INSIDE INFLUENCE

Why Publishers are Increasingly Turning to Influencer Marketing – and What That Means for Marketers

The IAB Influencer Marketing Guide for Publishers outlines how publishers are using influencer marketing tactics to both build their editorial brand and to engage the right audience on their platforms. Here are a few case studies to illustrate how influencer marketing can be used to enhance branded content efforts and publisher events (see information below to submit yours):

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Condé Nast & GQ / Remy Martin
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Publisher
Condé Nast / GQ
Brand
Remy Martin
Category
Branded Content
Objective
Draw out themes of luxury and associate their narrative with Remy Martin
Execution

GQ used men’s fashion designer Angel Ramos, who has a 40,000+ Instagram following. He was chosen as he was a good fit to reach the target of stylistic, fashionable men.

Results

N/A

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Disney / Kohl’s
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Publisher
Disney Digital Network
Brand
Kohl’s
Category
Branded Content
Objective
To increase awareness and affinity for Kohl’s New Jennifer Lopez Collection
Execution

We teamed up with Kohl’s to send three top social influencers to the Jennifer Lopez All I Have Tour in Las Vegas and gain backstage access to hang out with J.Lo herself. Decked out in the new collection from Kohl’s, influencers played around in the wardrobe rooms, received personalized Kohl’s x J.Lo Styling and sat in front row at the event. Influencers posted images and videos from their weekend extravaganza across Snapchat, Twitter and Instagram. To continue the promotion, each influencer also posted their favorite OOTD (Outfit Of The Day) across multiple platforms post launch.

Results

9.6 million Instagram reach; 9.9 million Snapchat reach; 215K social engagements

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Disney / littleBits
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Publisher
Disney Digital Network
Brand
littleBits
Category
Branded Content
Objective
Create awareness for littleBits products and generate the flow of creativity and gift ideas
Execution

Disney Digital Network utilized Pinterest Influencers to pin 6-8 pins from the littleBits Pinterest board into their own gift ideas boards. For example, the Eh Bee Family created a custom video for their Facebook page.

Results

10 million total reach; 78K social engagements; 3.4 million total Facebook views

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Disney / Sonic
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Publisher
Disney Digital Network
Brand
Sonic – Sonic Sipsters
Category
Branded Content
Objective
To drive awareness for the launch of the new Sonic Lemonade and Limeade flavor combinations for summer
Execution

We aligned with top Millennial Entertainment Influencers to be the ambassadors for the Sonic Drive-In brand. Each influencer created highly-engaging, quirky branded “Sipster” videos on their Instagram profile as hero video content. To build excitement and peak curiosity prior to the launch, influencers posted teaser Snapchat and Instagram content announcing their partnership with Sonic. We also created: 15 and: 30 second pre-roll cut downs to promote across YouTube and all Sonic O&Os (Owned and Operated stations).

Results

15 million total cross-platform views; 576K social engagements; 34% view- through rate

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Hearst & Cosmopolitan / Almay
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Publisher
Hearst / Cosmopolitan
Brand
Almay
Category
Branded Content
Objective
Boost brand and publisher exposure
Execution

Cosmopolitan worked with influencer Jenn Im on a campaign for cosmetic brand Almay where Im walked viewers through a tutorial on how to get her signature “Instagram Glow.”

Results

N/A

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Hearst & Cosmopolitan / River Island
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Publisher
Hearst / Cosmopolitan
Brand
River Island
Category
Branded Content
Objective
Get the River Island message to both the influencers’ combined reach of 265,000 followers, and Cosmopolitan’s audience of millions, across a variety of platforms
Execution

The campaign included four influencers – Lottie Murphy (Lifestyle blogger), Hannah Crosskey (A Fashion Fix), Louise O’Reilly (Style Me Curvy), and Monikh Dale (Tres Monikh) who were presented as part of a branded editorial piece disclosed as “Cosmopolitan/Fan Promotion.”)

Results

N/A

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Page Six (New York Post) / David Webb Jewelry
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Publisher
Page Six (New York Post)
Brand
David Webb Jewelry
Category
Branded Content
Objective
Raise brand awareness and drive sales for luxury jewelry house David Webb’s Motif Collection across influencer Natalie Lim Suarez's (@NatalieOffDuty) 493k Instagram followers, and through a shoppable branded content article on Page Six
Execution

Post Studios produced a photo shoot with fashion influencer and model @NatalieOffDuty featuring David Webb’s Motif Collection. Selects from the shoot were included in a shoppable branded content article on Page Six, and Natalie posted two of them on her Instagram account. Post Studios
also designed the David Webb ads surrounding the branded content.

Results

Not yet available - the campaign is still live at time of publication

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Refinery29 / Lane Bryant
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Publisher
Refinery29
Brand
Lane Bryant
Category
Branded Content
Objective
To celebrate, amplify, and generate conversation around Lane Bryant and Refinery29’s The 67% Project
Execution

Refinery29 cast five influential creators to partner with for a full year. The ambassadors created
original social content entrenched in body positive messaging, contributed content to Refinery29, participated in events and live panel discussions, and contributed a cadence of organic, added value content to the partnership. Refinery29 also tapped Danielle Brooks to serve as both a spokesperson and Creative Director of the initiative, creating a greater synergy between Lane Bryant's This Body campaign (in which she appeared) and the integrated partnership with Refinery29.

Results

The initiative drove over 295 Million Social Impressions and was nominated for a Digiday Content Marketing Award for Best Brand + Influencer Collaboration.

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Refinery29 / Under Armour
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Publisher
Refinery29
Brand
Under Armour
Category
Branded Content
Objective
To drive awareness of the Under Armour brand to lifestyle-minded consumers
Execution

In 2017, Under Armour tapped host and producer Lucie Fink of Refinery29 for a bespoke and
exclusive seven-month partnership to reach lifestyle-minded consumers. Under Armour supported Lucie's fitness and creative pursuits during the partnership, and in turn Lucie shared moments from her unique fitness journey across social, integrating Under Armour visually and thematically. Throughout the partnership, Lucie drove awareness for the brand and attended multiple Under Armour events, also appearing on their digital channels.

Results

Though partnering with Lucie, Under Armour was able to align with the brand values and authority Refinery29 possesses in the lifestyle space, reaching her highly engaged audience in an authentic way.

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The New York Times / Buick
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Publisher
The New York Times (HelloSociety)
Brand
Buick
Category
Branded Content
Objective
Promote the Buick Lacrosse at Fan Fest in Tampa, FL for the College Football Championship.
Execution

Content Creation with Influencer, Josh Peck, on a cross-platform social campaign.

Results

Josh’s Instagram content delivered the highest overall engagement rate vs. content on Facebook and Twitter. 335% engagement delivery. 100% impression delivery.

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The Wall Street Journal/ Chase Ritz-Carlton
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Publisher
The Wall Street Journal, WSJ. Custom Studios
Brand
Chase Ritz-Carlton Rewards Credit Card
Category
Branded Content
Objective
Evolve the 2016 WSJ. Custom Studios program while raising the profile and affinity of the Ritz-Carlton Rewards Credit Card
Execution

WSJ. Custom Studios, in collaboration with the Ritz-Carlton Rewards Credit Card present, Inside the Moment, an immersive 360-photography execution exploring San Francisco, New Orleans, and Miami. Through interactive hotspot functionality, this program leverages local influencers and their secrets on what to do in town.

Results

Over 494,000 views to the custom hub during the length of the program, and each user engaged with an average of almost four pages during their time spent with the program. Over the length of the program, the hotspots were visited almost 80,000 times, with more than 10,000 clicks to the Chase Ritz-Carlton Rewards Card site resulting from these hotspot visits. Inside the Moment was named among “The 10 Best Branded Content Partnerships of 2017” by Ad Age.

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Time Inc. & The Foundry / Dunkin Donuts
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Publisher
Time Inc. / The Foundry
Brand
Dunkin Donuts
Category
Branded Content
Objective
Attract a younger, more female demographic in the most integrated way possible
Execution

Entertainment awards ceremonies were used as an effective leverage point to attract the desired audience. The audience was offered behind-the-scenes look as some of Hollywood’s A-list got prepared to stroll the red carpet.

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Time Inc. / Chase Marriott
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Publisher
Time Inc.
Brand
Chase Marriott
Category
Branded Content
Objective
Promote the Marriott Rewards Premier Business Credit Card from Chase to target the small business owner
Execution

A three-part video series with travel host/influencer “World Wide Nate”/Nathan Fluellen emphasized the business-traveler’s mindset and journey while demonstrating the card’s rewarding benefits.

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Time Inc. / Olay
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Publisher
Time Inc.
Brand
Olay (Skin Advisor Tool)
Category
Branded Content
Objective
Encourage women to discover their personalized skincare regime with the Olay Skin Advisor Tool and Olay products
Execution

Through custom digital, social and print creatives, six beauty influencers showed consumers how the Olay Skin Advisor Tool provided them with an Olay skincare regimen tailored to their individual needs.

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Storyful / Heineken
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Publisher
Storyful
Event
Heineken - Rugby Clubs
Category
Publisher Event
Objective
Heineken wanted to bring Irish Rugby fans together and celebrate their passion for their sport and respective teams. Their goal was to launch a grassroots campaign that started with local micro-influencers and extended globally through a new website. These influencer stories would be featured on a vibrant microsite showcasing the best rugby fan stories from around the country and encourage other supporters to share their own stories with Heineken.
Execution

Storyful found over 25 influencers that launched 10 separate clubs in Ireland. Their clubs became a centerpiece of online hub and helped to associate Heineken with enthusiasts of Rugby.

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Tronc / LA Times
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Publisher
Tronc / LA Times
Event
Food Bowl
Category
Publisher Event
Objective
To amplify the buzz and excitement surrounding the Times’ debut Food Bowl event – a one-of-its-kind month-long food extravaganza inviting the best chefs and foodies from around the world to congregate in Los Angeles in celebration of all things epicurean.
Execution

The LA Times tasked their exclusive media partner, Glocally, to identify influencers to meet their goal.

Results

Influencers effectively created buzz, for example, Glocally creator @laurenrhoden has
received 10.8K views on her Food Bowl video

Download the IAB Influencer Marketing for Publishers Guide  Read the Blog Post

IAB publisher members are invited to contribute additional case studies for inclusion on this page in the format seen below.  You can submit up to three examples, preferably those where you can share as many detailed results as possible. Please send to [email protected] with the subject line “Publisher Influencer Case Study Submission.”