The maturation of influencer marketing challenges marketers to rethink their approach

Discusses how the maturing of influencer marketing challenges brands to rethink their approach to investing in, and working with, influencers.

Jon Krause//

Since taking charge as senior director of media, content, and public relations at ANA member the Ferrara Candy Company in 2018, Brian Camen has put influencers at the center of his marketing strategy. In 2021, for example, Ferrara launched a fruit-flavored snack called Funables. For the ad campaign accompanying the launch, "The Story of Funables," Ferrara enlisted the help of 10 parenting influencers — each with audiences ranging from 50,000 to 100,000 people — to create and share content showing how they used Funables to initiate play with their kids.

"We partnered with 10 influencers to...

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