We’re again with one other installment of the Submit Efficiency Report (PPR)—a sequence 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 put up or marketing campaign, however the enterprise impression, too.
This month, we’re spotlighting manufacturers who use influencer advertising and marketing to tell their technique past social content material, and the way that results in sustainable enterprise development. Whereas it’s well-established that influencers improve consciousness, a Q1 2025 Sprout Pulse Survey additionally discovered that social groups say influencer advertising and marketing drives income. To capitalize on the influencer alternative, over half of promoting groups plan to construct out their roster of influencers and broaden partnerships this 12 months.
As they do, groups ought to take into account the position influencers play of their large image advertising and marketing technique. In keeping with The 2024 Influencer Advertising Report, 80% of customers agree that they might be extra prepared to purchase from manufacturers that accomplice 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 might help encourage your individual partnerships.
Dick’s Sporting Items: Dick’s Varsity Group rallies round in-store promotions
Dick’s Sporting Items equips athletes of all types to attain their desires. The American sporting gear retailer affords all the pieces from golf golf equipment to trainers to kayaks, and prides itself on delivering personalized, white glove customer support in shops.
The model is at all times discovering new methods to complement the in-store expertise, like once they expanded Dick’s Varsity Group. The workforce consists of younger influencers who craft social content material that the model shares on its channels. However the partnerships go additional than commonplace content material, as Dick’s additionally options Varsity Group members in model photoshoots, movies and in-store signage.
Via the Varsity Group, 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 individuals to their outlets.
These partnerships are half of a bigger technique to experiment in brick-and-mortar places. 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 actual fact, Dick’s executives cited the model’s omnichannel purchasing expertise and funding in retailer options as contributing elements 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 places into locations, and domesticate a stronger model identification throughout channels. Take a cue from Dick’s and prolong influencer partnerships past digital content material.
Blueland: The Black Forager leads product improvement
Blueland creates eco-friendly cleansing merchandise. As a substitute of single-use plastic and unfamiliar substances, 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 almost 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 put up obtained almost 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 searching for influencers to co-create merchandise with, comply with 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 components. Prospects place orders by means of the web site or app, and a courier delivers it. However in addition they wish to shock and delight their prospects with enjoyable contests and giveaways, like their newest influencer partnership.
For Valentine’s Day this 12 months, 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 a whole bunch 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 all the pieces from Taco Bell to Toby Carvery.
Prospects signed up for the competition 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 capable of hold their favourite bottle and luxuriate 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 broaden to new audiences.
The play: Influencer advertising and marketing and buyer engagement efforts are too typically framed as opposing concepts (i.e., if you happen to host an influencer model journey, you threat alienating your on a regular basis prospects). Deliveroo discovered a intelligent method to marry the 2 as an alternative. When planning your subsequent influencer marketing campaign, suppose outdoors the bounds of typical activations and discover methods to have interaction each influencers and prospects.
PGA Tour: The Creator Traditional 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 Traditional.
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 Traditional 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 succeed in new viewers, and their endorsement can flip followers into lifelong followers.
The success of the primary Creator Traditional prompted PGA to introduce a whole season-long creator sequence. 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 numerous and rising fanbase, all whereas amplifying the voices of our taking part creators.”
The play: Manufacturers aren’t any stranger to turning IRL occasions into on-line engagement. However what about making an attempt it the opposite approach, 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 World Sleep Advisor
Luxurious skincare model Estée Lauder has a drugs 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. Lately, the corporate has made a concerted effort to succeed in youthful and extra numerous audiences, like feminine NFL followers.
To assist viewers enlargement, Estée Lauder has leaned on influencer and creator partnerships. Lately, the model appointed the title of “World Sleep Advisor” to Dr. Matthew Walker, famend writer, professor and creator. Walker boasts a whole bunch 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 proper face for his or her Superior Evening Restore marketing campaign.
The marketing campaign serves up “medutainment” content material, or medical training that’s additionally entertaining. Within the marketing campaign posts, Walker focuses on suggestions followers at house can implement to enhance their sleep high quality and total well being. Along with his background and media expertise, the content material pipeline fuels itself. Along with the thrill on social, the marketing campaign spilled over into conventional media.
The play: Estée Lauder’s marketing campaign illustrates how pondering outdoors the field might help your influencer marketing campaign get the proper of consideration. A magnificence model is anticipated to accomplice with magnificence, trend or way of life creators. However by teaming up with an anticipated accomplice, Estée Lauder was capable of break by means of. This strategy is one thing numerous manufacturers—particularly these in regulated industries—can faucet into.
Awards present highlight: Amelia Dimoldenburg was the official Oscars purple carpet correspondent
Amelia Dimoldenburg, creator and host of the YouTube sequence Rooster Store Date, was named the official purple carpet correspondent for this 12 months’s 97th Oscars awards ceremony. The awards, which rejoice one of the best movie achievements yearly, is called the last word occasion of the season.
This wasn’t Dimoldenburg’s first purple carpet internet hosting gig, as she additionally stepped in to fill the position through the 96th awards season. Nor was she the primary web creator to function a purple 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 12 months and this purple carpet aside was how well-established Dimoldenburg’s relationships have been with Hollywood A-listers. The witty host’s rapport with a few of the most well-known celebrities proves how a lot media has shifted. A lot 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 usually seem on purple carpets and press excursions, attend essentially the most prestigious occasions and are given journalistic entry on the White Home.
The play: Influencers are professional media figures. Full cease. They play a vital 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 and marketing’s potential extends previous the net 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 best way for extremely regulated industries on social. Within the meantime, keep in mind these key takeaways:
Submit 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 look genuine. Customers have to consider that influencers truly use your product and assist your mission.
- Influencers play a pinnacle position in PR and conventional media efforts—not simply within the social media sphere. Social-born personalities are actually important to main occasions.
And if you happen to see a social put up or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
