11+ influencer marketing campaign examples

As social media grew to gradually consume pretty much the whole of the internet, brands every have been falling over themselves to enlist influencer marketing PR into their business.

With the right influencers, brands can not only raise awareness but also drive engagement in a more personal and relatable way. Let’s dive into some influencer marketing campaigns that really stood out, along with what made them work.

An influencer marketing campaign is when a brand teams up with an influencer – someone with a strong presence on social media – to promote its products or services.

The influencer creates content that features the brand, and the brand gets exposure through the influencer’s audience. The key is finding the right influencer whose values and style match your brand’s, making the collaboration feel natural and authentic.

There are several ways to run an influencer campaign, depending on what you’re aiming for. Here are a few ideas to get you started:

Let influencers try out your product and share their honest opinions with their followers.

Team up with influencers to run a contest where their followers can win your product by engaging with your posts.

Give influencers a special discount code or affiliate link so they can earn a commission when their followers make a purchase.

Work with influencers to create sponsored content that fits with your brand’s message, but still feels true to their voice.

Invite influencers to an event or product launch, and have them share their experience with their followers.

Let influencers take over your social media for a day, sharing their own content and engaging with your audience.

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The aim: Get the attention of automotive and DIY enthusiasts (brand awareness).

The campaign: Valvoline worked with Cohn & Wolfe to find influencers in the automotive space, like Tim Odell from Hooniverse. These influencers were given the chance to showcase their cars in high-quality video content, which they then shared with their followers.

The results: The campaign’s YouTube video series reached over 25,000 views, with social shares helping the campaign continue to gain momentum.

The aim: Position British Airways as a supporter of global talent and innovation.

The campaign: British Airways chartered a flight for some of the brightest minds in STEM from companies like Google and IBM. During the flight, the group brainstormed solutions for accessing global talent. The influencers shared their experience and insights on social media, helping spread the message.

The results: The flight resulted in 22 ideas to help global talent connect, generating media attention worldwide. Influencers’ posts brought even more visibility to the campaign.

The aim: Connect with consumers on an emotional level, highlighting the premium nature of La Mer products.

The campaign: Estée Lauder asked influencers to share the moments in their lives that made their “eyes light up” using the hashtag #EyesLightUp. Influencers created stylish content and shared it on Instagram and Twitter, encouraging their followers to do the same.

The results: The campaign sparked hundreds of social shares, helping to introduce La Mer’s Illuminating Eye Gel to a wide audience.

The goal: Increase awareness for Glossier’s new eyebrow product.

The campaign: Glossier recruited a variety of micro influencers, from beauty bloggers to makeup artists, to share their personal reviews of Boy Brow. These influencers showcased how they used the product in their daily routines, which helped spark buzz and authenticity around the product.

The results: The campaign led to a surge in product sales, with many influencers sharing their honest opinions and contributing to the product's viral success.

The goal: Align Nike with athletes who stand for social change.

The campaign: Nike partnered with influencers like Colin Kaepernick to create the “Dream Crazy” campaign, highlighting stories of athletes who overcame adversity. The campaign also focused on social issues, resonating with younger, socially conscious audiences.

The results: The campaign received worldwide attention and sparked important conversations, with Nike’s sales benefiting from the positive reception.

The goal: Engage customers during the holiday season and boost brand visibility.

The campaign: Starbucks encouraged customers to share photos of their holiday cups using the hashtag #RedCupContest. Influencers and regular customers alike participated, with the best photos earning prizes.

The results: The campaign went viral, generating thousands of user-generated content posts and reinforcing Starbucks’ holiday branding.

The goal: Encourage travellers to experience new destinations like a local.

The campaign: Airbnb partnered with a diverse group of influencers who showcased their stays in unique locations around the world. The influencers shared their travel experiences, emphasizing local culture and adventures.

The results: The campaign helped drive bookings by promoting the idea that Airbnb offers more than just a place to stay, but an authentic travel experience.

The goal: Create a positive brand narrative around McDonald’s food.

The campaign: McDonald’s asked customers to share positive stories about their experiences with the brand using the hashtag #McDStories. The campaign aimed to generate feel-good content around the brand.

The results: The campaign… didn’t go exactly as planned, with people jumping on the "bashtag" to share their worst experiences with the brand. However, McDonald’s quickly pivoted and used the lessons learned to improve their social media approach in future campaigns.

The goal: Highlight L’Oréal’s empowerment message, especially for women.

The campaign: L’Oréal collaborated with influencers to share personal stories of empowerment and self-love. The campaign featured diverse influencers from all walks of life, amplifying its inclusive message.

The results: The hashtag #BecauseYoureWorthIt became a viral success, with the campaign boosting brand loyalty and connecting L’Oréal with women who resonated with its empowering message.

The goal: Reinforce Red Bull’s association with extreme sports and adventure.

The campaign: Red Bull sponsored Felix Baumgartner’s record-breaking jump from the edge of space. The event was broadcasted live and heavily promoted by influencers.

The results: The jump became a global phenomenon, garnering millions of views and reinforcing Red Bull’s identity as the brand for thrill-seekers, even becoming a Prime documentary years later.

The goal: Drive sales for Dunkin’s at-home coffee products.

The campaign: Dunkin’ Donuts worked with influencers to show how they enjoy Dunkin’ coffee at home, using hashtags like #DunkinAtHome. These influencers posted recipes, behind-the-scenes looks at their coffee routines, and more.

The results: The campaign helped boost product sales and strengthened Dunkin’s presence in the at-home coffee market.

Set clear goals: Understand what you want to achieve – whether it’s brand awareness, product sales, or customer engagement.

Choose the right influencers: Find influencers whose audience aligns with your target demographic. Make sure their values match your brand’s.

Develop a creative strategy: Plan the content your influencers will create, ensuring it feels authentic and engages their audience.

Set a budget: Determine how much you’re willing to spend, whether for influencer compensation or campaign execution.

Track and adjust: Monitor the campaign’s performance and be ready to make adjustments to improve results.

• Research platforms: Use tools like Instagram, TikTok, or YouTube to discover influencers in your industry.
• Look at engagement: Choose influencers with a genuine connection to their followers, rather than just focusing on follower count.
• Check their values: Make sure the influencer’s content aligns with your brand’s message and values.
• Reach out: Start by building a relationship with influencers through social media or email, explaining why you think they’d be a great fit for your campaign.
• Evaluate past campaigns: Look at an influencer’s previous collaborations to see how they perform with other brands.

Prezly helps you build strong, authentic relationships with influencers, manage your outreach efficiently, and monitor results all in a single effective PR tool.