Top 17 Influencer Marketing Campaign Examples

Some of the most effective influencer marketing campaigns come from Glossier, Daniel Wellington, and Dunkin’ Donuts. These brands turned to influencer partnerships not only to get noticed, but also to grow sales, build lasting customer loyalty, and reach audiences in engaging ways that traditional advertising could not.

Glossier grew its brand by encouraging customers to share real experiences and by working with influencers ranging from everyday users to celebrities like Serena Williams. This approach made the brand feel authentic and helped build loyalty and sales.

Daniel Wellington became a household name by sending free watches to thousands of micro-influencers, while also partnering with big celebrities like Kendall Jenner. They turned simple gifts into measurable engagement and rapid global growth by using hashtags such as #DanielWellington and tracking discount codes.

Dunkin’ Donuts partnered with TikTok star Charli D’Amelio to create content around her signature drink. This collaboration led to a 45% jump in sales and a 57% increase in app downloads in just one day which shows how the right personality on the right platform can move business results fast.

These influencer marketing campaigns are tied together in a clear strategy of knowing the audience, choosing the right influencers, and keeping collaborations genuine. Influencer marketing delivers results that go beyond awareness to real business impact when brands combine audience insight with authentic partnerships and smart platform choices.

Some of the top influencer marketing campaign examples to study are given below.

1. Glossier
2. Fiji water
3. Bluehouse salmon
4. Gymshark
5. Daniel Wellington
6. Hilton
7. Starbucks
8. HelloFresh
9. Topicals
10. Airbnb
11. Calvin Klein
12. Coca-Cola
13. DUNKIN’ donuts
14. Huda Beauty
15. Red Bull
16. Audible
17. Adidas

1. Glossier

Glossier’s influencer marketing campaign in the beauty and skincare industry focuses on building brand awareness and community by utilizing the content generated by users instead of following traditional celebrity endorsements. This brand invites customers to share real life experiences on social media platforms like Instagram, TikTok, and YouTube. Glossier turns loyal fans and macro influencers into informal brand ambassadors who promote real products through genuine reviews and tutorials.

Glossier incorporates an influencer marketing strategy that is a mix of mega-influencers, such as Serena Williams, as well as macro and micro-influencers from different backgrounds to increase their brand reach and authenticity. Glossier highlights organic posts and community engagement to keep its marketing approachable and genuine, instead of relying on polished or highly professional social media content. As a result, the campaign leads to noticeable growth in social media interactions, stronger online sales, and improved brand loyalty.

2. Fiji Water

Fiji Water’s “#BodyWoreWhat” campaign exemplifies how a beverage brand has successfully used micro-influencer partnerships to drive brand awareness and connect with a health-conscious audience. Fiji Water worked with fashion and lifestyle influencer Danielle Bernstein on Instagram and other social platforms like TikTok and YouTube to create workout videos that included Fiji Water as part of her fitness routine.

The #BodyWoreWhat campaign helped Fiji Water strengthen its position within the wellness and fitness space by sharing health-focused content and engaging with Danielle Bernstein’s followers. Fiji Water chose to partner with a micro-influencer who already had strong trust and engagement within her niche community instead of turning to celebrities or large-scale influencers. This influencer marketing approach assisted the brand in highlighting its product in a credible and relatable way and aligned with the everyday routines of her audience.

The #BodyWoreWhat campaign format was built around branded content, specifically, influencer-created fitness video tutorials that highlighted product use in a relatable context. Fiji Water generated online buzz and increased awareness among a broader demographic interested in active, healthy living.

3. Bluehouse Salmon

Bluehouse Salmon’s influencer marketing example explains how a fresh food brand utilized the content generated by users and targeted foodie influencer partnerships to increase their brand awareness and customer engagement. They specialize in sustainable seafood, and their campaigns target health-conscious and eco-friendly consumers by sharing healthy recipes and celebrating food events like National Salmon Day.

The influencer marketing strategy of Bluehouse Salmon includes micro-influencers from platforms like Foodie Tribe and Mochee who are passionate about food and sustainability, rather than focusing on macro or celebrity influencers. Notable influencer contributions come from these selected foodie collectives, who develop recipes and promote Bluehouse Salmon’s sustainable values.

Results from Bluehouse Salmon’s influencer marketing efforts include a 1900% increase in followers over 12 months and high engagement rates with one campaign yielding 3,053 engagements and a 2.52% engagement rate.

4. Gymshark

Gymshark’s influencer marketing sets the standard in the fitness apparel industry by partnering with both micro and macro-influencers to drive brand awareness, sales, and consumer engagement. This brand specializes in activewear and uses Instagram, YouTube, TikTok, and Twitter to engage its audience with interactive campaigns like tag-to-win contests and quizzes.

Gymshark’s influencer marketing approach focuses on community building and long-term engagement through creative campaigns like the Gymshark66 challenge, where users go on a 66-day fitness journey and share progress with the dedicated hashtags. Macro-influencers like Whitney Simmons, Steve Cook, and Leana Deeb co-create limited-edition product lines, while micro-influencers drive authentic, grassroots engagement within niche fitness circles.

Notable campaigns of Gymshark include gamification elements, product collaborations, and heavy reliance on user-generated content. They include progress photos and choreographed dances as seen in “Not Your Average Lift.” The brand also utilizes impactful events like Black Friday with unique social media blackout campaigns to improve its reach and increase conversion rate. Gymshark consistently achieves high engagement rates and brand awareness in the fitness community, and a large portion of its sales is directly attributed to its influencer-driven promotions.

5. Daniel Wellington

Daniel Wellington’s influencer marketing approach revolutionized the watch industry by gifting products to influencers across multiple niches. This brand encourages creators to share stylish photos on Instagram and other social media platforms, showing themselves wearing their watches. Daniel Wellington prioritized Instagram for its visual appeal and also benefited from user-generated content (UGC) and campaign hashtags like #DanielWellington and #DWPickOfTheDay to build a sense of community and boost engagement.

The influencer marketing campaign of Daniel Wellington focused on building brand awareness and increasing sales by starting product seeding through micro-influencers for authentic reach. As the brand expanded, its marketing strategy evolved into paid partnerships with larger personalities like Kendall Jenner to increase brand visibility and reach a broader audience. Influencers also received unique discount codes to incentivize purchases and to simplify campaign performance tracking.

Daniel Wellington has achieved global recognition, social media growth, and a rise in sales as a result of strategic influencer marketing efforts.

6. Hilton

Hilton Hotels operates in the hospitality industry and uses influencer marketing to reach new audiences and increase engagement. Their influencer marketing campaign “Stay Like an Infinite Icon,” featuring Paris Hilton, was an instant hit. Hilton uses social media platforms such as TikTok and Instagram to expand their reach and target younger travelers for this particular marketing campaign.

The influencer marketing of Hilton targets brand awareness, pop culture integration, and luxury experiences. Hilton inspires interaction among Hilton Honors members and sweepstakes entrants through sweepstakes, exclusive perks, and gamified elements. Hilton’s influencer strategy blended celebrity power, chiefly Paris Hilton, with notable creators like Chris Olsen and Boman Martinez Reid for a TikTok-first long-form ad, while actress Anna Kendrick took the lead in the “Expect Better. Expect Hilton” campaign on TV and digital channels.

The TikTok campaign with Anna Kendrick achieved 35.7 million views, a 145% higher click-through rate than standard benchmarks, and high engagement that included 605,000 interactions. Hilton reported a 24% rise in leisure consideration among 18 to 34 year olds and a 20% year-over-year increase in Hilton Honors program participation, with over 94 million members following the campaigns.

7. Starbucks

Starbucks, a leader in the beverage industry, uses influencer marketing to increase social media engagement and build excitement with campaigns like #RedCupContest and #RedCupArt that turn customers and creators into brand storytellers. Starbucks runs these initiatives on social media platforms like Instagram and Twitter for better reach and increased customer interaction.

Starbucks motivates users to post photos of their red holiday cups during #RedCupContest, with influencers supplementing the contest and inspiring a flood of user-generated content that personalizes the brand for the holiday season.

The Starbucks Chilled Coffee campaign partnered with micro, macro, and mega-influencers across social channels and expanded visibility for ready-to-drink beverages. These influencer marketing campaigns brought attention to the products available through retailers outside Starbucks stores.

The influencer marketing campaigns run by Starbucks feature major celebrities like Taylor Swift (Taylor’s Latte), Ariana Grande (Cloud Macchiato), and Blackpink (custom Frappuccino). All the influencer marketing efforts by Starbucks have led to increased social buzz and strong customer engagement across social media platforms like Instagram and TikTok.

8. HelloFresh

HelloFresh’s influencer marketing is a leading influencer marketing campaign example in the meal kit industry, as they turned content creators into brand advocates to maximize awareness and sales. HelloFresh works across social media platforms like Instagram, YouTube, and TikTok by sharing relatable, engaging content that spotlights convenience, affordability, and family-friendliness.

Their marketing strategy includes both micro and macro influencers whose audiences align with HelloFresh’s customer base. Content creators are rewarded with free kits, affiliate commissions, and unique discount codes so that promotion feels authentic and delivers measurable conversions. Celebrity collaborations with Keke Palmer, Jessica Alba, and Jamie Oliver have also extended brands’ reach, with each showcasing HelloFresh’s healthy and easy-to-make meals in their own style.

The HelloFresh influencer marketing campaign blends in-feed posts, stories, paid creator ads, and affiliate code usage to focus on influencers’ genuine experiences with HelloFresh. The influencer marketing efforts by HelloFresh have helped the brand achieve high brand visibility, consistent website traffic, and subscription sales.

9. Topicals

Topicals, a skincare brand dedicated to chronic skin conditions, redefined influencer marketing with its “Detty December” campaign by selecting a group of BIPOC (Black, Indigenous, and people of color) creators for an appealing trip to Ghana. Their influencer marketing campaign sparked a viral trend of wearing masks in public as influencers documented cultural experiences and authentically integrated products like the Faded Under Eye Masks into their daily activities and shared them on Instagram and TikTok.

Their influencer marketing approach prioritized brand awareness, inclusivity, and true community engagement by using hashtags like #TopicalsInGhana and #DettyDecember. Topicals strategically collaborated with micro and niche BIPOC influencers whose followers closely reflect their target demographic. Notable creators included fashion stylist Sierra Rena and Love Island stars Dami Hope and Indiyah Polack whose participation uplifted campaign reach and authenticity.

Topicals has achieved 3 million impressions, 5,000 new followers across social channels, and 5.6 million views on TikTok during the Detty December campaign for influencer marketing, alongside a surge in product sales and widespread digital buzz.

10. Airbnb

Airbnb is a leader in the travel and hospitality industry and is known for using influencer marketing to build genuine connections with travelers. Its “Live There” campaign is a success story; it showed real guest experiences through content created by a range of influencers across social media platforms like Instagram, YouTube, and travel blogs.

The “Live There” campaign prioritizes community building and brand loyalty. Airbnb works with micro-influencers, travel vloggers, and niche creators who specialize in family, adventure, or eco-friendly travel. These partners are motivated to share unfiltered, emotional stories from their Airbnb stays.

Airbnb’s influencer marketing has featured celebrity collaborations such as Sabrina Carpenter and Megan Thee Stallion for special event experiences, along with Patrick Mahomes, Beyoncé, and Mariah Carey to showcase the brand’s luxury offerings.

The “Live There” campaign improved Airbnb’s identity as a provider of authentic, exclusive travel. They have achieved increased user engagement, greater trust and loyalty with sustained growth and marketplace leadership through their influencer marketing campaigns.

11. Calvin Klein

Calvin Klein is a prominent name in the fashion and apparel industry, famous for transforming influencer marketing with their #MyCalvins campaign into a real success. Calvin Klein reached a broad, youthful demographic by blending traditional brand promotion with social engagement on platforms such as Instagram, TikTok, YouTube, and Twitter.

Their influencer marketing campaign’s primary approach centered on brand awareness and engagement by using celebrity endorsements and user-generated content (UGC) to amplify reach. Calvin Klein’s influencer strategy predominantly featured celebrity influencers, including global icons like Justin Bieber, Kendall Jenner, Shawn Mendes, BTS’s Jungkook, Jeremy Allen White, and Bad Bunny, which resulted in instant recognition and viral buzz. These notable figures posted images in Calvin Klein apparel and sparked a viral trend on social media to replicate the look and participate in the campaign by tagging photos with #MyCalvins.

The #MyCalvins campaign generated millions of social media interactions and impressions and raised Calvin Klein’s profile, especially among younger audiences. This solidified Calvin Klein’s reputation as a cultural tastemaker, though specific followership or sales figures have not been publicly detailed.

12. Coca-Cola

Coca-Cola is a global leader in the beverage industry and is among the pioneers of influencer marketing campaigns to maximize consumer engagement and brand loyalty. The #ShareACoke campaign personalized Coke bottles with names and invited consumers to share photos on social media using the dedicated hashtag on Instagram, Twitter, and TikTok.

Coca-Cola’s influencer marketing campaign’s approach targeted brand awareness and emotional engagement by sparking user-generated content and inspiring customers to share their unique Coke bottles with friends and family. Their influencer marketing strategy included collaborations with micro-influencers, lifestyle creators, and major celebrities for diverse reach. Notable influencers for US-based campaigns included Selena Gomez, who promoted “Share a Coke and a Song,” and athlete David Ortiz, who used his vast following for greater outreach for the brand.

Coca-Cola witnessed a 4% market share increase and 7% growth in young adult consumption in Australia, over 2% sales growth in the US, and a reversal of long-term declining Coke consumption through this campaign. Social engagement soared with over 500,000 photo shares on Instagram and a 25 million increase in Facebook followers.

13. Dunkin’ Donuts

Dunkin’ Donuts is a major player in the quick-service restaurant industry, and its influencer marketing partnership with TikTok star Charli D’Amelio set a new standard for branded social marketing campaigns. The company capitalized on TikTok’s reach and launched a custom cold brew, “The Charli” drink as a limited-time menu item across TikTok and other social media channels.

Dunkin’ made Charli the face of the marketing campaign and focused on brand awareness, sales generation, and app engagement by making Charli D’Amelio’s personal favorite order available nationwide. The campaign template featured a branded menu collaboration, influencer-led product reveal, TikTok challenges, and strong calls-to-action that resulted in a 45% surge in sales and a 57% spike in app downloads within just one day.

14. Huda Beauty

Huda Beauty is a leading name in the beauty and skincare industry that has built global recognition through a sophisticated influencer marketing network. They use founder Huda Kattan’s personal credibility with strategic partnerships across the beauty spectrum to promote the brand. The company targets audiences on Instagram, TikTok, YouTube, Facebook, and Snapchat by running strategic email and paid ad campaigns to reach a larger audience.

Huda Beauty’s influencer marketing approach centers on brand awareness, product launches, engagement, and inclusivity. They collaborate with both celebrities and beauty micro-influencers through the Huda Beauty Squad to attract real reviews and recommendations. Huda Kattan herself regularly shares tutorials, tips, and product demonstrations to connect directly with her audience and build trust through hands-on use of her cosmetics.

These influencer marketing efforts have built a loyal Huda Beauty community and increased visibility, engagement, and substantial growth of the brand.

15. Red Bull

Red Bull is a global leader in energy drinks, and its influencer strategy centers on working with creators and athletes who show the brand’s adventurous spirit. This brand connects with fans of action sports, motorsports, and extreme adventure by sharing athlete stories, backing high-energy events, and creating content that reflects the lifestyle Red Bull stands for.

Red Bull uses top social platforms like Instagram, YouTube, and TikTok, alongside event-centric content, live broadcasts, and user-generated posts to amplify its presence. Their marketing campaign approach focuses on brand loyalty, community building, and engagement by aligning influencers with Red Bull-sponsored events like Red Bull Flugtag, Rampage, and the Cliff Diving World Series. This brand collaborates with influencers like Max Verstappen and Sergio Perez to maintain a high profile in motorsports through Red Bull Racing in Formula 1.

Red Bull’s influencer strategy covers a spectrum from macro-influencers and global celebrities, such as Lindsey Vonn and Neymar, to micro-influencers who have credibility within targeted fitness or extreme sports communities.

Red Bull prioritizes years-long partnerships with content creators rather than one-off deals to create genuine content that solidifies the brand message of adventure and high performance.

16. Audible

Audible is a leading audiobook and podcast platform that partners with a large number of creators, from micro-influencers to celebrities, to reach different people from all walks of life. This brand collaborates with social media influencers on platforms like Instagram, YouTube, and TikTok to increase brand awareness, drive engagement, and reach targeted audiences with authentic content. Audible grants influencers creative freedom to naturally weave Audible into their content, whether that is during daily routines, workouts, or entertainment recommendations.

Audible’s influencer marketing approach centers on building brand awareness and engagement by tapping into specific niche communities through micro-influencer partnerships. Audible also uses YouTube sponsorships with popular figures across gaming, education, and entertainment niches. Influencer campaigns like Grace Helbig’s sponsored videos on YouTube with free audiobook offers were a strategic move. Audible also works with high-profile personalities like Carole Radziwill and focuses on lifestyle integration rather than overt product promotion.

Their global initiative, “There’s more to imagine when you listen,” AR campaign, used 3D panels in public spaces to highlight Audible’s imaginative potential, resulting in strong brand visibility and audience engagement.

17. Adidas

Adidas is a global leader in the sportswear industry that uses both celebrity endorsements and dynamic user-generated content as a part of its influencer marketing campaigns. Adidas Neo campaign featuring Selena Gomez channelized her star power to promote the Neo line and invited millions of users to participate in the #MyNeoShoot campaign. This initiative inspired followers to share their content for a chance to be featured and included in a live-streamed photoshoot on Adidas’ Instagram page with leading influencers. 

Adidas’ influencer marketing approach focuses on engagement, community building, and brand awareness by collaborating with celebrities, such as Lionel Messi, a sports icon. The Neo marketing campaign delivered exceptional results by driving a 24.2% increase in sales, generating over 71,000 hashtag mentions, attracting 12,000 contest entries, and growing Adidas’ Instagram following by 41,000. 

What Makes an Influencer Marketing Campaign Successful?

Picking the right influencer, working closely with them, and keeping an eye on social engagement make an influencer marketing campaign successful. A strong influencer marketing campaign is defined by clear objectives, a well-identified target audience, strategic partnerships, and effective management across the right social media platforms and within budget.

Key factors that make an influencer marketing campaign successful are given below.

1. Pick the Right Influencer

Pick the right influencer because a successful influencer campaign starts with choosing people whose values, audience, and style fit naturally with the brand to make the message feel real and help the brand come across as authentic.

2. Check Engagement

Evaluate influencer engagement rates through comments, shares, and meaningful interactions, and not just through follower counts as high engagement indicates real influence over their audience.

3. Talk to an Influencer

Establish open, collaborative communication with influencers from the outset to ensure transparent discussions for building trust and creative alignment in the content direction.

4. Know What You Want

Set clear objectives for the influencer marketing campaign, such as increasing brand awareness, driving sales, or growing your community, because defined campaign goals lead to focused strategy and measurable results.

5. Manage Campaign

Proactively monitor the campaign’s progress, adjust strategies when needed, and provide support to influencers because effective management keeps everything on track.

6. Affiliate Links

Use unique affiliate or tracking links to tie conversions and sales directly to influencer activities for accurate ROI measurement.

7. Brand Awareness

Prioritize strategies that increase visibility and recognition for your brand across chosen social media platforms to reinforce your message to the targeted audience.

8. Work Together (Brand + influencer)

Encourage a true partnership with influencers through collaboration on creative ideation, as this helps to reflect both brand and influencer visions in the content of the influencer marketing campaign.

9. Collaborations

Encourage innovative collaborations, such as product co-creation, events, or joint challenges, that provide added value to both the influencer’s audience and your brand.

Which Metrics Show the Success of an Influencer Marketing Campaign?

Influencer marketing metrics that show the success of an influencer campaign are given below.

• Engagement Rate: Engagement rate measures likes, comments, shares, and overall interactions on influencer content indicating how actively and authentically the audience is responding to the influencer campaign.

• Conversion Rate: Conversion rate reflects the influencer campaign’s impact on sales and lead generation because the conversion tracks the percentage of viewers who complete a desired action (such as purchase or sign-up) after seeing influencer content.

• Reach and Impressions: Reach is the number of unique users exposed to the influencer marketing campaign, while impressions count total views. These metrics reveal how widely the content is being seen.

• ROI (Return on Investment): ROI calculates the profitability of the influencer marketing campaign by comparing gains like sales or leads to the total investment, and it also confirms if influencer marketing was cost-effective or not.
• Brand Sentiment: The Sentiment of the brand assesses the tone and attitudes expressed in comments, reviews, or social media mentions to show whether the audience’s perception of the brand is positive, negative, or neutral after the influencer marketing campaign.

• Audience Growth: Audience Growth measures the increase in followers or subscribers of brand and influencer channels during and after the marketing campaign.
• CTR (Click-through Rate): CTR shows the proportion of users who clicked on links or calls to action in influencer posts, and it also highlights content effectiveness in driving traffic to target destinations.

How to Measure the ROI of an Influencer Marketing Campaign?

To measure the ROI (return on investment) of an influencer marketing campaign, follow the steps given below.

1. Set Clear Objectives: Start by defining specific goals, like increased sales, brand awareness, or audience growth, to guide influencer marketing campaign measurement.
2. Track Campaign Costs: Calculate the total influencer marketing campaign cost, including influencer payments, product seeding, content creation, tracking tools, and influencer agency fees, if applicable.
3. Monitor Revenue Generated: Use unique discount codes, affiliate links, or campaign-specific landing pages to track all sales directly linked to the influencer marketing effort.
4. Attribute Incremental Sales: Compare sales during the influencer marketing campaign period with baseline sales before the influencer marketing campaign to determine the uplift attributable to influencer activities.
5. Collect Additional Value Metrics: Check for increases in website traffic, new followers, content engagement, or brand sentiment as secondary indicators of influencer marketing campaign impact.
6. Calculate ROI: Subtract the total influencer marketing campaign cost from the revenue generated, then divide that amount by the total cost.
7. Analyze Non-Sales Impact: Analyze metrics like reach, impressions, and long-term brand equity for a more holistic view of influencer marketing campaign value.
8. Report Findings: Summarize ROI (return on investment) and supporting data to inform future campaigns and justify influencer marketing investment to stakeholders.