In the past two decades, influencers have burst onto the marketing scene, altering the digital landscape permanently while transforming the marketing and advertising industries. When done correctly, influencer campaigns can boost brand awareness, build credibility and even drive sales. In this blog we’ll explore three top rules for successful influencer marketing and highlight best practices to guide you.

Strike While the Iron is Hot

Sometimes the perfect opportunity just presents itself. Other times you need to be actively paying attention to trends (this is more often the case.) Here are three examples where companies have leveraged popular and timely creator content to join the conversation and build brand awareness:

1. 1. The Four Seasons Baby

In May 2024, social media was abuzz about the Four Seasons baby. Creator Stefanie O’Brien posted a video of her niece with the caption, “If the @Four Seasons Hotels is looking for a baby ambassador my niece got you”– and that’s exactly what ended up happening. O’Brien’s video went viral with more than 79.6 million views, grabbing the attention of the Four Seasons Hotel franchise. The hotel curated a special experience for the Four Seasons baby ambassador and made sure to document it on their account. The TikToks posted of the Four Seasons baby’s stay received more than 5.6 million views on one and 8.2 million views on the other.

2. 2. Tinder’s Quick Pivot

TikTok content creator Alianna DeMaria shared a video about her dating life and the man she met on Hinge who ended things because a video she posted gave him “the ick.” The video went viral, and in response, Tinder swooped in, sending her a new Coach purse in addition to a year-long subscription to Tinder Platinum. With the help of DeMaria’s video, the negative press for Hinge was spun into positive press for Tinder.

3. 3. UPS Seizes a TikTok Romance Moment

TikTok stars Tyler Bergantino and Gabby Gonzalez captivated audiences with their chemistry when they met in a street interview. The pair live in different states but have documented the experience of getting to know each other on TikTok. UPS seized the moment, working with Bergantino to send Gonzalez a few special gifts, which was shared to his Tiktok account. This brand partnership sparked 3,500+ comments—most of which consisted of users saying they were looking forward to the unboxing, which Gonzalez did end up sharing on TikTok, and delighted TikTok viewers and UPS alike.

Find the Right Voice for Your Brand

Understanding your target audience and doing research to find the right voice to speak about your brand is crucial. Partnering with influencers or micro-influencers who share your brand’s values can elevate your brand’s image and credibility, especially if they’re already fans of your brand before a collaboration. Here are three samples of companies finding the right partnership for their brand:

1. 1. Margaritaville at Lanier Islands

Back in December 2023, c21 helped Margaritaville at Lanier Islands host a media day for their winter attraction, Snow Island. To make sure Snow Island was represented authentically, c21 found influencers who shared similar values and interests. The influencers consisted of Georgia locals eager to create unforgettable family memories. Instagram blogger Kimberly Stroh created compelling content featuring her own family enjoying the different Snow Island attractions.

2. 2. The North Face and Pattie Gonia

Summer 2023 was deemed the “Summer of Pride” by drag queen influencer Pattie Gonia and The North Face. Known for being a climate crisis activist, Pattie Gonia creates a lot of content in nature. This influencer campaign was a smart choice for The North Face to expand its audience by working with someone who reflects their dedication to nature, but also has a strong LGBTQ+ community following that might be on the periphery of the company’s typical target demographic.

3. 3. Dunkin’ and Charli D’Amelio

As the second most-followed account on TikTok, to say that Charli D’Amelio is influential is an understatement. In its bid to outdo Starbucks, Dunkin’ teamed up with long-time Dunkin’ fan D’Amelio to create a new drink called “The Charli.” Her popularity and genuine love for Dunkin’ made the partnership appear authentic and appealing to the younger audience that Dunkin’ was hoping to attract.

Create a Sense of Connection

Building a sense of connection between a consumer and brand is essential. Influencer marketing shines here, often feeling more genuine and personal than a traditional advertisement. Here are three examples of brands that have nailed that connection with their target audience through brand ambassadors:

1. 1. Glossier’s Rep Program

Before working with celebrity influencers, circa 2017, Glossier’s early ambassador program consisted of individuals who were genuinely enthusiastic about the products they were promoting. The ambassadors of the Glossier Rep Program would announce their partnership with the brand by sharing a blog post that contained a unique discount code, along with their personal experiences with Glossier products, offering a transparent and passionate perspective that felt authentic.

2. 2. Duolingo Creates Cartoon Brand Ambassador

Designing an influencer within a brand is a rising trend. Duolingo did this by creating a whole persona for its cartoon owl mascot Duo — a beloved character across social media. The Duolingo owl seems to have taken on a life of its own, not only generating buzz for the company, but also positioning Duo as an appealing influencer for other brands and influencers to collaborate with.

3. 3. Emi Jay’s Brand Ambassadors

Popular hair accessory brand Emi Jay fosters personal connections with their selected influencers and fans of the brand. Their website features an “Emi Jay Ladies” tab that showcases all the Emi Jay influencers and gives visitors a chance to get to know each brand ambassador and learn about their favorite brand accessories. The well-curated community of brand ambassador “it girls” stay true to Emi Jay’s aesthetic and serve as authentic influencers for the brand.

While there is not one cookie cutter approach to successful influencer marketing, there are some principles that remain consistent – authenticity, credibility and the ability to foster a connection. These elements are key to establish and build brand support through influencer partnerships.

Looking to develop the perfect marketing campaign for your brand or explore if influencer marketing is right for you? We’re here to help! Contact communications 21!