Instagram and YouTube are two of the biggest influencer marketing platforms in existence today. Brands of all types are harnessing these platforms—as well as emerging apps like TikTok, to create authentic sponsored content with the help of influencers.
To demonstrate how major brands are partnering with influencers across social, we’ve analyzed ten successful influencer marketing examples across four major social channels. The influencers involved range from a comedian to a stuntman, but common among all is the use of personal flair and inventiveness to showcase brands.
For its #MeetAnOwner campaign Subaru solicited the help of three influencers specifically for their video expertise. Each used the long-form video format to advertise the brand’s cars to millions and positively reinforce Subaru’s association with adventure.
Within this influencer marketing example, stuntman Devin Graham (devinsupertramp) stands out for creating a YouTube video of himself and friends skydiving off a cliff via a giant Slip ‘N Slide. The influencer explicitly thanks Subaru for making the video possible and in doing so positions Subaru as a forward-looking company that funds adventurous projects.
For the release of Spider-Man: Far From Home, the Mediakix team recruited one of the most talented creators on TikTok, Zach King—known for his eye-catching special effects. In this collaboration, Zach King transforms into Spiderman and climbs the walls of the watch party, ultimately falling back to the ground once his powers shut off. Using his signature digital magic tricks, Zach King crafted an eye-popping ad that was entertaining from start to finish. Zach’s single sponsored TikTok generated 13.1 million views, 1.2 million likes, and nearly 7,000 shares. The success of this sponsored video bodes well for brands looking to generate buzz, earn positive brand sentiment, and drive conversions.
TikTok is a highly valuable channel for advertisers aiming to reach a younger audience in an engaged, and relatable way. For a gaming brand like EA Sports whose userbase is predominantly teenagers, TikTok influencers present a ripe opportunity for brands to build awareness for their upcoming product launches. TikTok’s gaming culture is massive, with the popular video game Fortnite amassing over 158 billion hashtag views on the app. In a market heavily swayed on hype, EA Sports aims to attach themselves to notable creators who have major influence within the gaming community.
EA Sports recruited TikTok entertainers Brent Rivera and Gil Croes to promote the video games Apex Legends and Plants vs. Zombies. Each influencer humorously integrated product highlights into their sponsored posts, crafting videos that more closely resembled organic content than advertisements. The sponsored posts individually received over 500,000 likes and combined the videos reached over 18 million viewers.
Kenneth Cole partnered with top Instagram influencers to produce over 100 pieces of sponsored content in a Mediakix-led campaign. The sponsored Instagram Stories surpassed 2.47 million collective views over the span of a few weeks. Instagram Stories is a hyper-effective platform for advertisers since shopping features can be directly integrated into content. Users can swipe up on the Story to be taken to an external landing page or internal product page within the app. The off-the-cuff nature of the format allows influencers plenty of creative freedom to communicate the value of a product in a way that resonates with their audiences.
Oil and gas giant ExxonMobil turned to the popular YouTube channel “What’s Inside?” to advertise the release of new motor oil. The resulting sponsored YouTube video has proven incredibly successful with nearly one million views to date.
Father and son duo Daniel and Lincoln Markham stuck to their feature video format of cutting items in half and produced a product integration that promotes ExxonMobil without alienating their viewership. The pair cut a car engine in two and discussed Exxon’s Annual Protection motor oil, offering viewers useful product information to incite them towards a purchase.
To advertise the release of its new The Walking Dead mobile game, Next Games partnered with an all-star cast of YouTubers including Anwar Jibawi, Hannah Stocking, Inanna Sarkis, Lele Pons, and Rudy Mancuso. Collectively, the group maintains an astonishing following with over 18 million subscribers. Pons was one of the campaign’s standouts and created a four-minute comedic skit in which zombies from the game attack in real life.
Next Games’ willingness to give Pons sufficient creative freedom culminated in a one-of-kind video that charms fans of The Walking Dead and viewers who have never seen the show. As a macro-influencer Pons also brings shareability, a factor that has played into the immense audience reach Next Games has achieved through the sponsored video.
To promote the release of its Note 7 smartphone Samsung collaborated with a group of Snapchat power users that included CyreneQ for both event marketing and sponsored Snapchat content. Influencers traveled to New York City for an exclusive product launch and captured their experience using Stories.
Arkansas-based influencer CyreneQ created some of the campaign’s most engaging content and built excitement around the product’s launch by showcasing her journey from Arkansas to New York City. Furthermore, at the event she shared Stories footage of the product launch with fans, effectively assisting Samsung in sharing the launch with a wider consumer base than those physically present.
For its #RoadToCoachella campaign BMW recruited several top Instagram influencers to showcase its presence at Coachella 2017. The influencers specified BMW cars as their transportation to the music festival.
Model and entrepreneur Andres Hamann captured his road trip to Coachella through several sponsored Instagram photos. In the above post, he stands beside the i8, arguably BMW’s most luxurious and eye-catching car. The striking photo immediately draws viewers in and indirectly emphasizes BMW’s connection to luxury and exclusive events.
As Blue Apron’s agency of record for over 5 years, Mediakix has partnered with over 2,000 influencers to create over 3,000 individual sponsorships on every major social media platform to showcase the Blue Apron service and encourage new customer acquisition. Influencer marketing was a key factor in the huge growth and success of Blue Apron in a hyper-competitive food delivery service category reaching almost 500 million consumers to date. With the help of Mediakix, Blue Apron has grown to one of the leading food delivery services while increasing revenue per customer year-over-year.
To raise money for Water.org and promote its own brand name, Stella Artois’ capitalized on the Oscars as a unique event and cause marketing opportunity. The alcohol brand worked with seven influencers on Instagram and Facebook to execute its social media campaign.
Fashion influencer Erica Hoida (@fashionedchicstyling) created one post informing followers of the initiative. Hoida’s explicit call to action, “Help end the global water crisis by purchasing a chalice at BuyaLadyaDrink.com,” prompts user engagement and gives users the tools to connect with Stella Artois immediately.