Whether you’re looking to enter a new market, educate potential customers on a new product, improve brand perception or just looking for new and creative ways to spread your brand message - when executed well, a successful influencer campaign can really deliver results. Have a read of the case studies below and take inspiration for your own influencer campaigns.

(1) Dyson

‍

Dyson had expanded their product line to target pet clean up but had the task to raise awareness of Dyson as a reliable solution and make sure they were front of mind for pet owners. As the focus of their campaign was awareness rather than sales, their approach was to go after well-known pet influencer accounts with large audiences instead of lots of micro-influencers. The other benefit of using larger, more established influencers is Dyson were able to give them full creative freedom with the main requirement being to use their campaign hashtag and bring some humour to their posts - the rest was up to them! The campaign was a success, with 1 million views, a total of 115,000 likes and a 10% engagement rate.

(2) Iceland Groceries

‍

Iceland had a low consumer approval rating, sitting at 10%, which is something they desperately wanted to change. They had a history of using household name celebrities to be the face of their marketing campaigns but this wasn’t working. They realised the reason this strategy was failing was it was not representing their average, day-to-day customer and so turned to influencer marketing. They ended up collaborating with 50 food and mum micro-influencers focusing on relatable, everyday content and authentic reviews. Iceland combined this with social listening and paid ads to reinforce the campaign message and increase their reach. The result, was a 55% retention rate on Facebook videos, a 59% rate on YouTube and more importantly, their approval rating increased to 70%.

(3) Dove

‍

In 2019, Dove used their voice to enact change to address race-based hair discrimination in the workplace. Their campaign spanned multiple platforms - TikTok, LinkedIn and Instagram, and was focused on sharing the real experiences of women wearing their natural hair in the workplace. Dove’s partnership with LinkedIn on the #BlackHairIsProfessional campaign was critical and led to a 19x impressions-to-follower ratio. Not only did the campaign generate 97 million impressions and spark a viral conversation of 300,000 posts using the branded hashtag but it also led to a change in US law. Dove co-founded the CROWN Coalition to push forward legislation tackling race-based hair discrimination which has been passed into law in 20+ US states.

(4) Maltesers

‍

Maltesers turned to influencer marketing to help make some noise for its launch into the Estonian market. Instead of a standard PR package, they sent 35 micro-influencers a box filled with Maltesers chocolate and a red helium balloon that would float out when the box was opened. Their strategy was centred around unboxing videos, encouraging the influencers to film and share their reactions to opening their gift. At the time, the campaign team had to deal with warm weather (not a great combo with chocolate!) so had to deliver the boxes quickly to all the influencers in one day. The result was a reach of 130,000 people (reaching over 9% of the country’s population) and 13,000 likes. Beyond the direct reach, the campaign left a lasting impression and a number of parody videos were created off the back of it.

(5) Chipotle

‍

Chipotle launched a TikTok challenge asking their customers to dance for free guacamole and share it online with the branded hashtag #GuacDance. They went with two big influencers, Brent Rivera (48M+ TikTok followers) and Loren Gray (53M+ TikTok followers) to push the dance challenge to go viral on TikTok which resulted in over 530 million views and nearly 25K posts using The Guacamole Song by Dr. Jean.

‍

Each of these campaigns show, that when done right, influencer marketing can have a huge impact. If you’re still stuck for inspiration or need extra support, see how Pepper can help you with your own influencer campaigns.