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Sperry, which is known for its boat shoes that anchor its 41 U.S. stores, is ramping up its digital marketing game—specifically on Instagram. Since eMarketer recently predicted 74 percent of U.S. companies with at least 100 employees will use Instagram in 2017, that’s a pretty ho-hum narrative so far, huh? But how the Waltham, Mass.-based company is been going about it is actually interesting—and sometimes a little extreme.
In the last several months, the retail chain has worked with roughly 100 “micro-influencers,” or consumers who were posting popular images of Sperry products on social media.
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