5 of the Best Influencer Campaigns in 2021

Over the last twelve months, we’ve seen the power of influencer marketing continue to rise across all industries and sectors, from fashion to food and beyond. Along with a rise in the number of influencers across platforms new and old, the creative industry has stepped up the game with some of the most innovative campaign ideas to date. 

To inspire your creative campaign ideas heading into the new year, here’s a round-up of the best five influencer marketing campaigns of 2021.

 

Sky Glass

If you managed to escape the launch of Sky Glass, you must be living under a rock. Billed as the biggest ever product launch (by marketing spend), Sky executed one of the best organised influencer campaigns in recent years, bringing on board influencers of all sizes and across a whole range of genres to launch the product on the same day. From Made in Chelsea’s Louise Thompson to body image advocate Stephanie Yeboah, fitness superstar Shaun Stafford to singer Samira Mighty, the campaign reached far and wide.

As with all good marketing campaigns, the Sky Glass influencer campaign formed an integral part of a much bigger, multimedia launch for the product, and encompassed TV adverts, experiential elements across London, and radio advertising to support the launch.


Molly Mae x Pretty Little Thing

Love it or hate it, Love Island remains a cultural phenomenon in the UK and runner up of the 2019 series Molly-Mae Hague has since become one of the most well-known social media influencers of our time. Having worked with Pretty Little Thing since exiting the villa in 2019, this year Molly-Mae announced that she was to become Creative Director of the brand.

The announcement put a whole lot of attention on the brand, with many questioning Molly-Mae’s credentials and asking whether the title was a publicity stunt, rather than a real appointment. Either way, the partnership shows not only the value brands now place on influencers, but that the old adage of all news is good news still runs true for many brands.


Warner Records

To coincide with the launch of Dua Lipa’s song Love Again, a huge TikTok influencer campaign rolled out, resulting in the song trending and the dance being recreated across the platform by not only influencers but fans too. 

TikTok dances regularly go viral on the platform and can transform the popularity of a song, so the campaign created a simple dance to go alongside the song to ensure that it was easy to join in with the trend. The similarity in format between TikTok and Reels also allowed the trend to take off on Instagram too.


ASOS x Millie

This one may have fallen into the laps of ASOS executives, but it doesn’t mean it was easy to secure the deal. 2021 Love Island winner Millie Court previously worked at ASOS as a fashion buyer, before entering the villa where she went on to win. ASOS were vocal in their support for employee Millie during the series, and on winning the season they joined the queue of brands eager to sign a deal with Millie. 

Luckily for ASOS, Millie stayed loyal to the brand and has recently announced her partnership, expected to be a global role worth millions and giving the brand exclusive access to her almost 2m followers on Instagram and 300k on TikTok.


Scope Charity Shops

We had to round off with one of The Doers’ brilliant campaigns this year! Working with Scope Charity Shops, The Doers launched the #SharetheScope campaign to encourage people to donate their unworn clothes and give them a second chance at a life with someone new. 

The campaign involved working with a range of lifestyle influencers who had already been vocal about their love of charity shops and second-hand clothing, making the collaboration with Scope fit seamlessly into their existing content and encouraging a lot of conversation and encouragement in the comment section.


 
 

This post was written by our Inner Circle member, Ellie. If you’re in any need of Influencer/Content advice or help, do be sure to book a 30-minute discovery call.

 
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