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

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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.” 

“I wanted to completely revamp the program,” said Schaub, the brand’s marketing manager. “When we have our first call with influencers, we say, ‘We don’t want this to be a one-and-done and never talk to you again type of deal.

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