To see if influencer marketing is effective, we need to look at real examples. This section will show successful campaigns that increased sales and engagement. By looking at these examples, we can learn what works and what doesn’t.

Success Stories

Gymshark:

Gymshark is a fitness clothing brand that is great at working with influencers. They choose popular trainers and athletes that their audience loves. These strong partnerships help them promote their products effectively.

Bodybuilder David Laid shared photos on Instagram to promote a new Gymshark collection. His post included a simple caption with the release date and time, and it got over 250,000 likes. This strategy helps Gymshark attract new customers and keep their current customers excited.

Dior:

Dior is a top beauty brand that promoted inclusivity with its 2020 campaign, “67 Shades of Dior.” The goal was to promote their Forever foundation, which comes in 67 shades for all skin tones.

To promote the collection, Dior chose 67 influencers, each for a different foundation shade. These influencers made content that Dior shared on its own channels. The campaign ran for 67 days, with Dior posting new content every day.

The 67 influencers reached about 2.66 million people. Dior received over 1.85 million views, 591,000 interactions, and a 120% boost in engagement. They also got 290 pieces of content from the influencers, with 72% of it used on their own platforms.

Moncler:

Moncler is a luxury brand from Italy. They ran the #MonclerBubbleUp campaign on TikTok to reach Gen Z.

They worked with stars like Charli D’Amelio and Bella Porch. This helped the campaign get 7.6 billion views!

People wrapped themselves in things that looked like Moncler clothes. They did this while using the song “Bubble.” The challenge ended with a focus on the famous Moncler bubble coat.

Campaigns That Didn’t Work: Lessons Learned

Not every influencer campaign is successful. Some brands have problems when they choose the wrong influencer. They may also fail to connect with their audience. These mistakes offer important lessons. They show brands what to avoid in future campaigns. Here are examples of campaigns that didn’t work:

Failed Stories

Pepsi:

Pepsi is a global beverage brand. They ran a campaign featuring Kendall Jenner to tap into social movements. The campaign aimed to resonate with issues like Black Lives Matter.

Instead, it sparked backlash for being tone-deaf. The ad showed Jenner joining a protest and handing a can of Pepsi to a police officer. This moment was meant to symbolise peace but ended up trivialising serious issues.

A wealthy white supermodel did not fit the protest theme. Which made many people feel the brand was insensitive. The campaign was quickly pulled, and Pepsi issued an apology. This example highlights the importance of authenticity in influencer marketing.

Adidas:

Naomi Campbell is a well-known supermodel. She posted an advertisement for Adidas but made a critical mistake. She copied and pasted the entire message, including team instructions, without removing anything.

This blunder led to fans mocking both Naomi and Adidas on social media. The incident highlighted issues of authenticity and professionalism in influencer marketing. It’s no surprise that trust in influencers is declining as a result of such missteps.

Duchesnay:

Kim Kardashian promoted Diclegis, a morning sickness drug from Duchesnay. However, she made a mistake. In her post, Kim only highlighted the benefits of the drug and did not mention any side effects. This led the FDA to warn her that she could face consequences if the post wasn’t removed or corrected.