Daniel Wellington’s campus-influencer program targets a younger demographic.
MVMT relied on Instagram influencers in the fashion and lifestyle industry to build brand awareness and trust via the #jointhemvmt hashtag.
• Why it worked: MVMT’s marketing team found influencers who created beautiful content that drew attention to the product and had the right audience demographics. Consider this when building your own influencer campaign. Choosing the right people is as important as the right audience.
• Why it works: Selling mattresses without a physical showroom is difficult if shoppers don’t know the brand. Partnering with reputable blogs helped Leesa build trust and engage customers in an authentic, non-biased way.
Our recent 8-part series on influencer marketing explained the concept and key tactics. In this post, I’ll cite examples of brands that have used influencer marketing to sell products and services.
Leesa proves that not all influencer campaigns must be on Facebook, Instagram, or TikTok. This U.S. luxury mattress brand sells mainly via its ecommerce site. Instead of relying on individuals, Leesa has focused on notable blogs such as Mattress Clarity and Sleepopolis that provide unbiased reviews and earn affiliate commissions when driving sales. Consumers trust the blogs, which have generated over 100,000 clicks to Leesa’s site.
Daniel Wellington is a Sweden-based online watch retailer. According to Bloomberg, the company avoided typical marketing channels and instead focused on collaborating with micro-influencers on Instagram. The company offered influencers free products, not money. The strategy worked. Having launched in 2011 with just ,000, Daniel Wellington now earns roughly 0 million in revenue.
• Why it worked: Consumers trust smaller influencers for their authenticity. Daniel Wellington succeeded because of word-of-mouth advertising and the social proof provided by the micro-influencers. Both are critical aspects of social media marketing, and both power the company’s social strategy even today with campaigns such as campus influencers that target its core younger demographic.