Influencer marketing has become an increasingly popular digital trend, evident from social media timelines filled with diverse creative content promoting various products.
However, amid this surge in digital promotional activities, many are questioning: how effective is this strategy really? How can we ensure that the ROI from influencer marketing remains competitive in this highly challenging digital era?
According to data from trend.io, 89% of marketers acknowledge that the ROI from influencer marketing equals or even surpasses traditional marketing channels. The impact on sales figures can also be measured clearly.
In short, influencer marketing remains a viable choice for digital strategy, provided it’s implemented strategically. To drive consumer purchasing decisions, it takes more than just partnering with famous influencers to promote a product.
Influencer marketing is a business instrument that needs to be optimized properly for maximum results.
In this discussion, we’ll examine 3 case studies showcasing successful influencer marketing campaigns, supported by valuable data and insights for marketers.
Which brands have successfully leveraged influencer marketing campaigns? Let’s explore the details below!
Read More: How to Build an Effective Influencer Marketing Strategy
Dyson
In this marketing case study, we’ll explore a different type of influencer. Beyond human influencers, Dyson successfully partnered with pets who have significant social media influence.
These ‘pet influencers’ have proven to have strong appeal on digital platforms. For brands like Dyson, pet owners represent a highly potential target market.
Since developing specialized products for pet hair cleaning, Dyson has consistently worked to strengthen its position in this segment.
This brand launched an influencer marketing campaign on Instagram aimed at increasing brand awareness.
At that time, few pet owners recognized Dyson as a reliable solution, and the brand was determined to change this perception. They also aimed to boost engagement on their Instagram platform.
Strategy
Dyson collaborated with 5 pet influencers on Instagram, primarily focusing on dog owners. The brand gave creative freedom to the influencers to create their own content.
The requirements were simple: content had to be entertaining and demonstrate how pet owners clean up after their furry friends’ activities.
The key to this campaign’s success was Dyson’s boldness in giving full creative control to the influencers.
They also selected influencers not based on follower count, but on audience characteristics.
One of Dyson’s influencers had only 2,500 followers. However, this partnership generated the highest engagement rate in the campaign.
Results
Dyson’s bold decision to give complete freedom to influencers proved successful. The campaign achieved 1 million views, 115,000 likes, and reached a 10% engagement rate.
Samsung Indonesia
Samsung Indonesia achieved remarkable success with their influencer marketing strategy by leveraging the expertise of social media content creators to introduce the Samsung Galaxy S21.
The campaign series spanned from pre-launch, launching, to tech review phases. Samsung successfully collaborated with 13 social media influencers and tech news portals to optimize reach and audience interaction.
Strategy
During the pre-launch phase, Samsung partnered with Instagram influencers to create interactive story content that engaged followers.
They utilized question box and polling box features with intriguing questions to build anticipation about this latest smartphone. When the launch moment arrived, the influencers hosted Instagram live streams.
They didn’t just showcase the product; they explained detailed specifications while demonstrating the Samsung Galaxy S21’s features live to viewers.
Results
The campaign successfully exceeded its target views and engagement expectations. Even more impressively, the Samsung Galaxy S21 received an outstanding market reception.
The Samsung Galaxy S21 Ultra 512 GB variant even became the best-selling product during its period.
Avoskin
This local skincare brand has demonstrated remarkable success in implementing influencer marketing strategies.
In 2022, Avoskin brought on popular actor Refal Hady as their local Brand Ambassador (BA) to support the launch of their newest product, Your Skin Bae Shield of Sun Essence.
Strategy
Through social media platforms, Refal Hady actively built engagement with the Avoskin community.
He also made an appearance at the prestigious offline event Jakarta X Beauty, a beauty exhibition by Female Daily that attracts skincare enthusiasts.
This strategic move was designed to expand reach and increase Avoskin’s brand awareness among consumers.
Results
According to the Compas Dashboard, here’s the comparison of Avoskin’s business performance before and after appointing Refal Hady as Brand Ambassador:
- Period before Refal Hady: May 26 – June 24, 2022
- Period after Refal Hady officially became BA: June 25 – July 24, 2022
- Product sales increased significantly by 15.39%, from 72.8K units to 84K units
- Revenue surged by 25.9%, from IDR 10.3 billion to IDR 13 billion
While it cannot be definitively concluded that these sales increases were solely due to the influencer marketing strategy, Refal Hady’s presence as BA has proven to have a positive impact on Avoskin’s business growth.
Read More: 9 Essential Influencer Marketing Slang You Need to Know
Here are three success stories of influencer marketing campaigns that can inspire your digital marketing strategy.
From Dyson’s successful use of pet influencers, Samsung Indonesia’s multi-channel approach, to Avoskin’s successful collaboration with their brand ambassador.
Each brand proves that well-executed influencer marketing can deliver extraordinary results.
Beyond just having creative ideas, you’ll need the right influencer marketing platform to turn your ideas into successful campaigns.
This is where Fair comes in as a partner to help your brand! Fair provides end-to-end services ranging from selecting the right influencers, planning content strategies, campaign management, to performance analysis with detailed metrics.
We’re ready to help you design and execute influencer marketing campaigns aligned with your business goals, supported by the latest analytical technology and an extensive influencer database.
So, what are you waiting for? Let’s create successful campaigns together with Fair!
