90% believe that social and influencer content generates more engagement than traditional advertising, while 89% believe that real, relatable creators drive better performance than celebrities, rising to 96% in China, 93% in the US and 92% in Canada.
87% plan to work with a large number of creators/influencers next year, the rise of the micro-influencer running in parallel with the rise of the micro-insight.
CMOs are thinking strategically about the role of influencer content in driving preference within retail media, boosting SEO and ultimately driving visibility with LLMs.
88% are using influencers to boost visibility within AI-enabled search, while 86% are using influencers for brand reviews. Interestingly UK CMOs are significantly less likely than their global peers to be using influencers in these ways, although 3 in 4 CMOs still say these technologies form part of their strategy.
Globally, CMOs are investing in Influencer marketing to differing degrees. 39% of CMOs worldwide are planning to invest 20-30% of their budget in Social/Influencer Marketing, with 27% planning to invest over 30%.
12% of CMOs in Australia and 10% in the US are planning to invest over 40% of their budget in Social and Influencer marketing, versus just 5% in Japan, 3% in the UK and none in France and South Africa.
Alongside the challenge of brand control, another hurdle for CMOs is the production challenges inherent in creating content for multiple social platforms. 87% agree “I need bespoke content across all my social channels,” creating issues of scale, while 89% agree “I want a single, integrated production platform for all my brand content, whether agency-led, creator-led or user-generated.”
Our latest Dentsu Attention Economy Research study, in partnership with Lumen, has generated powerful insights on the role of influencer content versus brand led content and the need for a holistic perspective.
The study found that influencer-led ads receive up to 73% more attention than brand-led creative (7.3s vs. 4.2s) but that brand-led content was significantly better branded and attributed; highlighting the importance of a holistic approach in line with brand objectives and product maturity.
OUR WORK…
MIRINDA × EGGY PARTY: FIZZ, FUN, FLIGHT
ADVERTISER/BRAND: PEPSICO/MIRINDA
CREATIVE AGENCY: DENTSU CREATIVE
Step into the whimsical world of Eggy Party, where over 500 million players (with 65% under 25!) remix and play out wild adventures. Deep within this playful universe, we uncovered what truly fuels the fun: that fizzy, soaring happiness when excitement takes flight.
For the game’s third birthday bash, Mirinda brought its effervescent, fruity flavor to every corner of the Eggyverse.
Our adventure took off as we matched four iconic Mirinda flavors with Eggy favorites, turning each pairing into dazzling co-branded packaging. Inside the game, players could unlock exclusive skins, whimsical emotes, playful accessories, and explore four magical, Mirinda-inspired maps.
Over on Douyin, each Mirinda can became a seamless transition anchor, connecting digital excitement to real-world celebration. At the offline Eggy Party Grand Finals, the Mirinda brand zone buzzed with energy as gamers sipped, played, and reveled in the ultimate fusion of flavor and fun.
Through coveted merchandise, immersive game content, and interactive social moments, Mirinda blurred the line between in-game exhilaration and in-hand refreshment.
The campaign’s impact was explosive: over 10 million co-branded CD Keys claimed, more than 2.9 million players dove into exclusive maps, 4.9 million campaign interactions, and a soaring 1,048% increase in brand fandom.
One sip, endless lift-off. Mirinda sent joy—and players—sky-high.
This article is selected from Dentsu Creative’s 2025 CMO Report, “Agents of Reinvention: Marketing at the Intersection of AI and Human Ingenuity.”
Drawing on perspectives from over 1,950 senior marketing leaders across 14 markets, the report identifies 10 key themes set to shape marketing in 2025—from anticipating the algorithm and investing in intimacy, to building trust and cultivating taste in the age of Agentic AI.
Explore actionable strategies to meet these challenges and drive growth, while balancing success in both culture and commerce.
To access the full 2025 CMO Report, visit the Dentsu Creative global website:
www.dentsucreative.com/news/dentsu-creative-cmo-report-2025
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