The Impact of Influencer Marketing Campaigns 

We all know how big influencers can get nowadays, but how impactful can they be? Let’s take a look at the good, the bad, and the brands who are gaining great success from this strategy.

What are the benefits of having influencer marketing campaigns?

• Gain a wider audience reach.

• Gain trust from the influencers audience into your product or service.

• Working with influencers is sometimes cheaper than other traditional marketing methods to advertise a product or service.

• Potentially gain a more creative content output and way of showing your products or services.

What are the negatives of having influencer marketing campaigns?

Some influencer marketing campaigns are great, until they’re not…

• Markets can be over-saturated.

• A lack of background research or a deep dive into an influencer's past content can bring up some tricky truths. 

• Some influencers may take on campaigns just simply for the money, free product or to have their name associated with a brand without genuinely loving the products. This can come across as disingenuous and therefore a huge uproar from audiences can arise from this. People want to see genuine reviews about products from the people who love them the most.

• Political changes like the push for the US to ban TikTok for good. There is nothing brands or influencers can do about these external factors even when they greatly impact their work. Read more about this in our blog, what happens if TikTok really gets banned.

Brands that are finding great success with influencer marketing campaigns:

Alex Cooper x Skims. Influencer and podcast host Alex Cooper collaborated with Kim Kardashians, Skims to create a bridal line using her upcoming wedding as the campaign's base. With Alex’s fans highly anticipating her publicised engagement and upcoming wedding, all eyes were on Cooper ahead of her big day which made this campaign a huge success for both Alex and Skims with Alex’s Instagram post about the collaboration gaining over 431K likes.

Alix Earle x Poppi. This long-term partnership between mega influencer Alix Earle and prebiotic soda brand Poppi has been a great success from the start. Poppi first used Alix Earle in an influencer marketing campaign for Coachella 2024 in which Poppi flew her and friends to the event, hosting them in a house stocked with the sodas and an all access wristbands for the music event. During this, Earle posted over 20 TikToks at Coachella, almost all of which referenced Poppi. Her content led to more than 50 million impressions in the first three days and as a result of this, Poppi saw a 200% increase in sales over Coachella weekend. Alex, with 7.3M followers on TikTok and 4M on Instagram gains a huge influence amongst girls from teens to thirties with her enthusiastic content.

Poppi goes on to be seen in Alix’s content, especially seen making an appearance in her podcast, Hot Mess. This goes to show her audience that she truly loves the drink and consumes it even without the huge paycheck that comes with it.

More recently, Alex Earle was spotted making an appearance in Poppi’s 2025 Super Bowl commercial amongst other big influencers like Jake Shane. When posting about the ad on TikTok, Earle’s post gained 3.5 million views, further raising awareness of the brand and the commercial.

Rhode. A brand that does influencer marketing extremely well is Rhode. The skincare and makeup brand founded by Hailey Bieber uses UGC and influencer content for the majority of its social media content. From some of the top-followed influencers to ones with smaller followings, Rhode showcases many different faces across their social media. Whether it is a paid influencer campaign or content from a gifted campaign, influencers are heavily involved in Rhode’s marketing and social media strategy. By doing this and using real people with real skin, it reinforces the message that Rhode is loved by many and by all different people across the world. It also helps audiences and potential buyers to relate to the brand as they will see someone on their social accounts who they relate to, whether that is because they follow them, they look like them or that they have a similar skin texture and so on.

Thinking about using influencer marketing as part of your strategy this year? Get in touch with us today and start working with our experts to craft your perfect campaign.