Dealbase

Marks & Spencer launched its Summer ’26 collection with a creator-led campaign fronted by Amelia Dimoldenberg, transforming a hotel into the fictional “Casa Del Compliments” for an immersive influencer and livestream shopping event. The campaign included appearances from more than 90 creators, influencers and press guests, alongside M&S’s first-ever live shoppable runway show streamed across YouTube and Instagram. Dimoldenberg appeared throughout the campaign as the “General Manager” of Casa Del Compliments, taking over from Gillian Anderson as part of M&S’s wider “Love That” campaign platform.

Rhode tapped beauty creator Golloria George to help launch its highly anticipated Pocket Bronzer collection, which debuts on 9 June. The partnership follows previous public criticism from George around how Rhode blush products performed on deeper skin tones, with the creator later working alongside the brand as it expanded its shade offering.

Fashion creator and entrepreneur Sarah Ashcroft has teamed up with PrettyLittleThing to launch The Edit, a curated summer collection inspired by her signature neutral, luxury-inspired style. The range includes swimwear, crochet pieces, sequins, fringed detailing and relaxed resortwear designed for holidays and summer dressing.

Indian podcaster and creator Raj Shamani has partnered with ChatGPT for a new India-focused campaign showing how he uses the tool while preparing for podcast interviews and major conversations. The campaign positions ChatGPT as a practical thinking and research partner rather than just a chatbot for quick answers.

MrBeast teamed up with Lowe’s to launch a series of exclusive toy build kits and in-store workshops through the retailer’s Kids Club programme. The partnership brings MrBeast’s Lab Swarms brand into physical stores, with new collectible kits released each month alongside app-based rewards for children taking part.

Swan Beauty sponsored Brigette Pheloung’s luxury bachelorette trip to St Barts, turning the entire weekend into a social media campaign. The trip featured a branded private jet, luxury villa stay and coordinated creator content designed to promote Swan’s AI-powered beauty mirror. The campaign quickly went viral across TikTok, Instagram and Reddit, with viewers split between calling it brilliant marketing and criticising it as excessive and “out of touch.”

Waitrose partnered with Disney+ to promote the second season of Rivals through a limited-edition 1980s-inspired food range that pits nostalgic flavours against each other across different categories. As part of the campaign, the supermarket worked with food creator Becca Stock, who featured products from the range in her content, including the Scotch Egg Sandwich.

31-year-old comedian and digital creator, Drew Dawit Desbordes popularly known as Druski has been tapped to host the 2026 BET Awards, becoming the youngest Emcee in the show's history. Druski surpasses Kevin Hart, who previously held the distinction as the BET Award’s youngest host when he emceed in 2011.

Expedia has named IShowSpeed (Darren Watkins Jr.) as its official travel partner, building a campaign around his livestreamed travel content. It opens with a 12-hour broadcast across four Caribbean destinations, with further content planned across North America. A dedicated site, Exspeedia.com, lets fans follow his travels, book trips and vote on future destinations. Fans in the US, Canada and Mexico who book through the site can enter a competition to meet him.

Spotify is expanding into fitness with a new in-app hub featuring guided workouts, combining curated playlists with on-demand classes. The launch is powered by a partnership with Peloton and a roster of fitness and wellness creators including Chloe Ting, Kassandra Reinhardt (Yoga with Kassandra), Raven Ross (Pilates Body by Raven), Sweaty Studio by Callie Gualy, Sophie Reid, Caitlin K’eli and Abi Mills.

Fragrance brand Eden Perfumes appointed creators Mich Mazibuko and Grace Mondlana as its first brand ambassadors in South Africa. As part of the partnership, both creators will promote the brand across social media through content tied to its fragrance range.

Target partnered with fashion brand Parke (founded by Chelsea Parke Goles) to launch a limited-time clothing collection. The range includes around 60 items, such as everyday clothing, denim, accessories and the brand’s first swimwear line, with most pieces priced under $40.