Influencer marketing plays both hero and villain in the grand theater of the internet. With masterful strategies that echo through digital corridors and monumental flops that cause collective groans, the drama never ceases. Will you cheer or jeer? The spectacle is about to begin.
Influencer Marketing Wins
Dunkin' Donuts and Charli, Dixie D'Amelio
Dunkin' Donuts ran a highly successful influencer campaign on TikTok with Charli and Dixie D'Amelio. The custom coffee drink collaborations resulted in a whopping 57% increase in Dunkin' Donuts' app downloads on the launch day of Charli's drink.
Adidas and Zach King
In 2022, Adidas partnered with Zach King, an American YouTuber known for his magic videos. King created a series of videos that featured him using Adidas products in his magic tricks. The campaign was a huge success, with millions of people watching the videos.
Sperry and Micro-Influencers
Footwear company Sperry worked with micro-influencers on Instagram to promote their boat shoes, capitalizing on user-generated content from over 100 micro-influencers. This approach allowed the brand to generate authentic content and reach a wider audience, thereby increasing brand awareness.
Glossier and Micro-Influencers
Bucking the trend for high-profile influencers, Glossier harnessed the power of micro-influencers to drive growth. They engaged their everyday customers as influencers, amplifying the power of peer recommendations. The strategy was a resounding success, with 90% of their revenue coming from organic, peer-to-peer channels.
Windows and Emily Zugay
Microsoft Windows took a witty approach to TikTok by partnering with comedian Emily Zugay, resulting in unexpected viral success. Embracing Zugay's goofy redesign of their logo and leaning into nostalgia, Windows achieved a whopping 1 million followers in just nine months. Their videos garnered 11.2 million likes, some reaching 10 million views. This light-hearted strategy has become a case study in authentic, audience-driven branding.
Influencer Marketing Fails
Scott Disick and Bootea
Reality TV star Scott Disick's partnership with weight-loss supplement Bootea took a nose dive when he accidentally copied and pasted the campaign instructions into his Instagram post. The mishap not only caused embarrassment but also eroded trust in the brand, highlighting the pitfalls of influencer partnerships that aren't carefully managed.
Microsoft and Machinima
Microsoft found itself in hot water when it was revealed they paid influencers on YouTube to promote Xbox One and its games without proper disclosure. This non-disclosure was a breach of FTC guidelines, resulting in significant fines and damaging both the brand's reputation and trust in the influencers involved.
Speedo and Ryan Lochte
Speedo's dramatic cancellation of its sponsorship deal with Ryan Lochte provides a stark lesson in brand alignment and integrity. After Lochte's false robbery claims and subsequent revelations of vandalism, Speedo acted swiftly to end its association, stating that they could not condone behavior contrary to their values. Donating $50,000 to Save the Children in Brazil, the swimwear company turned a PR crisis into a decisive stand on principles. This incident underscores the importance of trust and authenticity in influencer partnerships.
Kendall Jenner and Pepsi
Pepsi's collaboration with Kendall Jenner ended in ignominy when an advertisement intending to channel the spirit of social protest was accused of trivializing the Black Lives Matter movement. The image of Jenner offering a Pepsi to a police officer during a protest sparked widespread condemnation. In response, Pepsi quickly pulled the ad and apologized, acknowledging that they had missed the mark. This blunder illustrates how a lack of cultural awareness and sensitivity can lead to a severe disconnection between a brand's message and its audience's values.
SkinnyMeTea and Unhealthy Weight Loss
Australian company SkinnyMeTea faced backlash when it used an image of an eating disorder services charity (she’s a survivor herself) and social media influencer, Christina Grasso, without her consent. The company faced a searing online backlash, with Grasso herself condemning the product and those who promote it: “I understand we all need to make a living, but there are plenty of ways of doing so without a dangerous, non-FDA approved product that harms a vulnerable population by capitalizing on one’s insecurities and body image disturbances ― not to mention the potential physical side effects. It’s incredibly irresponsible and shows a lack of character for anyone to get behind these teas, and there is no upside beyond their monetary gain.”
