Social entrepreneurs charge influencer marketing as having a big affect on their model’s advertising efforts together with buyer loyalty (87%), consciousness (89%) and popularity (87%), in line with our Q3 2023 Pulse Survey of 307 social entrepreneurs in the US.
However influencer advertising isn’t so simple as choosing any creator, creating one-off content material and reaping the advantages of their loyal following—our report discovered 81% of social entrepreneurs describe influencer advertising as an important a part of their social media technique. And with 79% of entrepreneurs describing influencer content material as mandatory for his or her clients’ experiences, manufacturers should be strategic to create campaigns that resonate.
On this article, we’ll cite extra knowledge from our Q3 2023 Pulse Survey as we discover marketing campaign sorts. And we’ll cowl 10 examples of profitable influencer advertising campaigns to encourage your personal technique.
What’s an influencer advertising marketing campaign?
Influencer advertising campaigns are partnerships that leverage the affect of creators to advertise gross sales and construct model consciousness. Our survey exhibits increasing model attain to new audiences (68%), boosting engagement charges (50%) and enhancing model authenticity and belief (47%) are thought-about to be the three most useful advantages of influencer advertising.
What do several types of influencer advertising campaigns appear to be?
There are a lot of variations of influencer advertising campaigns, however all of them harness the creator’s loyal following, trustworthiness and authenticity. In accordance with our Pulse Survey, we discovered that corporations are targeted on the next brand-influencer partnerships: giveaways, product collaborations and influencer-led ads.
Let’s discover some examples of several types of influencer advertising campaigns.
Giveaways and contests
Who doesn’t like free stuff, particularly from their favourite manufacturers? The survey exhibits 65% of entrepreneurs companion with influencers by way of giveaways. These giveaways can vary from free, unique merchandise to discounted providers. Most of these influencer advertising campaigns are used to assist enhance engagement and promote manufacturers. The influencer will describe the way to enter the contest whether or not it’s leaving a remark, sharing a submit, finishing a social media problem and so on. Giveaways are efficient for micro-influencer marketing campaigns as a result of they have a tendency to have a extra engaged viewers.
Some 62% of entrepreneurs companion with influencers by way of product collaborations. Product collaborations can take varied totally different varieties, however they leverage a creator’s creativity and affect by inviting them to design or produce specialised content material, or a particular version of the model’s merchandise. These product collaborations would possibly embrace occasion activations, unboxing movies, critiques and pre-release content material to assist create hype and pleasure across the launch.
Affiliate influencer campaigns and sponsored posts
Over half of entrepreneurs (57%) use influencer-led ads to collaborate. These can range as nicely, however online marketing applications and sponsored posts are widespread examples of influencer-led promoting.
With online marketing, the influencer promotes a product/service and when their followers convert, they earn a share of the revenue. Principally, the creator will obtain a fee for each sale they make by way of low cost codes and/or referral hyperlinks. Affiliate influencer campaigns are standard in ecommerce because it’s so simple as sharing a hyperlink or code for followers to make a purchase order. An online marketing influencer may additionally be a brand ambassador and persistently promotes a model’s services or products.
Sponsored content material are social posts that manufacturers pay influencers to create and publish on the creator’s account. Sponsored posts are disclosed by a hashtag like #advert or #brandpartner, or a paid promotion label that seems on-screen to let followers know the creator is being paid for the content material.
7 examples of profitable influencer advertising campaigns
Get impressed with these seven examples of influencer advertising campaigns. These partnerships seize the magic that occurs when companies find and partner with the right influencers for his or her advertising campaigns:
Influencer journeys are staples inside the magnificence trade. Topicals, a skincare line, hosted a visit in Bermuda to have fun their model’s third birthday. After all, content material in paradise is social media gold, however it’s not the IG-worthy images that make this marketing campaign stand-out.
Topicals is the primary magnificence model to host a completely BIPOC sponsored model journey and have smaller creators. The skincare model invited a various group of 18 influencers together with actuality tv star Dami Hope, esthetician Sean Garrette and way of life creator Ishini Weerasinghe. A number of had by no means been to a model journey earlier than. The influencer journey resulted in 3 million impressions and a rise of 5,000 followers throughout TikTok and Instagram, according to Topicals.
Topicals featured influencers on their model account, however the friends additionally posted each day content material on their Instagram Tales. Recaps had been additionally posted on TikTok. The marketing campaign used the tags #TopicalsTakesBermuda and #TopicalsTurns3 to mark content material.
The important thing takeaway: Inclusive, numerous partnerships mixed with a content material technique that facilities authenticity can result in vital follower development and elevated engagement.
Gymshark’s partnerships team scouts talent to submit content material that includes their merchandise. For those who ever scroll on TikTok or Instagram, you’ll discover plenty of their model ambassadors, generally known as Gymshark Athletes, exhibiting their newest haul and sharing low cost codes.
For instance, @SopheAllen tries on her Black Friday haul objects and factors her followers to make use of her affiliate hyperlink to stand up to 60% off.
The important thing takeaway: Model ambassadorships promote particular affords and showcase merchandise authentically which drives direct gross sales. Attempt-on hauls like these permit viewers to examine themselves within the clothes and offers followers the chance to ask the creator related questions on sizing, match, materials and so on. It additionally creates a pipeline for extra user-generated content that will even prolong the model’s attain.
Dunkin’ is a superb instance of an organization stepping exterior the field for model partnerships. Their brand collaboration with e.l.f in 2022 proved the success of two unlikely duos. This 12 months, they’re bringing it again with their newest marketing campaign: America Runs on Munchkins®.
The Munchkins® marketing campaign performs on the donut model’s American Runs on Dunkin marketing campaign, a tagline the corporate has used since 2006. This collaboration stars Ben Affleck, Dunkin’s official spokesperson, and Ice Spice, a rapper recognized for her a number of viral hits like, “Munch,” which can also be the identify of her followers and a play on phrases for the marketing campaign. The bespoke video premiered on the 2023 MTV Video Music Awards, with a number of viral social media posts teasing on the collaboration forward of the ceremony:
The important thing takeaway: Collaborating with surprising influencers that construct on legacy campaigns can create buzz-worthy campaigns that resonate with broader audiences.
4. La Roche-Posay
Because the US Open’s official sunscreen companion, La Roche-Posay hosted a model activation on the nationwide sporting occasion. The skincare model invited plenty of influencers like @JaeGurley to check out sunscreen merchandise and a skin-scanning machine that evaluates solar injury:
The important thing takeaway: Partnering with influencers by way of interactive activations can successfully promote and educate shoppers about your model’s services and products. Aligning the model with a prestigious occasion maximizes publicity and engagement.
We are able to’t do an influencer advertising marketing campaign in 2023 with out speaking in regards to the advertising magic behind the Barbie film. Joybird collaborated with content material creator @ChrissaSparkles to advertise the Barbie™ Dreamhouse™ furnishings assortment. Together with sponsored movies, @ChrissaSparkles created content material at Joybird’s showroom.
@ChrissaSparkles is an ideal match for Joybird collaboration with the film as a result of she embodies some core traits related to Barbie: a love of pinks and pastels, humor, vibrant residence decor and many trendy appears to be like. She wears a number of hats as a performer, designer and pilates teacher. And he or she has a preferred satirical collection the place she performs totally different Barbies, like “Only Child Barbie.”
The important thing takeaway: Working with content material creators who authentically align along with your model can drive consciousness and gross sales in inventive methods.
6. Flock Freight
Flock Freight tapped on Steve Burns for his or her “Define Your Load” campaign. The freight delivery firm was searching for investigative personalities to characteristic of their marketing campaign and with Burns returning to the highlight a 12 months earlier than, the partnership was the correct match. The nostalgic star went viral after his “Message From Steve ” video, celebrating the twenty fifth anniversary of Blue’s Clues. The “Outline Your Load” marketing campaign received a Cannes Lion for B2B Inventive within the Challenger Model class in June 2023.
The important thing takeaway: Flock Freight’s marketing campaign illustrates the significance of timing and capitalizing on influencers’ latest viral moments or relevancy to amplify a marketing campaign’s affect. Leveraging Burns’ resurgence into the limelight added to the shock worth of the marketing campaign.
In 2022, Dove expanded its influencer neighborhood to assist champion the model’s values of inclusivity and physique confidence. The non-public care model won a Shorty Award in micro-influencer technique for its a number of campaigns: #PassTheCrown, #DetoxYourFeed, #ReusableIsBeautiful and Child Dove #OneRealPressure.
These varied influencer advertising campaigns mixed result in spectacular success on Dove’s social channels, incomes over 1 billion impressions and overdelivery on each key metric. Their engagement charge went up 20%, permitting them to exceed their 2022 aim.
The important thing takeaway: Microinfluencer advertising campaigns might be simply as impactful as these with bigger followings.
Selecting the right influencer advertising platform
Strategic collaborations with influencers that align along with your model can yield unimaginable outcomes whereas establishing belief and authenticity in a inventive method.
However to attain these outcomes, you want the correct instruments to execute successfully throughout platforms and with varied influencers. Influencer marketing tools might help you determine which kind of collaboration to pursue and assist you discover the perfect influencers to your marketing campaign.