Ace Hardware is turning to influencers to reach young consumers. The nearly 100-year-old hardware retailer is changing up their marketing strategy by adding paid and organic influencers into the mix as a way to reach Gen Z and Millennial customers, who are usually first-time home buyers. Recently, the company worked with DIY influencers like Kelsey and Ryan Mansingh, Kristine Abram, Melissa Tyler, and Angel Dooley to promote their new branded holiday. With “SomeDay,” the company wanted to inspire people “to take household projects they’ve put off and actually accomplish them.” Millennials are ready to be inspired: YPulse’s research shows 64% have become more interested in improving / fixing up their home, because of COVID-19. (Digiday)
