Sephora sparks engagement by crowdsourcing its influencer selection

Sephora, the beauty retailer, engaged in a novel influencer recruitment strategy that drove participation and helped it identify a diverse range of brand advocates.

Many marketers look to influencers to build engagement, but beauty retailer Sephora turned the selection of its “#SephoraSquad” brand ambassadors into a social-media event.

Emeline Berlind, Sephora’s vp/content strategy, told delegates at the Associat

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