We’re again with one other installment of the Put up Efficiency Report (PPR)—a collection the place we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We don’t simply study the flawless artistic execution of each submit or marketing campaign, however the enterprise affect, too.
This month, we’re spotlighting manufacturers who use influencer advertising to tell their technique past social content material, and the way that results in sustainable enterprise progress. Whereas it’s well-established that influencers improve consciousness, a Q1 2025 Sprout Pulse Survey additionally discovered that social groups say influencer advertising drives income. To capitalize on the influencer alternative, over half of promoting groups plan to construct out their roster of influencers and develop partnerships this yr.
As they do, groups ought to think about the position influencers play of their huge image advertising technique. Based on The 2024 Influencer Advertising and marketing Report, 80% of shoppers agree that they might be extra keen to purchase from manufacturers that associate with influencers on in-person occasions, model journeys or multichannel advert campaigns.
These manufacturers illustrate what it takes to craft memorable, full-funnel influencer methods, and will help encourage your individual partnerships.
Dick’s Sporting Items: Dick’s Varsity Crew rallies round in-store promotions
Dick’s Sporting Items equips athletes of every kind to realize their desires. The American sporting gear retailer presents the whole lot from golf golf equipment to trainers to kayaks, and prides itself on delivering custom-made, white glove customer support in shops.
The model is at all times discovering new methods to counterpoint the in-store expertise, like once they expanded Dick’s Varsity Crew. The staff consists of younger influencers who craft social content material that the model shares on its channels. However the partnerships go additional than customary content material, as Dick’s additionally options Varsity Crew members in model photoshoots, movies and in-store signage.
By the Varsity Crew, Dick’s weaves the attraction of influencers and on-line tradition into the IRL model expertise. The continuity between their digital content material and in-store visuals strengthens their model identification, and drives folks to their retailers.
These partnerships are half of a bigger technique to experiment in brick-and-mortar areas. At a time when many retailers are shuttering their doorways, Dick’s is increasing and introducing new retailer options like rock partitions and turf fields. In reality, Dick’s executives cited the model’s omnichannel purchasing expertise and funding in retailer options as contributing components to their increased than anticipated monetary efficiency in 2024.
The play: Partnering with influencers and creators on in-store promotions and signage is a technique to assist flip your bodily areas into locations, and domesticate a stronger model identification throughout channels. Take a cue from Dick’s and lengthen influencer partnerships past digital content material.
Blueland: The Black Forager leads product improvement
Blueland creates eco-friendly cleansing merchandise. As an alternative of single-use plastic and unfamiliar elements, the model sells reusable glass bottles, tablets and powders that get the job performed—with out harming the planet or your well being.
For his or her latest hand cleaning soap drop, they collaborated with Alexis Nikole—higher identified by her username Black Forager on social media. Alexis shares content material about foraging, vegan recipes, and environmental science and justice to her practically 8 million followers throughout platforms.
For the brand new hand cleaning soap assortment, the model carefully partnered with Alexis to develop genuine nature-inspired scents, as she defined in her Reel concerning the collab. The sentiment within the feedback part was overwhelmingly optimistic, and the submit obtained practically 30k likes. Alexis’ first partnership with Blueland in 2024 offered out in a short time, so this new line was long-awaited.
The play: This collaboration is a part of a long-standing technique the place Blueland works with influencers and creators to amplify their mission. The important thing to their profitable partnerships has been discovering influencers who’re values-aligned, leading to content material and product collaborations that really feel real. When on the lookout for influencers to co-create merchandise with, observe Blueland’s instance.
Deliveroo: Tom Gilbey supplies Valentine’s sommelier service
Deliveroo is a number one British on-line meals supply firm with a tried-and-true formulation. Clients place orders by way of the web site or app, and a courier delivers it. However additionally they wish to shock and delight their clients with enjoyable contests and giveaways, like their newest influencer partnership.
For Valentine’s Day this yr, Deliveroo teamed up with the web’s favourite sommelier, Tom Gilbey. Gilbey has been a sommelier for over 32 years, and brings his experience to his tons of of 1000’s of followers on social—with none pretentiousness. Deliveroo tasked Gilbey with offering a personal sommelier service to a few fortunate winners, which he was well-suited to do given his previous pairings with the whole lot from Taco Bell to Toby Carvery.
Clients signed up for the contest on-line, after which Deliveroo pre-paid for his or her meal and despatched Gilbey to their house. When he (and the meals) arrived, he provided every winner three completely different wine pairings and so they have been in a position to preserve their favourite bottle and revel in it with their meal.
This promotion was a well-timed effort given their strategic reinvestment within the UK market, serving to them develop buyer loyalty and develop to new audiences.
The play: Influencer advertising and buyer engagement efforts are too usually framed as opposing concepts (i.e., in case you host an influencer model journey, you danger alienating your on a regular basis clients). Deliveroo discovered a intelligent technique to marry the 2 as an alternative. When planning your subsequent influencer marketing campaign, assume exterior the bounds of typical activations and discover methods to have interaction each influencers and clients.
PGA Tour: The Creator Basic returns
The PGA is the organizer {of professional} golf excursions in North America. On the eve of their famed tour, The Gamers Championship, the PGA introduced again a fan favourite—the Creator Basic.
The day earlier than golf legends like Rory McIlroy stepped on the green, content material creators like Nick “Fats Perez” Stubbe, Gabby “Golf Lady” DeGasperis and Tisha Alyn had an opportunity to check out the course. The eight-hole occasion was broadcasted on YouTube, ESPN+, Peacock and the PGA Tour FAST channels. The creators additionally crafted content material from their views main as much as, throughout and after the occasion.
When PGA launched the primary Creator Basic final August, followers of each the creators {and professional} golf have been thrilled. The event illustrates a brand new period of golf—one the place social media influencers are required to achieve new viewers, and their endorsement can flip followers into lifelong followers.
The success of the primary Creator Basic prompted PGA to introduce a complete season-long creator collection. Because the model’s Senior Vice President of Media Chris Wendell put it, “The PGA Tour is intently targeted on delivering distinctive, premium content material and experiences like this to our various and rising fanbase, all whereas amplifying the voices of our collaborating creators.”
The play: Manufacturers are not any stranger to turning IRL occasions into on-line engagement. However what about attempting it the opposite manner, too? Take PGA’s lead by internet hosting occasions led by on-line creators and broadcasting them on conventional and social platforms. This strategy fosters synergy between digital and actual life areas.
Estée Lauder: Introducing the International Sleep Advisor
Luxurious skincare model Estée Lauder has a medication cupboard filled with merchandise with a cult following. Their traditional choices are staples in skincare routines of creators, influencers and even informal social media posters. Just lately, the corporate has made a concerted effort to achieve youthful and extra various audiences, like feminine NFL followers.
To help viewers growth, Estée Lauder has leaned on influencer and creator partnerships. Just lately, the model appointed the title of “International Sleep Advisor” to Dr. Matthew Walker, famend writer, professor and creator. Walker boasts tons of of 1000’s of loyal followers, is a frequent visitor on sleep well being podcasts, and has a wealth of expertise in sleep analysis and innovation—making him the right face for his or her Superior Night time Restore marketing campaign.
The marketing campaign serves up “medutainment” content material, or medical schooling that’s additionally entertaining. Within the marketing campaign posts, Walker focuses on ideas followers at house can implement to enhance their sleep high quality and general well being. Together with his background and media expertise, the content material pipeline fuels itself. Along with the joy on social, the marketing campaign spilled over into conventional media.
The play: Estée Lauder’s marketing campaign illustrates how considering exterior the field will help your influencer marketing campaign get the proper of consideration. A magnificence model is predicted to associate with magnificence, trend or way of life creators. However by teaming up with an anticipated associate, Estée Lauder was in a position to break by way of. This strategy is one thing loads of manufacturers—particularly these in regulated industries—can faucet into.
Awards present highlight: Amelia Dimoldenburg was the official Oscars pink carpet correspondent
Amelia Dimoldenburg, creator and host of the YouTube collection Hen Store Date, was named the official pink carpet correspondent for this yr’s 97th Oscars awards ceremony. The awards, which have a good time the very best movie achievements yearly, is named the final word occasion of the season.
This wasn’t Dimoldenburg’s first pink carpet internet hosting gig, as she additionally stepped in to fill the position throughout the 96th awards season. Nor was she the primary web creator to function a pink carpet correspondent—Emma Chamberlain famously appeared as a particular correspondent on the Met Gala on behalf of Vogue Journal in 2021 (and has since returned).
What units this yr and this pink carpet aside was how well-established Dimoldenburg’s relationships have been with Hollywood A-listers. The witty host’s rapport with a number of the most well-known celebrities proves how a lot media has shifted. Lots of these in attendance have even appeared on Dimoldenburg’s personal present (or will quickly, little doubt).
Only some years in the past, influencers weren’t even invited to A-list occasions. Now, they recurrently seem on pink carpets and press excursions, attend probably the most prestigious occasions and are given journalistic entry on the White Home.
The play: Influencers are respectable media figures. Full cease. They play a important position in our trendy media ecosystem, and assist democratize entry to main occasions. Use that to your benefit by sending a social media correspondent of your individual to cowl an upcoming cultural occasion, weaving your model into the dialog.
Influencer advertising’s potential extends previous the web world
That wraps up this month’s installment of PPR. Keep tuned for subsequent month, the place we’ll be specializing in main healthcare manufacturers paving the way in which for extremely regulated industries on social. Within the meantime, keep in mind these key takeaways:
Put up Efficiency Report Takeaways
- Influencers assist create seamless online-to-offline integration. Manufacturers who lean into this synergy strengthen engagement and their model identification.
- Manufacturers and influencers have to share values for his or her partnerships to appear genuine. Shoppers have to imagine that influencers really use your product and help your mission.
- Influencers play a pinnacle position in PR and conventional media efforts—not simply within the social media sphere. Social-born personalities at the moment are important to main occasions.
And in case you see a social submit or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
