This week, major brands are kicking off new campaigns with select groups of influencers – though maybe not the kind of influencer you expect. Find out how businesses are putting a twist on influencer trends and targeting very specific consumer groups in our Marketing Must Reads.

Ikea’s Sleep-fluencer Advertising

In a new ad campaign in their native Sweden, Ikea has created a new kind of influencer: the sleep-fluencer. To showcase their new roller blinds, Ikea sent the product to previous customers across Sweden for free. The catch – there’s an Ikea ad on the exterior side of the blinds, promoting the brand’s sleep-related products to anyone who walks by. Ikea dubbed their participating consumers “sleep-fluencers.”

According to Ikea’s marketing communication leaders, the new campaign aims to give back to their customers and help them get better sleep, while also introducing new audiences to their affordable range of sleep products. Learn more about Ikea’s sleep-fluencers and their clever out-of-home campaign here: https://adage.com/creativity/work/ikea-sweden-putting-ads-roller-blinds-peoples-homes/2581126

Target’s New Fur-fluencer Collection

Last week, Target launched a new exclusive collection of pet items in their stores last week. Their new products were designed in collaboration with popular influencers – or fur-fluencers, to be exact. To create the Cuddle Collab, Target met with six social media pet personalities to develop products themed to each animal. The retail giant is promoting the collection with native social media content meant to mimic classic reality TV shows, as well as national commercials and out-of-home ads that feature Target’s Bullseye bull terrier mascot.

According to Target, the Cuddle Collab hopes to meet the needs and wants of the 70% of Target shoppers who own a pet, while also providing entertaining content for them on their favorite digital channels. Find out more details about Target’s fur-fluencer strategy here: https://www.marketingdive.com/news/target-cuddle-collab-pet-influencer-marketing/726220/

E.l.f.’s Sin-fluencer and the “Divine Skintervention”

E.l.f. SKIN, the skincare branch of the popular e.l.f. beauty brand, launched an ambitious and comedic new campaign last week. The new ads star comedian Megan Stalter as a “Sin-fluencer,” tempting consumers to commit skin sins before a “divine skintervention” intervenes with e.l.f. SKIN products. The ads highlight how simple and affordable it is to use e.l.f. SKIN, busting the social media-fueled belief that consumers need to spend a lot on high-end products to achieve clear skin.

The campaign primarily targets e.l.f.’s key Gen Z audience, who use more skincare products than any other generation, but are also more likely to commit skin sins, such as popping pimples or sleeping in makeup. The new spots will air exclusively on streaming platforms this fall. Watch the first new ad from e.l.f. here: https://www.businesswire.com/news/home/20240915033817/en/e.l.f.-SKIN-Is-Salvation-to-Skincare-Shame-in-Satirical-%E2%80%9CDivine-Skintervention%E2%80%9D-Campaign

Expedia Launches Travel Storefronts

With Expedia’s new platform, dubbed Travel Shops, travel influencers can now earn commission by recommending their favorite hotels and destinations to their followers. Travel Shops essentially functions as a travel-oriented version of Amazon’s Storefront concept, allowing each influencer to create a profile and add direct links to their favorite travel accommodations. The initial launch last week included Shops from more than 100 popular travel influencers and featured promotions from several major tourism boards, including Visit Orlando and Travel Alberta.

The new Travel Shops concept hopes to simplify the travel booking experience for consumers, who increasingly turn to trusted influencers for vacation recommendations. In the months to come, Expedia will reportedly expand the feature and allow all of their users to create their own Shops. Read up on more details from Expedia here: https://www.thedrum.com/news/2024/09/16/expedia-offers-influencers-new-way-monetize-recommendations-with-travel-shops