Brands that rely on opinion leaders

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brand influencers
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To illustrate the power that influencers have in the marketing strategy of large and small companies, we have compiled a list of ten effective campaigns driven by opinion leaders.

Ribena
Ribena is a beverage brand that created a clinical nurse specialist email list pop-up café and, with the help of artist Alex Lucas, managed to attract fans. This brand managed to take advantage of the mandala trend and invited its visitors to color a mosaic.

They partnered with Giovanna Fletcher, a TV personality and a well-known blogger; the Confetti Crowd group on Instagram, who advocate for female empowerment; and 30 micro-influencers also from Instagram . They were all in charge of developing content that they shared with their audience.

With this action, they managed to generate 120 pieces of content, attract 66 thousand visitors, as well as a 10% increase in brand perception and 6% in sales due to the use of this influencer marketing campaign.

TaylorMade Golf
The company's mission was to produce the best golf products in the world. It was supported by professional golfers Justin Rose, Sergio Garcia, Darren Clarke, Dustin Johnson and Jason Day, among others.

The strategy consisted of combining long-form articles with short-form content published on social media, which resulted in the production of fresh and interesting content that managed to boost page traffic.

TaylorMade managed to triple the amount of time its audience spent on its website.

Birchbox
Birchbox is a beauty subscription service that provides beauty products that change monthly. It partnered with Cupcakes and Cashmere blogger and influencer Emily Schuman, who has over 382 thousand followers on Instagram.

They managed to reach more than 500 thousand consumers and obtained more than 18 thousand “Likes”.

Gap
Gap is a well-known fashion brand that has been using influencers for some time . They created an online fashion hub called Styld.by through which they partnered with bloggers in the field who incorporated GAP clothing into their personal wardrobes, such as Refinery29 (who has 969,000 followers), Jamie Bauer and Milli Midwood.

Another strategy they used was to encourage their audience to post their own content on Instagram using the hashtag #styldby.

This partnership managed to exponentially increase the brand's reach.

Glossier
Glossier is a cosmetics startup that was recognized in 2017 as one of the most innovative companies. Its success is due to its ever-growing group of micro-influencers and its loyal fans, whom Glossier uses in its strategy to make itself known.

In addition, for its most influential followers, it incorporated a referral plan through which they could offer incentives to the audience, such as discounts on its products.

Estée Lauder
When this company, with a long history and experience, wanted to launch its latest brand aimed at a younger audience , they hired Kendall Jenner, who has more than 75.1 million followers on Instagram.

Jenner collaborated with the brand on 82 makeup and skincare products, as well as giving makeup tips and promoting the brand on her personal account.

Old Navy
This clothing chain incorporated influencer Meghan Rienks into its campaign. She has 2 million subscribers on YouTube and 1.3 million followers on Instagram.

Rienks was the star of a series of videos posted on Instagram, Twitter and YouTube, in which she showed her fans how to dress for different occasions using Old Navy clothing.

My Tales of Whisky
This brand used a Christmas marketing campaign starring actor Nick Offerman drinking their whiskey; this simple video managed to make the brand go viral.

Stride Gum
To promote its new gum, Stride Gum set up an influencer campaign with the help of Snapchat king DJ Khaled, who is one of the most sought-after figures for campaigns of this type.

Hallmark
Hallmark tapped a group of family Instagram influencers to promote its collection of Christmas ornaments and share family moments enjoying pleasant traditions. Additionally, viewers could purchase a keepsake ornament via a link.