Carter Wilkerson

Heather Fletcher is senior content editor with Target Marketing.

Influencer marketing was big for brands in 2017, and will most likely continue to grow in 2018. But how about the brands with marketing influencers? They exist, and they’re impacting marketing every day. Some influenced marketers so much in 2017, we made a list.

KFC’s absurd social media strategy is working. For a month now, the fast food chain’s social media marketing has been riding the wave of fan amusement about the discovery of its 11 Herbs and Spices Easter egg in the accounts @KFC was following. Now, KFC’s surprised the fan who made the discovery with a portrait painted for posterity. Here’s what KFC’s doing right.

At this point, marketers are in awe of the social media marketing savvy of @Wendys. As of 9:36 a.m. Tuesday, they may have started the slow clap; for that is when the fast food brand gave Carter Wilkerson a year’s supply of chicken nuggets, donated $100,000 to charity in his honor and presented him a certificate of achievement.

“18 Million,” @Wendys tweeted. High-schooler Carter Wilkerson took it from there. The teenager from Reno, Nev., created a marketing campaign to gain the number of retweets the fast-food giant requested based on his April 5 query about getting a generous gift of chicken nuggets.

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