I ran my first experiment in influencer marketing in middle school. My mom had bought me a pair of practical (her words) but hideous (my words) sneakers -- and insisted I wear them to gym class.
Believing -- maybe rightfully -- that my reputation hinged on having cool footwear, I convinced my mom to buy a second pair as a gift for my friend Kelly's birthday. Kelly was the coolest girl in sixth grade. Everything she did turned into a trend.
Kelly wore her sneakers to gym, probably at behest of her mom. Next thing I knew, everyone was rocking my ugly shoes. I was trendy, not lame. The experiment was a total success.
I didn't think about ... Read More