2 Amazing Micro Influencer marketing campaign examples

January 9, 2019
7 min
Avery Schrader
Founder & CEO of Modash.io
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Examples of Micro influencer marketing campaigns are making waves.

These are examples of the most creative forms of marketing. Micro influencer campaign examples pop into our feeds super frequently, so we wanted to share a couple that have been turning heads.

Brand’s that take this seriously can do a whole lot of good for their brands, their customers, the world and their bottom line. Here are some examples of our favourites. Combined with some Modash campaign analysis of course.

How Boxed Water is setting a positive example with a micro-influencer campaign

how boxed water grew in social media using hashtags and micro influencers

Can you promote your brand, bring awareness to environmental issues and save the planet all with one micro influencer campaign? Yes, you can and that’s exactly what Boxed water campaign #ReTree was all about.

They are pushing to encourage environmentally conscious consumption and fight against deforestation globally.

To reach those goals, the company teamed up with micro creators and the National Forest Foundation to launch a 3-month long social campaign. For every Instagram post that promoted Boxed water with #ReTree, they promised to plant 2 trees in the national forests. Woah. 

They have cooperated with high profile influencers from dancer/actress Julianne Hough to actor Aidan Alexander, who have shared the campaign in their and encouraged their followers to get involved either by reposting the picture or creating their own pictures with Boxed water.

This is an example of a micro-influencer campaign that went so well, the brand couldn’t get enough. The #Retree posts continue to pour into Instagram.

Until now, Boxed water has planted more than 790,000 trees in areas affected by deforestation and wildfires. The #Retree hastag has been used more than 12000 times in Instagram. 

They re-branded the original #ReTree campaign to #Betterplanet, tying it together with their new project, which goal is to clean 3,000 miles of beaches across the United States, in a fight against plastic pollution.

Boxed water is definitely one of the most influential marketing campaigns created and an example of how a prosperous campaign can have a long-term impact. Lucky for boxed water, they also managed to leverage virality and avoid having to find instagram micro influencers at scale.

instagram profile data on boxed water

Here is a breakdown of 20 micro-influencer posts from the #Retree campaign, which is less than 1 percent of the massive micro influencer marketing campaign they managed to pull off. 

Modash’s micro influencer marketing tool analyzed 20 of these micro-influencer posts, but the results must have been absolutely massive considering the sheer number of people they managed to grab the attention for the duration of this campaign. 

Not to mention, made the world a little bit greener. 

How Tom’s of Maine’s campaign tripled it’s community growth with $0 ad-spend and a whole lot of micro influencers

post of a micro influencer affiliated to the toms campaign

When thinking about influencer marketing, the first thing that pops into the minds of many is a celebrity with tons of followers promoting some brand.

Companies tend to think that a lot of followers equals better awareness and reach, but that’s not always the true. Choosing to use micro-influencers is a great option that trends towards more affordable, higher influencer marketing ROI and effective campaigns. The relationship between micro-influencers and their followers is much tighter than of people of high following. Micro-influencers feel more approachable, relatable and trustworthy. That might be the reason why Tom’s of Maine chose using micro-influencers as their go-to strategy when promoting their brand of natural toiletries.

Thinking of working with influencers? Be sure to use a brand ambassador contract template.

According to Bridget Burns , former community manager for Tom’s, their micro influencer campaign seeks to transform super fans into customer advocates. They wanted to find real people, who enjoy their product so much, they would be willing to promote it free of charge.

The goal was to increase brand awareness among health conscious consumers that enjoy the products, encouraging them to celebrate them in social media.

“We do not pay micro influencers, but do offer product and brand-related rewards" 

"We’ve worked to recruit community members who have a genuine interest in the products we offer. Beyond that, we strive to provide the community with content that is valuable to them. For example:  They may be first to hear about a sale at Target or first to share articles from our blog that give tips on living a more sustainable lifestyle”

So, does a campaign that’s not transactional and uses people with small  followings in Instagram actually work?

According to post-campaign case studies, by using micro influencers for content-creation and boosting the brands image. Within the first 2 weeks, The Tom’s of Maine Instagram community grew by 8% and the company tripled the growth of the community in the same year.

Tom’s of Maine saw a 600% increase in consumer engagement with micro influencers posts on Instagram, more than the combined activity of the brand’s Facebook and Instagram accounts. The results of this campaign reached amazing heights, with 6,496 likes, comments and shares on posts per 1’000 micro influencers, reaching more than 1.72 millions of people.

This campaign is a great example of reaching unprecedented heights with non traditional advertising and with relatively low investment.

analytics deep dive of toms_of_maine Instagram profile

This is a very small sample size compared to wealth of posts Tom’s of Maine has generated with their micro influencer campaigns. They have been able to identity micro influencers amongst their own customers at a record setting scale. 

Running several campaigns for unique products and activating micro influencers at scale has led to huge conversions for the consumer facing company. Are you next? 

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