Coca-Cola
First on our high micro influencer advertising and marketing campaigns checklist 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 attempt micro-influencer campaigns for his or her advertising and marketing 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 had 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 completely different verticals reminiscent of journey, meals, sports activities, and style. This micro-influencer marketing campaign allowed Coca-Cola to achieve 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 and marketing campaigns. For his or her 2016-17 marketing campaign, they had been in a position to attain out to 100 micro-influencers who had beforehand bought Sperry sneakers. Aiming to focus on customers on the lookout for sturdy and classy footwear in the course of the wet interval, the micro-influencer marketing campaign resulted in a 66% improve in web site visitors and 4.7 million impressions.
This micro-influencer marketing campaign proved that micro-influencers have the aptitude to offer actual suggestions on merchandise fairly than simply mannequin pictures. By utilizing the hashtag ‘OOTD’ (Outfit of the Day) micro-influencers had 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 outstanding 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 artistic and relatable publish about his love of working.
Jesse crafted a message that gave the impression of 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 maintaining artistic freedom. This micro-influencer marketing campaign efficiently elevated Audible’s attain and visibility to its target market.
Sephora
Sephora has all the time been a frontrunner in magnificence and style, with its Magnificence Insider rewards program defining reward advertising and marketing and creating influencer advertising and marketing 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 broaden this even additional. This year-long paid partnership got here with free merchandise, samples, and different perks for the micro-influencers in trade for sincere product evaluations.
Sephora reported larger gross sales and engagement following simply 1,600 Instagram posts from the micro-influencers. Along with specializing in micro-influencer advertising and marketing, Sephora additionally emphasised variety within the influencers they selected, significantly micro-influencers from underrepresented races, gender identities, and ethnicities reminiscent of 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 and marketing campaigns checklist is Gillette. Gillette has lengthy been probably the most recognizable manufacturers on the 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 targeted on utilizing genuine, relatable settings as a substitute of lavish movie star loos or specifically crafted industrial units. This micro-influencer marketing campaign was profitable in reaching over 476,000 followers with a 2.2% common engagement fee from fewer than 1,000 tagged Instagram posts. Gillette succeeded in making a model connection and loyalty amongst its target market via the assistance of micro-influencers.
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Meller
Meller is a Barcelona-based model that has grown a loyal following on Instagram as a consequence of its frequent micro-influencer collaborations. From the beginning, micro influencers have been an essential a part of Meller’s advertising and marketing 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 turn into a cornerstone of Meller’s advertising and marketing technique, serving to them deliver the merchandise to life and appeal to clients on the lookout for one thing recent and trendy. As Meller places it: “Let’s be artistic, let’s be genuine, let’s be Meller. Get to know our influencers who encourage others as we do.” With micro-influencer advertising and marketing, Meller has been in a position to unlock all the advantages of influencer advertising and marketing 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 intensive micro-influencer program that now boasts over 500 micro-influencers worldwide.
These micro-influencers are incentivized to publish about their Glossier magnificence routines and merchandise they love via 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 and marketing mission.
With the assistance of micro-influencers, Glossier stayed true to its firm values. Higher but, Glossier interacted with loyal clients 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 a lot 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 and marketing 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’ giant followings by asking them to share the marketing campaign message and name to motion on their social media profiles. This inspired followers to affix in. The micro-influencers, in addition to non-influencers, responded enthusiastically. They posted photos of themselves with Boxed Water and unfold the phrase concerning the marketing campaign.
This micro-influencer advertising and marketing technique was extremely efficient for Boxed Water, creating an emotional connection between micro-influencers, their followers, and the surroundings.
Final on our high micro influencer advertising and marketing campaigns checklist is not any aside from Google. Google partnered with micro-influencers @thesorrygirls to advertise their new Pixelbook laptop computer. This micro-influencer advertising and marketing technique was extremely efficient for Google, permitting them to achieve an viewers that loves DIY content material. The micro-influencers harnessed this connection to run an Instagram giveaway contest with only one sponsored publish. Google instructed customers to love the picture and touch upon how they might use the Pixelbook in the event that they gained.
This micro-influencer advertising and marketing marketing campaign proved to be a hit because it generated a powerful engagement fee of 59.4%, a lot larger than macro-influencers may attain on their posts. This micro-influencer advertising and marketing technique has proven that manufacturers can obtain larger engagement, decrease prices, and higher relationships with micro-influencers for a significantly better ROI.
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