Three of 2016’s Most Creative Influencer Marketing Campaigns
“If you can engage the influencer’s passions, and work with them to craft a compelling logical appeal, then you can leverage the credibility of the influencer to actually sway hearts and minds.” – Tom Webster, Vice President of Strategy and Marketing at Edison Research
Influencer marketing has become a genuine art form. Within the currently exploding practice, two of the three biggest hurdles for marketers is identifying the right influencers and engaging those individuals.
If you can’t accomplish those tasks, you don’t have a campaign.
Despite the struggles that advertisers face, 2016 brought to life some of the most creative and compelling influencer-led efforts that the genre has yielded.
If your brand is just aching to sink its teeth into influencer marketing but doesn’t know where to begin, check out these 3 awesome campaigns for a spark of inspiration.
#1 Mercedes Loves Loki
When you think about finding the perfect influencers for your campaign, an illustrious dog on Instagram is probably not your initial thought.
Thankfully, Mercedes opted to go the unconventional route for its #MCPhotoPass campaign which coupled Loki the Wolf Dog and his 1.3 million followers with VR technology to bring a genuinely unique marketing story to the internet.
The car maker hired Loki and the influential canine’s owner, Kelly Lund, to generate cinematic content for the Mercedes YouTube channel in which the pair would drive the new 2017 Mercedes GLS through the snowy Colorado Mountains while the vehicle was equipped with various 3D cameras. The resulting footage was nothing short of magical.
Mercedes also recruited influential Boston chef Chris Coombs to create video content for the brand which further served to highlight the capabilities of the company’s new offering.
In the second stage of the campaign, Mercedes brought aboard various Instagram photographers to capture the essence of the Benz lifestyle.
All in all, the campaign racked up 173 million impressions, 2.3 million engagements, and $4 million in earned media through Instagram alone. Moreover, the fruits of their labor are still adding value to the brand as 1,700 campaign assets are still in use today on the Mercedes website, their email campaigns, and in print advertising.
#2 #FreeGuac Gains
Earlier this year, the Evolve! Agency team partnered with Mexican restaurant chain Qdoba to let the world know about their deliciously free guacamole.
With positive feedback acquired, the campaign was scaled up to include other powerful YouTube authorities like the FUNkee Bunch, Office Antics, and Monica Church to spread the word about the #FreeGuac contest in which entrants could win $2,500 and other awesome prizes.
Through the power of the YouTube celebrities and use of the #FreeGuac hashtag, the 2-week campaign was able to generate more than 10,000 contest entries, roughly 3 million total views, 200 million social impressions, and over 84,000 engagements. Qdoba’s social followings saw a significant uptick, and the brand found a new audience to deepen relationships. It was a delicious slam dunk. Learn more about these and other campaign successes by browsing our case studies.
#3 DJ Khaled’s Vegas Vacation
While some marketers believe that Snapchat is not a prosperous advertising channel as of yet, the Las Vegas Convention and Visitors Authority went all-in launching their channel on the platform.
On May 29th of this year, DJ Khaled, who is known as “The King of Snapchat,” took over the newly instituted channel to take his 6+ million followers on a journey to his most beloved Vegas destinations.
Helping to promote the @VisitLasVegas Snapchat channel, Khaled travelled around the tourist hotspot showing off locations like the Las Vegas Strip, The Venetian Luxury Hotel and Casino, and the Canyon Ranch Day Spa where the socially acclaimed DJ received a mani-pedi.
Over the course of the 2-day takeover, Khaled managed to drive 400,000 views and 25,000 new followers to @VisitLasVegas. Pretty impressive stuff for just 48 hours.
These three campaigns were some of the year’s most notable and perfectly captured exemplary creativity in marketing. While the efforts these brands made to reach audiences through social media influencers were nothing sort of outstanding, 2017 is sure to hold just as ingenious influencer campaigns. Will yours be one of them?
Ready to leverage the raw power of influencer marketing? Just say the word and we can help you assemble, launch, and manage a truly visionary campaign like the ones you just read about.