Influencers are everywhere. If you’re active on social media, you’ve probably seen them, followed them and interacted with them. Their posts are usually engaging and vibrant, and it’s always fun to try and keep up with their lives.
This is precisely why they’re incredibly useful for brands. When done right, influencer marketing can become a gateway to success, fame and profit. All that’s needed is the right collaboration at the right time with the right influencer.
Here are some successful collaborations between brands and influencers:
Dunkin’ Donuts and Charli D’Amelio:
Dunkin’ Donuts has a huge presence on TikTok with more than 3.1 million followers, and one of the key reasons for its success is its spectacular use of influencer marketing. They engaged in a long-time sponsorship with Charli D’Amelio, a famous TikTok star with more than 144.5 million followers. They created a viral campaign under the hashtag #CharliXDunkinContest. D’Amelio posed with their products and posted content of herself ordering the drink. What’s more, Dunkin’ released two drinks with her, and their first beverage release was even called “The Charli”. This led to a spectacular 57% in app downloads on the launch day itself, making them the #1 food brand on TikTok.
Benefit Cosmetics, Crocs, and Manny MUA:
Benefit Cosmetics partnered with Crocs for a tremendously successful campaign #benefitofcrocschallenge, which was led by the glamorous influencer Manny MUA. This was a brilliant choice: with more than 4.1 million followers on Instagram, Manny was a leading beauty influencer on Instagram with an affinity for Crocs and Benefit Cosmetics.
The challenge was huge, spanning across Instagram Reels and TikTok with its participants doing beauty routines with Crocs. It was a spectacular success, receiving around 6 million views on TikTok and directly resulting in the limited edition Crocs line to sell out.
MVMT and Sam Kolder:
Watch brand MVMT cracked the code of influencer marketing: partnering with influencers whose values aligned with their own. They partnered with the famous traveller, adventurer and filmmaker Sam Kolder in order to create a collection of new, irresistible watches. Not only that – they also produced a series of engaging YouTube videos celebrating life. Their primary goal was to reach a new audience, and that’s exactly what this partnership helped them achieve by exposing their brand to Kolder’s 1.2 million followers, infusing their products with a sense of adventure and curiosity.
American Eagle and Addison Rae:
American Eagle, a clothing and accessories company, is a special favourite among teenagers for their high-quality denim. In order to debut their Back To School ‘20 campaign, they partnered with TikTok legend Addison Rae, a fashion, beauty and comedy creator who currently has more than 88.6 million followers. She promoted their brand on her channel, including some of her own fun dances, and even included her mother in some of the videos to promote their “mom jeans” line. She also featured in an American Eagle billboard in Times Square.
The results of this partnership were spectacular. Launchmetrics, who tracked the campaign, reported that Rae generated an impressive 4.26 million in MIV (Media Impact Value) for American Eagle in just six months.
LEGOU Games & Farlight Games and Zach King:
Call of Dragons, a fantasy game from LEGOU Games and Farlight Games, is a worldwide hit with more than 2 million players. Recently, in April 2023, they announced a partnership with Zach King, a famous influencer who’s well-known for his entertaining videos and magical illusions, for a 2-minute promo video for the game. With King’s help, the game included some great new elements such as the ability to use an ice staff in combat, skyrocketing their players’ enthusiasm.
This promotion was a massive success: the video has already garnered millions of views and its popularity has been only increasing since then.
When Gymshark entered the market, it had some massive competition by dominating giants Nike and Adidas. However, it managed to grow their brand using minimal budgets due to influencer marketing.
Their campaign “66 Days: Change Your Life challenge”, also known by the hashtag #Gymshark66, was a particularly massive hit on TikTok and Instagram due to influencer marketing. It asked its audience to challenge themselves for 66 days of positive habits and an active, healthy lifestyle in exchange for a year’s supply of Gymshark. It partnered with six sports influencers who had a powerful presence on TikTok and Instagram to boost awareness about this challenge. For example, Twin Melody shared a video with #Gymsharks promoting their activewear, which has over 751k+ likes till this day.
And that’s a wrap on some of the most iconic brand-influencer collaborations! It’s clear that influencer marketing is extremely successful and a must-have for small and large brands. Just make sure that you choose the right influencers for your brand, and you’re good to go.