Influencer marketing just keeps on proving its versatility – no matter the niche your brand represents and no matter the goals you want to achieve; there’s always a solution within influencer marketing. One of the most interesting parts of it, as you are about to see, is micro-influencer collaborations.
However, we won’t spoil why just yet; it would be better if you were to check these cool examples of brands collaborating with micro-influencers and understand the perks yourself!
Daniel Wellington
Daniel Wellington watches and accessories have never been the ones to use traditional marketing. In fact, they’ve always focused solely on an influencer marketing strategy.
However, in 2018 they made a slight shift in their creator preferences by starting to work with a wide array of micro-influencers. So now, anyone with a dedicated audience was the right partner for Daniel Wellington. Even if that someone was a horse or a dog!
Daniel Wellington could rely on higher engagement return rates and a better ROI by partnering with influencers with small but dedicated audiences.
Glossier
Have you heard about the concept that anyone, no matter the follower count on social media, can be the perfect ambassador for a brand or an idea?
Enter Glossier a back-to-basics beauty brand that has relied on the aforementioned idea to be the guiding light for brand marketing since its conception in 2015. And as of right now, Glossier has an army of about 500 brand ambassadors, a.k.a micro-influencers, who stand behind the brand.
And why does it work for Glossier? Remember when we said that the main value of the brand is back-to-basic beauty with an emphasis on natural looks? By allowing these real people to showcase their products, Glossier wins on many fronts – from brand awareness to staying true to their message, these micro-influencers were a key to success.
Gillette
We have no doubt that any member of the Millennial generation or the ones preceding it knows what Gillette is and what they are selling. However, the brand was also fully aware that the sentiment was lost with the Gen Z’ers, and it needed to do something to spread awareness.
That’s why Gillette chose to promote their Venus razor series in a relatable and modern way by introducing the products to customers via beauty micro-influencers. To achieve that, Gillette sent out hundreds of so-called ‘Influenster’ packages to beauty influencers with follower counts of all levels, including those who had less than 1,000 followers.
Of course, being so relatable and unvarnished, the #ChooseToSmooth campaign was a huge success reaching half a million followers and securing a 2,2% engagement rate – all this with fewer than a thousand tagged posts.
INFLUENCER MARKETING IS EASY WHEN YOU WORK WITH AGENIC
Meller
Meller, a Barcelona-based brand selling sunglasses and watches, is a nice example of how a new brand can weave influencers into its brand image and marketing right from the start.
While already existing, older brands have to figure out a smooth transition from regular marketing to influencer marketing; newer brands, just like Meller, can choose to base their brand on influencers.
So much so that Meller has a dedicated section called ‘Influencers’ on their site, which is completely occupied by creator content. That makes the influencers from various niches – travel, beauty, lifestyle – a cornerstone of Meller’s marketing and brand image.
Audible
Audible’s (an audiobook brand) collab with Jesse Driftwood (photography micro-influencer) is now basically a textbook example of an extremely well-paired brand and creator.
At the time, Driftwood was followed by his fans for his stunning photography and solid way with words making him seem easy to approach and have a conversation with, which was exactly the tone that Audible needed to translate their message. And wouldn’t you know it – just one of Jesse’s posts ticked all the boxes – pleasing to look at, conversational, fun, and translating the brand’s message straight to the point.
To achieve that, Audible gave Jesse total creative freedom; in turn, the sponsored post feels like a recommendation from a friend rather than an ad.
Tom’s of Maine
Tom’s of Maine, a natural health brand, is the case proving that you can get to have a quality influencer marketing no matter the budget.
Here’s the story – Tom’s of Maine did not have the budget to hire influencers, so instead, they’ve turned their super fans into brand ambassadors. Meaning they’ve screened social media for people who were already swearing by Tom’s of Maine, providing them with free products, special discounts, and early access info and letting them do with it as they please!
Because the chosen people were already fans of the brand, they continued to create content that reflected Tom’s of Maine perks and spread awareness of its key values.
Fitbit
Say you have a product that tracks people’s activity and helps them build better wellness habits. Who do you think would be the best influencers to promote it? Why, of course, the customers who have actually used it and have benefited from it!
So, Fitbit, a huge fitness technology brand, always chooses to promote their devices with posts made by their community members and customers, often using UGC in their own social media channels. And it really doesn’t matter how many followers their customers have; all that matters is the story behind it.
This way, Fitbit is able to build an image of a trustworthy wellness partner rather than a tech-driven corporation.
Takeaway Note
Just as we’ve mentioned at the beginning of this article – there’s always a solution for your brand when it comes to influencer marketing. A tiny budget, a small presence, or a unique niche does not mean you cannot achieve your goals via influencer marketing. On the contrary!
Hopefully, these examples were exactly the right kind of inspiration to try influencer marketing for your own brand.
DATA-BASED SOLUTIONS FOR SIMPLE INFLUENCER CAMPAIGNS
