4 successful influencer marketing campaigns

Our recent 8-part series on influencer marketing explained the concept and key tactics. In this article, I will cite examples of brands that have used influencer marketing to sell products and services.

Daniel Wellington

Daniel Wellington is an online watch retailer based in Sweden. According to Bloomberg, the company eschewed typical marketing channels and instead focused on working with micro-influencers on Instagram. The company offered influencers free products, not money. The strategy worked. After launching in 2011 with just $15,000, Daniel Wellington now earns around $200 million in revenue.

• Why it worked: Consumers trust smaller influencers for authenticity. Daniel Wellington has succeeded through word of mouth and social proof provided by micro-influencers. Both are essential aspects of social media marketing and fuel the company’s social strategy even today, with campaigns such as campus influencers targeting its younger core demographic.

Daniel Wellington’s campus influencer program targets a younger demographic.

MVMT

Another US-based watch brand, MVMT, has relied on mid-level Instagram influencers in the fashion and lifestyle industry to build brand awareness and trust. In partnership with marketing agency Mediakix, MVMT created the hashtag #jointhemvmt and launched the campaign with 62 influencers ranging from 30,000 to 500,000 followers. Mediakix said this resulted in 100,000 likes, 2,800 comments and an overall engagement rate of 6%.

• Why it worked: MVMT’s marketing team found influencers who created beautiful content that drew attention to the product and had the right audience demographics. Keep this in mind when creating your own influencer campaign. Choosing the right people is as important as the right audience.

Screenshot of the #jointhemvmt hashtag page on Instagram

MVMT relied on Instagram influencers from the fashion and lifestyle industry to build brand awareness and trust through the #jointhemvmt hashtag.

Mattress Leesa

Leesa proves that not all influencer campaigns have to be on Facebook, Instagram or TikTok. This American luxury mattress brand sells primarily through its e-commerce site. Instead of relying on individuals, Leesa focused on notable blogs like Mattress Clarity and Sleepopolis that provide unbiased reviews and earn affiliate commissions when they generate sales. Consumers trust blogs, which have generated more than 100,000 clicks on the Leesa site.

• Why it works: Selling mattresses without a physical showroom is difficult if buyers don’t know the brand. Partnering with reputable blogs has helped Leesa build trust and engage customers in a genuine and unbiased way.

Screenshot of the Leesa mattress review on Mattress Clarity

Leesa has focused on notable blogs that provide unbiased, trust-building reviews. This example is from Mattress Clarity.

Loot Crate

California-based Loot Crate is a pop culture subscription service that offers users monthly packages that include exclusive content, action figures, and merchandise. The company has focused its marketing efforts on top YouTube pop culture and gaming channels such as PewDiePie and Jacksfilms. From 2012 to 2016, Loot Crate had 650,000 subscribers. A big part of that growth was influencer partnerships.

• Why it works: Loot Crate focused on understanding its audience and partnering with relevant influencers to generate paid subscribers.

About Deborah Wilson

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