11 Brilliant Examples of Brands that Work with Micro-Influencers

With the rise of micro-influencer marketing, brands are increasingly turning to smaller, more niche influencers to drive meaningful engagements. Although micro-influencers don’t have as much reach as influencers with millions of followers, they deliver impact by speaking to a more targeted audience. As such, they can help you engage a highly relevant audience that finds value in your offering.

If you’re thinking of building your own micro-influencer marketing campaign, start by looking at what others are doing. Here are 11 brilliant examples of brands that work with micro-influencers to give you inspiration.

1. Cuts Clothing

When Cuts Clothing, a premium men’s clothing brand, needed to raise brand awareness on TikTok, they recruited 15 micro-influencers as ambassadors. These ambassadors were selected based on their ability to reach the brand’s target audience of older males in the high-income range. 

Each influencer was tasked with creating 1-2 TikTok videos per month around a specific theme such as a new product or collection or a holiday. Some of the videos included a unique discount code for 15% off, allowing Cuts Clothing to track how each influencer generated revenue. The campaign saw engagement rates of over 10% across 20-30 pieces of content, along with a CPA lower than $120.

2. St. Pierre Bakery

St. Pierre Bakery, a leading French brioche brand, wanted to raise awareness about how people could easily find the brand’s bread products where they do their regular shopping. The brand launched two campaigns with a selection of 30 influencers – a combination of micro and macro-influencers in the cooking and food space.

These influencers were tasked with creating recipes that incorporated St. Pierre’s products. The summer campaign highlighted the brand’s grilling products along with a giveaway strategy. It ended up reaching 1.7 million people and driving 25,000+ engagements. The holiday campaign focused on making desserts with the brand’s brioche products and reached more than 3.3 million people with a 3.2% engagement rate.

3. ExeGi Pharma

ExeGi Pharma wanted to raise awareness about the company’s high-potency probiotic, Visbiome Vet while boosting web traffic and sales. So the brand partnered with a selection of YouTube and Instagram micro-influencers in the pet and animal space. 

Each influencer created high-quality content in their individual style, showcasing the info and benefits of the probiotic product. The influencers generated 45,000+ Instagram Story impressions and 75,000+ combined views on YouTube.

4. Casetify

While Casetify already had a solid TikTok presence, the brand wanted to stay ahead of the curve to keep up with the platform’s rapidly changing landscape. The brand launched a couple of influencer marketing campaigns, with the second one focusing on micro-influencers. 

These micro-influencers helped create engaging evergreen videos around themes such as drop tests, fall photo dump, and “what I ordered vs. what I got.” For this campaign, the brand was able to see a total of 65 micro-influencer content at a fraction of the cost. The next campaign focused on creative freedom with influencers who could get really creative with the brand’s products. With a total of 28 videos, they generated 4 million views at a CPM of $9.59.

5. GOLDTOE

When GOLDTOE needed to promote the brand’s range of athletic socks, they created a female-focused campaign with 12 high-performing female athletes on Instagram. These hand-selected influencers came from three different categories – micro, macro, and celebrity – so that they could generate deep engagement across all these categories.

Each influencer showcased the brand’s #MoreThanPretty functional socks alongside a personal story explaining how they’re more than what meets the eye. The influencers further reinforced the quality of GOLDTOE socks by sharing Instagram Stories where they performed their favorite workouts while wearing the socks. The campaign generated 33 million impressions and 1.4 million engagements at a CPE of $0.035.

6. Honest Paws

Honest Paws wanted to raise awareness about their revolutionary CBD products for dogs by having relevant influencers try them out. They sourced a total of 600 micro-influencers in the pet space and gifted them two free products of their choice in exchange for creating content.

The campaign generated 900+ pieces of content during a 6-month period. These posts generated more than 400,000 engagements and reached more than 10 million people.

7. Soylent

Soylent wanted to drive brand awareness for their new meal replacement product lines while simultaneously powering their content strategy. The brand distributed their products based on specific influencer interests such as outdoors, hiking, gaming, and so on. 

With a careful selection of micro-influencers across a variety of verticals, the brand was able to garner 35+ pieces of reusable content assets. The campaign also generated more than 5 million impressions.

8. Hers

Hers wanted to promote their acne and skincare products on TikTok. For this, they carefully selected Gen-Z influencers based in the U.S. with a particular focus on those who have been creating content about their hair or skincare journeys. The campaign involved a mix of hero influencers for massive reach and micro-influencers who could create great content.

During a 30-day period, the hair campaign generated more than 1.4 million impressions at a CPM of $11.01 with an engagement rate of 4.48%. The skin campaign generated over 3.4 million impressions at a CPM of $5.13 and an engagement rate of 2.24%. Both campaigns resulted in 11k visitors to the Hers website at a 0.62 CPC.

9. Moosejaw

Moosejaw specializes in outdoor recreation gear and apparel. As an out-of-the-box brand, their influencer marketing campaign needed to emulate their uniqueness. This meant partnering with vibrant influencers with fun personalities and easy access to the great outdoors. They recruited more than 37 creators, mostly comprising micro-influencers, who had an interest in outdoor recreation.

These 37 creators shared their #MoosejawMadness stories through eye-catching and sometimes humorous images and fun captions. The content was shared across leading social media platforms including Facebook, Pinterest, Twitter, and YouTube. That’s in addition to the 49 pieces of content on Instagram, where the campaign garnered an engagement rate of 2.89%.

10. TikTok

The value of micro-influencers isn’t just limited to B2C marketing. In fact, the social media giant, TikTok itself has leveraged content from micro-influencers to run a successful B2B campaign. In this case, the micro-influencers were in the form of small business creators on the app. The platform needed to educate small business owners on how to use TikTok to grow their business while also encouraging them to use TikTok Promote.

So TikTok partnered with successful small businesses on the platform who shared their stories to help other business owners realize how TikTok can bolster their business. The content was then edited and shared by the TikTok Small Business page, generating a total of 2 million likes. The page even garnered 400,000+ followers over the course of this campaign.

11. Prose

User-generated content is highly effective for creating relatable ads that resonate with the target audience. Realizing this, Prose, a clean beauty brand, wanted to leverage high-quality UGC to power their ad campaigns. At the same time, the content needed to be fresh so it didn’t bore the audience, which meant that the brand needed new content assets on a consistent basis.  

They adopted a scalable micro-influencer recruitment process that allowed them to generate high-performing assets for their ads on a weekly basis. The brand has since been able to generate 50 pieces of unique content assets each month. 

Source: influencermarketinghub.com