‘It scared the hell out of me’: What brands have learned from creator partnerships

This story was originally published by sister site, Modern Retail. Brands and retailers say they’re seeing strong returns from creator content, whether that’s from mini-series or unboxing videos. While creator programs aren’t new, more retail players are jumping into the space to court consumers, drive engagement and spur sales. This year, Aerie launched a creator program for its most avid fans, while Gap Inc. began an employee creator program. Ugg started working with art students on creative content and product description pages, and Target debuted two new creator programs, Club Target and Target Ambassadors. Meanwhile, Kohl’s began giving…

This is a curated summary. The full story was reported by Digiday.