10 Influencer Marketing Examples That

Prove Influencer Marketing is Digital

Marketings Next Big Thing, Now

Influencer marketing is well past its experimental phase. It is now firmly

established as an important type of online marketing, and it is for more
than just small businesses and startups, who cant afford traditional
advertising fees. Quite a few A-list businesses realize that influencer
marketing helps them reach their target audience. It is digital marketings
next best thing, that is making a huge impact already.

Here are 12 recent examples of firms (most of whom are family names)
who have seen influencer marketing work for them.

Summary: Quick Jump Menu

1. Motorolas Launch of the Moto Z Family and Moto Mods

2. Sonys Xperia Z5 on Instagram

3. The Pepsi Emoji Product-line at Walgreens Stores

4. Anthem of Us Campaign for Bedrock Real Estate, Detroit

5. Dunkin Donuts on National Donut Day

6. Hagen-Dazs BOGO Promotions at Duane Reade and Walgreens Stores

7. M&Ms 2016 Flavor Vote

8. MTV Pants Off

9. The Rare Country Awards

10. Sickhouse SnapChat Film

1. Motorolas Launch of the Moto Z

Family and Moto Mods
Motorola decided to launch a new range of smartphones call the Moto Z
family and Moto Mods. The key differentiating factor between these and
the standard commodity smartphone is that you can swap mods in and
out of the phone, to make them exactly how you want them. You can even
latch a projector onto your phone if you so choose.

Motorola marketed these phones to a young demographic, and they

realized that their target audience spent much of their time on YouTube.
They saw the possibilities for YouTube influencers to demonstrate the
possible uses of the Moto Z Force of YouTube even strapping it onto a
10 rocket!

Agency partner Weber Shandwick developed a YouTube influencer

program to drive awareness around the Moto Z products. They worked
with 13 influencers across multiple verticals and target audiences to reach a
broad range of consumers.

Each influencer created one "partnership announcement" post, one "hero"

YouTube video that featured a unique use-case for Moto Mods and two or
more extra social posts.
The 13 videos that the influencers created were all very different, ranging
from the one that launched the phone attached to a 10 rocket to a video
showing how to survive a haunted high school.

The videos generated 11.6 million views and 38.1 million social impressions.
This led to 122,000 clicks to motomods.com (80,000 of them first-time
visitors).

2. Sonys Xperia Z5 on Instagram

Sony Mobile France created a new Instagram account - @sonyxperiafr -
which they wanted to promote. The Sony Xperia Z5 has the most powerful
cell phone camera, with a five times zoom, and Instagram is, of course, the
perfect site to promote photography.

Sony created the first zoom on Instagram (#InstazoomZ5) to help

Instagramers appreciate the power of the phones camera.

They took a highly detailed zoom photo taken with the Z5 and cut it into
hundreds of smaller shots organized into five layers. They created more
than 100 Instagram accounts, tied together by tags, that effectively let you
zoom into any part of the original photo and find more than 50 hidden
surprises.

Sony then used 30 influencers to help spread the photos as part of a

competition where people could zoom in five times on parts of the
original photo (i.e. look at five of the detailed pictures) to find a secret
code.
It was a highly successful campaign, with 17 million potential contacts.

3. The Pepsi Emoji Product-line at

Walgreens Stores
Pepsi aimed to increase its sales at Walgreens, so they created limited
edition packaging and the #SayItWithPepsi hashtag. They chose to target
millennials, so decided social media engagement be the best promotion -
even for in-store purchases.

The purpose of the campaign was to demonstrate that incorporating the

specially-packaged Pepsi emoji bottles - found exclusively at Walgreens -
into your summer activities made everything more fun.

Pepsi used influential creators to develop original organic-style content

about the 200 Pepsi emojis who then distributed the content to their
Millennial-age followers. The shared content included original blog posts,
photography, and branded video content. It drove the teenagers to
Walgreens and Duane Reade stores to buy Pepsi Emoji bottles to help
them have an exciting summer adventure.

Pepsi then analyzed the performance of all of the content that these
primary influencers had created and shared. They selected the best
performing content and arranged for 40 secondary influencers to share
this high-performing content with their audiences - again they were
targeted at Millennials. This second stage resulted in an additional 26,000
clicks on the shared content.

The campaign was topped off with two Twitter parties celebrating
#SayItWithPepsi and the Pepsi Emoji bottles.

The #SayItWithPepsi campaign ended up receiving 46 million impressions,

and there were more than 50,000 engagements with campaign content.

4. Anthem of Us Campaign for

Bedrock Real Estate, Detroit
Bedrock Real Estate wanted to produce a film showing that the cliched
downtrodden views of Detroit are wrong. Detroit is not a broken-down
city of the past. It is a positive city that is going places.

Bedrock wanted to produce a film that would make Detroit residents feel
proud of where they live. They chose to use local influencers like Shinola,
Detroit Bikes and the creator of Slow Roll (a local bike tour phenomenon)
to help create the film, Anthem of Us, using striking images paired with a
powerful, yet unscripted, narrative.

Local celebrity, Big Sean, made an emotional endorsement, which lead to

more media impressions, both traditional print and broadcast, as well as
online. Other local influencers like Pure Michigan and Quicken Loans
helped with the outreach.

Bedrock relied on their influencers organic reach to communicate their

message, and the video received 500,000 views before Bedrock activated
a paid strategy.

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5. Dunkin Donuts on National Donut

Day
Dunkin Donuts and their agency, Trilia, wanted to create an awareness of
National Donut Day. They partnered with digital talent network and
entertainment studio, Collab, to create a national Snapchat campaign,
featuring visually enticing creative content.

Dunkin Donuts made a special offer for the day, and Collab selected
lifestyle creators to spread content about the offer in their cities on
SnapChat. They chose eight popular influencers to create and distribute
teaser content.

The eight influencers then took over the Dunkin Donuts SnapChat
channel on National Donut Day. This covered more than 24 hours because
they ran the campaign across three time zones and three cities across the
USA. The influencers used their content to drive their supporters to the
Dunkin Donut Stores and take up the special offer. Also, Dunkin Donuts
supplied the influencers with Snapchat Geofilters which people could use
in-store.

The result was that Dunkin Donuts gained ten times more followers to their
SnapChat channel on National Donut Day than they usually did in a month.
The campaign reached 3 million people, with 40,000 cases of
engagement.

6. Hagen-Dazs BOGO Promotions at

Duane Reade and Walgreens Stores
This campaign aimed to remind New Yorkers that ice cream is an essential
part of summer. It promoted the Hagen-Dazs BOGO (buy one get one)
promotions and sampling events at Duane Reade and Walgreens New
York stores.

Hagen-Dazs partnered with New York City local influencers who targeted
the millennial lifestyle. The influencers created content around the theme
"Hagen-Dazs Open Container" - #HDOpenContainer which was a play
on words connected with current events in New York at the time. It
positioned Hagen-Dazs as the indulgent yet mature treat to enjoy with
friends.

The campaign included covering rooftop parties and live social updates
from sampling parties. The content was given a highly New York-centric
feel.

Additional influencers helped disseminate the posts, segmented by digital

zip codes. They specifically targeted people on their phones in the vicinity
of the stores.

They then widened their influencer campaign to cover Pinterest,

Facebook, and Twitter. This ensured that an even wider audience shared
the content.

Overall, the campaign generated 14.3 million impressions and 27,400 social
engagements.

7. M&Ms 2016 Flavor Vote

For the first time in its 75-year history, M&Ms decided to let the fans decide
its new peanut flavor. They had to choose between Honey Nut, Chili Nut,
and Coffee Nut. They decide to run the vote like a mini-election.

M&Ms appointed Emmy award-winning actor and Veep star Tony Hale to
act as the official Campaign Manager for the Flavor Vote. They also
partnered with nine social influencers to help spread their message and to
rally support for each of the three flavors. These were considered to be
Campaign Managers.

A further 20+ influencers created visual content to encourage people to

trial the flavors and vote. M&Ms considered these people to be Campaign
Staffers. They developed the hashtag #MMSFlavorVote to drive social
awareness and voting.

The influencers amplified the campaign across their networks and they
geo-targeted social posts to generate excitement and participation across
the United States.

Ultimately the voters elected Coffee Nut to be the winning flavor. The
campaign resulted in 269 million public relations/social media/Influencer
impressions, 216 influencer partner posts, 14.4 million social engagements,
and more than 1 million votes.

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8. MTV Pants Off

MTV Pants Off is a SnapChat sex ed show, hosted by Laci Green, best
known for her sex ed channel on YouTube, which has more than 2 million
subscribers. The aim of the SnapChat show was to provide sex ed
information to young people, giving real information and advice.

MTVs aim was to use Laci, already known as a sex ed influencer, to give
help to confused teenagers on what was a different medium for MTV -
SnapChat. Every Saturday for eight weeks Pants Off played on SnapChat -
just like a regular show.

MTV decided that the best way to build an audience was to ensure that
the show contained relevant subject matter for the teenage audience, to
use influencers as guests, and to create stunning graphics.

Their guest strategy was to invite influencers with huge audiences, who
were comfortable enough to talk about sex and relationships, to be filmed
for the show. There were many authentic conversations with guests from
across social media.

Each episode received between 3 and 5 million views and was shared
hundreds of thousands of times. In total there were 13.9 million unique
views and 439,000 shares, not counting additional cross-posting to
Facebook. There can be no doubt that MTV managed to help many young
peoples sexual understanding as a result of this campaign.

9. The Rare Country Awards

Cox Media Group wished to draw attention to its country division - Rare
Country. They decided to create the fan-voted "Rare Country Awards," to
expand their reach to more country fans.

Rare Country already had a strong Facebook presence but was in its early
stages of running a Twitter account. They asked Insightpool, an influencer
marketing platform, to set up an influencer campaign for the awards on
Twitter.

The Insightpool team identified and engaged with suitable influencers to

spread the Rare Country Awards message. They segmented influencers
into the following categories:

Current @RareCountry Followers

Artist-Specific Influencers
General Country Fans
Country fans that followed the @Rare account but not the @RareCountry
account
Press- Media/Bloggers/Radio Stations

Insightful then created relevant Twitter copy and engaged with influencers in
each category. Each influencer was tasked with both voting for their favorite artist
and stirring up their own audiences to vote in the Rare Country Awards.
Insightpool invited 20 top influencers to participate in a Twitter takeover -
changing their accounts to match the Rare Country Awards branding.

The awards quickly gained recognition, and top country artists then began
to share links about them with their fans.

Insightpool then selected three superfans to create videos announcing

the winning artists.

In all, 5,151 influencers helped with this campaign, with a spread of more
than 55 million followers. The campaign generated 1.8 million impressions
and nearly 1 million votes.

10. Sickhouse SnapChat Film

Indigenous Media focuses on producing video for a variety of platforms,
from traditional television to new-style social media. One of their
filmmaking teams created a project they called Sickhouse.

Sickhouse is a film in the same vein as The Blair Witch Project, in the
sense that it is not clear to viewers, as to whether it is scripted or real-life
(in reality, it is scripted). The whole film was shot in real time, in
chronological order, on iPhones. Indeed it was the first scripted SnapChat
film. Influencer, Andrea Russett, posted 10-seconds Snaps over a five day
period, questioning how real this film was, and opening up discussion with
her audience. Although Andrea Russett was chosen to a large extent
because of her 2.5 million YouTube following, she was also asked to
participate because of her strong acting skills. Sickhouse had to look as if
it could be real, with Andrea sharing her home video.

To add to the illusion, all the other actors avoided social media during the
production of the film - the only updates of their whereabouts were
posted on Andreas SnapChat account.

Eventually, Andrea was able to share with her fans that she had survived
Sickhouse, and there was a 70 minute extended version on Vimeo.

Sickhouse was viewed 100 million times on Snapchat alone.