5 Brand Influencer Campaigns You Don't Want to Miss
An influencer, according to the Oxford Dictionary, is defined as ‘someone with the ability to influence potential buyers of a product or service by recommending the items on social media’.
That said, we believe that it isn’t as straight forward as an influencer simply telling their followers to ‘buy this’ or ‘try that’. The consumer of today is switched on when it comes to paid-for influencer campaigns, and anything that doesn’t come across as genuine and authentic will be quickly dismissed.
Influencer marketing campaigns should be more than pure product promotion – although, of course, this is important.
A successful campaign needs to include content that truly resonates with the audience, gives them value and encourages them to engage with the brand.
Creative campaigns of this kind are something we’ve done time and time again. There are plenty of great examples of how brands have worked with influencers out there - here are just a few of our favourites.
1. Casper Puppy Party
Mattress company, Casper, celebrated the launch of its new ‘doggie mattress’ range by inviting canine influencers to a star-studded, four-leg-focussed event in New York. The puppy party had everything from green carpet, ‘pupperazi’ waiting on arrival, a steak dinner and hot dog infused water. The whole event was live-streamed on Facebook by The Dodo, a website ‘for animal people’.
The dog influencers, who had a combined reach of over 3.5 million dog lovers, covered the event -giving positive reviews that highlighted the new Caper doggy mattress.
British shoe brand, Moshulu, wanted to encourage women aged 35-45 to add colour to their wardrobes over the summer. Energy PR worked with Moshulu to create #MyMoshulu – a campaign where four influencers chose a pair of Moshulu shoes and styled them five ways. A rich range of content was generated -images, style advice and shoe reviews, which were then shared on their blog and social channels using the campaign hashtag. Each blogger also ran a competition offering one reader the chance to win a pair of Moshulu shoes to further engage the audience.
The campaign had a huge reach of over 55,700 – while the influencer photography, showcasing 20 different ways to wear Moshulu shoes, was then available to use in the brands future marketing collateral.
3. Lazer MAD
Energy PR worked alongside Mookie, a leading manufacturer, supplier and distributor of toys and games, to launch the new Silverlit Lazer MAD range of lazer blasters to a target audience of ‘dads and lads’. We invited the UK’s biggest male ‘kidfluencers’ and a selection of dad bloggers to a money-can’t-buy event hosted at one of the coolest venues of its kind, simulating a disused Cold War nuclear bunker.
We devised a series of games designed to demonstrate the gameplay potential and USPs of the products. The activities capitalised on the popularity of games like Fortnite as well as tapping into the appetite for ‘challenge’ videos on YouTube by pitting our biggest vloggers – Tekkerz Kid and the Bone Brothers - against each other.
Each influencer was also tasked with filming/blogging an unboxing of the product, to further emphasise the product’s key USPs.
The influencer marketing campaign for Lazer MAD promoted the launch of the new range to a vast audience online – reaching almost two million people across multiple channels.
The videos, images and reviews shared by the influencers each communicated the USPs of the blasters and included links to retailer websites to drive sales, making Lazer MAD stand out above the competition. The event itself provided the ideal backdrop to demonstrate gameplay, with endorsements from the UKs top kidfluencers, Tekkerz Kid and Boris Bone.
4. The Body Shop’s #HealthyMoment
The Body Shop – a Belgian Fairtrade retailer (not the one we know and love here in the UK) used a simple giveaway to promote its new product line of healthy teas amongst influencers. The retailer asked influencers in Belgium to share a collection of photos using #HealthyMoment to enter and be in with a chance of winning a big bundle of free samples. Simple, but effective!
The campaign generated over 50,000 likes and a huge increase in Belgian followers on the brand’s social media account. There was a 200% increase in global engagement and in Belgium this increased by 22%.
5. The Insta-Home
Origin, the UK’s favourite bi-folding door, window and door company, wanted to reach homeowners and demonstrate how well it understood what they want from their properties. Energy PR created a campaign that reveals the effects of Instagram on how we view our homes. This positive story encouraged people to love their homes, empowered by the knowledge that the interiors they see on Instagram are often staged images, and not realistic expectations of how our own homes should look.
For the campaign, we worked with leading home & interior influencers, Restoring Lansdowne and Hornsby Style to launch a social media initiative that encouraged people to share ‘behind the scenes’ shots of their homes, the less-than-perfectly styled side, using #InstaHomeReality. The influencers also authored a series of guest blogs on the Origin website – answering FAQs, myth-busting on the topic and giving top house styling tips.
Restoring Lansdowne’s first Instagram Story, which highlighted imperfections in her home, was the best performing story she has ever posted – with over 12,000 views. The guest blog posts received a total of 520 in their first week alone. Engagement levels were high on social media – lots of people joined in conversation, commenting on posts and sharing their own #OriginInstaReality on their own stories.
To find out more about how we can help with your influencer relations programme, take a look at our expertise in this area.