Documented campaigns

Brands that used influencer marketing

12 campaigns and programmes with published evidence behind them. Every figure on these pages traces to a company press release, a company newsroom or named trade press — where a widely repeated number could only be traced to marketing blogs quoting each other, it was left out and the omission noted.

Sorted by sector. "Campaign" means a dated, commissioned activation; "model" means an always-on programme rather than a launch; "organic" means the brand did not commission it at all.
Brand	Campaign	What it did	Year	Type
Dunkin' Food & beverage	The Charli	A named menu item for a single creator	2020	Campaign
Chipotle Food & beverage	#GuacDance	A dance challenge tied to a free-guacamole day	2019	Campaign
e.l.f. Cosmetics Beauty	#eyeslipsface	The first brand to commission an original song for TikTok	2019	Campaign
Southwest Airlines Travel	Shoppable Flights	Creator videos you could book a flight from	2024	Campaign
Coca-Cola Food & beverage	#ThatsGold	Olympic sponsorship routed through creators, not broadcast	2016	Campaign
Crocs Fashion	Post Malone collaborations	Scarcity plus an unlikely partner	2018	Campaign
Fenty Beauty Beauty	Launch seeding	Seeding chosen to match the product claim	2017	Campaign
Subaru Automotive	#MeetAnOwner	Twenty creators instead of one celebrity	2016	Campaign
Gymshark Fitness apparel	Gymshark Athletes	An ambassador roster built before the brand could afford one	2013	Model
Daniel Wellington Fashion	Micro-influencer gifting	Thousands of small creators instead of a media budget	2013	Model
Glossier Beauty	Community and reps	Customers promoted to the roster	2014	Model
Ocean Spray Food & beverage	The Dreams video	Not a campaign — a response	2020	Organic