The best of influencer marketing. A collection of signs and cases relating to influencer marketing including blogger and celebrity outreach campaigns.

1. snapshot
influencer
marketing
The best of influencer marketing. A collection of signs and
cases relating to influencer marketing including blogger
and celebrity outreach campaigns.
SIGNMESH.COMSNAPSHOT

2. content
1
visual
storytelling
2
video
content
3
events
CONTENT

3. introduction
The best of influencer marketing.
A collection of signs and cases relating to
influencer marketing.
INTRODUCTION
In this report, we would like to share best practices
and inspirational cases regarding influencer
marketing looked upon from three perspectives:
— Visual Storytelling
Where we will explore cases of how brands are
effectively using or collaborating with influencers
across different social media channels and web
initiatives to create appealing visual content and
stories.
— Video Content
Where we focus on presenting inspirational cases
for short and longer video content or even web
series.
— Events
Here you will be able to find some examples of
events created by brands and bloggers or by
brands for bloggers.
FABIOLA LEWANDOWSKA
Consultant at LHBS
lhbs.com | fl@lhbs.com

4. what is
happening
Few examples on the reach and impact the most successful
influencer marketing campaigns have recently generated,
as well as examples of bold moves taken by companies in
their celebrity outreach campaigns.
INTRODUCTION

5. WHATISHAPPENING
Source: http://wwd.com/beauty-industry-news/beauty-features/loreal-paris-names-
blogger-as-new-ambassador-10254936/
L’Oréal has just appointed 21-year-old
Kristina Bazan from Kayture blog as their
new face.
Bazan has more than 2 million followers on
her Instagram and her blog is being visited
more than 2 million times a month.

6. WHATISHAPPENING
Source: http://www.refinery29.com/2015/02/82791/the-blonde-salad-harvard-case-
study
The Blonde Salad personal style blog is run
by Chiara Ferragni (Italy) since 2009.
The 27-year-old has expanded her team to
16 people, inked partnerships with luxury
brands like Burberry and Dior.
Chiara become one of the highest-paid
bloggers ever, bringing in approximately 7
million euros a year (or nearly $8 million).

7. WHATISHAPPENING
Source: http://mashable.com/2016/02/02/brooklyn-beckham-
thisisbrit/#5NE5Qs4XXSqd
Burberry invited Brooklyn Beckham for its
latest fragrance campaign — but not as a
model.
The 16-year-old son of David and Victoria
Beckham was chosen to snap the
advertisement.
The entire experience was documented on
Burberry's own Snapchat channel where
models danced, made funny faces and
posed for the eldest of the Beckham squad.

8. For their debut, Balmain and
H&M engaged Kendall Jenner,
models, designers and other
performers that attended the
runway event to generate hype
around it.
The hype has been later on
topped up from feeds of other
influencers such as Kylie
Jenner whose photos from the
event generated more than 4
million likes alone.
WHATISHAPPENING
39.2
7.3
4.7
3.4
1.5
0
5
10
15
20
25
30
35
40
45
Kendall
Jenner
Gigi Hadid Alessandra
Ambrosio
Karlie Kloss Olivier
Rousteing
H&M: Event Performers by Instagram Followers (Mio.)
Source: https://www.l2inc.com/why-the-collection-should-be-called-balmain-x-hmx-instagram/2015/blog

9. WHATISHAPPENING
Source: http://www.racked.com/2015/10/15/9534325/calvin-klein-mycalvins-justin-
bieber-kendall-jenner
Calvin Klein has debuted the #mycalvins
campaign in early 2014. The brand has
collaborated with influencers such as
Kendall Jenner & Justin Bieber.
The campaign has turned to be admirably
effective, leading to creation of endless
streams of user-generated content living on
social platforms.
On Instagram itself, there are now more
than 290,400 posts with #mycalvins
hashtag added by regular users.

10. WHATISHAPPENING
Source: http://www.racked.com/2015/10/15/9534325/calvin-klein-mycalvins-justin-
bieber-kendall-jenner
As a direct result of Justin Bieber’s
collaboration with Calvin Klein, the brand
has benefited from
3.6 million additional followers
across its social channels in the first two
weeks.

11. how do
other’s do it
Inspiration sets in the three following categories: visual
storytelling, video content & events.
SNAPSHOT

12. visual
storytelling
Examples of how brands are effectively
using or collaborating with influencers
across different social media channels
and web initiatives to create appealing
visual content and stories.
1

13. VISUALSTORYTELLING
Source: http://signme.sh/bkrHhBu6M
Nars - Satin Lip Pencil
Collection on Pinterest
Nars has collaborated with three Pinterest influencers to
offer an early, exclusive access to their new lip pencil
collection.
The three Pinterest influencers have been asked to
create their own inspirational boards which would
compliment the three categories of the new lip pencils:
red, nude and pink.
Fans on the other hand, have been able to purchase the
pencils straight from Pinterest, by clicking on product
images pinned to the boards.

14. VISUALSTORYTELLING
Source: http://signme.sh/mTEesKnuw
Nissan - #WithDad Super
Bowl Campaign
Nissan has approached their Super Bowl commercial
comeback with an all-new marketing stunt.
The Nissan auto company has launched the #withdad
campaign and partnered with seven YouTube creators to
make videos related to the initiative.
Prior to the Super Bowl, Nissan teased the theme of
fatherhood featured in the commercial through a series
of films made in collaboration with popular YouTube
content creators and released to their extensive fan
bases. During the game, viewers were asked to post their
own #WithDad moments to social media.
The “With Dad” spot has received more than 22 million
views in the first two weeks.

15. VISUALSTORYTELLING
Source: http://signme.sh/sT41Ja6ps
Buick - Pinboard to
Dashboard
In their campaign, Buick has called on nine of the most
inspirational and influential Pinfluencers to create a
brand image around its Encore model.
The Pinterest influencers (from style, food & design
fields) have been asked to create their own inspirational
boards regarding the new model and with a fresh
perspective.
The winning board came from Michael Wurm Jr. that has
more than 3 million followers.

16. VISUALSTORYTELLING
Source: http://signme.sh/9wfOngUkK
Gap - Styld.by
The Styld.by campaign by Gap is a collaboration
between the company and six influential fashion
bloggers (Refinery29, WhoWhatWear, FabSugar,
Lookbook, Rue and MOG).
Gap asked the bloggers to combine their basics line with
clothes from other companies to create looks styled by
them.
The brand followed the realistic philosophy that
nobody’s dressed head-to-toe in one brand. Most of the
created looks feature one, maximum two Gap items.
You can find all the looks at: styld.by

17. VISUALSTORYTELLING
Source: http://signme.sh/PNrkGzuuM
Kate Spade Saturday -
“Saturday Is”
For their Kate Spade Saturday, the company has asked
Pinterest influencers to create collections of images.
Kate Spade has encouraged their Pinfluencers to create
one full board according to the theme: “Saturday is.”
The content has reached 1,2 million followers during the
whole process.

18. VISUALSTORYTELLING
Source: http://www.skypererouted.com
Source: http://blogs.skype.com/2013/11/06/rerouted-a-skype-travel-challenge-2-weeks-5-cities-plen
Skype - A Travel
Challenge
Skype has asked their fans to help travel blogger get
home just in time for Thanksgiving in their “rerouted”
campaign. The blogger has been dropped off in Istanbul,
equipped only with Skype and Surface Pro 2.
After landing in Istanbul, Mike Corey had no idea where
to go next. The only thing he could do was to post
updates about his location on @SkypeMoments on
Twitter.
Users following his journey, could help him out and post
& engage in with clues and create challenges since he
was not allowed to use Google or solve the clues only by
himself.

19. VISUALSTORYTELLING
Source: http://mediakix.com/2015/12/instagram-influencer-marketing-bmw-campaign/
BMW - European Road Trip
For the launch and debut of their new 7 Series, BMW
partnered with top men's fashion and lifestyle blogger,
Brian Sacawa of blog He Spoke Style and photographer
Sezgin Yilmaz (with over 1.6 million followers on
Instagram).
BMW's #DrivingLuxury Instagram influencer marketing
campaign, which chronicles blogger He Spoke Style road
trip journey through Zurich, Milan, and Munich features
a series of sponsored Instagram posts from both blogger
and photographer in addition to several blog posts and a
dedicated YouTube video.

20. VISUALSTORYTELLING
Source: http://signme.sh/PhuGWrgnG
Cathay Pacific -
#lifewelltravelled
With the help of influencers and their customers, Cathay
Pacific has launched the Instagram-centered
#lifewelltraveled campaign.
For the first phase of the campaign, which saw the
Cathay Pacific Instagram following double, the airline
selected a group of social media influencers who had
previously spoken positively about the brand, such as
fashion blogger Jessica Stein and photographer Tyson
Wheatley. These influencers were asked to share their
vision of a #lifewelltraveled while they were on a
Cathay-sponsored trip. The campaign then expanded on
the influencer’s content with a global ad campaign
organized through a content hub, which includes
information on Cathay Pacific’s people and services, as
well as user-generated content.

21. video
content
Examples of video content or web series
developed by brands and their creators or
with help of other influencers across
different channels.
2

22. VIDEOCONTENT
Source: http://community.sephora.com/t5/Customer-Support/Snapchat-Takeover-w-Hannah-
Bronfman/m-p/2113340
Sephora - Snapchat
Initiative
Sephora hands over its social media and Snapchat to
different ambassadors that are allowed to host the
channel for one entire day.
As an example, beauty and fitness queen Hannah
Bronfman, Ambassador for Clinique has taken over
Sephora’s Snapchat for one full day.

23. Source: http://signme.sh/DF80NtoNZ
Marriott - Tripping with
Sonia Gil
Marriott teamed up with famous travel blogger Sonia Gil
to shoot a series where Sonia explores exciting but also
interesting activities in cities around the world.
Content examples:
- 12 Hours in Chicago
- A Foodies Guide to International Cuisine in Orlando
- Orlando’s Adventures outside Disneyland
- Making Voodoo Magic Happen in New Orleans
VIDEOCONTENT

24. Source: http://signme.sh/KXUbEMYfr
Garnier - Style Spotting
Garnier released a series of Style Spotting videos, where
favourite vloggers are asked to spot a style and recreate
it.
Vloggers spot the styles in real life at festivals or on
Pinterest and recreate the style with Garnier products.
VIDEOCONTENT

25. NYX - Annual Video
Contest
NYX Cosmetics created an online platform that aims to
and focuses on supporting the community of beauty
content creators– not only the brand itself. The company
has started their annual NYX Face (“Fine Artistry of
Cosmetic Elites”) Awards.
Participants who already pass the first phase (call for
entries) of the contest need to sign an agreement to get
into the final pool of 30 contestants that will have to go
through a series of challenges, namely creating videos
according to several themes. NYX products must be
featured in the videos.
Throughout the contest, fans and viewers are
encouraged to vote for their favourites up to 3 times per
day to create high engagement.
The six finalists are then flown to Los Angeles for a final
event which includes live YouTube competition.
Source: http://blog.nyxfaceawards.com/
VIDEOCONTENT

26. Source: http://news.covergirl.com/press-release/brand/covergirl-girlscan-makes-5-year-5-million-
promise-next-generation-women-who-will
Source: https://www.youtube.com/watch?v=KmmGClZb8Mg
COVERGIRL - #GIRLSCAN
#GirlsCan is a movement with a mission: to help young
women overcome barriers to break boundaries,
empowering them to be the next generation to rock the
world.
The movement was kick-started earlier this year with an
inspiring video starring COVERGIRLs Queen Latifah,
Ellen DeGeneres, P!nk, Sofia Vergara, Becky G, Katy
Perry and Janelle Monáe.
With more than 10 million views, this movement of
positivity and #GirlsCan power struck a chord and
inspired a provocative conversation.
VIDEOCONTENT

27. L’Oréal - The Brush Contest
Aware of the power of beauty vloggers, L’Oréal has
launched “The Brush,” a global contest to find a make-up
designer who can make high-end looks accessible for
everyday women.
The winner of “First Brush” will be offered a one-year
contract of 100,000 Euros as well as the chance to create
looks at L’Oréal shoots and beauty tutorials. The winner
will also work in product development and serve as a
brand ambassador. The first such contest in L'Oréal
history, the motive behind the contest is to bring beauty
designers closer to the brand-- not to mention the
winner's already-existing audience closer to L’Oréal.
Contestants must upload a three minute creative pitch
which will then be judged by a team composed of
L’Oréal executives and YouTube content creators.
Source: https://lounge.loreal-paris.de/thebrushcontest/
VIDEOCONTENT

28. Source: http://signme.sh/OItIlyUEW
Garnier - Hair Tutorials
Garnier’s US YouTube channel offers a large selection of
easy and fun to watch ‘how to’ hair-dos created for the
viewer by popular young bloggers around the US.
The bloggers show you how to get the look by
demonstrating it on their friends using Garnier products
in a BEFORE and AFTER format.
The videos get from 90,000-500,000 views.
VIDEOCONTENT

29. Marriott – Snapchat
Campaign
Marriott has teamed up with four influencers for their
three-month campaign which are going to create a two-
way conversation with users.
Influencers will share a list of cities with the audience,
and after spotting the winner, they will travel to those
and create content together with Marriott hotels.
Due to Snapchat’s nature, the videos have been
accessible only 24h. To avoid the videos getting lost,
Snapchat re-purposed some of them for other channels
such as Facebook or Twitter.
Source: http://signme.sh/bloP2E9Yh
VIDEOCONTENT

30. GE - #6SecondsScience
Fair
In their #6SecondsScience Fair, General Electric has
been encouraging its fans to experiment with science and
share their 6 seconds lessons with others.
Since the launch, GE’s Tumblr has been serving as a
“virtual home” for all the lessons submitted. The company
has been accepting videos Vine and Twitter with the best
ones being immediately posted on GE’s Tumblr.
To make the whole effort even more interesting, GE
invited well-known Vine users (Jethro Ames, Jorday burt
& Rudy Mancuso) to contribute their works to the project.
Source: http://6secondscience.tumblr.com/
VIDEOCONTENT

31. Source: http://signme.sh/zWjU1RUoF
Kate Spade - Miss
Adventure
Kate Spade, in collaboration with Helo production
company, has created a series of short films called
#missadventure, starring Anna Kendrick and Zosia
Mamet– and the videos keep getting better each season.
Apart from main characters, the videos are featuring
guest appearances of other legendary women. In the
newest episode, Anna Kendrick is starring together with
Zosia Mamet.
Apart from being funny, the dialogues are effortlessly
realistic.
VIDEOCONTENT

32. Source: https://www.thinkwithgoogle.com/campaigns/lionsgate-the-hunger-games-district-voices.html
Lionsgate - District Voices
To promote their Hunger Games Mockingjay: Part 1,
Lionsgate has tapped into creativity of YouTube
influencers.
Each YouTube creator has been assigned a district
portrayed in the film’s fictionalized country of Panem.
Each social star has been given props and costumes and
tasked with producing original news stories that have a
fan film vibe.
“In each episode, one of YouTube's popular content
creators explains the expertise of their district, giving
viewers a peek into an expanded backstory for this
enigmatic world.”
VIDEOCONTENT

33. Dell - Back to School Docu-
series
Dell is targeting teens with aspirational video series "The
New Experts," which showcases the lives of young
achievers in various exciting fields such as fashion,
science and technology.
Dell follows four different young achievers: Taylor
Wilson, a 21-year-old nuclear physicist; Isabella Rose, a
14-year-old fashion designer and artist; João Pedro
Motta, a 19-year-old Brazilian tech entrepreneur; and 19-
year-old YouTube sensation Jenn McAllister, better
known to her fans as Jennxpenn. By producing the
series, the company hopes to show how many teens are
becoming experts in technology– and speaks to their
audience in a way that is on their level, by showing teens
using the technology to make their dreams come true.
Source: http://signme.sh/O_AT1K7x7
VIDEOCONTENT

34. Source: http://signme.sh/uuumza52L
AT&T - @SUMMERBREAK
AT&T kicked off the new season of its social media
reality show that follows a core group of LA teens.
The storyline is told through Twitter through the
accounts that belong to the show and its teen
protagonists, as well as through multimedia posts over
various other social platforms and apps, such as
Snapchat, Vine, Periscope, Instagram, Facebook,
Tumblr, and We Heart It.
To date, the show has received more than 65 million
views, 30 million engagements, and 1.7 billion
impressions.
VIDEOCONTENT

35. Marriott - Do Not Disturb
Web Series
“DO NOT DISTURB”, a new YouTube web series for
Marriott hosted by Taryn Southern, the comedian,
creator and star of Taryn TV.
Set up as a slumber party, “DO NOT DISTURB” takes
place in a mock-up of a Moxy guestroom, where Taryn
will interview and gossip with celebs about their careers,
travel habits and quirky experiences on the road.
Southern will get answers to the questions you only wish
you could ask a celebrity at 2am in their hotel room –
Boxers or briefs? Most scandalous encounter? Best
hangover cure?
“DO NOT DISTURB” episodes will air on
MoxyHotels.com and Moxy’s YouTube channel. The
series will also debut Moxy Hotels in the U.S. market.
Ten Marriott-owned Moxy Hotel projects are slated to
open in 2016 in major metropolitan locations.
Source: http://signme.sh/C_qdhvUP5
VIDEOCONTENT

36. Source: https://www.youtube.com/watch?v=IUtnisMr76g&list=PLuQhYHiSvkTps55o8hWYb9PZ0GUEz1_HY
Garnier - :60 Change Ups
Garnier teamed up with 8 most influential bloggers to
show you how to switch up your style with :60 seconds
hair tutorials.
Change up your hairstyle in just 60 seconds with
vloggers Amanda Ensing, Heart, Lindsey Hughes and
more in these easy how-to videos.
VIDEOCONTENT

37. Source http://signme.sh/6caatzfyR
Ford - #FiestaMovement
The company held an audition where YouTubers and
other social media influencers could apply (via a public
submission on YouTube) to be one of 100 Ford Fiesta
“agents.”
These brand ambassadors were given a Ford Fiesta for
eight months with gas and insurance expenses included
(plus a GoPro Hero3 for shooting their adventures).
Each agent was given a selection of monthly challenges
to choose from, in which they would make videos around
a theme.
VIDEOCONTENT

38. Snickers - You are not you
when you are hungry
As part of their long-running "You're Not You When
You're Hungry" campaign, Snickers have partnered with
several popular "how-to" vloggers to post videos
showing how they are comically affected by hunger.
The "You're not…” YouTube campaign spanned 8
countries, using 13 vloggers who show that something is
clearly wrong when they are hungry. For example, the
American style and motivational vlogger Jessica Harlow
shows her fans how to "let yourself go," obviously
affected by hunger as her mood is completely different
to normal. In other videos, hyperactive Puerto Rican
comedian Alex Diaz shows off relaxing yoga poses.
Source: http://signme.sh/jO_-Y6fL0
VIDEOCONTENT

39. events
Examples of offline events or spaces
created by bloggers to promote products
or services themselves or made by brands
in collaboration with influencers.
3

40. EVENTS
Source: http://signme.sh/oPooLI456
Ipsy - Shooting Studio
Michelle Phan’s Ipsy cosmetics keeps building their
strong network of amateur beauty bloggers ambassadors
and now offers then a possibility to use their
professional, 10,000-square foot shooting studio to use–
free of charge.
Creators making use of the studio are not bound by any
contract. The only requirement is to feature the Ipsy
brand in a few videos per month.
Thanks to this, Ipsy has been exposed to the public in
more than 300 million social media impressions.
Apart from using the studio, bloggers and creators get a
unique opportunity to mentoring sessions, networking or
even publicity.

41. Source: http://www.fastcompany.com/3054926/behind-the-brand/how-ipsy-founder-michelle-
phan-is-using-influencers-to-reinvent-the-cosmeti
Ipsy - Generation Beauty
Events
Ipsy’s response to beauty still being an in-store purchase,
is to keep growing its community.
The company’s latest effort is hosting a series of
Generation Beauty conferences—a Comic Con of sorts
for beauty lovers.
In 2016, there will be four events in cities including San
Francisco, up from two last year. "The one we just had in
New York, we had 850 creators, plus 3,000 people
paying $150 each to attend, plus all these brands," says
Ipsy.
EVENTS

42. Source: https://www.youtube.com/playlist?list=PLSb4Eq3CoYfY__9S8NkZTHNnvaZTsGwrc
Smashbox - Made at
Smashbox
Made at Smashbox program invites vloggers to use
professional photography studios to create their content,
free of charge.
Creators get access to professional space, make-up
artists, stylists and a production crew while being asked
to only include the “made at Smashbox” logo at the end
of each video they produce.
EVENTS

43. REVOLVE -
#RevolveintheHamptons
REVOLVE Clothing hosted a pop-up store event in the
Hamptons, open during each weekend in summertime.
To create publicity for this event, REVOLVE made sure to
include an array of “InstaFamous” fashion & lifestyle
bloggers on their guest list, each with a substantial
following on Instagram e.g. Chiara Ferragni, Aimee Song
and Rumi Neely, along with “It-girl” models and
celebrities such as Hailey Baldwin and Emily Ratajkowski.
The event concept was modelled around that of a LA
celebrity-style house party – complete with food &
drinks, a DJ, an outdoor pool, and beautiful people. The
idea was simple: influencers were invited to wear any
outfit of their choice from REVOLVE’s pop-up selection,
then go off and enjoy the event with their friends.
Source: http://asianinsight.racepointglobal.com/post/125997179333/influencer-marketing-case-study
EVENTS

44. Zalando - Summer House
Every year Zalando invites 22 international fashion
bloggers to the stylish Summer House and co-creates
with the influencer the newest fashion & lifestyle trends.
Zalando recently invited 22 international top bloggers to
an inspiring stay outside Berlin. Schloss Ulrichshusen was
the perfect venue, with its romantic architecture, green
fields and enchanting atmosphere. The theme was
‘TRENDS & NATURE’, which was reflected in the many
activities. Trend forecaster Gemma Gambee gave
workshops on the latest trends, encouraging the
bloggers to create their own styles. There were also
screen printings, photo shoots in the nature and a barre
workout with Nike trainer Alex Hipwell.
Source: http://signme.sh/7nw5hyMKy
EVENTS

45. what’s the
takeout?
Things to remember when designing or launching an
influencer marketing campaign.
THETAKEOUT

46. While some ideas can and should be copied with pride, keep in
mind that what works for some, won’t work for others. Factors to
consider as a starting point include audience, values and end goals.
IMPLICATIONS
three
All influencer marketing efforts should be
designed to appeal to and grow a fan base
rather than bring short-term entertainment to
random audience. Think about opportunities to
multiply your fan base by teaming up with
relevant influencers and through them–
appealing to their own & dedicated followers.
two
Collaboration between brands and
influencers should be win-win for both.
Influencers are a “brand” themselves.
All marketing activities should be
designed in a way to leave room for
their creativity, interpretation and
adjustment for the creator himself.
one
Transparent involvement of creators
and influencers in a marketing activity
boosts credibility and authenticity of
the effort. Avoid staged collaborations.
implications

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