Target is aiming a little lower for its latest social influencers campaign of which it is sharing specific items and inspiration to style them but with a younger-than-usual audience.

The latest social influencer campaign from Target is driving sales with moms looking to buy clothes for their little ones. Target’s latest collection for the Art Class brand teamed up with the most popular kids on Instagram to learn how they styled pieces from the collection.

Little influencers
Target is working with the youngest Instagram influencers for its latest campaign for its kids apparel collection. The young stars have worked with the mass merchant retailer to style pieces from the new Art Class collection, which consumers can buy.

Social media posts will allow users to click on to purchase individual items styled in their posts. Through photos on the social media stars’ accounts, followers can get inspiration on how to style the collection themselves.

Target is also leveraging its online blog to push the campaign along with interviews with the young stars. Each influencer discusses their outfit and their individual styles.

“The denim jacket with the flowers is so pretty and girly,” said Leanne, eight years old of NY Trendy Moms on Instagram . “I really like the light wash and how the floral print goes all around the top part of the jacket. I styled it with a top and skirt, but you can also wear it with jeans.”

The campaign tapped four popular Instagram accounts, each with significant followings. NY Trendy Moms, Little Miss Jae, Stella and Blaise and Zoey in the City helped Target style its new pieces.

Social importance
During a Luxury Daily webinar, executives from TapInfluence emphasized that social influencers have a dramatic effect compared to traditional ads, but marketers should be valuing transparency, authenticity and audience targeting.

During the webinar, “10 Key Influencer Marketing Predictions,” the executive explained that celebrities, bloggers and other individuals on social media are having a direct impact on sales and campaign results for marketers by leveraging their bond with followers. However, brands need to pay attention to performance data, influencer data and audience data to see the right results (see more).

Unilever’s Axe had a similar campaign and tapped into the increase in men’s interest with hair through a social influencer campaign that not only blended personalization, humor and information together, but also tied into direct-purchase capability.
The men’s personal care brand looked to encourage men to style their hair more with a social and mobile campaign that will see influencers taking over AXE’s account daily. Fans were able to get personalized recommendations with a mobile quiz that helps men get the best look for themselves and purchase the products to do so (see more).