5 Successful Micro-Influencer Campaign Examples
Micro-Influencers are some of the most commonly found influencers, with follower counts ranging from 10,000 to 100,000 people. These influencers are generally thought to be subject matter experts in their specific industry, niche, or culture and have an audience that trusts the information they disperse. The authenticity is front and center.
There are several benefits to running micro-influencer campaigns compared to other types of creators (with either fewer and more followers). This group of influencers is readily available for partnerships and should be easy to access directly.
Micro-influencers also tend to be affordable. This enables businesses to partner with multiple influencers of this type at once for increased reach. Because their followers trust what they say, micro-influencers have high engagement rates that lend themselves to more conversions with brand partnerships.
So what’s the best way to partner with a micro-influencer? Marketing campaigns with these content creators can achieve great results, regardless of a brand’s objectives. We compiled 5 micro-influencer campaign examples with different budgets and goals to show the range of what a micro-influencer strategy can bring.
Micro-Influencer Campaign #1: Increase Brand Awareness
I and Love and You Pet Foods
I and Love and You is a sustainably sourced, high-quality pet food brand that turned to micro-influencers to increase brand awareness and utilize user-generated content (UGC). With far-reaching goals and a moderately-sized budget, I and Love and You partnered with 400 pet influencers.
The results were staggering. Combined, the micro-influencers created 122 posts that reached 7.8 million people and received 64,000 engagements. The pet food company was able to increase its reach by directing its micro-influencer partners to cross-promote content on multiple social media channels and personal blogs.
Along with generating a ton of cute pet photos the company was able to repurpose on its own social channels, the increase in brand awareness was impressive.
Micro-Influencer Campaign #2: Generate Website Visits
The Honest Company
The Honest Company was founded by Jessica Alba with the goal of creating clean, sustainable, and well-designed products. The Honest Co. approached its influencer campaign with the intention of promoting bedtime-focused products to moms. Thirty mom micro-influencers were enlisted to generate content that needed to match Honest’s imagery and brand guidelines. Each of these content creators received a package including overnight diapers, wipes, bubble bath, and lotion.
Photo by Susan Pang
The goal was to increase conversions–specifically sales of all of these items purchased together as a bundle. The influencer partners collectively created 133 pieces of content across Facebook, Instagram, and TikTok. The campaign received over 109k engagements, 1.6 million impressions, and 578 clicks to The Honest Co.’s website.
Micro-Influencer Campaign #3: Increase Brand Awareness and App Downloads
Airalo Travel App
Airalo is an app that allows users to purchase temporary data plans while traveling abroad. Airalo wanted to use influencer marketing to reach the travel community on TikTok, specifically to increase brand awareness and drive high-quality app installs from users between 18-35 years old.
Airalo partnered on 10 micro-influencers campaigns in the travel niche, with a campaign focused on education. This included sharing travel trips and money-saving hacks. The micro-influencer campaign example resulted in 2.1 million video views, a 12.3% engagement rate, and a $0.23 cost per app install.
Micro-Influencer Campaign #4: Reach a Unique Audience
H&R Block’s New Tax Pro Go Software
When H&R Block launched a new tax-filing service called Tax Pro Go, they were presented with a handful of unique problems. The company wanted to introduce the new service to the right audience and didn’t want to spend tons of money on traditional advertising methods.
H&R Block wanted to use influencer marketing campaigns, knowing it was a cheaper, faster, and possibly more effective means of reaching an audience. They didn’t know how to find the right platforms to advertise on, though–many of the top social media influencers seemed to have an audience too young to need the service.
H&R Block partnered with an influencer marketing agency to identify a relevant audience of both Gen-X and millennials who consumed blogs or followed influencers who shared financial tips.
Six financial influencer bloggers were chosen to create content for this campaign. Each of the influencers wrote one blog post and shared two sponsored posts on Facebook and Twitter using campaign-specific hashtags.
The demographics of the reached audience resulted in a positive ROI of this investment for H&R Block. Ninety-four percent of the influencers’ followers were married, 75% were between the ages of 30-49, and 70% were interested in news & business. The campaign received over 6k engagements and lead to increased sales for the Tax Pro Go service.
Micro-Influencer Campaign #5: Educate With Pinterest
20 Mule Team Borax Cleaning Solution
Despite being on the market for over a century, the uses for Borax, and specifically that of the 20 Mule Team brand, are not well known. 20 Mule Team knew they had an opportunity to educate the modern consumer about their product, and partnered with six female lifestyle influencers to do just that.
The campaign focused on informing consumers of the many uses of Borax throughout the home. Eye-catching imagery optimized to be shared on Pinterest was a must for this micro-influencer campaign example, with the target audience being people looking for inspiration for the home.
The six collaborating influencers produced 100 pieces of content, and the campaign was designated as the “Top Performing CPG Campaign on Pinterest” in 2019, with an 11% lift in sales for the company.
Ready to kick off your first micro-influencer campaign? Contact us today to get started!
Frequently Asked Questions
What is a micro influencer vs macro influencer?
Macro-influencers have social media followings of more than 100,000. Micro-influencers have followings between 10,000 and 100,000.
How much does a micro influencer get paid?
Micro-influencers earn anywhere between $100 and $500 per social post.
What types of brands work best with micro influencers?
Earning money as a micro-influencer starts with setting a consistent posting schedule. First, determine your niche, then start posting high-quality content (both visually and story wise). Be sure to tag lots of brands in your posts for maximum exposure.