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First on our top micro influencer marketing campaigns list is Coca-Cola. Coca-Cola, one of the world’s most well-known beverage producers and a company that is familiar to 96% of the global population, decided to try micro-influencer campaigns for their marketing efforts. For this campaign, they chose 14 Instagram influencers and content creators from Belgium, 8 of which had fewer than 100,000 followers and the remaining 6 had more.
Influencers like Miette Dierckx, Yannick Merckx, and Alex Decunha were included in this micro-influencer campaign. The objective was to show how their products could naturally fit into the lives of these influencers from different verticals such as travel, food, sports, and fashion. This micro-influencer campaign allowed Coca-Cola to reach more of the European market with its messaging.
Sperry, the renowned boat shoe manufacturer, has been an early adopter of top micro influencer marketing campaigns. For their 2016-17 campaign, they were able to reach out to 100 micro-influencers who had previously purchased Sperry shoes. Aiming to target shoppers looking for durable and stylish footwear during the rainy period, the micro-influencer campaign resulted in a 66% increase in website traffic and 4.7 million impressions.
This micro-influencer campaign proved that micro-influencers have the capability to provide real feedback on products rather than just model shots. By using the hashtag ‘OOTD’ (Outfit of the Day) micro-influencers were able to show that fashion and function can go hand in hand, resonating with their audience.
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Audible has been doing micro-influencer campaigns beyond its well-known YouTube sponsorships. One prominent example is micro-influencer Jesse Driftwood on Instagram (with over 162,000 followers). In an effort to increase brand awareness, Audible partnered with Jesse in a creative and relatable post about his love of running.
Jesse crafted a message that sounded like a recommendation from a friend instead of sponsored content, demonstrating Audible’s strategy for micro-influencer campaigns: allowing smaller influencers to apply for partnerships while still keeping creative freedom. This micro-influencer campaign successfully increased Audible’s reach and visibility to its target audience.
Sephora has always been a leader in beauty and fashion, with its Beauty Insider rewards program defining reward marketing and creating influencer marketing opportunities for micro-influencers.
The company started the #SephoraSquad influencer program in 2019. They selected twenty-four micro-influencers who had already created makeup and beauty product reviews to expand this even further. This year-long paid partnership came with free products, samples, and other perks for the micro-influencers in exchange for honest product reviews.
Sephora reported higher sales and engagement following just 1,600 Instagram posts from the micro-influencers. In addition to focusing on micro-influencer marketing, Sephora also emphasized diversity in the influencers they chose, particularly micro-influencers from underrepresented races, gender identities, and ethnicities such as Ryan Potter and Shalom Blac.
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Another excellent campaign that deserves a spot on our top micro influencer marketing campaigns list is Gillette. Gillette has long been one of the most recognizable brands in the world. In an effort to increase brand awareness and reach a younger audience, Gillette turned to micro-influencer campaigns to promote their Venus product line.
The #ChooseToSmooth campaign featured micro-influencers using the products in everyday life and focused on using authentic, relatable settings instead of lavish celebrity bathrooms or specially crafted commercial sets. This micro-influencer campaign was successful in reaching over 476,000 followers with a 2.2% average engagement rate from fewer than 1,000 tagged Instagram posts. Gillette succeeded in creating a brand connection and loyalty among its target audience through the help of micro-influencers.
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Meller is a Barcelona-based brand that has grown a loyal following on Instagram due to its frequent micro-influencer collaborations. From the start, micro influencers have been an important part of Meller’s marketing strategy, as evidenced by their entire website page dedicated to influencer content. This page features images of micro-influencers wearing their products and links to their Instagram profiles.
Furthermore, micro-influencers have become a cornerstone of Meller’s marketing strategy, helping them bring the products to life and attract customers looking for something fresh and modern. As Meller puts it: “Let’s be creative, let’s be authentic, let’s be Meller. Get to know our influencers who inspire others as we do.” With micro-influencer marketing, Meller has been able to unlock all the benefits of influencer marketing for their company.
Glossier, the beauty brand founded by Emily Weiss in 2015, believes that everyone has the potential to be an ambassador for their products and ideas, no matter how small their social media following may be. To put this into practice, Glossier launched an extensive micro-influencer program that now boasts over 500 micro-influencers worldwide.
These micro-influencers are incentivized to post about their Glossier beauty routines and products they love through a referral program that rewards them with discounts and other non-monetary incentives. This micro-influencer strategy has been incredibly successful for Glossier in helping further their minimal, simple beauty products and marketing mission.
With the help of micro-influencers, Glossier stayed true to its company values. Better yet, Glossier interacted with loyal customers and improved authenticity.
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When Mattel re-launched the Polly Pocket, a popular toy from the 1990s, they partnered with micro-influencers who remembered the original version of the product and could relate to it on an emotional level. To promote the reintroduction of this classic toy, mom blogger Peace Love and Mommy created sponsored posts featuring her daughter playing with the same toy that many of her followers grew up with.
This micro-influencer strategy was hugely successful for Mattel, as it allowed them to target a specific demographic of people who could relate to the Polly Pocket on a personal level and share in the nostalgia of reliving their childhood. Furthermore, this micro influencer marketing strategy was highly effective for Mattel, creating an emotional connection between the micro-influencer, her followers, and their shared experience.
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Boxed Water launched the #ReTree campaign to promote environmentally conscious consumption and combat deforestation worldwide. To spread their message, they collaborated with high-profile micro-influencers and celebrities like dancer/actress Julianne Hough and actor Aidan Alexander to kickstart the campaign.
Boxed was able to tap into these micro influencers’ large followings by asking them to share the campaign message and call to action on their social media profiles. This encouraged followers to join in. The micro-influencers, as well as non-influencers, responded enthusiastically. They posted pictures of themselves with Boxed Water and spread the word about the campaign.
This micro-influencer marketing strategy was highly effective for Boxed Water, creating an emotional connection between micro-influencers, their followers, and the environment.
Last on our top micro influencer marketing campaigns list is no other than Google. Google partnered with micro-influencers @thesorrygirls to promote their new Pixelbook laptop. This micro-influencer marketing strategy was highly effective for Google, allowing them to reach an audience that loves DIY content. The micro-influencers harnessed this connection to run an Instagram giveaway contest with just one sponsored post. Google instructed users to like the image and comment on how they would use the Pixelbook if they won.
This micro-influencer marketing campaign proved to be a success as it generated an impressive engagement rate of 59.4%, much higher than macro-influencers could reach on their posts. This micro-influencer marketing strategy has shown that brands can achieve higher engagement, lower costs, and better relationships with micro-influencers for a much better ROI.
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