Kelly Campbell is taking an unusual approach to the influencer marketing game: total honesty. Campbell, who joined Hulu in 2017 after 12 years at Google, spearheaded the recent Hulu Sellouts campaign, in which professional athletes – including NBA standouts Joel Embiid and Damian Lillard – acknowledge that they’re promoting Hulu because, well, the brand paid them.
The campaign is an amusing send-up of the wink-wink relationship between influencers and brands. “Influencer marketing has taken on a life of its own,” Campbell told The Wall Street Journal. “Yet at the same time, we know athletes are getting paid a lot of money to endorse products.” Keep an eye on Campbell – who landed on last year’s Forbes CMO Next list – to see which sacred cows she targets next.