Influencer
Top 6 Brand-Influencer Collaborations And Why They Worked
There are a lot of ingredients that go into making a brand-influencer collaboration a success. This article digs into 6 top brand-influencer partnerships that were a success and analyzes why they worked.
There is no doubt that there is a lot of success to be found in influencer marketing. Influencers have the power to influence people’s buying decisions, which is why most companies with an online presence – whether big or small – collaborate with influencers for their social media campaigns.
But, like every other thing out there, some influencer marketing campaigns are more successful than others. Here are 6 of the top brand-influencer collaborations. Let’s look at why they were a success!
Top 6 Brand-Influencer Collaborations
#1 Daniel Wellington’s #DWMoments Campaign
What better way to market your product than to have people associate it with a deeply personal moment in their lives? This is exactly what Daniel Wellington has done in their #DWmoments influencer marketing campaign.
This campaign had influencers and celebrities alike sharing a deeply personal “moment” in their lives while wearing a Daniel Wellington watch; a moment that changed them.
This campaign raked in the views and was a huge success. If you search for the #DWMoments hashtag on Instagram, there are over 11k posts, which shows just how successful it was.
Source: @brittenelle on Instagram
Key Takeaway: Through subtle marketing, this campaign tries to connect the products with the viewers. By getting influencers to share deeply personal stories, it sends the message that defining moments in life happen when you are wearing a DW watch, and that, no matter what happens, the watch will be right there by your side. This creates an emotional connection between the viewers and the watch, thereby increasing sales.
#2 Dunkin’ Donuts’ #CharliXDunkinContest
Dunkin’ Donuts partnered up with Charli D’Amelio, the TikTok sensation, to promote their drinks and donuts. Instead of just having Charli pose with a Dunkin’ Donuts drink, the brand had her posting TikToks of her ordering the product.
For a brief period of time, the brand also renamed the influencer’s signature drink to “The Charli.” This led to a 57% increase in app downloads and a 45% increase in cold brew sales the very next day!
Fans were also encouraged to recreate an iconic Charli moment using the #CharliXDunkinContest hashtag. 5 lucky ones would win a virtual hangout with Charli herself!
Key Takeaway: By involving Charli so thoroughly in their campaign and also creating a fun little challenge for people to participate in, Dunkin’ Donuts managed to create a lot of hype around their products. The chance to win a once-in-a-lifetime prize was just the icing on the cake.
#3 Absolut: Planet Earth’s Favorite Vodka Campaign
For this campaign, Absolut partnered with several climate-conscious influencers to raise awareness about the brand’s commitment to sustainability. The brand also teamed up with LGBTQIA+ influencers to show that they are a firm advocate of the community.
Under this campaign, the brand spread awareness about the issues faced by the queer community as well as facts about climate change. There was also a 4-day immersive tour at the brand’s sustainable manufacturing facility and a photoshoot recreation of the historic Stonewall march. This campaign lasted for more than 8 months and was named as the Gold Winner for the Best Food and Drink Campaign at the 2020 Influencer Marketing Awards.
Key Takeaway: By focusing on climate change and LGBTQIA+ issues, the brand has sent the message that they are actively working to tackle these issues. Through this campaign, they aligned themselves with environmental and queer activists, thus gaining them as customers. Because people prefer to purchase from brands whose values align with theirs.
#4 Gymshark’s 66 Days: Change Your Life Challenge
Gymshark launched a campaign called #Gymshark66, where they challenged people to change their lives by forming positive habits. This was based on the idea that it takes 66 days to form a habit. So, the brand wanted people to change their lives by developing new habits that positively benefit them.
The brand asked people to share their fitness journey using the #Gymshark99 hashtag and join the Gymshark community to motivate each other. For those who needed a little guidance, the brand invited them to download the Gymshark Training App, thus subtly marketing their products.
To kick off this campaign, the brand partnered with some fitness influencers and even created a video series called “Stories of the 66” where people talked about their 66-day journey. The campaign was a success with more than 240 million video views and more than 750k posts under the hashtag!
Key Takeaway: By inviting users to take part in a challenge that benefits them, Gymshark increased their brand awareness as well as subtly marketed their app and products.
#5 Moncler’s #MonclerBubbleUp Campaign
Moncler, the Italian luxury fashion brand, gained fame among the Gen Z population through its #MonclerBubbleUp campaign on TikTok. Moncler kicked off this challenge with famous TikTok stars such as Charli D’Amelio and Bella Porch, resulting in more than 7.6 billion views!
The challenge consisted of wrapping yourself in anything that resembled the brand’s items with the songs Bubble by 24 hours and Ty Dolla $ign in the background. Finally, the look had to be completed with a real Moncler jacket – the signature Moncler’s bubble coat.
Key Takeaway: By creating a fun little challenge, the brand, which was previously unknown among the Gen Z, gained a lot of fame and promoted their products simultaneously. Lots of people eagerly jumped in on the challenge because their favorites were doing it. This is a great example of just how powerful influencer marketing can be.
#6 Audible’s #AudibleAnywhere Campaign
Audible, an Amazon company that sells monthly subscriptions for audiobooks, teamed up with several influencers – both micro and nano – for its #AudibleAnywhere campaign. The idea was to show that, with Audible, you can listen to audiobooks and keep learning everywhere you go.
Some influencers shared anecdotes about how Audible has helped them gain more knowledge, while yet others talked about moments they have experienced while listening to audiobooks. Such as “enjoying an audiobook with my cat on a lazy Sunday morning,” or “when the audiobook you are listening to is so great that you miss your stop on the subway.”
Key Takeaway: The followers of micro and nano influencers tend to share the same interests as that of the influencer, so any recommendation by them is bound to generate some leads. Moreover, when influencers associate personal anecdotes and moments with a product, it brings out a sense of nostalgia in people and makes them want to buy the product.
And that’s a wrap on 6 of the best brand-influencer collaborations! The bottom line is that influencer marketing works, especially if your campaign is unique and allows a way for people to participate in fun challenges themselves.
Why? Because when users take part in challenges, they become influencers themselves. Each user has the ability to spread awareness about your brand to tens of hundreds of others. This creates a domino effect, increasing brand awareness for you!
I hope you took away some valuable points from this article. Incorporate them into your influencer marketing campaigns and turn them into a success! But don’t forget to share this article before you start planning out your next social media marketing campaign.
