Coca-Cola
First on our high micro influencer advertising campaigns listing is Cloca-Cola. Coca-Cola, one of many world’s most well-known beverage producers and an organization that’s acquainted to 96% of the worldwide inhabitants, determined to strive micro-influencer campaigns for his or her advertising efforts. For this marketing campaign, they selected 14 Instagram influencers and content material creators from Belgium, 8 of which had fewer than 100,000 followers and the remaining 6 had extra.
Influencers like Miette Dierckx, Yannick Merckx, and Alex Decunha have been included on this micro-influencer marketing campaign. The target was to point out how their merchandise may naturally match into the lives of those influencers from totally different verticals equivalent to journey, meals, sports activities, and style. This micro-influencer marketing campaign allowed Coca-Cola to succeed in extra of the European market with its messaging.
Sperry
Sperry, the famend boat shoe producer, has been an early adopter of high micro influencer advertising campaigns. For his or her 2016-17 marketing campaign, they have been in a position to attain out to 100 micro-influencers who had beforehand bought Sperry footwear. Aiming to focus on customers in search of sturdy and classy footwear through the wet interval, the micro-influencer marketing campaign resulted in a 66% improve in web site site visitors and 4.7 million impressions.
This micro-influencer marketing campaign proved that micro-influencers have the aptitude to supply actual suggestions on merchandise moderately than simply mannequin photographs. Through the use of the hashtag ‘OOTD’ (Outfit of the Day) micro-influencers have been in a position to present that style and performance can go hand in hand, resonating with their viewers.
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Audible
Audible has been doing micro-influencer campaigns past its well-known YouTube sponsorships. One distinguished instance is micro-influencer Jesse Driftwood on Instagram (with over 162,000 followers). In an effort to extend model consciousness, Audible partnered with Jesse in a inventive and relatable put up about his love of working.
Jesse crafted a message that seemed like a advice from a good friend as a substitute of sponsored content material, demonstrating Audible’s technique for micro-influencer campaigns: permitting smaller influencers to use for partnerships whereas nonetheless retaining inventive freedom. This micro-influencer marketing campaign efficiently elevated Audible’s attain and visibility to its audience.
Sephora
Sephora has all the time been a pacesetter in magnificence and style, with its Magnificence Insider rewards program defining reward advertising and creating influencer advertising alternatives for micro-influencers.
The corporate began the #SephoraSquad influencer program in 2019. They chose twenty-four micro-influencers who had already created make-up and wonder product evaluations to develop this even additional. This year-long paid partnership got here with free merchandise, samples, and different perks for the micro-influencers in trade for trustworthy product evaluations.
Sephora reported greater gross sales and engagement following simply 1,600 Instagram posts from the micro-influencers. Along with specializing in micro-influencer advertising, Sephora additionally emphasised variety within the influencers they selected, notably micro-influencers from underrepresented races, gender identities, and ethnicities equivalent to Ryan Potter and Shalom Blac.
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Gillette
One other wonderful marketing campaign that deserves a spot on our high micro influencer advertising campaigns listing is Gillette. Gillette has lengthy been one of the crucial recognizable manufacturers on this planet. In an effort to extend model consciousness and attain a youthful viewers, Gillette turned to micro-influencer campaigns to advertise their Venus product line.
The #ChooseToSmooth marketing campaign featured micro-influencers utilizing the merchandise in on a regular basis life and centered on utilizing genuine, relatable settings as a substitute of lavish movie star loos or specifically crafted business units. This micro-influencer marketing campaign was profitable in reaching over 476,000 followers with a 2.2% common engagement price from fewer than 1,000 tagged Instagram posts. Gillette succeeded in making a model connection and loyalty amongst its audience by the assistance of micro-influencers.
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Meller
Meller is a Barcelona-based model that has grown a loyal following on Instagram because of its frequent micro-influencer collaborations. From the beginning, micro influencers have been an necessary a part of Meller’s advertising technique, as evidenced by their whole web site web page devoted to influencer content material. This web page options photos of micro-influencers sporting their merchandise and hyperlinks to their Instagram profiles.
Moreover, micro-influencers have change into a cornerstone of Meller’s advertising technique, serving to them carry the merchandise to life and entice prospects in search of one thing recent and fashionable. As Meller places it: “Let’s be inventive, let’s be genuine, let’s be Meller. Get to know our influencers who encourage others as we do.” With micro-influencer advertising, Meller has been in a position to unlock all the advantages of influencer advertising for his or her firm.
Glossier
Glossier, the sweetness model based by Emily Weiss in 2015, believes that everybody has the potential to be an envoy for his or her merchandise and concepts, irrespective of how small their social media following could also be. To place this into follow, Glossier launched an in depth micro-influencer program that now boasts over 500 micro-influencers worldwide.
These micro-influencers are incentivized to put up about their Glossier magnificence routines and merchandise they love by a referral program that rewards them with reductions and different non-monetary incentives. This micro-influencer technique has been extremely profitable for Glossier in serving to additional their minimal, easy magnificence merchandise and advertising mission.
With the assistance of micro-influencers, Glossier stayed true to its firm values. Higher but, Glossier interacted with loyal prospects and improved authenticity.
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Mattel
When Mattel re-launched the Polly Pocket, a preferred toy from the Nineties, they partnered with micro-influencers who remembered the unique model of the product and will relate to it on an emotional stage. To advertise the reintroduction of this traditional toy, mother blogger Peace Love and Mommy created sponsored posts that includes her daughter taking part in with the identical toy that lots of her followers grew up with.
This micro-influencer technique was vastly profitable for Mattel, because it allowed them to focus on a selected demographic of people that may relate to the Polly Pocket on a private stage and share within the nostalgia of reliving their childhood. Moreover, this micro influencer advertising technique was extremely efficient for Mattel, creating an emotional connection between the micro-influencer, her followers, and their shared expertise.
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Boxed Water
Boxed Water launched the #ReTree marketing campaign to advertise environmentally acutely aware consumption and fight deforestation worldwide. To unfold their message, they collaborated with high-profile micro-influencers and celebrities like dancer/actress Julianne Hough and actor Aidan Alexander to kickstart the marketing campaign.
Boxed was in a position to faucet into these micro influencers’ massive followings by asking them to share the marketing campaign message and name to motion on their social media profiles. This inspired followers to hitch in. The micro-influencers, in addition to non-influencers, responded enthusiastically. They posted footage of themselves with Boxed Water and unfold the phrase concerning the marketing campaign.
This micro-influencer advertising technique was extremely efficient for Boxed Water, creating an emotional connection between micro-influencers, their followers, and the atmosphere.
Final on our high micro influencer advertising campaigns listing isn’t any aside from Google. Google partnered with micro-influencers @thesorrygirls to advertise their new Pixelbook laptop computer. This micro-influencer advertising technique was extremely efficient for Google, permitting them to succeed in an viewers that loves DIY content material. The micro-influencers harnessed this connection to run an Instagram giveaway contest with only one sponsored put up. Google instructed customers to love the picture and touch upon how they’d use the Pixelbook in the event that they gained.
This micro-influencer advertising marketing campaign proved to be successful because it generated a powerful engagement price of 59.4%, a lot greater than macro-influencers may attain on their posts. This micro-influencer advertising technique has proven that manufacturers can obtain greater engagement, decrease prices, and higher relationships with micro-influencers for a a lot better ROI.
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