88% of Marketers Now Use Creators for Seasonal Campaigns, Survey Reveals

Brands are fundamentally rearchitecting their creator marketing strategies, moving beyond simple awareness campaigns to embedded partnerships that span seasonal promotions, product launches, and even co-development. A new survey of 125 brand and agency professionals, augmented with executive interviews, reveals that 88% now deploy influencers for seasonal campaigns and 78% for product launches. This marks a decisive pivot from top-of-funnel metrics to measurable business outcomes, as creators become integral to the commercial calendar. The shift is vividly illustrated by recent retailer activations. In September 2025, Best Buy partnered with creator group Dude Perfect to integrate brand placements into YouTube content timed to the NFL season and year-end holidays. That same month, Albertsons Media Collective worked with agency Linqia on a Lunar New Year campaign that tripled Instagram engagement and quadrupled Facebook engagement versus benchmarks. These are not vanity metrics; they represent tangible lifts that directly influence sales during critical retail windows. Even more telling is the emergence of product co-creation: home goods brand Ruggable’s collaboration with chef-influencer Dan Pelosi signals a maturation where influencers act as R&D proxies and merchandising partners, not just promotional vehicles. Underpinning this evolution are structural changes in both marketing and retail. As third-party cookie deprecation and privacy regulations erode traditional digital targeting, brands are turning to creators for trusted, first-party audience connections. Simultaneously, the rise of retail media networks—such as Albertsons Media Collective—allows retailers to monetize their own data and audiences by offering brands influencer-powered advertising on-site and across social platforms. The Linqia campaign’s performance gains underscore how retail media can amplify creator impact, turning a cultural moment like Lunar New Year into a data-driven sales driver. For brands, the implications are profound. Budgets are redistributing: where once creator spend was siloed in experimental or brand-awareness line items, it now competes with performance and shopper-marketing dollars. Measurement is maturing beyond engagement rates to include sales lift, foot traffic, and attributable conversions. The survey data, though not granular on these KPIs, aligns with industry movement toward multi-touch attribution models that capture the full-funnel influence of creators—from discovery to purchase. Yet challenges persist. Scaling creator partnerships across multiple products, seasons, and regions demands robust infrastructure—legal, creative, and analytical. Standardizing contracts, ensuring content authenticity, and avoiding audience fatigue are ongoing pain points. The survey hints that marketers are still grappling with these; the report’s inclusion of Duolingo, Ulta, and YouTube as case-study subjects suggests best practices are emerging but not universally adopted. Looking ahead, the trend points toward deeper integration. As AI-driven creator discovery and campaign management platforms proliferate, brands will be able to source and manage micro-influencers at scale for hyper-localized, event-triggered campaigns. Retailers, meanwhile, will likely expand their in-house creator networks, making retail media the connective tissue between e-commerce shelves and social feeds. The 88% seasonal adoption rate is not a ceiling but a signal that creator marketing is becoming as systematic as email or paid search—an always-on, revenue-responsible channel. Those who fail to build the necessary muscles risk ceding the trust economy to more agile competitors.