12 Influencer Marketing Campaign Examples [+ Key Takeaways]

If you’re brainstorming new campaign ideas, it can be helpful to check how other brands are structuring their collaborations.

What type of partnerships are they leaning into?
Which collabs are getting the most engagement?
Are there any unique partnership styles you can tap into?

In this article, I’ll share 12 different influencer marketing campaign examples that can help inspire yours.

1. Regal Rose

Campaign type: Influencer gifting + affiliate marketing

Platforms: Instagram, TikTok, YouTube

Regal Rose is a jewelry brand selling gothic accessories. They’re the master of influencer gifting – you can see #gifted posts from relevant influencers across Instagram, TikTok, and YouTube.

They also often combine product seeding with affiliate marketing to better track influencer performance.

Many influencers also do a jewelry haul exclusively (or including) Regal Rose’s products and share their unique discount code.

All the creators Regal Rose partners with match their edgy vibe to a T. You can see them wearing the company’s products, even if they wouldn't be gifted – it just fits on them, naturally.

Key takeaway: choose creators who would genuinely love your product to make your influencer gifting efforts more successful. The more they like the items you sent, the more likely they are to post about them. To scale the gifting program, introduce unique UTM links or codes.

2. BURGA

Campaign type: Influencer gifting + affiliate marketing + sponsored content

Platforms: Instagram, TikTok, YouTube

BURGA turns your everyday essentials – think phone cases, earbuds, luggage covers, notebooks, etc. – into fashion accessories. The 26 marketers on the team launch roughly 3500 influencers per quarter from 17 different countries.

In influencer gifting alone, the brand seeds 500+ creators a month, resulting in 800 – 1,000 influencer posts. They use Modash to filter for creators who have at least 1% engagement rate, relevant interests, age, and location.

BURGA has a very strong brand awareness strategy for its influencer marketing efforts. They moved away from discount codes to avoid brand devaluation. Coupon code leaks also often led to unreliable performance data.

On TikTok, their brand awareness spend has shifted the influencer creativity to a whole new dimension. Take this creator who built a BURGA-inspired dry clay DIY spider for Halloween to match her phone case:

Over at YouTube, you can find more detailed reviews of their products in the form of long-form video content.

See more examples of BURGA’s past collaborations.

Key takeaway: experiment with different forms of campaigns and strategies to see which performs the best for you. Because BURGA already knew its performance patterns, it could steer away from focusing solely on discount codes in 2025. You can make similar data-driven changes by taking stock of what’s working well and needs improvement regularly.

Learn more about the changes BURGA has made to their influencer marketing strategy:

3. Deeper Sonar

Campaign type: Brand ambassador program + sponsored content

Platforms: Instagram, TikTok, YouTube, Facebook, and niche websites

Deeper Sonar is a market leader in the angling world. They sell portable sonars, fishing accessories, and more. They have one of the largest ambassador programs with 7k+ ambassadors spread over 30 countries. 🤯

And oh, they have just 5 marketers on their team.

They have three levels to their ambassador program:

Deeper Squad is an open community for any fishing hobbyist and/or fan of Deeper
Deeper Heroes are pros who use Deeper sonars
Paid partnerships are influencers with whom Deeper has negotiated a long-term deal

The largest number of ambassadors are housed in the Squad level, followed by Heroes, and paid partnerships are for the select few best-performers. Almost all Squad ambassadors and 90% of Heroes come from inbound methods. For the paid partnerships, 90% are sourced via an outbound recruitment strategy using Modash.

Inbound influencers join the self-serving ambassador program, reducing the company’s admin load. And paid partnerships are usually collabs with bigger creators – involving thorough vetting, negotiating, and briefing.

On Instagram, Deeper has a dedicated account for its ambassador community. All members tag their @buydeeper account to get featured.

Over at YouTube, the collabs are more focused on in-depth reviews, product tests, and tutorials. Due to the long-form content nature of YouTube, these types of content get lots of traction and help Deeper’s customers learn more about their products.

Key takeaway: create a self-serve ambassador program that keeps running like a well-oiled machine. Start by defining your criteria so irrelevant influencers don’t increase your admin load. Once you begin, it might take some refining and friction in the middle. But the compounding efforts are worth it.

4. Loop Earplugs

Campaign type: Sponsored content + affiliate partnerships

Platforms: Instagram, TikTok, YouTube

I wouldn’t be able to sleep a single night without my Loop Earplugs (not kidding. Ask my boyfriend how loudly he can snore now). Apart from earplugs for better sleep, Loop also sells earplugs for concerts, noise reduction, and even for kids.

Loop Earplugs partners with creators of various kinds (overstimulated moms, neurodivergent people, concert goers) to promote their diverse products.

The coolest one of all was the promotion of their new Swarovski ╳ Loop limited edition earplugs, though. Pairing it with a creator going to a concert was just…chef’s kiss. 🤌

Loop also often uses its influencer collaborations to show how to use their product and which product to choose from their vast catalog – which is excellent to educate their future buyers.

See more examples of Loop Earplugs’ past collaborations.

Key takeaway: if you cater to different kinds of customers, choose various kinds of creators to promote your product. It’ll help showcase how your product can be a fit for different use cases. And if you sell a lot of similar products, create educational content (via creators) highlighting the differences so buyers can choose the right one.

5. Curlsmith

Campaign type: Brand ambassador program + sponsored content

Platforms: Instagram, TikTok, YouTube

Curlsmith sells haircare products for curly and wavy hair – everything from shampoo to hair gel to temporary colors. They do a wide variety of collaborations with curly hair influencers – including paid partnerships and an amazing brand ambassador program.

On YouTube, the creator collaborations primarily focus on educational content (like which Curlsmith gel to use) and detailed reviews of new product lines.

The partnerships on TikTok are focused on Curlsmith brand ambassadors. Curlsmith has a program that allows anyone with a public profile on Instagram or TikTok to apply.

Curlsmith asks in its application if a creator is willing to test, review, and create content around their products. All collabs are extremely relevant (always curly or wavy hair creators), so it’s clear each application is vetted carefully.

Curlsmith recently also hosted an event for its brand ambassadors to celebrate the launch of its new products.

See more examples of Curlsmith’s past collaborations.

Key takeaway: if you’re running a brand ambassador program, use your ambassadors’ inputs to get reviews for your new products alongside promoting them to relevant new audiences.

6. Cerave

Campaign type: Brand ambassador program + influencer gifting

Platforms: Instagram, TikTok

Cerave is a global skincare brand selling products for all skin types. The company partners with creators all across the globe for their brand ambassador program and honest reviews.

For example, on TikTok, a variety of creators promote various products in their catalog using the #ceravepartner hashtag. These influencers range from skincare creators to dermatologists to lifestyle influencers. The ambassadors promote everything from new product lines to holiday sales to unpopular products.

Cerave also gifts its products to UGC creators in exchange for content and an honest review. Take the post below (originally in German) promoting the company’s newly launched product.

See more examples of Cerave’s past collaborations.

Key takeaway: don’t be too rigid with your creator requirements. Cerave partners with various types of influencers across the world and this ensures their product reaches a wider audience instead of the same people over and over.

7. Bissell

Campaign type: Sponsored content

Platforms: Instagram, TikTok

Bissell sells cleaning products such as vacuums, steam cleaners, and carpet cleaners. They went viral on TikTok (specifically on #cleantok) for their mini little green machine.

While their viral mini green machine is all over Instagram and TikTok, Bissell also partners with storyfit creators who can provide unique angles to market their products.

For example, an environmental creator promotes Bissell’s FurFinder product with the angle of being more sustainable and using rugs for the long-term, even if you have pets.

Key takeaway: find storyfit influencers to create out-of-the-box influencer campaigns. Creators who don’t fit your typical niche can provide fresh and creative angles to market your products well.

8. Midi Health

Campaign type: Sponsored posts + discount code

Platforms: Instagram

Midi Health is a health brand that sells supplements for women for menopause, weight, mood, sleep, and more. They partner with female creators in their midlife (their target customer) to promote their products.

They target a very specific type of creator for their influencer campaigns – someone who overlaps with their ICP. And the influencers share posts that feel relatable, honest, and authentic. They also have multiple partnerships with almost every creator they collaborate with, making the partnership more genuine.

Key takeaway: offer your influencer partners the creative freedom to create content for you. If they’re the right match, they’ll hit the exact pain points your customers face and share content that actually creates an impact. And if a partnership is giving good results, experiment with long-term partnerships to build even more trust & awareness.

9. Bblunt

Campaign type: Co-creating a product

Platforms: Instagram, YouTube

Bblunt is a haircare company that did a unique type of collaboration with creator Tarini Peshawaria: co-creating a new product, the wet-to-dry air smoothing brush.

After launching the product, Tarini and the Bblunt team hosted events to promote it, shared video tutorials on how to use it on YouTube, and answered any & all questions customers had. Within one month of launch, the product was sold out.

Key takeaway: if you’re partnering with a big creator and share a vision for a new product line, evaluate if co-creating it would be the right business move. A large creator’s stamp can go a long way in building trust for your product (& overall brand!). It can be a huge time and monetary investment, though, so pick influencers for this type of collab carefully.

10. Dreo home

Campaign type: Sponsored posts + affiliate marketing

Platforms: Instagram, TikTok, YouTube

Dreo sells home and kitchen items all over the U.S. For this example, I’m talking about how they market their space heaters and tower fans via influencer marketing.

Their remote-controlled space heater is widely popular on TikTok Shop. Dreo has a network of affiliates promoting their fans and heaters via the Shop. All of that content is very casual and authentic. It isn’t as polished as typical influencer content, but it’s a lot of people talking about their products.

See more collaboration examples on TikTok Shop.

On Instagram, they partnered with my favorite pet influencer (I have a parasocial relationship with Maui, Ruby, and Hugo at this point). You wouldn’t typically think of pets when marketing a space heater – which is what made the collab so refreshing. They have tons of such collaborations with different kinds of creators (mominfluencers, lifestyle creators, etc.).

The partnerships on YouTube are more geared toward tech creators who are working from home and looking for a comfortable setup.

Many collaborations across platforms included a unique discount code, which can help track performance and figure out your best channels & creators.

Key takeaway: if you’re partnering with influencers across multiple platforms, consider tapping into unique audience segments and messaging for each channel. This can be helpful in understanding which one of your value propositions resonates the most with buyers.

11. Mattress Firm

Campaign type: Sponsored posts

Platforms: Instagram, TikTok

Mattress Firm sells various kinds of mattresses and uses fresh & creative influencer partners to promote their products.

They partnered with a food creator (yes, you heard that right) to create a recipe that can help you sleep better. In the video, the influencer also talks about the mattress (and how it has helped her sleep better) seamlessly while sharing how to cook sweet potatoes with a smoky sesame glaze.

It gets better: on TikTok, they partnered with a comedian to humorize the whole “sleep while your baby sleeps” concept.

Key takeaway: partner with creators who may fall outside your immediate niche, but can create content adjacent to your product with a unique perspective. It’ll make your collaborations more memorable and fun.

12. Icelandic Provisions

Campaign type: Sponsored posts

Platforms: Instagram

Think of Icelandic Provisions as kind of an Icelandic yoghurt with more nutrition, thicker texture, and sour flavor.

They, of course, partner with food creators to show their audience how they can use their skyr (that’s their product) in recipes. But they also collaborate with nutritionists, fitness influencers, and mom creators to lend their product more use cases and credibility.

Key takeaway: along with niche influencers, also partner with key thought leaders in your industry who can build trust for your product. A post from them can instantly lend you more authority and credibility.

Build your next influencer marketing campaign

The brands crushing it with influencer marketing all have one thing in common: they experiment, offer creative freedom, and aren't afraid to partner with unexpected creators.

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