Global brands that grew through influencer marketing
May 2024
In an oversaturated world of influencer marketing, you need a careful strategy to draw in consumers and make them fans of your products. Simply holding up the product and chatting about how much you love it, highlighting points that are clearly scripted is no longer going to make any impact.
Whether it’s through having a viral campaign with popular influencers or utilizing a trend that can generate lots of user generated content, let’s look at some brands that have managed to get noticed through carrying out influencer marketing.
1. Bloom Nutrition
Bloom Nutrition (Source: Modern Retail)
Bloom is a wellness brand that offers high-quality greens and superfoods and is currently one of the best-selling products on e-commerce platform Amazon. Their products go viral on TikTok regularly, largely due to their very effective influencer marketing strategy.
The hashtag #bloompartner, which is the name of their influencers, has over 32K posts on TikTok.
Bloom Partner Gabbie Egan
(Source: Ubiquitousinfluence)
(Source: Ubiquitousinfluence)
Bloom is a great example of a brand that makes use of making the product appear organically in influencer’s content. Instead of making a video entirely dedicated to the product, influencers naturally show it as part of their everyday life. Examples of content produced are having Bloom before getting ready for the day, buying it while on a grocery run, or having it before starting an intense workout session.
Posting content with the product and relevant hashtags (#bloompartner, #bloomnutrition, #bloomgreens) allows for increased views and impressions, generating brand interest.
Bloom Partner Gabbie Egan
(Source: Ubiquitousinfluence)
(Source: Ubiquitousinfluence)
If everyone seems to be an influencer with Bloom, more people will want to join in. Bloom also strays away from scripted content with lots of compulsory deliverables, as these types of contents tend to have the lowest engagement compared to the rest of an influencer’s content.
2. Glossier
Glossier (Source: Absolutely Mama)
Since being founded, Glossier has been leveraging content and community to draw in customers.
They are one of the major brands that have made exceptional use of Instagram to take over the beauty market.
They are one of the major brands that have made exceptional use of Instagram to take over the beauty market.
Glossier social media (Source: Radarr)
Along with soft pastel colors and clean designs, their page is full of fun memes, GIFS, animal pictures, and pastel product photos. They also carry out influencer marketing in a unique way.
Rather than paying influencers to promote their products, Glossier heavily makes use of UGC (us er-generated content), turning their users, followers, and customers into influencers by reposting their content to their brand account. They will also choose from influencers whose content they repost and invite them to be brand ambassadors, which fosters a sense of inclusivity. The term that “everyone is an influencer” really applies to this brand.
User-generated content reposted to Glossier’s Instagram
(Source: Instagram @glossier)
(Source: Instagram @glossier)
3. Better Help
Betterhelp, an online counselling and
therapy platform (Source: gizmodo)
therapy platform (Source: gizmodo)
Mental health is something that is being openly spoke about on many platforms by both experts and influencers.
One name comes to mind, and that’s Better Help, a platform that provides direct online counseling and therapy services.
One name comes to mind, and that’s Better Help, a platform that provides direct online counseling and therapy services.
Lifestyle and mom influencer Jenn Im
(Source: YouTube @JennIm)
(Source: YouTube @JennIm)
It’s difficult to find an influencer’s video on YouTube that doesn’t promote Better Help, notably so since according to an article published by Outloud group, a staggering 1,914 sponsored videos were posted over 90 days in 2023.
Betterhelp sponsorships 2022~2023
(Source: Outloud Group)
(Source: Outloud Group)
According to the table above, they progressively increased the number of YouTube sponsorships throughout the year. When selecting influencers to partner with, BetterHelp doesn’t limit themselves to just one category. They partnered with creators from various categories including tech, health and fitness, entertainment, fashion, beauty, and more. Through this, the brand and services could be promoted to all kinds of audiences with various interests, building awareness extremely quickly, which in turn could convert to leads.
As demonstrated through the above examples, for effective execution of influencer marketing, it is important to identify influencers who align with your target audience, brand values, and marketing goals. But in the red ocean of influencer marketing, it’s also important to have authenticity and inclusivity as well as relatable content.
That’s where Avocado Giant comes in. Whether you’re looking to execute an influencer campaign domestically or globally, we’ve got an extensive pool of influencers that we can source to perfectly fit your campaign needs. Reach out to us today!
June 2024 / Korea
April 2024 / Korea
