Coming up with new campaign ideas can be tough. But one way to lighten the burden is to copy — sorry, I mean get inspired by — real-world influencer marketing campaign examples.

That’s why I rounded up 17 high-performing campaign examples from brands like…

👉 Victoria’s Secret

👉 Birkenstock

👉 Sennheiser

…plus performance statistics and key learnings from each campaign.

1. Regal Rose

👉 Campaign type: Influencer gifting, affiliate marketing

👉 Platform: Instagram, TikTok

Campaign example 🤳

Regal Rose sells jewelry and accessories with a decidedly alternative edge – and influencer gifting is a major part of their promotional strategy. 

They effectively combine influencer and affiliate marketing by sending free products to influencers alongside a personalized discount code, like in this collaboration with micro-influencer Jessie Coombs (AKA @jesseatsppl):

When it comes to product seeding, Regal Rose exclusively works with influencers who share the brand’s edgy vibe – so it’s easy for influencers to fit those gifted products into their outfits.

I found several examples of influencers featuring Regal Rose jewelry in catalog-style posts containing a roundup of products across multiple categories, like in this example from goth influencer (gothfluencer?) @vocallyshook:

By partnering with influencers who are a strong “brand fit” and making it easy for them to share the brand’s products, Regal Rose effectively guarantees a regular stream of content.

And their policy of sharing affiliate discount codes ensures that every piece of content they generate is an opportunity for direct sales.

Key takeaway 🤓

Try not to be too precious about influencers including other brands in their posts. Mentioning competitors can make your content more engaging, persuasive, and human.

2. Victoria’s Secret

👉 Campaign type: Influencer event

👉 Platforms: Instagram, TikTok, YouTube, various offline channels

Campaign example 🤳

Lingerie giant Victoria’s Secret first held its annual fashion show in 1995. 

After its cancellation in 2019, the brand reignited the concept for 2024 and enlisted a host of high-profile influencers to promote the return, which was streamed live on Amazon Prime and the Victoria's Secret YouTube channel.

As well as posting in the runup to the show, influencers like Victoria Macgrath, Olivia Yang, and Gigi Hadid shared content from the event itself, generating a ton of brand awareness.

At time of writing, the hashtag #vsfashionshow had been posted over 630,000 times on Instagram, while #vsfashionshow2024 had notched up 257+ million views on TikTok. But it’s not just about views — the campaign also had a spectacular impact on branded search (see if you can spot the uptick in October):

Key takeaway 🤓

When you’re planning an influencer event, don’t forget to come up with a branded hashtag for influencers to use when sharing event content. Not only will this give your campaign a more consistent look, but it’ll save you a ton of time when it comes to tracking live influencer content.

3. Sennheiser

👉 Campaign type: Product review

👉 Platform: Instagram, TikTok, YouTube

Campaign example 🤳

Sennheiser might be one of the biggest names in premium audio equipment, but the brand regularly partners with influencers to promote its various headphones, microphones, and wireless systems.

To promote their MD 421 Kompakt mic, they teamed up with influencer Reid Stefan, who demonstrated how he uses is to create big sounds with a single microphone and vocalist:

And they worked with another Instagram influencer, Ray Strazdas, to push their Momentum 4 headphones — focusing on key selling points for travelers like:

✅ Noise cancellation

✅ Sound quality

✅ Battery life

Sennheiser’s influencer collaborations regularly clock up tens of thousands of views, helping boost awareness of the brand’s products.

Key takeaway 🤓

When planning product review content, be sure to highlight the specific talking points you want your influencers to mention. These should be planned with the influencer’s audience in mind. For instance, Ray Strazdas discusses the Momentum 4’s noise-cancelling qualities in the context of a traveler using the headphones on a busy train or flight, which makes the content feel more persuasive and actionable.

4. Birkenstock

👉 Campaign type: Influencer storytelling

👉 Platform: Instagram

Campaign example 🤳

If I asked you to picture a typical Birkenstock wearer, you’d probably imagine someone enjoying a relaxing brunch of loafing around a farmer’s market.

The brand wanted to tap into a new market: workwear. So, in late 2024, they launched their first Birkenstock Professional campaign — and influencer marketing played a key role.

Birkenstock teamed up with three “inspiring protagonists” to share their stories on how the brand’s footwear supports them in the demanding environments they navigate daily:

👉 Michelin-starred chef Tom Sellers

👉 Jajini Varghese, a surgeon at London’s Royal Free Hospital

👉 Dedicated horticulturalist Molly Sedlacek

Collaborating with professionals from different backgrounds, and in very different careers, allowed Birkenstock to highlight various aspects of its products. Chef Tom Sellers, for instance, estimates that he’s walked for thousands of miles in his Birkenstocks while forging his reputation as a restaurateur.

The campaign allowed Birkenstock to generate a range of creatives — such as chef Tom sharing a themed tasting menu for the brand focused on the values of craft and integrity:

With chef Tom’s Instagram Reels clocking up over 200,000 views, the campaign generated plenty of awareness for Birkenstock’s pro footwear range.

Key takeaway 🤓

Like with any form of marketing, the best influencer campaigns take an audience-first approach. Figure out who you’re trying to target, then search for influencers who reach that audience. A chef, a gardener, and a surgeon might not seem a natural fit for a fashion brand like Birkenstock — but they’re a smart choice for a campaign targeting professionals.

5. Bonprix

👉 Campaign type: Long-term influencer partnership

👉 Platform: Instagram Stories, Instagram Reels

Campaign example 🤳

German fashion retailer Bonprix often works with the same influencers over an extended period.

For example, they collaborated with lifestyle influencer @aboutdina for a series of outfit hauls, increasing recognition of the brand among her audience of 220,000+ Instagram followers.

The campaign incorporated two different Instagram content formats, allowing Bonprix to:

👉 Boost awareness and reach new audiences through Instagram Reels

👉 Drive link clicks and conversions through Instagram Stories

Bonprix’s collaboration with @aboutdina generated:

👉 Nine pieces of content

👉 Three million total impressions

👉 40,000+ link clicks

Key takeaway 🤓

Long-term influencer partnerships aren’t always the right option. But done well, they can help you:

✅ Build authenticity and credibility

✅ Unlock unique creative angles (like showing the benefits of using a product long term)

✅ Leverage more attractive rates

✅ Spend less time on briefing and feedback

✅ Get a clearer picture of expected performance

To learn more, check out our guide to long-term influencer partnerships.

6. Gymshark

👉 Campaign type: Challenge / contest

👉 Platforms: TikTok and Instagram

Campaign example 🤳

Gymshark is one of the most active gym wear brands using influencer marketing throughout the past years. Their campaign — 66 Days: Change Your Life challenge — was a massive hit on TikTok and Instagram.

The idea behind #Gymshark66 was more than a trend. It was built on engaging the community in the most meaningful way.

The campaign asked the audience to challenge themselves for 66 days through positive habits and an active lifestyle. What would they get in return? A year's supply of Gymshark.

For this campaign, Gymshark partnered with six sports and athlete influencers with a strong presence on TikTok and Instagram to raise awareness around the challenge. Influencers Twin Melody shared the following video promoting Gymshark activewear with #Gymshark66 — the video has 751k+ likes and 4950 shares. 

Apart from TikTok, Gymshark used Instagram's IGTV for the "Stories of the 66" video series highlighting individuals and their experience of adopting healthier habits in 66 days.

With a focus on video content, #Gymshark66 has 252.6 million views on TikTok and 785,000+ posts on Instagram.

Key takeaway 🤓

Throughout the challenge, Gymshark continued to share helpful resources and tips to encourage participants. With a challenge campaign, you must focus on increasing audience participation, providing them with helpful resources along the way. It will help them remain motivated to complete the challenge.

7. Deeper Sonar

👉 Campaign type: Ambassador program and paid partnerships

👉 Platforms: Instagram, TikTok, YouTube, Facebook, and niche websites

Campaign example 🤳

Deeper Sonar sells portable sonars and are core leaders in the angling world. They have an ambassador program which gets 70% of their total marketing budget.

The ambassador program at Deeper Sonar has three levels:

👉 Deeper Squad is an open community for any fishing hobbyist and/or fan of Deeper

👉 Deeper Heroes are pros who use Deeper sonars

👉 Paid partnerships are influencers with whom Deeper has negotiated a long-term deal

The largest number of ambassadors are housed in the Squad level, followed by Heroes, and paid partnerships are the fewest. Almost all Squad ambassadors and 90% of Heroes come from inbound methods. For the paid partnerships, 90% are sourced via an outbound recruitment strategy using Modash.

Inbound influencers join the self-serving ambassador program, reducing the company’s admin load. And paid partnerships are usually collabs with bigger creators — involving thorough vetting, negotiating, and briefing.

Deeper Sonars recruits over 7K+ ambassadors from 30+ countries. This, despite having only a total of 5 marketers on the team.

Key takeaway 🤓

Deeper Sonars is an excellent example of how to build brand ambassador programs at scale. The crucial lesson you can mimic from their approach though is creating a self-serve program that keeps running like a well-oiled machine without admin load. Setting up and refining such an ambassador program might take some time, but the compounding results are worth it.

Want to learn more about how Deeper Sonars finds, recruits, and manages its 7K+ ambassadors? Read our article that goes in-depth on their strategy.

8. Last Crumb

👉 Campaign type: Influencer product seeding

👉 Platform: TikTok

Campaign example 🤳

‍Last Crumb is a luxury cookie brand based in Los Angeles. Their business model is about getting customers to join their waitlist for buying cookies via email or SMS. Cookies sell out within minutes in exclusive batches sold to people who signed up. They used an influencer product seeding strategy to get Last Crumb cookies in the hands of every TikTok food influencer.

It’s crucial for Last Crumb to justify their price point and also maintain the vibe of “luxury” that’s core to their company. To accomplish this, they also consistently publish high-quality content on their own TikTok channel that taps into trends and fits the overall theme of their brand.

Many Last Crumb reviews on TikTok have over a million views. The keyword “Last crumb review” on TikTok generates hundreds of videos from food influencers — every creator swooning over the taste. After launching their own TikTok account and doing influencer collabs on it, Last Crumbs became one of the primary “TikTok made me buy it” cookie companies. TikTok also soon became Last Crumb’s lead generation source. 

Key takeaway 🤓

You can model your influencer seeding model after Last Crumb by shipping your product to niche and relevant creators for an honest review. The best benefit here is the only cost you’d incur is your COGS. Last Crumbs is also great at showing how to simultaneously incorporate a TikTok and influencer marketing strategy to grow at whip speed – a great example of food influencer marketing.

9. ABSOLUT

👉 Campaign type: Hosting events

👉 Platforms: Instagram and Twitter

Campaign example 🤳

Vodka brand ABSOLUT created this campaign to plan a series of people-and planet-centered influencer activations. The campaign was hugely successful and was the Gold Winner for the Best Food and Drink Campaign at the 2020 Influencer Marketing Awards.

The campaign lasted for more than eight months and collaborated with influencers who were eco-conscious sustainability champions, LGBTQIA advocates, and allies. ABSOLUT focused on influencers with bold tastes — having a passion for protecting the planet and its people.

The campaign's primary objective was to drive buzz, awareness, and social engagement for ABSOLUT, sparking conversation online.

Jess Bowen shared the following post celebrating Pride and ABSOLUT.

Planet Earth's Favorite Vodka campaign came to life with experiential events — prompting an emotional connection between ABSOLUT and the participants. The events showcased ABSOLUT's commitment to Earth, sustainability, and the people.

Events included a four-day immersion in ABSOLUT's devotion to sustainability at its Swedish production facility. The event also had a photoshoot recreating the historic march at Stonewall with renowned artist and advocate David Lachapelle.

John-David Brown shared this post from Climate Week NYC — highlighting the climate-conscious ABSOLUT.

Over the course of 8+ months, 95 influencers created 612 posts. The campaign generated 68.4M total impressions, 7.714M passive engagements, and 739.5K active engagements (comments, likes, shares). With a 15.16% engagement rate, the campaign's total impressions were 8.6M.

Key takeaway 🤓

Make your next campaign a huge hit by not only collaborating with influencers who are the right fit for your target audience but also planning events, immersive experiences, and challenges that are interesting to them (and are right up their alley). 

10. Touchland

👉 Campaign type: Influencer gifting  

👉 Platform: Instagram

Campaign example 🤳

Instead of spending their marketing budget on paid collaboration with celebrities and mega-influencers, Touchland did something different. The brand gifted its products to celebrities, including Kris Jenner, Rosie Huntington-Whiteley, and Naomi Campbell.

And they didn't have to spend a dime on paid collaborations.

Touchland's strategy worked wonders because they didn't send their products to any random celebrity. With Naomi Campbell's airplane sanitizing routine going viral a couple of years ago, Touchland's luxury hand sanitizers were exactly her type of product.

In addition to these mega-celebrities, the brand targeted nano and micro-influencers who do hair and makeup and work directly with celebrities — reaching a wider and more diverse audience.

During the last two years, Touchland donated over 5000+ hand sanitizers to hospitals, healthcare workers, and public schools. The brand has grown through word-of-mouth and had 34,000 people on its waitlist at one point.

‍

The campaign focused highly on delivering a personalized experience with a great unboxing experience. Touchland's strategy has always been to reach out to influencers, educate them about the brand, and hope they like the product enough to share it with others.

The gifting strategy resulted in 2000+ collaboration requests in a single year. After analyzing social media conversions to determine network effects, the word-of-mouth coefficient resulted in one of their best channel conversion rates, at over 5%.

Key takeaway 🤓

To make sure people are showcasing your gifts, deliver an extraordinary unboxing experience. Since it's not a paid strategy, use custom-branded boxes to inform the recipients of your brand and include a personalized card with one to two lines about who your company is, what you create, and the values you stand for. 

(Another) key takeaway 🤓

To make the most impact, find the right social media influencers. One way to ensure you are on the right path is by asking yourself, "Are the influencer's audiences interested in seeing products like mine?" 

You can use an influencer discovery tool  — like Modash — to find influencers with the right target audience. Filter the database of 200M+ influencers and content creators and see whose audience is relevant to your business. With additional filters like engagement rate, follower count, etc., you can refine your search and find the best influencers for your campaign. 

11. Animalhouse Fitness

👉 Campaign type: Influencer gifting

👉 Platforms: TikTok and Instagram

Campaign example 🤳

Animalhouse Fitness is a health and fitness-based company that develops innovative products to help athletes and health enthusiasts achieve their goals.

When launching its product MonkeyFeet, the brand invested in building meaningful relationships with influencers. The campaign goals were to create hype and awareness around the new product launch and to get the product in front of the target audience.

Noah J. Richter shared the flexibility of using MonkeyFeet with his 66.4K followers.

For the campaign, Animalhouse Fitness sent MonkeyFeet as a gift to 100+ fitness influencers. The brand incorporated user-generated content into its ads and increased brand awareness and sales through it.

One of the influencers, Ben Patrick, shared the product which eventually caught the eye of Joe Rogen. MonkeyFeet was mentioned four times on the Joe Rogan Experience — a podcast with an audience of around 11 million people worldwide.

Overall, 1471 influencers posted about MonkeyFeet, and about 3710 posts (images and videos) were shared. Through this campaign, AnimalHouse Fitness raised revenue of $7 million and became the top 1% of Shopify's fastest-growing companies.

Key takeaway 🤓

Focus on building influencer relationships by giving, not asking. With free products to relevant influencers, you can get user-generated content that you can use in your marketing ads, social media posts, and other collateral. So, it’s a win-win for both you and the influencer.

💡 Resource: learn how to do influencer product seeding like Animalhouse Fitness!

12. Bobbie

👉 Campaign type: Celebrity collaboration 

👉 Platforms: Instagram, Outdoor ads (billboards)

Campaign example 🤳

Bobbie, an American organic baby formula company, collaborated with model Ashley Graham for the "Your Best is Best" campaign. The campaign focused on expanding and normalizing the conversation about how parents choose to feed their babies.

With 64% of parents feeling judged for using formula milk for their babies, the campaign wanted to reassure parents that their best is best. The campaign shared Ashley's personal story with her twin boys through warm and passion-filled content pieces.

One of the most powerful campaign images was placed on billboards in New York and Los Angeles and showed Ashley feeding one twin with a bottle and the other with her breast at the same time.

The campaign helped parents feel seen through the billboards and promotional content on Ashely's and Bobbie's socials. The campaign video on Ashley Graham's Instagram received over 5.8M views, and the campaign received press write-ups in Vogue, AdWeek, and other media outlets. 

Key takeaway 🤓

The campaign "Your Best is Best" was a huge success because it felt relatable to millions worldwide. The topic of formula milk is stigmatizing, and mothers feel ashamed admitting they have to rely on formula to feed their babies. This campaign started the conversation around doing your best and reassured parents that how they choose to feed their babies is the best way.

13. HelloFresh

👉 Campaign type: Sponsored posts, celebrity collaboration

👉 Platform: Instagram

Campaign example 🤳

HelloFresh, a home-delivery meal kit subscription service, has heavily relied on collaborating with celebrities and macro-influencers to get their brand in front of their target audience. After all, everyone needs to eat – so it’s no surprise that food influencers are becoming more and more popular. 

The Refresh with HelloFresh campaign won the 2020 Influencer Marketing Awards for Best Food and Drink Campaign. It was launched in 2019, and the face of the campaign was Davina McCall. 

HelloFresh worked with 15 micro-influencers to participate in a 21-day challenge to cook healthy meals from scratch and try out various HelloFresh recipes.

The influencers posted a series of cooking videos and photos throughout the three-week campaign with the tag #RefreshWithHelloFresh. The campaign goal was to target the UK market, and with their audience being 80% women, primarily between the ages of 30 and 50, HelloFresh strategically collaborated with influencers to target busy moms and young professionals.

Jenna, a lifestyle blogger and mom of three, shared her experience with HelloFresh and encouraged her followers to try it out using her exclusive discount code.

With 461 influencer posts, the campaign generated 5.5 million impressions, and 20% of the influencers' followers mentioned HelloFresh on Instagram. The branded hashtag #HelloFreshPics has generated over 260,000 Instagram posts.

Key takeaway 🤓

Understanding your audience and what drives them ensures your campaign's success. Make a note of the pain points of your target audience (making healthy food in a short time) and revolve the campaign around solving that pain point.

14. Daniel Wellington

👉 Campaign type: Influencer gifting, user-generated content 

👉 Platform: Instagram

Campaign example 🤳

Daniel Wellington, a global watch brand, started with a meager $20,000 in cash. The brand generated $228 million in just three years with strategic influencer marketing and showcasing user-generated content.

Daniel Wellington employed influencer marketing before it was a thing. In 2010, with the launch of Instagram, the brand started reaching out to influencers and gifting them watches. The company reached out to everyone with an engaged audience — from models to artists and painters.

Paula, a Warsaw-based content creator, shared her love for Daniel Wellington with her 30.7K followers.

DW also doubled down on UGC campaigns which became so popular that influencers started buying watches and posting with #DWPickOfTheDay to get featured on the brand's official profile. The brand featured user-generated content on its website to show authentic images from customers.

#DWPickOfTheDay has 61,000+ posts on Instagram, while #DanielWellington has more than 2 million posts. DW's influencer marketing resulted in a 4700% growth and helped them reach a milestone of one million timepieces in annual sales.  

Key takeaway 🤓

When sending out influencer gifts, there's often no guarantee (unless you signed a contract) of who will post, and who won't. Even if some creators reply to tell you, it's still a pain to track. The easiest thing to do is set up a campaign using an influencer monitoring tool in Modash with your target influencers & hashtags. Then, if/when any creators post about you, the tool will automatically save the post, collect the content, and report on reach/engagement. Magic!

15. Calvin Klein

👉 Campaign types: Celebrity collaboration, user-generated content

👉 Platform: Commercial and Instagram

Campaign example 🤳

Calvin Klein has been one of the pioneers of influencer marketing. For the #MyCalvins campaign in 2014, the brand collaborated with Justin Bieber. The pop star, ranked by Twitter as the most tweeted about musical artist of 2014 with 150+ million followers on Instagram, was a huge catch for the brand.

The campaign #MyCalvins was launched through a YouTube video; since then, it has garnered over 10 million views. The video description encouraged the audience to share their journey of self-expression by displaying their own fit with the hashtag #MyCalvins. Since its launch, the #MyCalvins campaign has had a host of celebrities, including Kendall Jenner, Shawn Mendes, and A$AP Rocky.

Jerrod La Rue shared this sponsored post — a beautiful exploration of incorporating art in a brand’s product.

After the campaign, the brand also released a micro website where the best user-generated content is recognized and showcased.

In the year after the campaign, #MyCalvins increased the company's Facebook followers by 2.2 million followers, Instagram by 1.8 million, and Twitter by 1 million. With 920,000+ posts on Instagram with #MyCalvins, the brand continues to generate word-of-mouth through these authentic posts.

Key takeaway 🤓

Don't just rely on celebrity and influencer collaborations to make your campaign successful. Come up with creative ways to engage your audience so they can also participate in the campaign.  

16. Balvenie

👉 Campaign types: Celebrity collaboration, product placement

👉 Platform: YouTube

Campaign example 🤳

Balvenie, a whiskey brand, collaborated with Questlove for the "Quest for Craft" YouTube series. The campaign's priority was to drive awareness for the Single Malt Scotch Whiskey as the most handcrafted whiskey. 

The campaign targets aspiring makers and creators who want to focus on personal and cultural development. With Questlove's creativity, the "Quest for Craft" digital series explores the human attributes of those on the never-ending journey of taking something from great to exceptional.  

The series is in its second season now and continues collaborating with people like Fran Lebowitz, Kenan Thomspon, and Patti Smith, among others. 

Despite supply challenges, 2022 sales were +5% compared to last year. The series reached over 43M unique consumers, has amassed 27M+ views on YouTube, and added over 2.1K new subscribers to the channel, the latter speaking highly of the campaign's success in bringing new consumers into the brand.

Key takeaway 🤓

The Balvenie vision is to be the leading discerning luxury single malt. With this campaign, the company wanted to present itself as the ultimate craftsman in everything they do. The digital series Quest for Craft highlights humans' need for new perspectives and really hits it home for the audience looking to explore the blend of creativity, passion, and perfection.

17. Care/of

👉 Campaign type: Affiliate marketing

👉 Platforms: Instagram, YouTube, and TikTok

Campaign example 🤳

‍Care/of is a vitamins supplements company that sells personalized vitamins based on your needs (after you take a quiz). They’re present widely across Instagram, TikTok, and YouTube among a variety of influencers — whether they’re mom influencers, lifestyle creators, or a cultural/internet commentary YouTuber like Tiffany Ferg.

The best part about Care/of’s influencer campaigns is it doesn’t restrict itself to health-conscious influencers. With the net wide, many #careofpartners are mothers, female content creators, and wellness creators. The individual code also makes influencer marketing ROI easy to track and the code giving a whopping 50% off is a generous offer that’ll help consumers give Care/of a try.

The creator videos have a lot of variety too — some talk about the product and its benefits directly, while others show how they embed Care/of supplements in their day. 

‍The hashtag #careofpartner has thousands of videos from influencers across Instagram, YouTube, and TikTok. Many of these creator collabs garner a million views (one has over 24 million views and counting!).

Key takeaway 🤓

If your product doesn’t require industry authority, consider experimenting with various types of influencers (in terms of niche and size) to see which kind of creators get you the best ROI. And if your profit margins allow for it, consider giving a hefty discount via influencer discount codes to get more and more people to use them.

Next steps

Wouldn’t it be great to get influencer campaign inspiration and best practices delivered straight to your inbox every week or so?

Actually, you can — just join 32,000+ other influencer marketers by signing up for our newsletter, Return on Influence!

And if you’re looking for even more ideas, check out these articles:

👉 12 Micro-Influencer Marketing Examples for Inspiration

👉 9 Ways To Collaborate With Influencers (With Examples) 

👉 8 Examples of YouTube Influencer Marketing Campaigns

Enjoy!