Influencer Marketing is estimated to be worth a $20 billion industry this year. Influencer marketing campaigns are not just restricted to a single industry or brands anymore. Let’s talk about some of the biggest influencer marketing campaigns of 2K19, campaigns that, due to their creativity and understanding of influencers’ audiences, have boosted engagement, awareness, and ROI for savvy companies.
As we’ll see here, the campaigns that have won the most conversation online in 2019 have been ones that involve big-name celebrities that people love (see entry 3 for an example), that get people excited about a big announcement (see entry 2), or that provide a lot of value in themselves (see entry 6).
#7 Shawn Mendes teams up with Calvin Klein on #MyCalvins campaign
Shawn Mendes’ partnership with Calvin Klein throughout 2019 managed to hit the full ‘101 times’ list twice. On both occasions, it was tweeted from his own account (not CK’s) that seemed to stimulate the most conversation.
— Shawn Mendes (@ShawnMendes) February 16, 2019
— Shawn Mendes (@ShawnMendes) February 16, 2019
#6 Harry Styles’ partnership with Gucci
Harry Styles and his ongoing friendship with Gucci made the ‘101 times’ list for multiple reasons. Styles is often photographed in Gucci attire (for example, at the Met Gala). He was also named as the face of the Gucci Tailoring campaign.
In a new campaign envisioned by #AlessandroMichele, @Harry_Styles returns as the face of #GucciTailoring. Captured by #HarmonyKorine, #HarryStyles plays an eccentric yet nonchalant character accompanied by a gang of animals.
Music: “Shower In The Rain”
Softboiled Eggies pic.twitter.com/Xjbu6cLcyh
— gucci (@gucci) May 21, 2019
.@metmuseum #MetGala co-chair @Harry_Styles wore a custom #Gucci organza shirt with black lace and organza jabot, high waisted wool mohair trousers, patent leather boots, and a single bee earring.
#AlessandroMichele #MetGala2019 #MetCamp pic.twitter.com/hkOtE8CAhp
— gucci (@gucci) May 8, 2019
#5 Chipotle LidFlip Hashtag Challenge
Chipotle Mexican Grill partnered with YouTube personality David Dobrik to celebrate National Burrito Day, even naming a burrito after Dobrik. Chipotle and Dobrik took to the short-form video app TikTok to promote a #ChipotleLidFlip hashtag challenge. TikTok is hugely popular with members of Generation Z and one of the top-three apps downloaded in 2019’s first quarter.
The campaign was inspired by a video that went viral of a Chipotle employee, Daniel Vasquez, performing a burrito bowl lid-flipping trick. Dobrik, who now has 5.7 million fans on TikTok alone, created a TikTok video of him-self flipping the lid on a Chipotle burrito bowl. He challenged viewers to create TikTok videos showing off their own lid-flipping skills. The six-day campaign drew 110,000 submissions from a highly engaged audience, and the hashtag attracted more than 230 million views in a month.
#4 Adidas She Breaks Barriers Campaign
Competing with influencer-marketing champ Nike for customers, Adidas upped its game with its She Breaks Barriers campaign. The campaign focuses on keeping girls in sport and empowering them. It features compelling stories from female athletes including WNBA star Layshia Clarendon and marathoner Rahaf Khatib.
As part of the campaign, Adidas also identifies the barriers girls often encounter that prevent them from participating in sport and encourages conversation about how to break through them. It also offers online courses to coaches, role models and mentors to help girls realize their full potential.
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It’s International Women’s Day!!!! We have so many hopes for our world. I’m always fighting for that little girl sitting at home who will one day step on a WNBA court, for that little person who doesn’t even play sports but is gender non-conforming and can see themselves reflected, for all girls of color and for the women who are told we can’t, we shouldn’t, and that we won’t. This we know, has always been a lie. We will continue to do great things and lift each other up as we go! I so appreciate the @adidas brand and @adidaswomen taking a stand to give girls and women more visibility. #InternationalWomensDay #LetsGoLadies #AllPronounsAccepted #She #Her #They #Them #VaginasUnite #NotAllWomenHaveVaginas #Duh #Leggo #TransFolks #NonBinary #IntersectionalFeminism
#3 Givenchy hints at the new face of its brand (it’s Ariana Grande)
A tweet featuring a mysterious silhouette of the new face of Givenchy generated a lot of conversation – mainly because it wasn’t so mysterious. Ariana Grande’s signature ponytail was recognized by many, who shared the news far and wide.
— Givenchy (@givenchy) May 9, 2019
#2 Taco Bell’s sponsorship of this Best Fan Army award pays off with a big mention from BTS
You may have heard of BTS, the Kpop group with the enormous following and a talent for activating vast swathes of fans across the world.
When Taco Bell decided to sponsor this Best Fan Army award, they made a good decision. The conversation that exploded around BTS, with fans fighting for them to win the award, got their brand name spread across the internet.
— BTS_official (@bts_bighit) February 21, 2019
#1 Frito-Lay’s Smiles Campaign
When Frito-Lay wanted to target millennials, the company created the Smiles campaign, which spotlighted a positive message and mission. The campaign focused on putting the smiles of real, everyday people on bags of their snack foods with more than 60 new bags.
Frito-Lay’s Everyday Smilers promotion profiled 32 people working to benefit their communities and put their smiles on the bags. Among them was non-profit influencer Paige Chenault, founder of an organization that throws birthday parties for homeless children. Other people profiled included Hugh H, whose non-profit Residency Apparel helps women make the transition from homelessness to self-sufficiency.
For another branch of the campaign, Lay’s partnered with influencers to promote Operation Smile, a non-profit that helps kids born with cleft conditions get safe surgeries. Lay’s also encouraged followers to take selfies of themselves with Lay’s Smile bags and to share them on social media. Frito-Lay also donated $2 million to Operation Smile over the first two years of the campaign. The good vibes that the Smiles campaign generated also brought high levels of engagement among fans. During the first year of the campaign, fans shared 700 selfies a day, prompting Frito-Lay to continue the promotion beyond its original run. And just one of the campaign’s Operation Smile Facebook videos scored an impressive 14 per cent engagement rate.
22% of 18–34-year-olds have made a purchase decision shaped by an influencer’s endorsement. From big brand launches to smaller niche awareness campaigns, influencer marketing has a huge application scope.
For instance, using Influencer Marketing can work well for building brand awareness. Especially, when you’re entering a new market in a new geography.