Why More Brands Are Adding Young Influencers to Their Marketing and Creative Teams

Band-Aid, CoverGirl, Target sign social power players long term

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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.

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This story first appeared in the Sept. 18, 2017, issue of Adweek magazine. Click here to subscribe.

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