How do you create authentic and engaging content with influencers?

2 Define your goals and expectations

The next step is to clearly communicate your goals and expectations to the influencers you want to work with. You need to establish a mutual understanding of what you want to achieve, how you want to measure the results, and what kind of content you want them to create. You can use a brief or a contract to outline the details of your collaboration, such as the timeline, budget, deliverables, guidelines, and feedback. You should also give the influencers some creative freedom and flexibility to express their own voice and style, as long as they follow your brand guidelines and comply with the FTC disclosure rules.

4 Case study 1: L'Oréal and beauty influencers

One example of a successful influencer marketing campaign in the context of advertising is L'Oréal's #YoursTruly campaign, which aimed to promote their True Match foundation range. The campaign featured 23 beauty influencers from different backgrounds, skin tones, and lifestyles, who shared their stories and experiences with the product on their social media platforms. The campaign also included a TV ad, a website, and a pop-up store, where consumers could find their perfect match and get personalized advice from the influencers. The campaign generated over 100 million impressions, 10.5 million views, and 1.2 million engagements, and increased the sales of the product by 33%.

5 Case study 2: Airbnb and travel influencers

Another example of a successful influencer marketing campaign in the context of advertising is Airbnb's #LiveThere campaign, which aimed to inspire travelers to experience the local culture and lifestyle of their destinations. The campaign featured 15 travel influencers from different countries, who stayed in unique Airbnb homes and shared their adventures and tips on their social media platforms. The campaign also included a video series, a blog, and a microsite, where consumers could explore the influencers' itineraries and book their own trips. The campaign generated over 300 million impressions, 6.5 million views, and 1.8 million engagements, and increased the brand awareness and consideration of Airbnb.

6 Case study 3: Nike and fitness influencers

A third example of a successful influencer marketing campaign in the context of advertising is Nike's #BetterForIt campaign, which aimed to motivate women to embrace their fitness goals and challenges. The campaign featured 10 fitness influencers from different backgrounds, levels, and disciplines, who shared their stories and workouts on their social media platforms. The campaign also included a video series, a podcast, and a website, where consumers could find inspiration, guidance, and support from the influencers and the Nike community. The campaign generated over 80 million impressions, 18 million views, and 4 million engagements, and increased the brand loyalty and advocacy of Nike.