10 TikTok Marketing Campaigns: How Brands are Using TikTok Influencers

TikTok Marketing Campaign

Insights & Results From These 10 TikTok Marketing Campaigns

TikTok marketing campaigns are relative newcomers to the influencer marketing industry. Chinese owners ByteDance introduced the platform to the US back in 2017, before acquiring and then merging it with the popular Musical.ly app in August of 2018.

Although TikTok is social media’s newest kid on the block, the app has had an astronomical rise to the top. Reports in November indicated that TikTok has so far been downloaded 1.5 billion times, making it one of the most popular platforms in the world. TikTok finished the 2019 year becoming the number one most downloaded app in both the App Store and Google Play.

Now, with brands and influencersfeeling more comfortable on the burgeoning platform, it has truly begun to demonstrate its potential as a marketing tool. Combined with arapidly growinguser base of young millennials and Gen Zers, TikTok has found itself in the enviable position of being the hottest influencer marketing tool of the year.

Here are 10 TikTok marketing campaigns that show just how useful the platform can be to brands and marketers:

Top TikTok Marketing Campaigns With Stellar Results

  1. Chipotle: #Boorito Challenge
  2. Mucinex: #TooSickToBeSick Challenge
  3. Charlie’s Angels: Don’t Call Me Angel
  4. Kool-Aid: #OHYeahChristmas with LilJon Contest
  5. #TransformUrDorm Kroger Is First To Try New In-App Shopping Tool
  6. Gymshark: Fitness Niche
  7. Walmart: Black Friday Campaign #DealDropDance
  8. TooFaced: Ongoing Influencer Partnerships
  9. Calvin Klein’s TikTok Marketing
  10. EA Sports: Influencer Partnerships on TikTok

1. Chipotle: #Boorito Challenge

@brittany_broskithe duality of man. On oct 31 u can get a burrito for $4 if u come in costume after 3pm. EAT UP MY BABIES!!! #Boorito chipotle #ad♬ Boo (Remix) – Ronald Stein

Chipotle had its annual “Boorito” offer for Halloween this year, offering food at a reduced price for customers who ordered in a spooky outfit. Like other brands, TikTok has increasingly become a key part in Chipotle’s promotional campaign this year. The challenge involved users posting a video showcasing their before and after Halloween costume transformations, using the custom sound bite that Chipotle created just for the campaign.

The top five posts (based on number of likes) that used the #Boorito and #Contest tags would give winners free burritos for a year. Influencers who were sponsored to participate in the campaign included Brittany Broski, Zach King, and Jiffpom.

Throughout the campaign, the #Boorito tag garnered an astonishing 3.6 billion views, largely helped by partnering with influencers who could promote viral videos for the brand. Broski’s promotion racked up 160K likes in her advertisement.

This isn’t Chipotle’s first experience on TikTok. The brand has a history of success on the platform. It previously did a promotion for National Avocado Day using the tag #GuacDance, encouraging fans to post a video showing off their dance moves. The campaign got 250,000 submissions and 430 million video views in six days. Their latest campaign smashed those numbers out of the water, and will likely embolden them to pursue more campaigns in 2020.

2. Mucinex #TooSickToBeSick Challenge

@jaydencroesDon’t let a cold limit your fun this holiday! I am #TooSickToBeSick 😎🔥 #Mucinex #Sponsored♬ #TooSickToBeSick – Join The Challenge


Pharmaceutical brands have not been known to have the easiest rides when it comes to social media influencer marketing. Traditional advertising is notably harder for medicinal products. Because of FDA and FTC guidelines, influencers have to be extra careful when promoting health products. With social media stars often running afoul of requirements, brands have been cautious in how they use influencer marketing for medical brands.

Kim Kardashian’s dressing-down by the FDA caused many brands to rethink their strategies, with many now opting to avoid directly advertising medical products and instead forming partnerships that utilize influencers’ personalities to market products.

Mucinex’s campaign, its first on TikTok, was in this same mold, using creators to promote an over-the-counter product; a first for TikTok.

The campaign involved challenging users to a “transformation”; a common theme which suits the platform’s style well, making use of transitions. Transitions are slick edits from one video to another, typically done by users to show a quick, smooth change to their viewers.

To participate, users had to post a video contrasting them being “too sick” with them being “so sick” and include the tag #TooSickToBeSick, to promote their cough medicine. The challenge was a success generating over 889 million views.

They partnered with four influencers for the campaign; Jaydencroes, OurFire, dreaknowsbest, and Nick Tangorra. Jayden Croes’ effort notched up 501K likes. Altogether, the four racked up 1.8 million likes and over 20K shares.

3. Charlie’s Angels: Don’t Call Me Angel

@demibagbyShow me your most fierce moves #CharliesAngelsUnite! charliesangelsmovie in theaters Nov 15th! #ad

♬ Don’t Call Me Angel (Charlie’s Angels) – Ariana Grande, Miley Cyrus & Lana Del Rey

Influencer marketing and movies go hand-in-hand. Entertainment brands have been using other platforms, like Instagram, to great effect for a number of years now. TikTok is no exception, and some entertainment products are well-suited for campaigns on the app.

The recently rebooted Charlie’s Angels was given a promotional campaign on TikTok, with over 15 influencers involved in the marketing effort. The campaign involved influencers performing a dance or skit to the lead single on the film’s soundtrack, Don’t Call Me Angel. TikTok, along with its predecessor Musical.ly, has become a hotbed for viral songs, and they are often regarded as key to a successful influencer campaign.

It’s the unique approach to music the app takes that differentiates it from other platforms and makes it an attractive option for brands and marketers. While stats are cagey, the historical indications are that the vast majority (85%) of people use other networks with no sound.

TikTok is therefore able to position itself as an app where most users will be watching and listening—a key consideration if you have three of the world’s biggest pop stars performing your tie-in song. The influencers used included Rebecca Zamola, Zoe Laverne, and Lauren Godwin, using the tag #CharliesAngelsUnite, which accrued over 4.2 billion views. 129.2K TikTok users uploaded videos using the feature song from the film.

4. Kool-Aid: #OHYeahChristmas with LilJon Contest

@glitterandlazers

Oh Yeah! Show how you get festive and use #OhYEAHChristmas to enter for a chance to win $10K from koolaidmanofficial. #KoolAid #Ad #contest

♬ All I Really Want for Christmas (feat. Kool-Aid Man) – Lil Jon

Much like Mucinex, Kraft Heinz’s Kool-Aid had its first TikTok campaign in 2019, with a hashtag challenge and a chance to win $10,000. Users were encouraged to post videos of themselves enjoying the holiday spirit and using the tag #OhYEAHChristmas for a chance to win.

The campaign featured rapper Lil Jon and the brand mascot, Kool-Aid Man, with the pair posting three videos to the official account at @Koolaidmanofficial. Kool-Aid’s target market of younger audiences is well-served by marketing on TikTok. 60% of users in the US are 16-24 years old, making it an ideal platform for reaching out to younger consumers.

In addition to Lil Jon, influencers were brought in to engage in the campaign, such as Glitterandlazers, who has a following of 3.8 million users. Her post garnered over 1.3 million views and 79.1K likes.

Other influencers promoting the contest included kidrl, nickandsienna, and kingcamo_1, who have a combined following of 9.1 million users. Over 10K videos have been made for the challenge, which began on December 2nd and ended 10 days later. The winner will be announced early 2020.

5. #TransformUrDorm Kroger Is First To Test Out New In-App Shopping Feature

TikTok Marketing Campaign

Retail giant Kroger stands alone as the first company to participate in TikTok’s new “Hashtag Challenge Plus”. Hashtag Challenge Plus allows users to shop for products associated with a marketing campaign’s hashtag directly through the app.

This is done through the “Explore” tab, which features an in-app experience where campaign products can be purchased within TikTok. This tab has since been removed, but videos associated with the #TransformUrDorm tag have been viewed 875 million times.

This primarily serves as an additional means for TikTok to monetize its platform in a bid to avoid the pitfalls suffered by other similar short-form video platforms in the past. Kroger partnered with four influencers for the campaign: Joey Klaasen, Cosette Rinab, Mia Finney, and Victoria Bachlet, collectively boasting 13.8 million followers.

The campaign challenge itself centered around asking users to post videos showing their dorm transformations. The influencers’ uploads together racked up 3 million views, 252K likes, 1352 comments, and 1747 shares. The campaign hashtag has so far accrued 876.2 million views by TikTok users.

In spite of not being a typical hunting ground for a brand like Kroger, this campaign shows that TikTok can prove a vital tool for some brands in reaching out to those crucial Gen Z audiences that grow in importance every year.

6. Gymshark: Fitness Niche

@gymshark

rybkatwinsofficial rockin’ our pastel collection🙌 which colour is your fave? #gymshark66

♬ original sound – gymshark

Fitness is a vertical that performs extremely well with social media influencer marketing. Fitness influencers command substantial authority and popularity on Instagram, partly because of the aspirational nature of the platform.

Gymshark was early on the Instagram influencer train, investing heavily into the market. They have 2.9 million followers on their brand Instagram account. The company decided to translate this success from one platform to another, shifting some of their focus to younger demographics found on TikTok.

On January 1st 2019, Gymshark announced its 66 Days: Change Your Life challenge. Users were tasked with picking a personal goal, which they would then hope to achieve by March 8th, taking before and after pictures of their progress. The competition promised the winner a year’s supply of Gymshark goods.

Gymshark partnered with six influencers, at the time having a collective following of 19.8 million. They purposefully chose to collaborate with personalities who had higher followings on TikTok than Instagram, though some cross-posted their promotions there as well.

The campaign brought nearly 2 million likes, 12K likes, and an engagement rate of 11.1%. The campaign hashtag, #gymshark66, was viewed 45.5 million times.

7. Walmart: Black Friday Campaign #DealDropDance

Walmart Influencer Marketing

As if any more evidence was needed that the biggest brands in the world are looking to TikTok to market their products; the world’s biggest company by revenue also got in on the act.

Walmart engaged in its first TikTok campaign—a common theme for big brands this year—by encouraging users to post videos of themselves expressing how Black Friday savings at the store make them feel with a jig.

The campaign used the tag #DealDropDance, which has to date generated a staggering 3.6 billion views on videos that included the hashtag. For the effort, Walmart signed six influencers: Montanatucker, dreaknowsbest, bdash_2, kidrl, kingcamo_1, OurFire, reaching over 17 million followers.

OurFire’s promotion, which featured the pair predictably dancing in a store, achieved over 57K likes, 488 comments, and 739 shares from their 5.5 million followers. Walmart’s involvement in yet another signal that the biggest brands are taking TikTok seriously as a marketing tool.

There are few other platforms that have such a defined and engaged Gen Z audience, and with brands catching on we can expect to see them utilizing it more frequently in 2020.

8. TooFaced: Ongoing Influencer Partnerships

@kristenhancher

DAMN my lashes look THICK! Wearing the toofaced DAMN GIRL mascara #TooFacedPartner #TFDamnGirl #sponsored

♬ When I Get Going – Kallico

Unsurprisingly, cosmetics brands prove to be just as popular on TikTok as they are on YouTube and Instagram. Beauty brand TooFaced partnered with TikTok influencer Kristen Hancher for an ongoing campaign.

Using the hashtag #toofacedpartner, influencers post videos of themselves doing makeup routines with a before and after demonstrating their transformations. Hancher’s video featured her briefly makeup-free, before a quick edit to her transformation with her showing the products she used and a song played over the top.

The success of the video among fans was likely bolstered by her presenting herself with no makeup; uncommon for her typical upload. Her promotion garnered 1.8 million views, 167K likes, 1816 comments, and 2219 shares.

In addition to Hancher, other influencers have also partnered with the ongoing campaign. Victoria Lyn, Ewa Zawada, Laurie Elle, and Chloe Rose all signed up to participate by uploading their own promotions for the brand.

The influencers collectively account for 11.9 million followers. With Hancher’s 23.1 million, TooFaced’s reach for the campaign is a staggering 35 million TikTok users. The campaign’s tag has so far got a relatively meager 9.4 million views, but as a long-term project that unlikely to ruffle any feathers just yet.

9. Calvin Klein’s TikTok Marketing

@calvinklein#statements on hair, via #kendalljenner. our now. #mycalvins #calvinklein

♬ original sound – calvinklein

Here we have again another brand launching its first foray into TikTok marketing. Not overly confident with digital marketing, Calvin Klein has used TikTok as something of an experiment to grow their online presence as organically as possible.

While most brands operate their strategies by seeking out influencers and leveraging their existing fan bases, Calvin Klein took a more traditional approach to their marketing. That is to say, they created an official account, hired big-name celebrities, and posted their promotional marketing material directly through the official account.

They have so far produced 22 videos, establishing a following of 5.1K. Under the tag #MyCalvins, stars such as Shawn Mendes, Kendall Jenner, and A$AP Rocky are briefly interviewed for the brand.

Given the relatively low view and like counts that the campaign has so far produced, it’s unclear whether this approach will prove to be successful in the long run. Social media platforms—TikTok in particular—thrive because their distinct subcultures.

The personalities that dominate them are often non-traditional celebrities for precisely this reason. It’s one of the reasons partnering with an influencer closely associated with the platform will give a marketer the most bang for their buck.

10. EA Sports: Influencer Partnerships on TikTok

@brentriveraWhen you’re forced to get out of the house..😫😂 #ApexLegends #ad

♬ original sound – brentrivera

Video game company EA Sports is a match made in heaven for TikTok influencer marketing. The younger generations, Millennials and Gen Z, account for a large proportion of gamers, and TikTok’s gaming subculture is massive (videos with #Fortnite have over 14.3 billion on the platform).

A more comprehensive approach than most brands, EA uses TikTok to promote several of its games, such as Apex Legends, for which they recruited Brent Rivera. Rivera’s post, a comedy skit of him playing the game, which has so far got 700K likes from his 17 million followers.

Other promotions featured Gil Croes, the eighth most popular influencer on the platform with a follower count of 22.6 million. His video, also a comedic skit, featured the game Plants vs. Zombies and was liked by 505.1K users and commented on 1.9K times.

In contrast to these two huge online stars, EA also sought out a collaboration with Indie Cowie, a freestyle soccer player who helped promote Fifa 20. Her upload featured her freestyling in public, with a personal shoutout for Fifa 2020: The Groundbreakers. Partnering with a smaller influencer indicates a sophisticated strategy which is served by collaborations with a range of influencers of all sizes.

Case Study: EOS Lip Balm Marketing With Instagram Influencers

eos-lip-balm-marketing-influencers

The cosmetic industry has always felt most at home on Instagram, and influencer campaigns for beauty brands often bring in enviously high engagement rates. Rising beauty influencers have become the foundation of many brand campaigns, giving a much-needed personal touch to marketing. In short, they’ve become a central part of the beauty industry’s attempts to better resonate with consumers.

Instagram Influencer Marketing Case Study: EOS Lip Balm Marketing Tags Beauty & Lifestyle Influencers

In the latest EOS lip balm marketing campaign, the brand features six new additions to their Flavor Lab lip balm line. A total of 19 influencers were involved in the creation of the new flavors, with many more involved in the wider influencer campaign.

The precautions EOS took for this campaign are worth noting—though they helped create them, the 19 influencers are not featured on the product packaging in any way; and the influencers involved were all trusted, long-term partners on EOS’s books. Perhaps wary that audiences are pushing for more transparency from beauty brands and influencers, EOS employed a strategy which was conscious of this trend.

Goals

  • Drive awareness of EOS’s six new lip balm flavors for their Flavor Lab range.
  • Drive positive engagement using a diverse roster of various influencers tiers.

Approach

  • Channel: Instagram
  • Influencers: Beauty and lifestyle influencers
    • Sample of 35 influencers: 15 micros; 6 megas; 5 mid-tiers; 5 macros; 4 nanos

Preview Of Influencers

Themes

  • Hashtags use among influencers was consistent across the campaign, with #eosgift and #eosflavorlabs the most prominent. Other hashtags included:
    • #eosproducts
    • #eosflavorlabs
    • #eosgift
    • #eosgifted
  • Each influencer shared one post in June announcing the product line launch; two influencers in our sample uploaded two posts.
  • Instagram caption varied in length; some were long while others were medium-length. The vast majority had a unique slant to them as opposed to being cut-and-copy branded messages.
  • Caption content varied with some doing giveaways, others unboxings, gifts, or standard promotions.
  • All posts were tagged with @eosproducts and #EOSFlavorLab.
View this post on Instagram

Anzeige | 🎉GEWINNSPIEL🎉 ✖️Wie schnell die Zeit vergeht: Vor fast genau einem Jahr war ich mit meiner lieben @olesjaswelt in New York & das spannende Projekt mit @eosproducts begann🥰 Wie ihr ja mittlerweile wisst, durfte ich im #eosflavorlab an den neuen Geschmacksrichtungen mitwirken & meine persönliche Meinung in den Entwicklungsprozess miteinfließen lassen☺️ Was für eine unglaublich schöne Erfahrung!👍🏽 Ein Jahr später halte ich nun die Endprodukte in den Händen & bin total happy was dabei rausgekommen ist🤩 Euch erwarten 6 neue Geschmacksrichtungen, die auf jeden Fall Lust auf den Sommer machen☀️ Klickt euch gerne mal durch die Galerie durch & sagt mir, welchen Lip Balm ihr am spannendsten findet😁 Außerdem hat eine von euch die Möglichkeit, alle neuen eos Lip Balms aus dem Flavor Lab zu gewinnen! Yay!😍 Erfüllt folgende Teilnahmebedingungen & schon hüpft ihr in den Lostopf: 1️⃣ Folgt mir (@madeleineschoen) & @eosproducts 2️⃣ Liket dieses Bild 3️⃣ Kommentiert den ☀️-Emoji & verratet mir, welches Bild ihr am schönsten findet☺️ 4️⃣ Das Gewinnspiel geht bis zum 24.07.2019, 23:59 Uhr ✖️Der Gewinner wird von mir per DM benachrichtigt. Keine Barauszahlung des Gewinns möglich. Instagram steht in keiner Verbindung zu diesem Gewinnspiel ➡️ Ich wünsche euch allen ganz viel Glück🥰💕 ________________________________________________________ #eosproducts #eosflavorlab #blogger_de #stuttgart #0711

A post shared by MADELEINE SCHÖN (@madeleineschoen) on

Results

Social Reach

  • Instagram followers targeted: 15,312,216

Engagement

  • Likes: 757,618
  • Comments: 17,833
  • Engagement rate: (overall average): 3.30%

Aspyn Ovard Hosts Giveaway For Customized Box

YouTuber Aspyn Ovard has the second-largest following of the influencers in our sample, with 2.2 million followers on Instagram in addition to her 3.4 million subscribers on YouTube. Ovard uploaded two posts; one was a standard promotional post more in-line with others; one was a promoting a giveaway for one of her fans to win a customized box of the whole range of lip balm products.

Ovard scored an impressive 8.39% engagement rate for the post, the highest of any one upload for the campaign. She garnered 162,869 likes and 5,016 comments. As a demonstration of how successful giveaways can be, the increase in likes between this post and her other post was 4%—for her comments it was a 1,267% increase.

Adelaine Morin Steps Her Campaign Up A Gear

Adelaine Morin is another of the six mega-influencers for the EOS lip balm marketing campaign, but wasn’t one of the 19 influencers involved in the creative process in establishing the line. Her post features her using EOS’s lip balm while cheekily posing out the window of her car.

With 83,999 likes and 8,995, she accrued an impressive engagement rate of 7.75%. It’s worth noting that the comment count was the highest of the campaign—without the added incentive for followers of a giveaway of any kind. That’s a truly significant number and a good example of an influencer who commands substantial loyalty from her fan base.

Adri Reynoso Draws Fans In With EOS Gift

Adri Reynoso is the smallest influencer of our sample—a nano-influencer—with just over 2,000 followers. Her post is more personal than many others, with the product featured next to her illustration of a lavender latte to complement the Flavor Lab flavor of the same name.

Reynoso drew 71 likes and 22 comments for an engagement rate of 4.29%, performing better than the 3.3% campaign average. It’s important to point out that the post features the tags #eosgift and #eosproducts but not the required #ad or #sponsored. Marketers should take precautions to ensure there’s no complications arising from a campaign.

Julia Fodor Serves Up Fruity Flavors

With 51,000 followers, Julia Fodor is an emerging mid-tier influencer with what would be considered a modestly substantial following. Her post consisted of her showing off three flavors of lip balm in various settings, including being served on a plate accompanied by fruit.

Despite her efforts to inject some personal creativity into her post, she only got 541 likes and 16 comments for an engagement rate of 1.09%—the lowest of the campaign. In addition, it’s worth strongly considering the inclusion of sponsorship tags to keep all the bases covered.

Takeaways

  • EOS lip balm marketing was successful in leveraging a wide variety of influencer tiers.
  • Mega-influencers performed well, with three of the six performing higher than the campaign engagement rate average.
  • Nano- and micro-influencers performed better on average (3.2%) than mid-tier and macro-influencers (2.4%).
  • Many of the influencers were long-time collaborators, with EOS likely recognizing the importance of associating the right personalities with their brand over time.

Case Study: Pantene Influencers Highlight Gold Series In Instagram & YouTube Influencer Marketing Campaign

Pantene has shown some significant forays into influencer marketing in the last few years. In 2016, the brand partnered with Chiara Ferragni, one of the top fashion bloggers in the world, making her a brand ambassador and official Pantene influencer.

Late last year, Pantene marketing coordinated a campaign around the tag #BadHairDay and #GreatHairDay, encouraging Instagram and Twitter users to use Pantene products and post before and after experiences using their shampoo and conditioner.

They seized on an already popular trend of people self-deprecatingly posting images of bad hair days. It’s not the first time owner P&G has shown an aptitude for social media—last year they hosted user-controlled live obstacle course on Twitch, YouTube, and Facebook Live for it’s Old Spice brand.

Pantene Instagram & YouTube Influencer Marketing Campaign: African American Pantene Influencers Flaunt Gold Series Collection

For this Pantene marketing campaign, it’s Gold Series Collection was front and center. The Gold Series line was first unveiled in early 2017, so this appears to be a reminder advertising push to build on awareness of the existing products.

Pantene influencers were exclusively people of color to reach their target audiences. The campaign focused on the Gold Series being developed by a team of African American scientists, a message which played a prominent role in the captions of many of the influencers’ posts.

View this post on Instagram

If you follow me since some time, you know I’ve been hiding & protecting my natural hair under protectives styles since some time now. And when I wash my hair & want to let it breath & rest a few days, I like to do a casual high puff using the #Gold Series from @pantene , a line imagined by a team of black scientists for black women’s hair. Natural, relaxed, curly, or coily, this line has been developed to embrace & refresh hair textures. It’s not my first time using the Gold Series and what my hair likes about is the intense moisture & the protective conditioning & repair agents which couldn’t help better after months of protectives styles. – – These big twists out were done the same day and dried out for 4 hours, I usually let them more when I have more time but I actually enjoy better my puff to be more between natural relaxed than super coils, cause I can play more with the texture among the days . – – When styling my hair here, I’ve used the Sulfate Free Shampoo, two favorites that I’ve been using since I discovered the line : the Leave-On Detangling Milk, the Hydrating Butter Crème & I ended with the Edge Tamer Infused with Argan Oil, a newbie which I’ll definitely use again for finitions. – – Have any of you already try some products of the Gold Series from Pantene ? Let me know in the comments below which ones are your favorite ! The collection is available at @amazon, swipe the link in my bio to check it out ! #ad #PanteneHair #SoulBehindTheScience #GoldSeries

A post shared by Oriane Adjibi (@myfashionbreak) on

Goals

  • Drive awareness of Pantene’s Gold Series Collection.
  • Utilize mid-tier and lower influencers to drive strong engagement among smaller, loyal audiences.

Approach

  • Channel:
    • Instagram: 25 African American female influencers in the beauty, hair, and lifestyle categories.
    • YouTube: 4 influencers are also mid-tier YouTube creators who also made sponsored videos for the campaign.
  • Each influencer posted at least one sponsored post.

Preview of Pantene Influencers

Themes

  • Hashtag use across the Pantene marketing campaign was relatively consistent: #PantenePartner; #GoldSeries; and #PanteneHair were commonly used. The campaign-specific tag was #SoulBehindTheScience, which was used in a total of 30 posts.
  • Most Pantene influencers opted for the tag #PantenePartner, instead of the typical #ad or #sponsored tags, which is usually recommended for influencers in order to toe the line with FTC regulations.
  • Captions varied by influencer, but virtually every one had a call-to-action that either suggested where products could be bought or asked followers to share their own experiences through comments.
  • Targeting people of color was a key part of Pantene’s marketing campaign strategy—almost all posts mentioned that the Gold Series was formulated by a team of African American scientists, leveraging an understanding of hair from African ancestry.

Results

Social Reach

  • Instagram followers targeted: 1,286,500
  • YouTube subscribers targeted: 1,313,096

Instagram Engagement

  • Likes: 56,819
  • Comments: 1,603
  • Views: 249,780
  • Engagement rate (overall average): 12.26%

YouTube Engagement

  • Views: 287,001
  • Comments: 1,069
  • Engagement rate (overall average): 4.56%

Chizi Duru Shows Fans Her Hair Routine Across Platforms

Chizi Duru is the biggest Pantene influencer in our sample. She has 122,000 Instagram followers and her YouTube videos average 25,000-100,000 views, putting her firmly in the mid-tier of influencers. Her Instagram video was a short montage of her hair routine, while her YouTube video featured a more extensive tutorial. In addition, she also posted an image on Instagram of her posing with a Gold Series product.

Chizi’s Instagram video received 4,988 likes and 228 comments for an engagement rate of 10.21%. Her YouTube video garnered 96,801 views—above average for her channel. The captions in her Instagram posts were both consistent in their brand messaging, both including the campaign tag #SoulBehindTheScience.

Nneoma Acts Out Comedy Skit For Pantene

Beauty and style influencer Nneoma is one of the larger personalities in the campaign, with an Instagram following of 100,000. A mid-tier influencer, she typically posts about fashion and cosmetics, with a little comedy mixed in too. For her post, she performed a skit with someone massaging the product into her scalp. Her caption was medium-length, featuring a CTA and the campaign tag #SoulBehindTheScience.

Her post received 4,650 likes and 185 comments for a total engagement rate of 4.84%. Micro-influencers in the campaign achieved on average a percentage point more than the mid-tier influencers, indicating relatively more success for the smaller Pantene influencers.

Harris Janae Flaunts Her Natural Style

Harris Janae is a natural hair influencer—a suitable Pantene partner for this campaign. She has a following of 65,800 on Instagram and her video similarly featured her hair routine using Pantene products. She used her caption to describe every step of her routine, to the extent that it has several characteristics of a long-form written caption.

View this post on Instagram

#pantenepartner Have you ever tried out the Gold Series Collection form @pantene? Their line is so amazing! 🙌🏾 The collection is designed by a team of black scientists to provide strength and moisture for women with relaxed, natural, or transitioning hair! While washing my hair with the Deep Hydrating Co-Wash it left my hair feeling very moisturized and soft without stripping away any natural oils. Next I used the Leave-on Detangling Milk which is very lightweight and made it easy for me to detangle my hair without it feeling so weighed down. To help with my styling I had to use the new Thermal Heat Protector which helped protect my hair from frizz and heat while conditioning my hair when applying my blow dryer. Lastly I used the Curl Defining Pudding which helped lock in moisture and define my curls without having a lot of frizz! With all of the products combined together it left my hair feeling so soft and had my curls bouncing! I’m so in love with this line y’all! This collection is now available @krogerco Click link in bio for full video • • • • #soulbehindthescience #pantenegoldseries #flexirod #flexirodset #Blackbombshells #unconditionedroots #amazingnaturalhair #hair2mesmerize #protectivestyles #cwkgirls #naturalhairblogger #naturallyshedope #naturalchics #myhaircrush #myhairtexture #blackboldandnatural #curlbox #2curls1mission #nhdaily #bighairdontcare #berrycurly #naturalcurly #naturallyshedope #4ahair #3chair #naturalhairdoescare #bignaturalhair #kinks2curls

A post shared by Natural Hair Influencer (@_harrisjanae_) on

With 57,225 views, her Instagram post had the most views of any Pantene influencer in our sample. She racked up 6,149 likes and 137 comments, meaning an impressive engagement rate of 10.98%.

Lisa Jean-Francois Reviews Gold Series For Fans In Video

Lisa Jean-Francois is a micro-influencer with 36,000 followers on Instagram. Her posts typically feature her and her family, in addition to her fashion, beauty, and lifestyle uploads. Her Instagram post is framed as a product review, as opposed to a tutorial or routine. Her caption is positive about the products, featuring a call-to-action to buy Gold Series products from Walmart.

She massed 3,556 views, 713 likes, and 59 comments for an extremely impressive engagement rate of 21.65%, the highest of any influencer involved in the campaign. This once again points to the common trend of micro-influencers being useful assets in campaigns, providing marketers with great engagement among loyal followings.

Takeaways

  • Pantene influencers were exclusively persons of color in order to reach their target demographic.
  • Pantene utilized micro- and mid-tier influencers for the campaign, with no macro- or mega-influencers.
  • Micro-influencers outperformed their mid-tier peers on average.
  • Pantene influencers also used YouTube as a platform, with Pantene likely recognizing the thriving cosmetics scene on the platform as a good opportunity for cross-platform marketing.

Case Study: Fabletics Marketing Strategy Flexes Style And Comfort With Fitness & Fashion Influencers

fabletics-marketing-strategy

In a push to secure more of the athleisure market, Kate Hudon’s brand is linking up with Fabletics ambassadors. To better understand the Fabletics influencer marketing strategy, we sampled a set of Instagram sponsored posts featured in their campaign and evaluated the effectiveness of Fabletics influencers.

Instagram Influencer Marketing Case Study: Fabletics Influencers Get Active On Instagram And IRL

Co-founded by award-winning actress, Kate Hudson, Fabletics is a women’s activewear company aimed at offering stylish, quality clothing at an affordable price. An “athleisure” company with a strong e-commerce presence and 34 North American retail locations, Fabletics has grown year-after-year, boasting an annual revenue of more than $300 million.

Having a Golden Globe winner at the helm of your brand is an incredible asset for any company, but Fabletics marketing strategy includes partnering with many influencers across various social platforms to reach their target demographic. Fashion and lifestyle blogger, Amber Feldman, of Trendy & Spendy, writes that she showcases two outfits per month as part of her Fabletics ambassador partnership. Offering an influencer application on their website, Fabletics has a finely-tuned influencer program that’s been successfully collaborating with influencers for years.

Fabletics Influencer Marketing Campaign Encourages Followers To #KickButtLookCute

The front page of Fabletics.com features the hashtag #MyFabletics, where fans and members are encouraged to upload and share their styled-out photos. #MyFabletics has been used across Instagram 53,013 times, while the less brand-specific #KickButtLookCute has been tagged 4,491 on the platform.

Fabletics influencers using these hashtags often feature themselves wearing the brand’s latest styles, while detailing aspects of the gear inside of the caption. Many Fabletics influencers offer workout and/or lifestyle tips, with some using the space to open up about their own hopes and struggles.

Goals

  • Raise awareness around the Fabletics brand, clothing offerings, and consumer options.
  • Communicate Fabletics’ brand values.
  • Promote engagement by inspiring fans to join the Fabletics movement.

Approach

  • Channel: Instagram
  • Influencers: Sample of 12 female influencers in fitness, fashion, and lifestyle categories.
    • Three were nano-influencers, while nine were micro-influencers.
    • Most of the sampled Fabletics ambassadors also had their own blog.
    • Influencers represented a diverse range of women with different backgrounds, ethnicities, body types, and personal styles.

Preview Of Influencers

Themes

  • All Fabletics influencers are active on Instagram. Their sponsored posts featured high quality images that emphasized the influencer wearing a Fabletics outfit.
  • Captions tended to be long, with many Fabletics influencers offering personalized messages that included inspirational tones and encouraging words.
  • Hashtags featured in the sampled posts included #MyFabletics, #KickButtLookCute, and #MoveInFabletics.
  • The influencers didn’t include promo codes in their posts, but some referred followers to shopping links within their bios.
  • Fabletics influencers denoted the sponsored nature of their post with the hashtag #ad.
  • Each Fabletics influencer posted approximately one sponsored ad per month, with some influencers posting more frequently.
  • Fabletics used their official Instagram account (1.1 million followers) to engage with their influencers in the comments section of the posts.

Results

Combined Results (56 posts)

  • Social Reach
    • Instagram followers targeted: 177,212
  • Engagement
    • Likes: 59,981
    • Comments: 3,426
    • Engagement rate: 9.41%

Sarah Vadnais Takes Fabletics For A MotoX Spin

Fashion influencer, Sarah Vadnais, brings her personal style to 3,812 followers through her finely-curated Instagram feed. Vadnais’s May 23rd post stood out from many other Fabletics promotions, showcasing the nano-influencer on a motocross bike in a blooming wild-flower field.

The one with the fewest followers of the sampled Fabletics influencers, Vadnais was able to procure the campaign’s highest engagement. Generating 1,791 likes and 24 comments with her MotoX post, Vadnais achieved an impressive engagement rate of 47.61%.

Frances Flores Shows Off Bold Fabletics Solids Against A Weathered City Backdrop

Frances Flores, better known as Shaped by Frances on Instagram, posts creative and dynamic yoga photos for her 20,000 followers. Noting that she’s a Fabletic ambassador in her bio, Flores is most often pictured in athletic wear throughout her feed.

With a commanding and graceful stance, Flores shows off her Fabletics gear while looking into the camera. Captioning the image in both English and Spanish, Flores encourages her fans to “step up your game” and “evolve.”

Flores garnered 3,471 likes—the highest among sampled posts—with her May 15th photo. Her post also attracted 14 comments, resulting in an engagement rate of 17.43%.

Madison Fichtl Praises Morning Yoga As A Remedy For Jet Lag

Lifestyle blogger, Madison Fichtl, offers fans a wide range of content through both her Instagram feed and blog. Showcasing stylish clothing and “must have” items, as well as giving lifestyle, travel, and shopping tips, Fichtl’s posts are eclectic, enchanting, and engaging.

In her July 17th post, Fichtl is pictured in Fabletics gear walking with dog, Charlie, as she shares tips for beating jet lag and extols the virtues of her Fabletics leggings.

With 25,300 followers, Fichtl was the most-followed influencer of those samples in the Fabletics influencer marketing campaign. Garnering 1,808 likes and 58 comments, Fichtl achieved an engagement rate of 7.38% with her July 17th post.

Takeaways

  • The Fabletics influencer marketing campaign boasted a high overall engagement rate of 9.41%.
  • Complimenting the influencers’ tastes and lifestyles in areas such as fashion, travel, and fitness, Fabletics influencer posts feel organic and authentic.
  • Long-form, personalized captions that speak candidly to an influencer’s audience can help drive higher engagement.
  • Instead of focusing on one-off partnerships, Fabletics influencer marketing seems intent on investing in long-term relationships with their ambassadors.

Case Study: Snapchat Real Friends Campaign Leverages Instagram Influencer Marketing To Boost User Growth

snapchat-real-friends-campaign

The Snapchat Real Friends campaign has taken to the spotlight, exposing part of Snapchat’s plan to win back social media users and refocus users’ interests on “real” life. Below, we explore Snapchat’s global campaign and the immediate results of its influencer marketing efforts.

Snapchat Global Campaign Showcases #RealFriends With Instagram Influencers

It’s no secret that the flagship product of Snap Inc., Snapchat, has been having a tough time over the last few years. With Instagram’s Stories swallowing up much of the market share, top influencers have migrated in large numbers to Snapchat’s more lucrative rival.

Snapchat has, however, somewhat steadied the ship in 2019. Overall growth has been underwhelming but consistent, maintaining a solid user base of 200 million. It’s also still wildly popular among younger audiences and gaining traction among those over 25-years-old, too.

snapchat-real-friends-campaign-

Snap has historically been fairly reluctant to conduct large marketing campaigns. Last year the company launched its first TV ad campaign, which took direct aim at Instagram in a bid to mark itself out and revitalize Snapchat in the short-form video social media scene.

This is a key strategy for Snap for 2019 after hiring two new executives in late 2018 and its first Chief Marketing Officer in April 2019 to improve its fortune in its battle with Facebook. The appointments have so far proved very successful for Snap.

Instagram Influencer Marketing Case Study: How Snapchat #RealFriends Campaign Snubs Instagram To Regenerate User Growth

Snapcaht’s global campaign, #RealFriends, seeks to take advantage of Instagram’s increasingly negative perception by users—principally, that the platform landscape is dominated by aesthetic-focused, photoshopped, posed, or otherwise inauthentic content.

This campaign push is an attempt to position Snapchat as the go-to platform for sharing real moments, and not “trying to look pretty or perfect”—as their campaign press release notes in a clear jab at Instagram.

snapchat-real-friends-campaign

This plays into Snapchat’s hands as the pre-eminent “feel good” app. Respondents indicate that 95% of users feel happy while using the app, more than any other social media platform.

Snap is known for having no presence on Instagram, but cleverly used the platform for their influencer marketing push. They partnered with “quote influencers” for the campaign in a hashtag takeover that began on July 29, the day before International Friendship Day.

Goals

  • Drive awareness of Snapchat as the “happy” app for users in contrast to Instagram
  • Promote engagement among followers of quote influencers and emphasize Snapchat’s “real friends” push
  • Establish a brand voice which resonates with users on other platforms as Snap tests new marketing strategies

Approach

  • Channel – Instagram
  • Influencers – Motivational and inspirational quote accounts
    • Sample of 75 influencers
    • 35 mid-tier, 27 micro, 8 nano, 3 mega, 2 macro

Preview of Influencers

Themes

  • The hashtags used were consistent among all posts, with #RealFriends and #FriendshipQuotes featured exclusively
  • Influencers uploaded one post each, a simple solid yellow square with a quotation and the Snapchat logo in the bottom-left
  • The aesthetic remained constant, though there were a wide variety of quotations
  • The post captions all used the same template, simply saying “Brought to you by Snapchat.”

Results (75 posts)

Social Reach

  • Instagram followers targeted: 13,837,430

Engagement

  • Likes: 121,864
  • Comments: 1,900
  • Engagement rate (overall average): 1.25%

Poems Porn

Poems Porn is the largest account that was involved in the campaign. With 2.6 million followers, it is well within the realms of mega-influencer territory. The post features a quotation from Jim Morrison with the caption: “Brought to you by Snapchat. #RealFriends #FriendshipQuotes.” This caption format is followed by all the influencers in this case study.

The post received 23,174 likes and 239 comments for an engagement rate of 0.90%—slightly below the overall average for the campaign.

Positivity Embraced

Positivity Embraced is a micro-influencer boasting 24,000 followers. The account posts quotes almost exclusively on yellow backgrounds, meaning Snapchat’s campaign format fits nicely with the influencer’s established aesthetic style.

The post featured the campaign caption and tags with a quotation from musician Joan Jett, “You don’t lose when you lose fake friends.” The post achieved 1,021 likes and 10 comments for an engagement rate of 4.31%, the highest performer of any post in the campaign.

So She Slays

So She Slays is a mid-tier influencer with 327,000 followers. This account differs from others in that it regularly features personalities who share their stories on their affiliate website. Their post for the campaign notably also featured the same Joan Jett quotation that Positivity Embraced used, suggesting that influencers were given a choice of what to use.

In contrast to Positivity Embraced, the Snapchat promotional upload stands out strikingly on their feed—bright yellow on a mostly white, pink, and pale orange page. With 6,808 likes and 120 comments, the engagement rate was 2.17%, among the more impressive of performers.

Spiritual Awakening

Spiritual Awakening is another mid-tier influencer, with 180,000 followers. The majority of content on the account deals with positive affirmation. The sponsored post for Snapchat displays a quotation from Gandhi, with the consistent caption and tags that feature across the campaign.

With 208 likes and 2 comments, this post was the worst performer of the entire campaign, earning an engagement rate of 0.12%. By the standards of typical engagement rates found with this tier of influencers, it’s a low rate and well below the average of the campaign.

Takeaways

  • Snapchat is keen to raise awareness of the brand as a feel-good platform in a period when leading social media giants are receiving a lot of flack.
  • Marketing on Instagram could be the first step of more prominent campaigns that the company has shied away from in the past—it’s no coincidence this is after hiring its first CMO in April.
  • Snap Inc. is looking to build upon a recent upturn in success and differentiate itself from Instagram Stories as much as possible.
  • They want to build on the app’s popularity with younger audiences and consolidate gains among the Millennial and Gen Z demographics.

Case Study: Away Influencer Marketing Campaign Takes Flight With Inspiring Travelog Content

away-influencer-marketing

Instagram Influencer Marketing Case Study: Influencers #TravelAway With Affordable Luggage Brand, Away

Travel brand, Away, has been hugely successful at disrupting the luggage industry with its direct-to-consumer suitcases and travel goods. After a recent Series D investment round, the New York-based baggage enterprise was valued at an estimated at $1.4 billion.

Away has taken several novel approaches to enlivening a stale and steady marketplace. One of these has been its use of influencer marketing, which has given the brand a strong following on social media. A finalist for the Shorty Awards Best Overall Instagram Presence two years in a row, Away’s Instagram account is now approaching half a million followers

Away Influencer Marketing Packs Its Bags With Travel-Savvy Instagrammers

Partnership with celebrities like Dwyane Wade, as well as prominent travel and lifestyle influencers, have signaled that Away isn’t a typical luggage brand. The #TravelAway hashtag that accompanies much of Away’s Instagram content even appears within the company’s product packaging.

Away’s influencer collaborations have also inspired a stream of user-generated content, adding to more than 58,000 Instagram posts tagged with #TravelAway.

Goals

  • Raise awareness around the Away brand and its line of luggage and travel accessories.
  • Encourage engagement and user-generated content through Away influencer marketing posts.

Approach

  • Channel – Instagram
  • Influencers – Away influencer marketing worked with travel, lifestyle, and fashion personalities from around the world. Of the 13 influencers sampled, two were male and 11 were female. Seven were mid-tier influencers, while five were micro-influencers, and one was a macro-influencer.

Preview Of Influencers

Themes

  • Backdrops for the sampled posts ranged from outdoor destinations, to hotel rooms, to transportation spots and beyond.
  • Away’s products took center stage in some of the posts, while others incorporated the luggage in a more subtle way.
  • Twelve of the Away influencer marketing posts were single-photo, while one was a multi-image post that included a video.
  • All but one influencer tagged @away in their posts, and the majority denoted sponsorship via hashtags #ad and/or #sponsored, with a few using the more vague term “gifted.”
  • #TravelAway was the dominant campaign hashtag, while a small number of influencers used #awaytravel and one influencer used #travelwithaway.

Results

Combined Results [13 sampled posts]

Social Reach

  • Instagram followers targeted: 1,691,100

Engagement

  • Likes: 58,089
  • Comments: 1,090
  • Engagement rate (overall average): 5.22%

Phil Cohen Lays Out His Stylish Travel Wardrobe

Art director and style aficionado, Phil Cohen, is a 2017 Shorty Awards fashion nominee with 747,000 followers on Instagram. One of two male influencers in the campaign, Cohen was the only macro-influencer and the most-followed Instagram personality of those sampled.

In his trademark aesthetic, Cohen’s #TravelAway post featured Away’s The Weekender bag among a neatly-organized layout of clothing. Describing some of the bag’s hidden features in the caption, Cohen referred followers to his Stories and the link in his bio for more details.

Cohen’s post received 11,354 likes and 98 comments, generating an engagement rate of 1.53%. The image simultaneously yielded the most likes and lowest engagement rate among the sampled posts.

Hegia de Boer Brings Her Followers On A Journey

The Netherlands-based, Hegia de Boer is a mid-tier influencer who broadcasts to 96,700 followers on Instagram. With a background in architecture, Hegia offers classical design and fashion content throughout her meticulously-curated feed.

Hegia also highlighted The Weekender duffle in her #TravelAway post, featuring two images and one video. The sequenced portrait showcased the bag in different settings and situations, making the content play like a mini-travelog.

With an impressive 10,585 likes, Hegia’s post received the most comments in the campaign at 261, and had the highest engagement rate at 11.22%.

Fatima Abdallah Highlights Travel Ease and Versatility

New York-based Fatima Abdallah is a mid-tier fashion and lifestyle influencer who offers more than just trendsetting images to her 111,000 Instagram followers. A social advocate, Fatima encourages fans to “embrace what makes you different” in her bio, while also including a fundraising link to aid Syrian refugees.

Fatima’s #TravelAway post also featured Away’s The Weekender bag. Pictured at a train station with an on-the-go vibe, Fatima’s post is an organic-feeling alternative to some of the other more polished and stylized photos from the campaign. In her caption, Fatima also departs from highlighting the duffle’s material features in favor of recommending the bag for various kinds of journeys and travel.

With 3,161 likes and 41 comments, Fatima’s post garnered an engagement rate of 2.88%.

Bayley Junes And Oly Take to the Road

Bayley June Stevenson—Bayley Junes on Instagram—is a lifestyle photographer and videographer based in the Pacific Northwest. With 17,100 fans to her Instagram, Bayley June was had the least number of followers among sampled influencers.

For her #TravelAway post, Bayley June snapped a photo of a traveling companion next to an Away duffle bag in the back of her Volkswagen Westfalia. Mentioning how much she enjoyed road-tripping with others (and her Vanagon “Oly”), Bayley Junes ended her caption by crediting The Weekender with helping her to stay organized.

While Bayley Junes was the least-followed Instagrammer for Away’s influencer marketing campaign, the lifestyle influencer received 1,228 likes and 27 comments, which produced a higher-than-average engagement rate of 7.34%.

Takeaways

  • Away influencer marketing has found a way to turn product photos into captivating content.
  • Campaigns with a strong theme can utilize a wide range of influencers without seeming unfocused or wayward.
  • The size of an influencer isn’t necessarily indicative of the number of likes or comments a post will receive.
  • Posts that tell a story have the potential to create higher engagement.