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Highlights from today’s newsletter:
🤝 NFL, Adobe team up for AI-powered league and fan-generated content
📊 Changes in 2025 B2B marketing budget priorities
💡 Creative clarity at its best—KFC’s beekeeper ad

EDITOR’S PICK

#INFLUENCER MARKETING

Precision Over Popularity Defines Influencer Success at Coachella 2025

Brands chasing mass exposure at Coachella 2025 found themselves outperformed by those who focused on precision. Rhode, Sol de Janeiro, Method, and Kosas proved that verified engagement, earned media value, and real-world action deliver stronger returns than follower counts.

Content quality, not reach, drove results. Activations that solved real attendee needs or embedded influencers into the experience generated higher conversions and longer post-event impact. Performance marketing teams, not PR, are now leading influencer strategy—where KPIs tie back to revenue, not just impressions.

At Coachella, popularity without purpose was invisible.

READ THE FULL INSIGHTS HERE

#EVENTS

Headed to POSSIBLE Miami? So Are We.

From Shoptalk to SXSW, we’ve been on the ground bringing you the real stories behind the big stages. Now, Unofficially POSSIBLE (powered by Fospha) is here to deliver fresh takes straight from Miami.

📍 Want to meet us?

We’re booking quick chats with founders, CMOs, and marketers to swap ideas, strategies, and real talk.

📰 Want the inside track?

Get unfiltered brand stories, session highlights, and marketing insights you won’t find in the press releases.

→ Subscribe to the Unofficially POSSIBLE newsletter

See you at Fontainebleau!

WHAT WE ARE READING

2025 U.S. Marketing Budgets: AI Transformation and Shifting Priorities for B2B Marketers

AI and automation are prompting B2B marketers to reallocate budgets toward measurable, ROI-driven activities while reducing emphasis on broad brand awareness.

Modest budget increases for 2025 reflect caution, with investments favoring sales enablement, regional events, and predictive tools. This approach highlights a shift toward targeted initiatives and accountability.

NFL Partners with Adobe for AI-Driven Personalized and Fan-Created Content

The NFL’s expanded partnership with Adobe introduces AI-powered, personalized content creation tools for both league and fan use, aiming to drive digital engagement through apps like NFL OnePass and platforms such as Adobe Express.

This initiative targets younger, tech-savvy audiences and supports the league’s response to declining TV viewership. The collaboration highlights a broader industry trend of leveraging AI in digital marketing to address evolving consumer demands and audience retention.

How Immersive Experiences Are Reshaping Marketing

Immersive marketing, now a $6.90 billion global sector, leverages AR, VR, and AI to engage consumers through multisensory, interactive campaigns, demonstrably resulting in higher ROI and conversion rates.

Marketers must define business objectives and employ new success metrics beyond traditional KPIs to maximize efficacy. With increased consumer demand and demonstrated business impact, brands face regulatory expectations to ensure accurate measurement, privacy, and accessibility in these emerging digital experiences.

TOP VOICE

💭INSIGHTS FROM SARAH LEVINGER