10 Influencer Marketing Case Studies With Insane Results
You’ve read influencer marketing tips and how-to guides from experts. But there’s only so much you can learn from instructions alone. The best way to truly understand anything is from real-life examples.
From successful influencer marketing case studies, you can learn a lot about what to do, and how to do it effectively. Check out ten of the best influencer marketing campaigns with amazing results below.
Case Study #1: RESCUE
RESCUE wanted to promote their range of natural remedies, with a focus on driving awareness about the products, and driving product trials. To do so, they promoted a, “buy one, get one free,” coupon with the help of influencers. For the campaign, influential bloggers shared their personal stories about how to relieve stress, and included the RESCUE coupon in their posts.
Blogs like A Clothes Horse and A Girl Named PJ created sponsored posts in which they shared their honest experiences using the RESCUE natural stress relief products. They also provided their readers with a little bit of information about the products, and promoted the, “buy one, get one free,” coupon.
The campaign yielded impressive results, including 133 million social media impressions, and more than 6,000 clicks to the coupon site. The brand saw a 258% increase in their Instagram following, and also managed to be the #4 nationally trending topic on Twitter during the campaign.
Case Study #2: Bigelow Tea
Bigelow Tea wanted to promote their products, and encourage healthy living. They launched a marketing campaign with influencers, who were able to showcase the emotional appeal, and healthy aspects of drinking tea.
For the campaign, influencers incorporated Bigelow tea into their content in different ways. Some created original recipes using it, and others turned the packaging into DIY art. Blogger Ashley Thurman, of Cherished Bliss, provided her readers with a recipe to make iced tea with Bigelow tea and lemonade ice cubes. Jess, of A Million Moments, on the other hand, provided her readers with a guide to creating beautiful flower pots from the tea packaging.
The bloggers managed to generate more than 32,000 blog page engagements for their sponsored posts. With the help of their influencer marketing campaign, the total media value for Bigelow Tea increased more than threefold, and the brand experienced an 18.5% increase in sales. What worked really well for the brand is how the influencers seamlessly integrated the products into their usual content.
Case Study #3: Leesa.com
The direct-to-consumer mattress company, Leesa, wanted to win the trust of their target audience through unbiased reviews. Since they only sell online, online reviews were the best way for the company to prove that their products are worth the investment.
To engage their target audience effectively, the brand partnered with micro-influencers. The goal was to reach people who were interested in buying a new mattress, and women who were searching for interior design and DIY tips online.
Leesa used two main tactics:
- They worked with influencers who could generate high levels of engagement. To find the right influencers for their campaign, the brand focused on follower engagement rates rather than number of followers.
- The company provided influencers with creative freedom. Since they wanted reviews that were unbiased and authentic, Leesa.com only gave the influencers a few talking points, and then handed them the reins.
Blogs like Sleepopolis reviewed the mattresses from Leesa, and provided their readers with their unbiased insights into the brand’s service and product quality. In addition to an in-depth review, the bloggers also provided their readers with a coupon code to help them save money on their purchase.
Through this campaign alone, Leesa was able to drive more than 400 mattress sales, and 100,000 clicks to the brand’s website. What worked so well in this campaign was that the brand connected with influencers who were not only relevant, but also highly engaging, and considered trustworthy by their followers.
Case Study #4: Bonobos
Men’s clothing brand, Bonobos, wanted to promote their Summer 2016 Collection through social media, and digital marketing campaigns. They launched the #BetterThanAC campaign to promote the idea that the new Bonobos collection was designed to keep men cool.
To leverage this campaign, they worked with Foster Huntington, an influential videographer and photographer. The influencer created several posts showcasing Bonobos clothing in the midst of outdoor summer moments. Despite being sponsored, the images didn’t seem overly promotional because they blended seamlessly with the influencer’s usual content.
The campaign yielded 5.1 million impressions, and more than 68,200 engagements in the form of likes, shares, and comments. With the help of this influencer’s content, Bonobos was able to increase their average engagement rate threefold. Enabling the influencer to create sponsored content that blended well with his usual images and tone made the campaign seem natural, and more believable.
Case Study #5: SmarTrike
SmarTrike is a company that manufactures ride-on-vehicles for babies, toddlers, and preschoolers. They wanted to promote their range of custom children’s tricycles with the help of influencers. Their goal was to reach young mothers between 25–40 years old, ideally with kids between 8–18 months old. They also wanted to reach parents from a specific ethnic group.
The brand decided to work with three influential parents that meet this criteria, including TV personality Giuliana Rancic. Despite her child not belonging to the 8–18 month target age, Giuliana still managed to drive plenty of engagement for the brand, as her audience is mainly comprised of young parents. She posted the following image on Instagram, with a caption that described the product as a gift for her friend. She also expressed her wish that her son had had a SmarTrike when he was a baby.
Giuliana’s post alone generated close to 20,000 likes, and hundreds of comments. Overall, the three influencers managed to generate 76,000 likes, 486 comments, and 381 shares. Through this campaign, SmarTrike was able to reach more than 12 million people across different social media channels. The brand carefully targeted three influencers who were highly relevant to their target audience, which helped them to successfully pull off the campaign.
Continue reading this article on Shane Barker’s blog.