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10 Great Influencer Marketing Examples (& What They Do Well)

If you want to tap into the power of influencers to promote your brand or product to new customers, you’ll love the influencer marketing examples I’m about to share with you.

These are some of the best examples of influencer marketing campaigns from around the web.

Browse them, make note of what makes each of them successful, and see which of their strategies you can apply to your own marketing campaigns.

Ready? Let’s jump in.

1. Daniel Wellington

Daniel Wellington (DW) is a Swedish watch company founded in 2009. It’s the most used example of influencer marketing done right. And for a good reason.

Filip Tysander started Daniel Wellington with just $15,000. Not having a large advertising budget, Tysander had to figure out how he was going to spread the word about his new venture.

Enter influencer marketing. Tysander’s strategy was to reach out to influencers with followings of all sizes. He offered them a free watch in exchange for a mention on Instagram.

To sweeten the pot, the DW created the #DWPickOfTheDay contest. Every day, influencers create original DW branded content and compete for a chance to be featured on the DW official channel.

What Daniel Wellington Gets Right About Influencer Marketing

DW has tapped into the nano influencer market, proving you don’t need to work with Kardashian-level influencers for people to take notice of your product.

And by utilizing user-generated content with the #DWPickOfTheDay, DW has an endless flow of content for its social media channels. 

2. Lagavulin Distillery (Featuring Nick Offerman)


Lagavulin Distillery is a malt whiskey distillery on the island of Islay, Scotland. They’re owned by the multinational beverage company Diageo.

Lagavulin Distillery partnered with Nick Offerman, the actor who portrayed Ron Swanson in the hit TV series Parks & Recreation.

In one of their most popular campaigns, Offerman sits next to a roaring fire and sips Lagavulin single malt scotch for 45 minutes. There are no words, just a video of a man sipping his beloved whisky. Lagavulin’s tagline for the video — you don’t even need words.

In 2019, Lagavulin worked with Offerman to create a Nick Offerman blend of whiskey. 

Most recently, Offerman and his father teamed up to shoot a series of Father’s Day videos advertising Lagavulin. It included the trademark wit for which both Lagavulin and Offerman are known.

What Lagavulin Distillery Gets Right About Influencer Marketing

It won’t be possible for every brand to partner with a well-known personality. But this authentic partnership reflects well on Lagavulin and Offerman.

3. American Express

Check out the Instagram post here. 

American Express is a credit card company that offers travel-related services and other rewards for cardholders.

AmEx uses influencer marketing to promote the AmEx experience. And there’s an emphasis on the experience. 

AmEx wants you to see high-end luxury adventures that lead you to see AmEx users as part of an exclusive club. And if only you choose AmEx as your credit card, you can have similar experiences.

AmEx ambassadors (#amexambassadors) post pictures of themselves on Instagram, highlighting the benefits they’re taking advantage of as AmEx card holders. 

For example, travel bloggers Mahdi & Lanaiza of Love at First Flight posted about their long-awaited trip to Greece.

Beautiful images of the couple exploring Greece accompany one clear shot of Lanaiza holding airline tickets and an AmEx card. The travel enthusiasts paid for the vacation with AmEx’s Plan It feature. 

What American Express Gets Right About Influencer Marketing

AmEx partners with big names and micro-influencers to reach a wider audience. For example, journalist Yomi Adegoke shared her AmEx partner experience at Wimbledon. Adegoke has only 29,000 followers but a highly engaged audience.

4. HelloFresh

Check out the Instagram post here. 

HelloFresh is an online meal delivery service that helps people cook delicious meals at home. 

HelloFresh wanted to grow its brand awareness and reach new customers. And working with influencers on platforms like Instagram has made a tremendous impact on the HelloFresh branding campaign.

Because Instagram is a visual platform, food-related content does well. Influencers share images of everything about their HelloFresh experience.

They photograph the meal deliveries. They show themselves in the kitchen, cooking the HelloFresh meal. And then they show the final result — beautifully plated food, ready to eat.

While HelloFresh works with large and small accounts, the account size isn’t their focus. HelloFresh wants influencers in various markets — fitness, nutrition, lifestyle and mommy. Each group is interested in the product, but for different reasons.

For example, fitness and nutrition influencers will talk about the health benefits of a meal delivery service. But lifestyle accounts for busy moms will emphasize the convenience factor.

What HelloFresh Gets Right About Influencer Marketing

HelloFresh understands the various needs of its target market. By targeting a wide range of influencers, HelloFresh reaches more people.

5. Tom’s of Maine

Check out the Instagram post here. 

​​Tom’s of Maine produces natural personal care products. Its mission is to create safe, effective products with minimal environmental impact. 

They have a loyal following because of their transparency, their mission and the company’s values. And they make the most of that following. 

Rather than working with big-name influencers and celebrities, who wouldn’t resonate with Tom’s core fan base, Tom’s leaned into authentic marketing. Tom’s found influencers in the everyday Joe and Jane who already used their products and shared the same conservation values.

Tom’s offered benefits to their customer influencers like free products, branded gear like mugs and t-shirts and the ability to provide feedback on potential developments in Tom’s pipeline.

What Tom’s of Maine Gets Right About Influencer Marketing

The Tom’s customer is independent and free-thinking. A celebrity endorsement won’t impress the average customer in Tom’s target audience. Tom’s recognized this and chose influencers from their current customers.

6. BMW

Watch the TikTok here.

BMW wanted to connect with a new generation of young drivers who spend a lot of time on social media platforms like TikTok.

For the launch of the new BMW 1 series, BMW partnered with famous TikTokers Falco Punch, Sky & Tami and PatroX to create a series of short videos

These influencers created dance videos using the new BMW 1 Series and posted them on social media using the hashtag #THE1Challange. 

With this challenge, BMW hoped to reach affluent new drivers. By partnering with TikTok influencers known to that demographic and creating a campaign based on challenges and dance, they hit upon a strategy that worked. The campaign generated 7.1 million views and 1.4 million likes.

What BMW Gets Right About Influencer Marketing

To reach a new audience, you might need to expand to new platforms as BMW did with TikTok. 

Jörg Poggenpohl, Global Head of Digital Marketing at BMW, said this about marketing on TikTok:

“TikTok is another highly dynamic and internationally fast-growing social media channel that we’re using to promote the BMW brand, tapping into a young, digitally savvy target group.” 

In other words, go where your target audience is.

7. E.L.F. Cosmetics

Watch the video here.

E.L.F. (Eyes, Lips, Face) is a cosmetics brand. They pride themselves on offering affordable products that are 100% vegan, cruelty-free, and without additives like phthalates and parabens.

Like BMW, E.L.F. wanted to reach a new audience. So, they went to the gaming platform Twitch and ​​became the first major beauty brand on Twitch. 

E.L.F.’s global makeup artist Anna Bynum and Twitch gamer LuFu partnered up to deliver content to the Twitch audience. Viewers have watched over 37,000 hours of E.L.F. content on Twitch. 

But it’s not all gaming. Bynum recently did a live stream with the pop group The Future X

Bynum and members of The Future X streamed themselves experimenting with E.L.F. Cosmetics while discussing their favorite E.L.F. skincare products.

What E.L.F Cosmetics Gets Right About Influencer Marketing

While other makeup brands focus on Instagram and TikTok, E.L.F. staked a claim on a platform no other beauty brand had tackled—Twitch. And it works because the target audience for E.L.F. wants to follow a beauty brand that embraces diversity and inclusion.

8. Crocs

Crocs are lightweight foam clogs, and you’ll find people have strong opinions about them — they either love them or hate them.

When Crocs first got into the influencer marketing space, they partnered with big names who were fans of the shoe, like Post Malone and Drew Barrymore. These celebrity names got Crocs the attention they wanted. 

But Crocs haven’t partnered only with individuals. They’ve worked with other companies like high-end fashion brand Balenciaga and fast-food restaurant KFC. Yes, there were KFC Crocs.

Crocs choose their collaborations with care and intent. They want their marketing to make some noise, and they don’t mind if the idea is a little offbeat.

Crocs CEO Andrew Rees said, “[A collaboration] needs to be a little controversial, but not too controversial, and it needs to be clear that your voice is all-embracing, not judging.”

What Crocs Gets Right About Influencer Marketing

Crocs used the celebrity factor to draw attention to the product, but they don’t work with just any celebrity. Crocs only partner with those who are genuine fans of their shoe. This results in more authentic influencer marketing campaigns. 

9. Dunkin’ Donuts

Watch the TikTok here.

Dunkin’ Donuts is a coffee and donut chain. And they’ve taken a unique spin on influencer marketing.

Dunkin’ employees ‌can join the Dunkin’ TikTok Crew Ambassador program. 

As ambassadors, Dunkin’ employees can post content to their social media accounts while on the job. Employees might feature menu items or give viewers a behind-the-scenes look at Dunkin’. Dunkin’ compensates each ambassador for the content they’re creating. 

Dunkin’ also dove into the TikTok scene in a big way by partnering with Charli D’Amelio. D’Amelio has over 100 million followers and organically posted about her love of Dunkin’ coffee. 

One promotion between D’Amelio and Dunkin’ was the #CharliXDunkinContest. Fans competed to recreate famous D’Amelio and Dunkin’ moments. The winners won a video call with D’Amelio, where she shared tips for creating viral content.

In another promotion, Dunkin’ developed two drinks named after D’Amelio—The Charli and The Charli Cold Foam. Both were limited-time offerings to create a sense of urgency. 

What Dunkin’ Donuts Gets Right About Influencer Marketing

Involving Dunkin’ employees in their social media strategy is an exciting idea. Employees often post about their jobs on social media, so by creating the Dunkin’ ambassador program, Dunkin’ maintains some control over the employee narrative. 

10. Levi’s

Levi’s is a clothing company known for its denim apparel. 

​​Levi’s noticed the rise in clothing consumption between the years 2000 to 2020 and wanted to call attention to the problems this creates for the environment. 

They partnered with several Gen Z influencers for the Buy Better Wear Longer campaign. The campaign’s goal was to remind people that “Levi’s denim is meant to be worn for generations, not seasons.”

They chose Gen Z influencers who displayed a mindset of conservation and sustainability in their everyday practices.

Working with influencers Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford MBE, Levi’s spread the message about clothing sustainability. 

The campaign focused on three main points:

  • Buying quality clothing that will last for years, so there’s less waste
  • Thrifting your clothing from second-hand stores 
  • Repairing your clothing, either by yourself or through Levi’s in-store Tailor Shops, where professional tailors make clothing repairs.

What Levi’s Gets Right About Influencer Marketing

Levi’s chose influencers already working on environmental concerns, so the partnership was a natural fit for everyone. 

Which of These Influencer Marketing Examples is Your Favorite?

Each of these influencer marketing examples has something different to offer. 

And while you may not have the budget to work with a social media superstar, these campaign examples can give you some ideas you can make your own.

Which of these is your favorite? Let me know in the comments below!

Further Reading:

51 Influencer Marketing Statistics You Should Know in 2022

10 Tips for Creating a Winning Social Media Marketing Strategy

8 Social Media Platforms Every Entrepreneur Should Know

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