Target is pushing into the influencer marketing space in a major way after hosting its first NewFronts presentation this spring, where it announced a complete rebrand of its in-house media agency, Roundel. (At the same time, Target tapped digital, Vine, and AT&T vet Karyn Spencer to serve as its first-ever director of talent partnerships and influence marketing, overseeing relationships with traditional celebrities and digital creators on the retailer’s behalf.)
Now, on social media in recent days, seven diverse influencers have begun sharing posts with the hashtag #TargetTalent. The posts tease an initiative that has yet to launch in full but hints at a long-term content partnership slated to roll out on a variety of platforms for a variety of Target products and initiatives over the next year. The yearlong timeframe here is important, marking something of a progressive notion given that brands often work with creators on a one-off or single-campaign basis.
Participants include: former Teen Vogue editor and author Elaine Welteroth (394,000 Instagram followers), Vine-turned-YouTube star Lauren Giraldo (775,000 followers), Try Guys star Ned Fulmer (1.3 million followers), Queer Eye host and interior design expert Bobby Berk (2.4 million followers), family-oriented Instagram mom Maya Vorderstrasse (171,000 followers), photographer Laura Izumikawa (who is best known for photographing her daughter in costumes while she naps, garnering 602,000 followers), and comedy creator Parker Kit Hill (529,000 followers).
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“I am beyond excited to announce that I am officially partnering with Target,” Fulmer wrote on Instagram. “This is a dream come true! Thank you all for supporting me. I’m freaking out right now. Get excited for more exclusive content all year as part of #TargetTalent.”
It is unclear why Target chose the aforementioned influencers, what the ensuing content will entail, and where it will be distributed.
“We engage with our guests in numerous ways through various digital channels as we’re always looking for creative ways to connect and inspire,” a Target spokesperson told Tubefilter in a statement. “Over the years we’ve collaborated with a range of talented creators to feature relatable content that spans product launches, cultural events and much more.”
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