals have used TikTok to get…

This month, the 5W team had the incredible opportunity to attend CultureCon 2025, the ultimate gathering for Black creatives, culture-shifters, and changemakers. Held at the Brooklyn Navy Yard, this year’s theme, “Take Space: The New Frontier,” celebrated the brilliance, innovation, and impact of Black creativity across industries, from beauty and tech to storytelling, entrepreneurship, and…

Lifestyle brand OH!SOME is tapping into the emotional power of Pixar storytelling with two new IP-driven collections inspired by Toy Story and Zootopia. The launches, which went live across Asia on 15 October 2025, underscore how character licensing can be translated into regionally resonant retail strategies. This article explores how OH!SOME’s latest drop turns beloved…

B2B marketers are producing more content than ever, but getting that content in front of the right audience remains a persistent challenge. While strategy discussions often focus on quality, consistency, and relevance, one foundational element is usually left out: authority. In a search-driven environment, visibility isn’t just about addressing a topic or following best practices.…