Going All-In On Influencers
ADWEEK|September 18, 2017

Why More Brands Are Bringing Social Power Players Into The Design Process.

Kristina Monllos
Going All-In On Influencers

In late August, influencers including 15-year-old Loren Gray (6.5 million Instagram followers), 16-year-old Nia Sioux (4.5 million Instagram followers) and 13-year-old Jacob Martin (309,000 Instagram followers) began touting a new clothing collection they designed for Target. Part of Target’s children’s apparel line Art Class, which is designed for kids by kids, the new fall collection features clothes inspired by six influencers who not only had a hand in the line’s creation but played a big role in its marketing strategy. Each influencer used Instagram to tell his or her audience how much fun they had working with Target to create the unique, personal designs. The result? The posts racked up hundreds of thousands of likes and thousands of comments like this one by lorxlover on Loren Gray’s Aug. 23 post: “I swear I’m going to persuade my mom to buy it.”

The collaboration is part of a nascent trend that’s seen brands like Target, CoverGirl and Band-Aid revamp their influencer strategies, moving away from one-off deals to long-term relationships where influencers help craft product or retail designs on an ongoing basis.

This story is from the September 18, 2017 edition of ADWEEK.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the September 18, 2017 edition of ADWEEK.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM ADWEEKView All
News Anchor Of The Year Megyn Kelly
ADWEEK

News Anchor Of The Year Megyn Kelly

From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.

time-read
5 mins  |
November 28, 2016
The Big Bang
ADWEEK

The Big Bang

Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.

time-read
10 mins  |
March 13, 2017
DROGA5
ADWEEK

DROGA5

Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”

time-read
6 mins  |
December 05, 2016
Ogily
ADWEEK

Ogily

When it comes to leadership changes, 2016 will be remembered as a time of disruption.

time-read
6 mins  |
December 05, 2016
The Myth of White Space
ADWEEK

The Myth of White Space

'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'

time-read
4 mins  |
December 12, 2016
Brand Phelps
ADWEEK

Brand Phelps

Can the greatest olympian in history be as dominant out of the pool as he was in it?

time-read
10+ mins  |
December 12, 2016
Masters Of Their Domain
ADWEEK

Masters Of Their Domain

WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON

time-read
3 mins  |
April 16, 2018
Winners' Playbook
ADWEEK

Winners' Playbook

BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN

time-read
2 mins  |
April 16, 2018
Flipping The Disruption Script
ADWEEK

Flipping The Disruption Script

THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.

time-read
3 mins  |
December 4, 2017
MCCann
ADWEEK

MCCann

All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl. 

time-read
7 mins  |
December 4, 2017