To stand out among the many things vying for consumers’ attention on social media, brands must shy away from traditional marketing. One tool that’s proving to be profitable is influencer marketing.
Beyond just holding up a product and encouraging followers to click the “link in bio,” today’s savvy content creators use unique strategies and campaign components to hold their followers’ attention.
Whether they’re incorporating popular dance trends or promoting recipes with ingredients linked to direct product-to-cart transfers, here are seven examples of unique influencer marketing campaigns that proved to be successful in reaching their target audiences.
Influencer marketing examples to inspire you
Tyson
When food company Tyson wanted to make its products a weekly staple for parents and millennials, it hired influencer marketing company IZEA to help.
IZEA leaned into three lines of Tyson-owned products — frozen chicken, TortillaLand tortillas, and Jimmy Dean breakfast products, pairing each with one of three national grocery stores where the items could be purchased in person or online.
Using a mix of influencer-generated posts, recipes, tutorials, and a variety of calls to action — including a one-click add-to-cart feature — the campaigns were all considered a success.
LaRoche Posay
Talk about effective simplicity! Skincare company LaRoche-Posay wanted to reach youth on TikTok during Cleanse Your Skin Week, so it enlisted the help of New York cake artist Inae Tirado.
For the campaign, the influencer made a video of her creation: an eye-deceiving replica of two of the brand’s facial cleansing products, asking, “Is it cake?” before slicing into the masterpiece. The video was enough to stun viewers, some of whom created duet reactions on TikTok, giving the campaign even more exposure.
McDonald’s
Silence is golden—especially for TikTok influencer Khaby Lame, a devout Senegalese Muslim based in Italy who has earned fame with his hilarious (but silent) reaction videos and skits. Now the most-followed creator on the platform, Lame was approached by McDonald’s to star in a campaign playing two non-speaking versions of himself; as a customer and a super-speedy McDonald’s employee.
The entertaining skit has garnered 2.6M likes on his channel since its release in December 2022.
Kami App
To reach their target audience of teachers, the classroom management app Kami asked TikTok influencer and teacher Ms. Chang to create a skit about taking attendance in a classroom. The humorous campaign parodied multiple ways teachers take attendance and highlighted the ease of the app’s attendance feature.
With 1.7M followers on TikTok, the influencer was able to earn 534.6k views on the video.
Zen Body
Influencer Brianna Ancheta has become famous for her home and beauty-related content, and with 4.2M followers on TikTok, it made sense for Zen Body to partner with her for a campaign.
The brand, which sells eco-friendly shower heads with better water pressure and filtering for bacteria, chlorine, and other harmful chemicals, relied on Brianna to create a convincing and authentic video featuring the showerhead. The result? More than 19.7M views.
Titled “TikTok Made Me Buy It Part 1,” the video shows Brianna frustrated with her low water pressure and contaminants, but everything is better with the Zen Body showerhead.
Color Pop
Where do you turn when you want to promote an AI-powered coloring app? If you’re Color Pop, you turn to muralist, painter, and digital artist The Vibrant One.
When the full-time creative shared a video about how to use the Color Pop app, including its AI-generated search bar allowing artists to create almost any image for coloring, it garnered a whopping 5.3M views on TikTok. The campaign drove traffic to the App Store and earned 43.1K likes.
f’real
Blend-it-yourself milkshake and smoothie company f’real wanted to reach Gen Z with authentic, engaging lifestyle content, so it turned to influencer marketing company IZEA for help generating a campaign.
After handpicking TikTok influencers who frequently used comedy or dancing in their posts, IZEA asked them to create skits, vlogs, and dance routines using a custom song featuring f’real. The creators went to f’real machines in local establishments, chose their favorite flavor, and then demonstrated how to use the equipment to create a milkshake of their desired thickness.
The 10 videos garnered 1.7M views and reached almost 12M followers. The influencers also shared their videos to Instagram Reels, where they reached an additional 645K followers.
If you’re in charge of your brand’s influencer marketing campaigns, take inspiration from the examples of success. Don’t feel obligated to outline an entire campaign before contacting your influencers. They’re not called “content creators” for nothing, and their creativity can be as valuable as their audience when it comes to what they bring to the table. Provide guidance but let them have plenty of creative control to come up with truly unique and effective content.
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