Have you been keeping track of the influencer campaigns this year? They are zooming by on all forms of digital content at lightening speed because nearly everyone is taking part. In fact, those businesses who have not dedicated part of their budget to influencer marketing are losing out. The industry is now a $1 billion-dollar market and will only keep getting bigger, expecting to reach an unprecedented $5-10 billion dollars by 2020.
In fact, according to a survey conducted by Bloglovin, 62 percent of marketing professionals see influencer campaigns as essential to their strategies, 67 percent of influencer campaigns help marketing professionals reach their target audiences, and 63 percent of marketers increased their marketing budgets this year.
So what’s all the fuss and who has been creating all the buzz this year? 2017 has been a record-breaking year for influencer campaigns. Let’s take a look at some of the most popular campaigns thus far.
Best Influencer Campaigns of 2017
Boxed Water ReTree Project
In recent times influencer marketing has come under scrutiny because of the heavy lean towards sales pitches and marketing vs. organic and authentic content. Brands with a social impact gain extra leverage in the influencer marketing arena because it does so well with millennials who make some purchasing decisions based on causes they care about.
The Retree Project states, “As part of our commitment to the planet, we’re planting a million trees in U.S. forests over five years.” They became joined 1% For the Planet and partnered with the National Forest Foundation to work together to plant a million trees within five years.
To date, they have planted over 538,000 trees and counting. There is a counter on their website that clicks by the second, I highly recommend you check it out!
Boxed Water company sponsors part of the program, and if you create an Instagram post featuring a Boxed Water using the #ReTree hashtag, the company will plant a tree on your behalf.
We have all seen the Got Milk? billboards, a campaign that began in 1993 to market the milk industry. With a slew of new milk alternatives on the market and consumers considering many alternatives, milk’s got competition. They have always appealed to a broad audience by leveraging celebrity and sports players in their GotMilk? campaigns, but more recently the milk industry shifted its strategy to an unexpected approach by leveraging unexpected influencers.
The new GotMilk? approach (shown below) targets a different audience through new influencers with a “scientific” approach using chocolate milk. The Refeul campaign was able to launch off of a solid brand and drive increased sales with a big impact.
My unexpected favorite was the Mercedez-Benz — Loki (360) campaign. Everyone loves a good story, a great adventure, and that is just what these two delivered in collaboration. Mercedez-Benz leveraged the famous Instagram wolf dog Loki, and his owner, Kelly Lund, to create a 360-degree video of Kelly driving a Mercedez through Crested Butte, Colorado. The video is shot to give the audience a view of the landscape through Loki’s eyes.
The year is young and there is a lot more time for amazing influencer collaborations to come. We are excited to see what incredible campaigns lead brand partnerships to create.