Campaigns like those from Wired, InStyle and Teen Vogue are attractive to advertisers looking for new ways to connect with audiences, said Mr. Shlachter at DigitasLBi. “To breakthrough in the media ecosystem today requires a myriad of tactics,” he added.
But there are also risks involved. A tin-eared brand showing up in a publishers’ social feed might turn off followers. That’s why, for instance, Wired tapped influencers for the Victorinox campaign and InStyle enlists its own staff to create Instagram and Snapchat content for advertisers. “Above all, no matter what you’re doing, be authentic and true to your brand as well as the audience,” Mr. Shlachter said.
The words you want here are “leverage” and “feedback.”