Lipton is testing a new way to do creator marketing without building big in-house social teams.
After a two-year global trial, the tea brand is using influencer marketing agency Billion Dollar Boy’s “Social Hubs” — a program where local creators make a steady stream of content for Lipton’s social channels and their own, effectively acting as on-the-ground social teams in each market.
The model gives Lipton many of the benefits of having its own local social teams, while outsourcing the day-to-day grind of finding, managing and briefing creators.
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