Victor Lee insists his insight into influencer marketing began the day he watched a viral BuzzFeed video – all 48 minutes of it – that showed the excruciating drip, drip, drip process of exploding a watermelon, one rubber band at a time.

The svp/digital marketing at Hasbro, the Pawtucket, Rhode Island-based toy company, realized that the simple concept of everyday people sharing their everyday lives (and even their strange passions) had a mesmerizing potential.

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Victor Lee, svp/digital marketing, Hasbro

Hasbro, he believes, has a “finite niche” in influencer marketing: kids and parents who buy toys for kids. The pragmatic problem, he told an audience at Advertising Week New York 2018, is discovery: With so much “noise” – with so many postings for so many products, services, and people – how can a brand find its audience?