How do you reach Gen Z? With teens more likely to watch YouTube than traditional TV, “self-made star” Liza Koshy is one example. The YouTuber has worked with Calvin Klein, AMC Theatres, and more, authentically advertising to her 17.5 million subscribers and creating a PG safe haven from ad-safety anxiety. Apple reportedly said Koshy’s ad for Beats headphones had four times the click rate of their Tom Brady spot, not only calling attention to the new definition of “celebrity,” but also the power of The Influencer Effect. (WSJ)
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