May 2020 Update — Since the turn of the new year, we’ve seen TikTok ascend to one of the top social media platforms presenting advertisers new ways of reaching young audiences and also COVID-19 disrupt media and normalcy as we know it.
In addition to our 42 top case studies from 2019 and 2018, 2020 brings a variety of influencer marketing campaigns from both TikTok and Instagram:
Perhaps largely due to global quarantine measures, TikTok added well over 100 million downloads just in March 2020 to further cement its place as a top social media app. Some states are re-opening in phases and we’ll continue to see how brands and influencers tailor their campaigns during and after COVID-19.
Happy Holidays from Mediakix! As we look forward to 2020, we’ve gathered our most popular influencer marketing case studies of 2019 that have helped inform and shape the industry, highlighting the most successful advertisers, brands, and social media influencers. Our studies pull from all different industries, showcasing a variety of influencer partnerships in beauty, gaming, travel, and more. Check out our list of the top 21 influencer marketing campaigns for inspiration in the upcoming year.
We’re also including our list of best influencer marketing case studies of 2018, which you can still view below the 2019 campaigns.
TikTok turned to Instagram to find the top digital chefs to showcase the app’s new video effects in the #SavorTheFlavor hashtag challenge. ‘Hashtag challenges’ are one of the largest Tik Tok trends and form an integral part of its online community, see how TikTok leveraged user involvement to generate over 250 million views with their influencer sponsored campaign.
Dunkin’ warms up their influencer marketing strategy by partnering with nano-influencers to generate positive buzz for the company’s new espresso line. Find out how the influencers’ engagement rates fared in light of their small-sized followings.
Gillette changes up its traditional sports-centered marketing by fostering a diverse roster of influencers including mommy bloggers, gay influencers, and more. See the stats from over 40 analyzed Instagram sponsored posts.
89% of marketers consider the ROI from influencer marketing to be comparable to or better than other marketing channels. In the case of Warby Parker, the company attributes their $2 billion valuation to their use of social media influencers. Check out the eyewear brand’s campaign in this influencer marketing case study.
Dyson recruited some of the top dogs of Instagram to raise product awareness and generate lighthearted social content. See how humor and relatability helped Dyson’s social reach and brand perception in this influencer marketing case study.
Hilton partners with well-established travel influencers to reveal a proposed list of Seven Urban Wonders, each location spotlighting one of Hilton’s worldwide luxury resorts. Meet the travel and photography influencers in this case study who continue to bring travel-envy to more than 3 million Instagrammers.
With 16 to 24 year-olds comprising 60% of TikTok’s US user base, TikTok is increasingly becoming an appealing influencer marketing opportunity for marketers. See how celebrity influencers skyrocketed engagement rates in TikTok’s star sponsored campaign.
See how lifestyle bloggers with an active following on social media can optimize brand exposure by produce short-form sponsored posts on Instagram, while also creating longer, nuanced content on their respective blogging websites.
Instagram influencers promoting Headspace’s meditation app interact with their followers on a deeper level through engaging discussions and long-form captions. Check out the mindful app’s case study here.
Travel is one of the fastest growing influencer marketing categories, with 40% of millennials weighing the “Instagrammability” of a location before booking a trip. Check out how travel and lifestyle brand Away partners with influencers to create inspiring modern travel content.
Compared to Instagram, Snapchat’s total number of users is less than half of the number of Instagram’s Stories users. Despite Snapchat’s worsening user growth, more than 60% of all US teens ages 12-17 are still on the app. Mediakix analyzed over 75 posts from Snapchat’s #RealFriends Instagram takeover. View the campaign results and additional social findings here.
Hulu teams up with influencer athletes and gets candid about influencer pay rates in their humorous #HuluSellsOut Instagram campaign. See the campaign specifics and the results from more than 50 analyzed sponsored posts here.
Pantene teams up with African American social stars to leverage influencer-created YouTube and Instagram video tutorials for their #GoldSeriesCollection campaign. See how Pantene’s targeted campaign reached an engagement rate of over 12%.
Evaluate the effectiveness of Fabletics micro-influencers and learn about the company’s campaign goals, combined results, ambassador program and more.
KFC is known for its bold non-traditional marketing initiatives, they were one of the first non-gaming brands to advertise on Twitch, and earlier this year they embraced one of the year’s top social trends in a CGI influencer campaign starring Virtual Colonel Sanders, complete with concordant brand sponsorships.
Oakley takes their affiliate program to the next level by sponsoring more than 15 top influencers’ competitive pursuits. See how the sportswear company grew their social presence while generating ROI in this Instagram case study.
With an estimated 45 million people hosting watch parties last year and more than $5 million spent per 30-second ad, Super Bowl 2019 will be as competitive as ever for marketers. Here’s a look at our favorite influencer marketing campaigns from Super Bowl LII.
Instagram now has over 1 billion active users and the app has become one of the top platforms for influencer marketing. See how three of the largest U.S. brands leverage multiple American Instagram influencers for their social media power, and how an Olympic-favorite brand fits non-athlete influencers into their strategy.
87% of consumers stated they would purchase a product based on values—because the company advocated for an issue they cared about. Underwear brand MeUndies has formulated a strong and consistent value-oriented influencer marketing strategy to boost awareness of their company’s progressive, ethical, social, and environmental initiatives.
Last February, just over half (54.7%) of U.S. adults celebrated Valentine’s Day by buying gifts for their significant others, friends, or pets. Estimated spending reached $19.6 billion, just short of 2016’s record $19.7 billion. See how five brands touch on consumers’ conflicting emotions towards the holiday to speak to a wide variety of audiences.
Brands such as American Express, Peet’s Coffee, Reef, HP, and more capitalized on the substantial social trends surrounding Coachella by collaborating with social media stars to create brand-sponsored content while at the event.
Influencer marketing is a rapidly growing industry with legalities to match. FTC violations and contract breaches are just some of the issues that can devastate a healthy influencer partnership. In this case study example, Alo Yoga and influencer Dana Falsetti tackle the dispute of sponsored content ownership.
Coca-Cola experiments with micro- and macro-influencers in their latest global Instagram influencer campaign. Utilizing fewer than 30 diverse influencers, see how they managed to generate an average engagement rate over 8%.
Nike has long partnered with athlete influencers, and as the influencer marketing landscape evolves, Nike continues to adapt by partnering with some of the biggest YouTube influencers to promote its products.
The mobile dating app Hinge partnered with some of Instagram’s most hilarious meme accounts and relatable lifestyle influencers to promote the re-brand of their app to eliminate “swipe-culture.”
Pet influencers, luxury influencers, and pro-surfers collaborate with top auto brands to capture a wide range of influencer audiences.
Discover how alcohol brand Budweiser launched the #ReactionChallenge campaign with five (mostly) Latin-American YouTube influencers as a component of a giant international sponsorship for the 2018 FIFA World Cup Russia.
To promote its #FaceAnything campaign, skin care powerhouse Olay looked to nine fearless female influencers to attract a diverse audience, challenge stereotypes, and invite women to embrace their true beauty.
Biotechnology company 23andMe looked to increase awareness of their genetic testing services and looked towards YouTube Creators and Instagram influencers to share their own personal identity narratives.
Shopping accessibility has consistently been a priority to Instagram the last few years, with product stickers for Stories and “shopping collections” added in November of 2018. See how the biggest fashion and non-fashion brands at NYFW captured consumer attention with Instagram fashion influencers.
Fashion brands H&M, ThreadUp, and Ebay release sustainable project initiatives and environmental fundraisers with the help of artists and creative influencers —just in time for Earth Day.
With 15 million daily active users and the average user spending 95 minutes on the streaming site, Twitch is not a platform to pass over for influencer marketing campaigns. Its popularity is increasing so rapidly that brands outside gaming are competing for a position in this new marketing environment. Check out our TwitchCon 2018 Hershey’s brand case study featuring two of the biggest Twitch streamers.
Toyota, Huawei, and Intel reveal how teaming up with tech influencers has become a crucial component for success at the world’s biggest tech convention, The Consumer Electronics Show (CES).
The mobile gaming industry represents nearly half of the $115 billion global gaming industry. Take a look at how five of the biggest mobile game manufacturers leverage successful YouTube Creators to help generate awareness for their most popular apps.