The New York Times, aiming to tap into the power of so-called "social influencers," has acquired the digital marketing agency HelloSociety, it was announced Friday.
Launched in 2012, HelloSociety sports a network of content creators that can be tapped to contribute, across multiple social platforms, to branded content campaigns. The Times purchased HelloSociety from Science Inc.
"The acquisition will integrate HelloSociety's tools, talent and approach into the service suite of T Brand Studio, the Times Company's content agency," according to a release.
HelloSociety CEO Kyla Brennan said, in the release, that the company's technology "will make it easier for The New York Times's advertisers to create customized campaigns and content to resonate across any social channel."