Examples of Excellent Influencer Fashion Marketing Campaigns
Social media is officially one of the most used methods for communication, which is why the social power of an influencer has never been stronger. But what is the real impact of influencers on Instagram and other social networks? Do sponsored posts and tagged stories pay off, or are there better ways to deploy the power of influencer marketing?
That’s not to say that there haven’t been hugely successful influencer-based campaigns. To see the potential behind influencer marketing, let’s take a closer look at nine of the most effective influencer-based fashion campaigns ever.
Let’s look at nine examples of the most successful influencer-based fashion campaigns ever to find out the real success factor:
Forever 21: A New Perspective
The women’s fashion market is already very crowded, which is why Forever 21 has decided to address a social media audience with something different than ordinary photo shoots. By collaborating with successful influencers, with open communication styles with their followers, Forever 21 has created a series of posts that have changed the cards.
Instead of presenting their range in traditional poses, influencers were asked to create content related to the garment rehearsal phase. Feedback on what was good and what needed to be improved was welcome and was posted uncensored.
With this simple attempt to create a genuine image on the next collection, Forever 21 has managed not only to showcase its own line, but also to create the familiar atmosphere of a sort of “shopping with friends”. The icing on the cake of these videos came when the influencers chose to buy the pieces they had tried.
After hearing honest feedback on garments they didn’t convince, consumers were given a perspective on what clothes influencers would really wear in everyday life.
Zara: Share the Command
During the #iamdenim campaign, the Zara boutique chose some renowned fashion influencers to showcase their items in a stylized, yet accessible way. One of the most effective ways was to use “DIY Instagram” posts in collaboration with influencers like Teesh Rosa.
By leaving influencers the ability to create direct content on its garments, Zara has managed to convey the message that its denim is designed for real, ordinary people. Presenting jeans and denim jackets through renowned influencers, but with an emphasis on affordability, ensured the success of the campaign.
Thanks to this campaign, Zara gained 4.6 million new followers over an eight-month period. This is a real ROI!
Lululemon: Exercising Authenticity
Consumers are becoming more and more aware in terms of brand authenticity. Despite the plethora of photo editing apps on social media, audiences recognize a brand’s message that appears sincere and focused. For this reason, Lululemon has grasped the need to change direction and become less pretentious and more accessible.
Over the past couple of years, the brand’s social media platforms have gone from highly conceptual shots of their leggings and sportswear to presenting the everyday image of real customers.
For example, playing in the snow or resting between yoga sessions, the content is now much more customer oriented. Furthermore, the influencers chosen to represent the brand are no longer the classic Instagram models. On the contrary, the brand has chosen to work with well-known representatives from the world of wellness and fitness and even with some Olympic athletes.
The continued growth of the brand internationally and in new major cities around the world demonstrates the success of this strategy.
Dr. Martens: Guaranteed Fun in the Shop
Committing to the community is something many brands say they do, but Dr. Marten has gone above and beyond. In the iconic Camden store, the British brand tried to create a different shopping experience for loyal customers.
In-store concerts, free haircuts and even tattoo artists to customize the boots are just some of the aspects of the recent initiative. Where does the general public follow these events?
Obviously on Dr. Martens’ Instagram profile, which grew to 2.5 million followers as a result of specialized live streams and content with DIY sessions. As Darren Campbell, the product manager said, “Today trade is a by-product of the engineering net.”
CastMeMarc: The Turning Point with Simplicity
Taking advantage of the visual benefits of Instagram, design Marc Jacobs started the #CastMeMarc campaign to find faces for the new season. Thanks to her media presence and her role as a stylist, this is a great example of an influencer representing their own brand, instead of promoting that of others.
By simply asking aspiring models to tag their photos with #CastMeMarc, the campaign has spread like wildfire and has managed to find new faces for the next fashion season.
The other positive result was creating a real sense of involvement and action among Marc Jacobs fans. CastMeMarc was also named Campaign of the Year by Marketing Week.
THINX: Careful Branding
THINX is a company that designs menstruation-proof underwear and has philanthropic roots. The initial stages of researching a company took place after Miki Agrawal discovered that millions of girls around the world did not have the means to manage their belongings.
No wonder, then, that an inclusive company, with innovative thinking, has come up with the slogan “For People With Periods.” Aside from sickly debates about who cares about the problem, THINX has created a campaign that attracts the interest of minority groups to big media like Buzzfeed.