Stuck in a creative rut? Take inspiration from brands like Eos, SKINN Cosmetics, and Revolve to diversify your influencer marketing strategies and run your most successful campaign this year. We’ve compiled stories from some of our favorite brands to give you some ideas for your next campaign.
Let’s dive right in.
- The winning strategy: TikTok Influencer Marketing
- Eos goes all in on TikTok and its creators, not only for sponsored posts, but also for new product lines, ad content, and more.
- The results:
- 2,500% increase in orders
- 45,000% increase in site traffic
- 32.3 million views on the branded hashtag
Skincare brand Eos is investing more into TikTok and its creators. In 2021, the brand spent 15% of its entire marketing budget on TikTok, working on sponsored campaigns with creators, running boosted ads, and more — and it all paid off.
For instance, TikTok influencer Carly Joy (@killljoyyk, 1.1 million followers) posted a candid shaving tutorial, explaining how she uses Eos’ shaving cream to get a bump-free shave. The video went viral, garnering over 19 million views and 5 million likes to date.
Since then, Eos worked together with Carly to launch a new (NSFW) product line called 'Bless Your F#@%ing Cooch' and saw a whopping 2,500% increase in its orders and 45,000% increase in site traffic. Soyoung Kang, CMO at EOS, explained, “Carly Joy says our shaving cream is an absolute blessing—but Carly Joy’s the true absolute blessing here. Her raw, unfiltered take on how she gets the smoothest shave ever is being celebrated around the world, so it only felt right to gift her a custom line as unique as she is.”
In addition, the brand is leaning into the app’s smaller communities and niche influencers — particularly the side of the app coined “ArtTok.” Its campaign around the Eos Flavor Lab lip balm enlisted 11 artists from TikTok to create art pieces out of the Eos lip balms, with each post boosted by ad spend and linked out to purchase at Target.com. Since launching, the artists have created videos that have each gained millions of engagements, and the hashtag #eosflavorlab currently has over 32.3 million views.
2. Mountain Rose Herbs
- The winning strategy: Turning Customers in Affiliates
- Mountain Rose Herbs turns customers, professional herbal educators, and real brand fans into affiliates, rewarding them with a 10% commission for each sale they drive.
- The results:
- $330K+ in revenue
- 900+ conversions
- 95K+ clicks
Since 1987, Mountain Rose Herbs has served its loyal customers with the highest quality organic herbs, spices, teas, and more. As the brand has grown up, it has invested in affiliate marketing to grow its customer base and stay fresh and relevant throughout the years.
The brand’s extremely successful affiliate strategy includes developing genuine relationships with customers, professional herbal educators, and real brand fans, and turning them into affiliates. These individuals share Mountain Rose Herbs’ message with their community and authentically promote the products just by showcasing their lifestyle. If they drive a sale, they’re paid a 10% commission — incentivizing affiliates to organically post about Mountain Rose Herbs and spread positive word-of-mouth.
Now, the brand’s affiliate program consists of over 1,400 brand partners, who have driven over 95,000 clicks, more than 900 conversions, and $330,000 (and counting) in revenue for the brand.
- The winning strategy: A Robust Ambassador Program
- Revolve launched an ambassador program, which allows brand fans and customers to take part in its famous influencer experience.
- The results:
- 3,000 new members
- 10,000 applicants
- Increased traffic, sales, and insights
In November, Revolve launched a brand ambassador program, which allows its customers to be a part of the fashion brand’s world-famous influencer experience. Not only do ambassadors receive rewards and prizes for engaging with their favorite brands and products from the retailer, but the program also offers commissions and incentives — including early access to new brands, participation in the brand’s iconic #RevolveAroundtheWorld influencer trips, and access to exclusive events like the Revolve Festival.
Revolve’s brand ambassador program comes at a time when more brands are focusing on evergreen campaigns and long-term brand partnerships over one-off campaigns. The brand’s community-focused approach to the ambassador program is also a smart move, as the definition of ‘influencer’ continues to evolve.
Raissa Gerona, Revolve’s Chief Brand Officer, said, “With the changing landscape of social media, the term ‘influencer’ has also evolved so much. We always want to adapt with and grow our network by leading the way with innovation. The Brand Ambassador program recognizes the influence and power of our community’s performance at many levels, and integrates members more fully in our world, with special contests, such as the opportunity for top sellers to collaborate on an ‘X Revolve” capsule collection. This is truly an extension of the Revolve influencer experience, and we are incredibly excited to be able to offer it to a broad audience.”
The soft launch for the ambassador program boarded over 3,000 members and drew a waiting list of 10,000 applicants. Revolve also noted the program has become a leading source for online traffic, increasing sales and providing insights with data about customers and brands.
4. SKINN Cosmetics
- The winning strategy: A Product Seeding Campaign
- SKINN gifts its products to influencers with no obligation to post, but creates a great opportunity for organic engagement.
- The results:
- 192% increase in sales
- 19% increase in web traffic
As a small brand, SKINN Cosmetics needed a way to stretch its small budget while still building awareness and attracting new customers. So, the brand decided to bet on product seeding — gifting products to influencers with no obligation to post, but hoping to build a buzz through word-of-mouth and organic posts.
The brand identified over a hundred influencers who had well-aligned audiences and invited them to try some of SKINN’s products — and the results were astounding.
For example, when a macro-influencer mentioned SKINN’s Luminous Skin Oil in their Stories late last year, the product saw a 192% jump in sales when compared to the prior month. Additionally, a recent seeding campaign for the Divine Elixir Firming Algae Facial Oil resulted in it becoming one of the brand’s top-performing products, despite it having been just one month since launch. Plus, compared to the previous year, the brand saw a 19% increase in web traffic, from social alone.
- The winning strategy: Repurposing Content
- Mejuri repurposes content created by its ambassador team on Pinterest to attract customers looking for similar aesthetics and drive them to its website.
- The results:
- 10+ million monthly views
- 47K+ active followers
Jewelry brand Mejuri has mastered the art of Pinterest.
Not only is Pinterest a visual search engine that personalizes content for each user, but it also has many commerce features built directly into the platform — making it perfect for brands and consumers to find each other. Mejuri leverages all of these tools on its own Pinterest, which features a “Shop” tab that showcases all of its products, as well as several boards with ideas like “Ring Stacks” or “Pearl Jewelry” for its followers to take inspiration from.
Best of all, the brand has built a strong online community with the help of its ambassadors, called #TheFineCrew, who help create stunning content featuring Mejuri’s stunning pieces. Mejuri then repurposes their content to a dedicated Pinterest board to target those who have a similar aesthetic. Each Pin is linked to the product captured in the image, allowing the brand to easily drive Pinterest users to its website.
And clearly, they’re doing it right. By curating share-worthy content on their Pinterest page, Mejuri has earned more than 10 million monthly views and over 47,000 followers on the platform.
Test and Invest
Whether you’re trying out different channels or building an ambassador program, take inspiration from these 5 brands to test out new ideas this year. Then, measure and re-invest in the most successful strategies.