Influencer Marketing Strategy: 4 Examples of How It’s Done

Posted on February 18, 2019

Building an effective influencer marketing strategy can be done in a variety of ways. There is no perfect method that fits every business, but there’s certainly at least one approach any business can use for success.

What is mandatory regardless of the business is having a strong understanding of the best practices when developing an influencer marketing strategy. Part of that understanding can be gained by looking at other successful examples.

And remember, having unlimited resources isn’t a necessity in order to build an effective influencer marketing strategy. These ideas are actionable for just about anyone to varying degrees.

All four of the cases listed below are great examples to keep in mind when building your influencer marketing strategy. They are well-devised partnerships for a wide range of reasons.

Sperry

Leveraging micro-influencers properly is an increasingly prevalent and effective approach to influencer marketing strategy. It boils down to brands identifying their most loyal customers and using them as a marketing voice.

Sperry, a boat shoe brand, began doing a perfect example of this via Instagram in 2016. The brand identified those who were already loyalist and active Instagram users. Essentially, this group was already marketing for the company to a certain extent.

Sperry took things a step further by inviting those customers to develop the content for its official Instagram account. This is a terrific way to build an even stronger connection with your best customers while also building an influencer network that isn’t costly.

Crocs

The foam clog shoes Crocs has been selling for nearly two decades haven’t exactly been a trendy product in pop culture for quite some time. If anything, Crocs has been quite the opposite.

The shoes have, however, been a staple in the wardrobe of Post Malone — currently one of the most well-known rappers in the world — for a while. This revelation presented an opportunity for Crocs, and the brand took advantage by bringing Post Malone on as an influencer.

This unlikely partnership led to the creation of a signature Post Malone shoe that sold out in 10 minutes. A second limited-edition pair reportedly managed to sell out in 10 seconds. Most of those buyers were from an age demographic that’s a couple of generations younger than what would be Crocs’ typical target audience.
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Snow Teeth Whitening

Snow Teeth Whitening founder Josh Elizetxe has deployed an ambitious influencer marketing strategy. Essentially, there is no money is sitting idle. Whatever Snow has in the account, it’s pouring back into the business in a variety of ways. A lot of that money heads toward its group of influencers. That list includes NFL star Rob Gronkowski, boxing champion Floyd Mayweather, and a long list of other well-known influencers.

The idea, as Elizetxe puts it, is to feed the business rather than hoard money during crucial stages of growth and risk starve of it.

“What [Snow is] doing is reinvesting every single penny and then some. I believe that if an entrepreneur is building a real business, you should never have money in your bank account,” Elizetxe says. “I try to make sure that every time we have money in our account, we spend it and we try to do that on brand-building elements because that attracts more retailers, more resellers, more people want our product, and it attracts more celebrities.”

Glossier

Into the Gloss is a community-driven women’s beauty blog. It is focused on encouraging readers to share tips and tricks. The blog eventually morphed into Glossier, currently one of the fastest growing beauty brands in the world.

Glossier’s growth is an example of content and commerce at its finest. The brand has let its community take the reins, leading to incredible success. That is the influencer marketing strategy here. Glossier has never been about finding megastars to promote the brand. Instead, the focus has been on all women. The same women that formed the foundation of Into the Gloss.

“What’s very motivating to us is this idea of every single woman being an influencer,” Glossier CEO Emily Weiss told Quartz.