Do you know anything about the field of influencer marketing?
I think that that is marketing that is focused more on influential people than the target market.  Like promoting an item by using the fact that Mrs. Big so and so likes it.
That makes sense people tend to follow the ideas of famous known people more often.
Yeah, I guess they figure out who has influence over the buyers and then they do the marketing based on those people.
How do they figure out who has influence over the buyers?
I think that's part of the marketing process, they have to identify which individuals have influence over the buyers they want.  For instance they would know that you don't use Kim Kardashian to market to homeschooling moms.
That much yield higher profits than broader marketing.
I would definitely think so, and it may not be a celebrity, they can also use other influencers such as journalists, industry people, professionals, etc..