When a brand seeds products to creators, it’s often clear from the packaging and labels who sent the product.

That wasn’t the case for K-beauty-inspired skin-care brand Peach & Lily’s latest product launch. Instead, the brand chose to send its newest anti-aging serum, the MiniProtein Exosome Bioactive Ampoule, to creators sans brand name, product name, or even instructions to post.

The goal, CEO Alicia Yoon said, was to generate intrigue among its creator set, which ranges from dermatologists to makeup artists, and to encourage them to review the product and educate viewers in an honest and engaging manner.

“This could be a launch that you do in a very boring, dry way, where it almost feels like a lecture that nobody asked for on the science,” Yoon told us. “We thought, ‘What can we do where we don’t sacrifice on the things that we need to do at launch, while keeping engagement super high?’”

Seeding products anonymously seems to have paid off for Peach & Lily. Within the first two hours of the MiniProtein Exosome Bioactive Ampoule’s official unveiling at a reveal party in Manhattan that was attended by around 60 creators, the brand generated 1 million impressions and five times the engagement of previous campaigns, Yoon said. Since then, she said, engagement has remained more than double that of past launch periods across social media and in inquiries across email, DMs, and customer service channels.

“We really were excited about that as a win because it shows that there’s a lot of passion and excitement about the product, and that was our initial challenge,” she said.

Continue reading here.—KH

TikTok wants sellers on TikTok Shop to livestream on the weekend.

The short-form video’s e-commerce platform is incentivizing sellers to livestream on the weekend by offering to co-fund coupons on products for eligible sellers. The effort, according to some sellers and agencies Marketing Brew spoke with, is dubbed “Golden Weekend Live,” and it marks a dedicated effort from TikTok Shop to try to get weekend live-shopping events to catch on in the US market.

Live shopping is already popular in other countries, particularly those in East Asia, but it hasn’t picked up steam in the same way in the US. Livestreaming on the weekend in particular could present a lucrative opportunity for sellers, according to Cory Iffert, owner, co-founder, and CEO at the agency Iffert Media.

“The weekends are really beneficial for people to go live,” he said. “People that have full-time jobs may just not want to go live on the weekends, because they have family, they have plans, [or] they’re going on vacation.”

TikTok declined to comment on the record.

Read more here.—JS

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Can van der Werff is the executive creative director of Canva, leading the brand’s in-house creative agency. She first joined the company in 2018 as its first-ever brand designer. Prior to joining Canva, she held senior design positions at companies including M+C Saatchi’s design and experience firm Re and Frost Collective.

Favorite project you’ve worked on? It’s so hard to pick just one, but a recent favorite is our “Love Your Work” campaign. It was by far our boldest and funniest yet. We pushed ourselves creatively, made some big swings, and had a lot of fun doing it, thanks to our amazing partners including director Damien Shatford and the brilliant Lorraine Bracco, who plays this no-nonsense “work therapist” staging an intervention for outdated presentations. The campaign follows a Canva champion on a mission to set her teammate free from using tired, cluttered slides. With Lorraine’s help, he confronts his slide attachment issues and learns that work can actually look and feel a whole lot better. It’s packed with humor and heart, but ultimately it’s about showing that with the right tools, anyone can step out of their comfort zones, and create work that’s visual and they’re truly proud of.

What’s your favorite ad campaign? It’s not a traditional campaign per se, but Air New Zealand’s safety videos transformed a boring mandatory airline message into entertaining moments of joy blending Kiwi humor and storytelling. Many other airlines have followed suit since. Most people will remember one they did for The Hobbit and The Lord of the Rings, but the first was from 2009. It was called “Nothing to Hide”—because their prices were so low, so the flight crew were all naked with their flight uniforms body-painted on!

One thing we can’t guess from your LinkedIn profile: My homeland is a little place called Whakatane in New Zealand, though I’ve called Sydney home for the past 15 years. New Zealand might be on the other side of the world, but I think it really punches well above its weight when it comes to bold creativity, and I try to get back as often as I can to stay connected with the local creatives.

Continue reading here.

Campaign performance shouldn’t stall out because production can’t keep pace. On September 25, Mirage Studio reveals how AI unlocks unlimited variations, localizes content in seconds, and keeps your ads fresh. See how creative scale finally beats burnout—with speed, savings, and brand safety built in.

Real jobs, shared through real communities. CollabWORK brings opportunities directly to Marketing Brew readers—no mass postings, no clutter, just roles worth seeing. Click here to view the full job board.

Mergers and acquisitions, company partnerships, and more.

• Adidas was named the official apparel partner of Audi’s Formula 1 team starting next year as part of a multiyear partnership.
• Nielsen and Warner Bros. Discovery signed a multimedia measurement deal that will see WBD continuing to use Nielsen data for ad sales transactions.
• ESPN last week signed a deal with EverPass Media that will bring ESPN+ to bars, restaurants, and other commercial establishments.