Love this initiative in building and working with online influencers.
Only thing, aparently Vogue aren’t paying them in cash but are providing ‘exclusive access’ to their content (the juicy bits). Even though there isn’t cash exchanging hands by way of ‘payment’, it’s trust that is an online influencers ‘currency’ (as heard at a Laurel Papworth social media training session).
I also love the mix of influencers selected - and influence not often measured by the number of followers, but also someone’s (demonstrated) personal passion for Vogue.
Also, like the acknowledgement that engaging influencers is about building word of mouth and advocacy and works as part of an overall campaign (advertsing) to drive purchase.