The way this is usually done is that you do look for young, hip and good looking people that are posting on istagram about their hobby using your product and then make them a brand ambassador by giving them free stuff, money, hook them up with professional models, photo shoots etc. and get them to post more.
The fact that they have to make this an official "internship" speaks volumes. Obviously there is nobody hip or young enough out there that they can organically grow into an ambassador ... sorry Jeff!
G