The significance of influencers can’t be overstated. Greater than only a single strategy, influencer advertising now represents a number of marketing campaign sorts and a core approach for manufacturers to make use of socials to broaden attain, additional affect and acquire new followers.
A lot of that is confirmed by in the present day’s influencer advertising statistics; based on Q2 2025 Sprout Pulse Survey, 32% of Gen Z now select to make use of sure social media platforms as a result of they observe creators or influencers who’re energetic on them. Influencers don’t simply drive platform decisions, additionally they affect model engagement. Plus, 32% of Gen Z anticipate manufacturers to be interacting with influencers on their socials.
We’ve distilled insights from seven UK influencer advertising examples that will help you put together your influencer advertising technique:
How manufacturers work with influencers within the UK
Influencer advertising campaigns, together with the influencer advertising examples we’ve detailed beneath, are available many alternative varieties. These are a number of the hottest kinds of UK influencer advertising campaigns:
- Internet affiliate marketing: A model partnership the place influencers earn affiliate commissions from selling your services or products by means of their content material. These could be helpful for constructing your attain and for rising relationships with a number of influencers.
- Account takeovers: The place an influencer takes management over your model’s profile for a set period of time to create content material and work together along with your followers. Takeovers can work nicely when you’ve got a robust relationship with an influencer with a singular fashion or an genuine status.
- Model ambassadors: This entails an influencer partnering with a model on a long-term foundation to commonly promote them. These preparations can tie your model to an influencer or a celeb’s status extra immediately and on a longer-term foundation.
- Content material and giveaways: These campaigns contain competitions designed to provide merchandise away to followers. They’re notably helpful for B2C firms or these working in industries like magnificence or meals.
- Collaborations: Influencer collaborations normally contain extra enter from the creator from the get-go. These campaigns find yourself reflecting an influencer’s private model and content material fashion, in addition to your individual.
- Reside model activations: Distinctive experiences the place influencers are concerned with an organization’s occasions, both by means of socials or stay and in-person. These could be successfully mixed along with your wider occasions and offline methods.
- Pre-release content material: These campaigns hype up a launch date or function replace with the assistance of influencer content material. They’re greatest used when you’ve got an upcoming launch, bigger marketing campaign or firm milestone.
- Sponsorships: Throughout sponsorships, manufacturers sponsor an influencer’s content material, which normally entails them following a product-forward technique. These could be mixed with completely different content material sorts, like exhibiting how a product matches into their each day routine.
This listing isn’t exhaustive, in fact. And the kinds of campaigns manufacturers and influencers are participating with proceed to evolve as viewers habits and networks change.
Greatest practices for UK influencer partnerships
Performing nicely by means of influencer advertising requires a transparent technique; regardless that every marketing campaign is completely different, there are a number of greatest practices you need to use to set yours up for fulfillment.
Deal with influencers like long-term collaborators
Constructing a robust working relationship with influencers enhances the authenticity of your campaigns over time. It additionally results in extra artistic collaboration, which boosts the standard and outcomes of your campaigns as your relationship grows.
Repurpose content material throughout channels thoughtfully
Tailor your influencer content material for every completely different social platform. You’ll have completely different audiences throughout social networks, so take into consideration how one can tweak a marketing campaign to attraction to them.
Collaborate along with your influencer in your repurposing technique. Make use of their authenticity, and take into consideration how your artistic concepts resonate throughout completely different audiences.
Leverage influencer experience
All the time take an influencer’s artistic concepts into consideration when planning your marketing campaign. Contain them in your strategic course of, and plan your campaigns with them and their inputs in thoughts.
The perfect campaigns contemplate an influencer’s content material sorts and viewers. Take the time to grasp why your influencer accomplice’s content material works, and apply that information to your marketing campaign.
Keep compliant with UK rules
In case you’re advertising throughout socials within the UK you’ll want to keep in mind to at all times observe ASA pointers. This consists of guidelines like clearly stating when a chunk of content material is a paid advert, and following GDPR guidelines when processing private data.
Compliance strengthens belief in your model. It exhibits you worth the rights of your viewers, and that you just’re dedicated to speaking with them in the precise approach.
7 examples of influencer advertising campaigns within the UK
We’ve collected some profitable examples of UK influencer advertising campaigns. They every tailor their marketing campaign to the distinctive strengths of their influencer accomplice, the audiences on their chosen platform, and the kinds of engagement they’re hoping to attain.
1. Rochelle Humes and M&S’s psychological well being partnership
Model ambassador campaigns are a reliably widespread type of influencer advertising within the UK. A number of the only examples of name ambassador packages concentrate on influencers who promote charitable causes or initiatives.
Rochelle Humes was a well-liked youngster movie star within the UK due to her involvement within the pop music phenomenon S Membership Juniors. Since she spent a lot of her early profession within the highlight, she now works to advertise psychological well being help companies for younger individuals.
The UK grocery store chain Marks & Spencer’s recruited Rochelle as their ambassador in a collaboration with the charity Younger Minds UK. They filmed Rochelle in a sit-down fashion interview to advertise the charity’s message and supply a well-recognized face for obligatory discussions about psychological well being throughout the nation.
This instance exhibits how essential it’s to search out the precise influencer to your marketing campaign concept. Rochelle is an ideal match for the marketing campaign because of her movie star profession and her present-day activism. These imply she has a big following of people that worth her opinion, and in addition means she may also help M&S create conversations with this large viewers.
2. Adidas UK and Sabastian Sawe—London Marathon Collab
Model ambassador campaigns can be mixed with occasion promotions and activations. Sabastian Sawe is a model ambassador for Adidas UK, due to his profession as one of many main long-distance runners on the planet.
Adidas created the beneath piece of content material with Sabastian, centered on his London Marathon victory. They posted it throughout their foremost account web page, in addition to their separate model accounts, Adidas Operating and Adidas UK. This mixed strategy enabled them to achieve a wider viewers, together with their regional UK viewers in addition to those that particularly need to see operating content material.
That is additionally an efficient marketing campaign as a result of the product promoting is refined. The principle focus of the marketing campaign is celebrating Sabastian’s victory, however Adidas have included a small promotion for the sneakers he wore throughout his run on the backside of the put up description. This demonstrates how one can nonetheless promote with out taking away from the guts of an concept.
3. Meditations for the anxious thoughts x Hen Store
Meditations for the anxious thoughts has constructed a big following on each UK TikTok and Instagram due to his humorous scripts that poke enjoyable at modern-day life. The UK fried rooster restaurant model Hen Store recognised his reputation, and have been the primary firm to achieve out to him for a sponsored put up.
This marketing campaign succeeds due to Hen Store’s belief within the influencer and their clear understanding of the kind of content material he makes and his viewers. The influencer’s viewers, based mostly on the content material he makes, is made up of largely youthful individuals within the UK, who doubtless match Hen Store’s goal market. Plus, the video matches in seamlessly with the influencer’s present content material.
Meditations for the anxious thoughts is a intelligent alternative of accomplice, as his followers received’t have seen any adverts on his web page earlier than, and so wouldn’t anticipate to see this advert of their feed. The result’s an unorthodox and unique partnership that grabs consideration and breaks by means of the same old noise of social media. It targets an viewers within the product in a approach that’s completely different from extra conventional content material sorts like meals evaluations or recipes.
4. Dermalogica UK x Olivia Attwood’s skincare
Sponsored influencer posts generally is a notably efficient technique if you happen to’re advertising sure sorts of merchandise. Magnificence merchandise like make-up and skincare stay a number of the hottest kinds of content material throughout networks. And the UK has a number of devoted magnificence influencers who commonly evaluation merchandise.
Dermalogica UK partnered with Olivia Attwood, a participant on the third season of the UK’s Love Island. Their sponsored put up exhibits Olivia utilizing Dermalogica’s skincare merchandise while speaking the viewer by means of the method.
Such a content material advantages from the authenticity that’s anticipated from influencers on social media. By actively utilizing the product, and exhibiting her followers the way it seems to be on her, Olivia legitimises Dermalogica’s model for her tens of millions of followers. All through the video Olivia showcases her skincare information, reinforcing her credibility and the viewers’s belief in her insights.
5. Hannah Crosbie selling wine bars for Coal Drops Yard
A big pattern on UK Instagram, in addition to different networks, is suggestion content material. Such a content material is designed to indicate you completely different eating places, sights or areas that audiences haven’t heard about earlier than from consultants within the space.
To advertise their retail house, Coal Drops Yard partnered with wine critic and widespread social media influencer Hannah Crosbie.
As a wine critic, Hannah is the perfect authority on which wine bars within the Coal Drops Yard space are value visiting. She’s additionally recognized for her detailed understanding of web tradition and the strict concentrate on aesthetic that she locations on her profile.
With this minimalist POV fashion of content material, Hannah and Coal Drops Yard communicate to their viewers in a transparent, efficient and humorous approach while gently selling a number of completely different bars.
6. Alfie Watts journey problem with DFDS
The best influencer advertising examples don’t at all times contain teaming up with the largest names. It’s about partnering with influencers whose audiences intently align along with your goal market and whose content material fashion naturally enhances your model.
One of many extra distinctive UK examples of this strategy is cargo and freight firm DFDS partnering with Alfie Watts. Alfie has over 200k followers on UK Instagram and is constructing a notable following after showing on the BBC’s journey present Race Throughout the World. He creates journey content material the place he flies to much less well-known locations, and is commonly selling low-budget types of journey to his younger viewers.
DFDS operates low-cost ferries throughout Europe, together with a number of routes from the UK. They created a challenge-style content material marketing campaign with Alfie, the place they challenged him to go to as many nations as potential in 24 hours. Alfie used certainly one of their ferries to start out his journey, which allowed him to advertise DFDS and their transport choices while additionally making participating content material for his followers.
7. Jodie Nixon x Sage Home equipment UK
Our last instance exhibits why it’s essential to grasp when to launch a marketing campaign, alongside understanding who to accomplice with and why. Jodie Nixon is part of Mob, one of many UK’s greatest meals content material manufacturers, and in addition has a rising following on her private influencer profile. She partnered with Sage Home equipment UK to advertise their espresso machine to her viewers.
The timing of this marketing campaign was good, as Jodie labored with Sage to focus completely on their machine’s iced espresso choices. Since this was posted initially of Could, the climate within the UK would’ve simply began heating up. Jodie additionally makes use of her experience as a UK meals influencer to create a number of drink recipes, all of which could be made utilizing Sage’s espresso machine. By making 5 of them, she exhibits off the machine’s versatility.
This marketing campaign exhibits how important it’s to hearken to an influencer’s artistic concepts, and work with them to time and launch a marketing campaign with the very best probability of success.
Use these greatest influencer advertising examples to tell your individual campaigns
These influencer advertising examples from the UK show simply how different the influencer panorama has develop into. Every of those manufacturers markets massively completely different merchandise, and so they all work with influencers in completely other ways to attain their targets.
In case you’re prepared to start out your subsequent marketing campaign, check out our listing of influencer advertising instruments that may make planning, launching and monitoring your influencer campaigns a lot simpler.
