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11 Influencer Marketing Campaigns, Learnings, & Considerations


More and more, brands are turning to social media influencers to help tell their brand’s story. Rather than post an Instagram update about a product, or solely launch a brand advertisement on YouTube, brands are hiring popular social media users (called “influencers”) to highlight the brand, product, or service with their own content and messaging. Social media users are bombarded with content and more than ever, are being selective about who they want to follow and what content they want tot see. Influencer marketing bridges the gap – allowing the brand to reach their desired target audience by partnering with a social media influencer to highlight a new product launch, introduce a new brand, or recommend a service. According to Forbes, “consumers are becoming increasingly skeptical of brands and their marketing tactics, and building trust is crucial. Advertising through influencers allows brands to promote through someone that a niche community watches, engages with and trusts on a daily basis.” Influencer marketing is something that isn’t going away and it’s important for communications professionals to understand how the influencer marketing puzzle works and how to best leverage and partner with social media influencers to maximize campaign results. Here are 11 influencer marketing campaigns, learnings and considerations for communications professionals.

#1 Important Influencer Marketing Statistics

Did you know 88% surveyed consumers have been inspired to purchase based on what they saw from an influencer? Stay up-to-date on influencer marketing stats with Rakuten Marketing’s 2019 Influencer Marketing Global Survey results.

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#2 Influencer Marketing Basics

Before planning an influencer marketing campaign, it's important to take a step back and understand the basics. What is influencer marketing? Who are influencers? How does a brand find the right influencer to fit their goals? This article is a great starting point if you’re looking to dive into the world of influencer marketing.

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#3 Understanding and Classifying Influencers

The world of influencer marketing is always evolving and it's important for brands to stay up-to-date. This study provides more context into how influencers rise to fame and standard practices that successful influencer implement. The article also uncovers the "hierarchical classification of the different types of social media influencers" with definitions and characteristics so communications professionals can understand the right partner for their campaign.

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#4 FTC Disclosure is Crucial – Learn from Lord & Taylor’s Misstep

If you’re partnering with an influencer to highlight your brand, product, or service, it’s crucial to follow the FTC’s guidelines on disclosure. Influencers need to be clear whether their content is #sponsored. Learn from Lord & Taylor’s costly misstep and how to best adhere to FTC’s disclosure requirements

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#5 Get Inspired by These Brand Influencer Campaign Examples

Want to launch an influencer marketing campaign but need some ideas and inspiration? Here’s 13 amazing influencer marketing campaigns from brands like Old Navy, H&M, Gap, and Glossier to learn from.

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#6 Influencer Marketing Considerations for the Travel Industry

Looking to invite an influencer to your client’s new hotel? Hoping to get more exposure for your region through an influencer campaign? This is great resource for communications professionals in the travel and tourism space, as it highlights how “destination marketers” can build relationships with travel bloggers and social media personalities.

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#7 Understanding YouTube Influencers Impact on Gen Z

YouTube is the largest video sharing site and one of the top platforms social media influencers use to highlight products. Dive in to understand the impact of social media influencers, specifically on YouTube, and how it affects the younger target audience

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#8 Understanding the Social Media Influencer Value Model

This helpful article highlights the social media influencer value model, which encompasses advertising content value, influencer credibility, perceived trust, brand awareness, and purchase intent. This is important for social media marketers to evaluate for their own brand and potential influencer partner, in order to understand the importance of trust and credibility when it comes to influencer campaigns.

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#9 A Few More Brand Influencer Campaign Examples to Inspire You

Here’s another round of 11 creative influencer marketing campaigns from brands like Pedigree, Choice Hotels, and Sony to inspire and kickstart your brand’s next influencer marketing initiative.

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#10 It’s Simple: Gen Z Prefers Influencer Content Over Brand Ads

Need further proof that you should consider influencer marketing as a part of your larger advertising spend? This study, interviewing 13 to 24 year olds response to ads, brands, and social influencer content, shares relevant stats on how Gen Z’s online habits when it comes to skipping or watching brand ads. 58% DON’T skip over influencer-branded content vs. pre-roll ads and TV ads.

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#11 Celebrity-Specific Considerations for Influencer Marketing

Looking to partner with a top-tier influencer - an actual celebrity? Here’s a few considerations and learnings to help guide you to find the right celebrity to fit your campaign based on "parasocial relationships" between the celebrity and your intended target audience.

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