Tag: press

  • Big News: H&R Block Taps VaynerMedia as Social and Media Agency of Record

    Big News: H&R Block Taps VaynerMedia as Social and Media Agency of Record

    Taxes may only come once a year, but H&R Block is showing up for their consumers 365 days. (Drum roll, please!) That’s why they’ve expanded their partnership with us, naming VaynerMedia as their Social Creative and Media Agency of Record.

    This isn’t just a title swap. It’s part of a bigger transformation led by Chief Marketing & Experience Officer Jill Cress, turning H&R Block from a “see you in April” tax prep brand into one that delivers year-round value. Because being relevant in this industry isn’t just seasonal; it’s about showing up when consumers need you most.

    From Seasonal to Always-On

    For decades, H&R Block has been synonymous with the once-a-year filing rush, and it’s now building upon its legacy of earned consumer trust by moving into everyday online conversations that matter.  For us, it means creating content that earns attention, builds trust, and delivers impact at scale. The brand is rewriting its own playbook and meeting the needs of every generation, every day.

    A Shared Belief in Social-First

    Consumer behavior has shifted. People don’t want brands that pop in once a year; they expect you to show up every. single. day. Period.

    Enter H&R Block. Led by Chief Marketing & Experience Officer Jill Cress’s “fail fast, learn fast” mindset, this partnership is built to move at culture-speed and designed to test, learn, and pivot in real time. No dusty playbooks here.

    And the proof is loud. From AI-powered assistance to social-first storytelling to even gaming integrations, H&R Block isn’t waiting for relevance, they’re creating it.

    “Bringing social creative and media together under one partner isn’t just operationally efficient, it’s a competitive advantage,” says Cress. “VaynerMedia’s integrated approach fuels agility, sharpens our cultural edge, and ensures we’re building stronger connections with more customers, all year long by integrating H&R Block into daily interactions.”

    Year-Round Relevance, Built for Today’s Consumer

    Together, H&R Block and VaynerMedia are proving what happens when social creative and media don’t live in separate lanes: you get a brand that shows up in culture every day of the year, backed by measurable results that matter.

    Our CEO and Chairman of VaynerX, Gary Vaynerchuk, says it best, “When social content is supercharged with strategic media efforts, the results speak for themselves. By championing the integration, Jill is demonstrating H&R Block’s dedication to advancing modern marketing practices. We’re incredibly humbled that the Company has put their trust in us, and we’re eager to deliver impact that exceeds their brand goals.”

    Want to partner with us? Drop us a line!

  • Smith’s leans into #FarmTok with creator-led TikTok series

    Smith’s leans into #FarmTok with creator-led TikTok series

  • VaynerMedia Australia taps TikTok’s Denny Handlin as executive creative director

    VaynerMedia Australia taps TikTok’s Denny Handlin as executive creative director

  • How MUG Root Beer Turned a Meme Into Marketing Magic

    How MUG Root Beer Turned a Meme Into Marketing Magic

    Tapping Into the Moment

     

    MUG Root Beer has always been about two things: our iconic bulldog mascot, Dog, and the unfiltered chaos that our fans, the MUG Maniacs, bring to the table. This year, we took that energy and turned it into something completely unexpected: the MUG Dawg DNA Kit. Because who doesn’t want to know just how much dawg they’ve got in them?

    The Dawg DNA Kit was our tongue-in-cheek take on those dog breed DNA tests everyone’s been obsessed with. With our audience’s love for the phrase “Got That Dawg in You” (yes, we trademarked it), we knew we had the perfect opportunity to make some noise and own the moment.

    Building the Big Idea

     

    We created a spoof off of popular genealogy shows where the protagonist discovers he’s got that dawg in him. To bring it all together, we launched a test kit tied to the storyline and dropped it on our TikTok shop with the wild, over-the-top energy MUG Maniacs know and love.

    Turning an Idea Into Viral Energy

     

    On launch day, we hosted a TikTok Live featuring Dog himself—a move that not only sold out our kits in just two hours but also brought in 2.4 million unique views. From TikTok comments to conversations overheard in college towns and on NYC subways, people couldn’t stop talking about it. The campaign reached over a billion earned media impressions and racked up 40+ million social views in just three days.

    Finding the Right Balance

     

    Leaning into our audience’s love for Dog while keeping the campaign polished wasn’t without its challenges. We had to find the sweet spot between MUG’s unfiltered, chaotic humor and the broader appeal of a genealogy parody. By letting our signature humor guide every decision, we made sure diehard fans felt seen while welcoming new ones into the mix.

    Making Maniacs Out of Fans

     

    This campaign was about showing how strong our connection is with Gen Z. By meeting them where they live (on TikTok and Instagram) and speaking their language (with humor that hits), we created a moment. The Dawg DNA Kit proves what happens when you put your fans at the center of everything you do.

    Oh, and in case you’re wondering… yeah, we’ve got that dawg in us.

  • This and Yap Event Recap

    This and Yap Event Recap

    When the stars align, they illuminate the path forward. 

    At our virtual event last Wednesday, This and Yap: Getting Attention in 2025, we (Jaimee Estreller, VP of Platforms and Culture, and Hayley Grant, VP of Strategy) mapped out the trends shaping consumer behavior and brand opportunities. Their message: brands that stay culturally relevant will thrive.

    Let’s dive into the four key trends and some bold predictions for the year ahead.

    The “Party Deficit” and Social Rehab

     

    The pandemic reshaped social habits, leaving many struggling to connect organically. From facilitated meetups like NYC’s Hot and Social to trends like TikTok’s “home cafés,” there’s a growing appetite for curated, offline interactions.

    Prediction: Galentine’s Day will kick off “hangout season,” with brands leveraging this trend into spring and summer activations. From Cinco de Mayo parties to in-store community events, companies have an opportunity to become facilitators of meaningful social moments.

    Vices Are Back

     

    Self-improvement took a backseat to indulgence this year. Think diet sodas, “brat culture” music, and Jimmy John’s tongue-in-cheek “Dime Bag” campaign. As Gen Z redefines “bad habits” as playful acts of individuality, the opportunity for brands lies in celebrating the imperfect.

    Prediction: A major celebrity like Selena Gomez or Meghan Markle will host an intimate event inviting fans into their world, showcasing “imperfect perfection.” On the product side, expect restaurants to roll out “vice menus” with secret indulgent offerings accessible only via coded signals on social media.

    Archival Revival: Nostalgia Meets Newness

     

    The past isn’t just coming back—it’s being reinvented. Gen Z’s love for analog cars, digital cameras, and curated fashion looks from decades past speaks to a desire for authenticity with a twist.

    Prediction: General Motors will re-release the Geo Tracker, complete with a tape deck and CD player, tapping into the trend for “analog cool.” In fashion, we’ll see more brands like Coach debut multi-level flagship stores featuring vintage collections and upcycled pieces—blending sustainability with nostalgia.

    For the Lore: Storytelling That Sticks

     

    Welcome to the age of internet lore. Viral moments aren’t just trends—they’re sprawling narratives with sequels, multiverses, and Easter eggs.

    Prediction: A major studio like A24 will hire a “Chief Lore Officer” to manage interconnected storytelling across their projects, while a TikTok-originated story will inspire a feature film that wins Best Adapted Screenplay at the Oscars. For brands, embracing participatory storytelling—like Dunkin’s viral Halloween spider donut—can turn small moments into cultural movements.

    Key Takeaways for 2025

    • Activate Quickly: Trends move fast. From Valentine’s Day activations to summer blockbusters, timing is everything.
    • Be Bold: Imperfection and individuality resonate. Don’t shy away from pushing boundaries.
    • Engage Authentically: Understanding the “why” behind a trend allows brands to connect deeper with audiences.

    The Attention Update closed with a simple yet impactful reminder: stay curious, stay connected, and most importantly, stay relevant. 

    What trends are you predicting in 2025?

    Look back at the full event
  • Turning Comments into Gold: The Story Behind Jimmy John’s Kickin’ Ranch Comeback

    Turning Comments into Gold: The Story Behind Jimmy John’s Kickin’ Ranch Comeback

    When Jimmy John’s pulled Kickin’ Ranch from the menu, the fans mobilized. 

    From heartfelt demands to over-the-top memes, their passion was impossible to ignore. Instead of a typical response, Jimmy John’s went all in, transforming this wave of energy into a pop-punk anthem that made fans feel heard and entertained—and brought Kickin’ Ranch back with style.

    Listening to the Fans

     

    Jimmy John’s fans are obsessed with Kickin’ Ranch. When it disappeared, the comment sections were flooded with pleas, jokes, and intense demands for its return. Some of the energy was so over-the-top that Jimmy John’s even had to block certain keywords.

    At VaynerMedia, we saw something bigger in this outpouring of emotion. Before knowing if, we focused on letting fans know that they’d been heard.

    jimmy johns comments

    From Comments to an Anthem

     

    The creative team’s goal was simple: make an ad that doesn’t feel like an ad. This led to a bold idea—turning the wildest fan comments into a pop-punk anthem.

    The genre mirrored the raw emotion fans poured into their social media posts. Pop-punk has a unique way of channeling intense, genuine feelings, making it the ideal vehicle to reflect the love for Kickin’ Ranch. With lyrics crafted straight from those fan comments, the song carried a sense of authenticity that resonated deeply.

    Bringing the Music Video to Life

     

    Every great song deserves a killer music video, and we delivered. Leaning into 2000s nostalgia, the video featured all the theatrics of a classic pop-punk production—dramatic stage dives, emo fashion, and plenty of angst. Even the band was homegrown, featuring talented VaynerMedia employees.

    This creative direction was guided by real audience insights. Nostalgia resonates well with our audiences, so we leaned into it as our north star. The result is a video that not only feels authentic but also draws in both existing fans and new ones.

    Social Media as the Star

     

    Jimmy John’s has always been about listening to its fans. The “Comments as Creative” strategy ensured that every part of the campaign felt like a direct conversation with their audience. Authenticity was key, allowing existing fans to see their own voices reflected in the campaign while attracting younger audiences with content that was catchy and shareable.

    The campaign deepened the bond between the brand and its community, creating a moment that fans engaged and celebrated.

    A Celebration of Fans

     

    Jimmy John’s has built its brand on understanding what fans want and delivering it in bold, unexpected ways. From Snooki’s Picklewich to the 4/20 Dime Bag, the brand has consistently turned fan insights into personal and playful moments.

    The Kickin’ Ranch campaign was more than just a product comeback—it was a love letter to the fans, reminding them their voices matter.

    Looking Ahead

     

    The overwhelming response to the campaign has solidified Jimmy John’s approach to consumer-driven marketing. While sales data is still coming in, fan enthusiasm has been undeniable.

    As Jimmy John’s heads into 2025, they’re preparing for even more fan-centered moments, with campaigns planned for National Sandwich Day, National Pickle Day, and beyond.

    The Kickin’ Ranch campaign is a masterclass in connecting with an audience. By transforming fan passion into a creative celebration, Jimmy John’s created a cultural moment that goes far beyond the return of a beloved sauce.

    Hear from MAQ, our Associate Creative Director, talk about how the campaign came to life!
  • 10 Ways CES 2025 Set the Stage for the Future of Marketing

    10 Ways CES 2025 Set the Stage for the Future of Marketing

    CES 2025 in Las Vegas was nothing short of transformative, with innovations that are shaping the future of media and technology. As the SVP of Media and Head of Video Activation at VaynerMedia, I was thrilled to dive into this year’s event and witness the industry’s boldest advancements firsthand. From AI’s pervasive influence to collaborative breakthroughs in streaming video, CES 2025 was all about turning the promise of visionary concepts into actionable realities.

    What stood out most was the shift from theoretical discussions to practical applications. 

    AI wasn’t just a buzzword—it’s now streamlining employee processes, enhancing user experiences, and scaling content production in ways that seemed unimaginable a few years ago. Companies like Disney, WBD and KERV took the spotlight mid-week, introducing predictive tools for real-time, contextually tailored AI-driven ad placements. 

    Meanwhile, multiple ad tech firms demonstrated how data, machine learning, and interactivity are reshaping modern connected TV (CTV) advertising. This year’s CES proved that the future is here, and it’s built on collaboration, innovation, and execution.

    Here are my top 10 takeaways from CES 2025:

    AI is the New Digitial Transformation

     

    The rise of AI recalls the “digital transformation” efforts of a decade ago. Clients (and their CEO’s) are now driving AI advancements, using it to streamline internal processes, enhance customer experiences, and scale video content production. Leading companies are embedding AI at the organizational level with initiatives like “Office of AI,” spurred by CEO-driven mandates.

    The Battle for Live Sports

     

    NBCUniversal and Amazon are doubling down on live sports as the centerpiece of their 2025/26 Upfront pitches. NBCUniversal boasts the Super Bowl, the Olympics, the NBA, and the World Cup, while Amazon has fortified its Prime Video entertainment lineup with all of NFL, NBA, NASCAR, and NWSL.

    The Evolution of ‘Weaponized’ CTV Advertising

     

    Shoppable, contextual, and predictive ad formats are becoming the norm in streaming. Innovations by NBCU, Amazon, Disney, Roku, and Warner Bros. Discovery (WBD) all aim to make digital IP TV ads both commerce-enabled and dynamically responsive to AI-driven content signals.

    Independent Agencies are Key Players

     

    Large media and ad tech organizations are pivoting sales and marketing efforts toward independent agencies for growth. Disney, NBCU, Google, Amazon, Trade Desk, Roku, Magnite and others are tailoring solutions for smaller digital and independent agencies, recognizing their penchant for agility and innovation.

    Disney’s Brand-Safe Tech Stack Ecosystem

     

    Disney continues to leverage its ad tech stack platform to offer brand-safe, transparent alternatives to big tech. With its legacy portfolio, including ABC, ESPN, and Hulu – and myriad of 3P integrations – Disney provides a secure environment for advertisers looking to escape the downsides of walled gardens.

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    Currency Wars Heat Up

     

    Tools for cross-screen planning, trading, and measurement were a major focus. Nielsen faces increasing competition from VideoAmp, Comscore, iSpot, and SambaTV, as buy-siders – and broadcasters – explore alternatives for managing TV and CTV investments.

    Transparency in Ad Tech

     

    The concept of transparency is evolving, with more ad tech and publisher providers offering non-disclosed client resale options. This shift highlights the evolving balance between principle-based buying for incremental margin and traditional models of agencies acting as agents for client media briefs.

    The Expanding DSP Ecosystem

     

    Emerging demand-side platforms like Blockboard, MadHive, Walmart Connect, Ribeye, Viant, Xandr and Nexxen are challenging established players such as DV360, Amazon and The Trade Desk. These platforms offer unique buying models, alternative data, and comparable publisher inventory opportunities.

    Optimism in the Air

     

    CES 2025 exuded palpable optimism, driven by some post-election M&A energy and a renewed focus on partnerships. Companies are laying the groundwork for long-term success and prioritizing early deal-making for the 2025/26 cycle.

    Warner Bros. Discovery’s Aggressive Push Forward

     

    Despite losing NBA rights for 2025/26, WBD impressed with advancements in contextual AI ‘moments’ targeting, a unified trading platform, shoppable ad formats, and multiple premium tentpole sponsorship opportunities, signaling both resilience and adaptability.

    What’s Next for VaynerMedia

    CES 2025 underscored how AI, ad tech, and data-driven innovations are reshaping marketing by enabling faster execution, smarter targeting, and greater adaptability. For the industry, this means the future lies in creative win-win partnerships and leveraging emerging technologies to drive meaningful outcomes.

    At VaynerMedia, we’re embracing these advancements to redefine what’s possible in video and streaming with key partners.  To give clients more optionality and interoperability from their video assets, we are piloting the syndication of our brand’s  best-performing organic and paid social videos (e.g., TikTok2TV) directly into the modern streaming TV ecosystem.  Built for modern living rooms, we call it TV 3.0.

    Working with ad tech, publishers and streaming platforms, we are busy harnessing innovations like genAI, content rendering and advanced contextual targeting to help better connect content with cohorts in more dynamic ways to cut through the clutter.

  • Trends that will DEFINE your brand’s playbook in 2025

    Trends that will DEFINE your brand’s playbook in 2025

    Social media doesn’t hit pause.

    What people are doing online is a constant stream of information that brand marketers should be processing. 

    Yes, I know that sounds exhausting. We all have our mental health to protect (personal goal for 2025: use phone less, run around park more). But, if our jobs are to understand audiences and meet them where they’re at, well there’s no better place to do that than on social platforms. 

    As we go into a new year, it’s always exciting to look ahead and see what might be big this year and where the opportunity could be to create great work. 

    At VaynerMedia, we cut through the cultural noise to identify 15 game-changing trends set to shape 2025. 

    These insights are tailored to help your brand connect with people authentically, adapt quickly to what they care about, and stay relevant. Let’s explore a few.

    Fridgescaping

     

    Everything is aesthetic on social media these days, even your leftovers. From curated fridges to coquette-inspired IG dumps, there’s a push to make the mundane beautiful. 

    But remember, not everything needs to be perfect. You need to make a call – does your brand align with creating a great aesthetic everywhere? Or should you be kicking back against so-called perfection?

    Pro Tip: Use storytelling formats like Pinterest collages or Instagram carousels to highlight both the polished and the chaotic sides of life.

    Gatekeeping My City

     

    Locals are fighting back against hyper-tourism, using social media to reclaim their spaces. This has led to secretive posts and a preference for niche over mass appeal. 

    It could be a big year for secret community meetings, social clubs, and saving the best spots for your mates.

    For Brands: Go local. Foster micro-communities that resonate with local audiences or tap into community spaces on Reddit, Pinterest or Substack.

    FOOD_FOR_THOUGHT_GATEKEEPING_01

    ChatGPT, Make My Dream Life a Reality

     

    We’re seeing normal people use AI – not just tech bros. While it’s not replacing us any time soon, it seems people are using it as what it was intended to do, help us.

    People are using ChatGPT for everything from life advice to creating hyper-personalized experiences.

    Why It Matters: While AI is powerful, don’t overlook how people want easy, relatable tips on how it can help them. If you have advice, share it in comments, DMs, and beyond.

    trendreport4

    Niche Costumes, Mass Virality

     

    Quirky and hyper-niche content is redefining what it means to “go viral.” Whether it’s a Wetherspoons-carpet or a really, really specific halloween outfit, individuality is the new cool.

    Actionable Insight: Dive deep into your audience’s micro-interests. High-volume creative aimed at niche groups will drive relevance.

    Dopamine Menus

     

    For young people, digital fatigue is real. They are making lists of when and where to be online rather than being a slave to their phones.

    Popular choices? Joining sports clubs, getting into niche hobbies, embracing video gaming, etc.

    Opportunity: Don’t just meet your audience online—craft real-world brand moments that are focused on what people want, rather than being heavily digital and heavily branded.

    food-for-thought

    Boomers+ Reviving the Feed

     

    Boomers, on the other hand, are loving their role as gurus on social.

    They are the unexpected stars of raw, unfiltered content. They’re proof that authenticity never goes out of style.

    Pro Tip: Feature older creators in your campaigns for a fresh, joy-filled perspective that breaks the algorithm fatigue.

    food-for-throught

    At VaynerMedia, we understand that staying ahead means staying curious. Trends aren’t just shifts—they’re signals, showing where culture is headed and where your brand can lead. 

    By embracing them, you can plan ahead on how to resonate with people and push your brand forward in 2025.

    Want to know more? Download the full trend report here.

  • VXXV | Celebrating 15 Years of VaynerX

    VXXV | Celebrating 15 Years of VaynerX

    Sometimes numbers tell a perfect story. 

    In 2024, VaynerX celebrated fifteen years with fifteen global offices – a bit of kismet that captures our deliberate path to scale. Over the last decade and a half, we’ve built our way into global markets through an unwavering commitment to doing things our way, and the “social shop” founded out of a conference room is now a global, integrated (and yet still independent!) agency of 2000+. 

    And in true Vayner fashion, we had to celebrate in a big way – with social at the heart of it all.

    🌎 Racing Across the Globe

     

    To kick off the big birthday, we turned to where attention is today —social media. In a global challenge format, two Vayner teams raced across the map to visit all 15 VaynerX offices (in 15 days), inviting the world to watch. 

    Here’s who took on the challenge:

    • Team Go-Getters: Aengus Boyle and Nick Dio, a duo who earned their spot by racking up the most LinkedIn impressions in an internal contest. (Check out Aengus and Nick’s videos)
    • Team OGs: Mimia Johnson and Hanna Park, two of Vayner’s longest-standing team members who’ve spent over a decade shaping our journey.

    This dynamic social series that brought our community of marketers along for the ride. Each post, story, and reel showcased the excitement, teamwork, and twists between all the travel mishaps and special office moments with various Vayner teams around the world.

    Want to see more of the VXXV world tour? Look back at the full journey here.

    🎉A Worldwide Party (or 15)

     

    Nothing says birthday like a party, and we threw 15 of them—one for every Vayner office. The festivities kicked off in London with a high-energy event that set the tone for the global tour. At our NYC celebration, Ice Spice made a surprise guest appearance, adding a little extra sparkle to where it all began.

    Each VXXV event featured people who’ve been integral to our journey: employees, clients, and partners who have helped shape VaynerX. From New York to New Delhi,  every event reflected the unique culture of its region while celebrating the global spirit of Team Vayner.

    vxxv-celebration
    vm-india
    vxxv-celebration-1

    🎙 #ThatsSoVayner

     

    We took a walk down memory lane with our ‘That’s So Vayner’ social series, where team members shared behind-the-scenes stories from the OG days. From AJ Vaynerchuk recalling the lack of preparation during their first pitch to Melissa Moriarty reminiscing about the early days of the 6 second video format, these stories captured the scrappy beginnings and core values that are just “so Vayner.”

    Catch the full series of behind-the-scenes moments on our YouTube playlist.

    🧶 Merch as Marketing

     

    Everyone loves merch. Including us! So, we obviously had to find the coolest up and coming design partner to swag out our Vayner employees. We partnered with Yellow Label to create special gifts: exclusive custom-embroidered merch for our 2,000+ employees and a few lucky partners. It’s been so cool to see the Vayner fam sporting these in our 15 offices, and zillion Zoom calls.

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    📰 VXXV In The Headlines

     

    To make some noise in the industry, we secured an exclusive piece in Business Insider. The feature highlighted our proud independence and also showcased how we’ve scaled globally over the past five years, with a special focus on Gary’s incredible story as a business leader. “How Gary Vaynerchuk doubled his agency revenue in 5 years” sure has a nice ring to it 🙂 

    Check out the full Business Insider article here.

    And, our friends at Campaign covered the whole celebration with a lovely piece. 

    🔮 Looking Ahead

     

    Fifteen years down, but we’re just warming up. The dawn of the “organic social era” is just beginning; and we’re so ready for this next chapter of Vayner’s growth.

    To everyone who’s been part of this journey—thank you. Here’s to 15 more years of growth, brand building, and making magic happen with our brand partners. 🚀