Why Brands Are In It for the Long Haul When Picking Influencers

Marketers are no longer chasing one-off stunts, which often read as inauthentic

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

When Billie Schaub started working at the CBD brand Ned in December, she pitched her reluctant CEOs an influencer marketing strategy. After a less-than-fruitful history of working with creators, that approach was, Schaub recalls being told, “the best way to flush money down the toilet.” 



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Click for more from this issue

This story first appeared in the April 4, 2022, issue of Adweek magazine. Click here to subscribe.