If you’re ready to craft a campaign that skyrockets your brand’s reach, you’re in the right place. Let’s break down 15 influencer marketing campaigns that made waves in 2024 and what you can steal from them.
Experiential & Community-Driven Campaigns
🚀 If you can make people feel like part of a movement, they’ll spread your message for free.
These campaigns leaned into shared experiences – challenges, user-generated content (UGC), and co-created moments. The secret? Involve your audience directly. Here’s who nailed it.
1. Gymshark – “66 Days: Change Your Life”
Gymshark turned the 66-day habit-building concept into a viral fitness movement. They challenged people to make small lifestyle changes over 66 days, creating accountability and community.
Fitness influencers shared daily progress, flooding TikTok and Instagram with motivational content. The result? 241 million views on the #gymshark66 hashtag.
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👉 Why It Worked:
- Long-term engagement. This wasn’t a flash-in-the-pan challenge – it kept people hooked for two months.
- Audience participation. Viewers weren’t just watching – they were joining.
👉 Lesson: Create habit-driven campaigns. The longer you keep your audience engaged, the more trust and loyalty you build.
2. Beis – “Airport Dad” Father’s Day Campaign
Beis leaned into relatable humor by celebrating the over-prepared “Airport Dad” trope. They enlisted influencers to reenact exaggerated (but accurate) dad behavior, showing off Beis travel gear in the process.
The campaign spread fast, hitting 2.3 million impressions. Why? People shared it like crazy.
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👉 Why It Worked:
- Relatable \= shareable. Everyone knows an “Airport Dad,” and that familiarity made it funny.
- Seamless product integration. The travel gear wasn’t forced into the content – it was part of the joke.
👉 Lesson: Use humor that taps into common experiences. If you can make your audience laugh, they’ll do the sharing for you.
3. Rhode – “Cinnamon Roll Lip Peptide” Launch
Rhode didn’t just launch a new product – they created an IRL experience. Partnering with LA’s Community Goods café, they dropped the Cinnamon Roll Lip Peptide alongside a matching latte. Every drink sold helped support charity.
Influencers documented the launch, and TikTok was flooded with videos of the latte + lip product combo. Reach? 2.9 million.
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👉 Why It Worked:
- Experiential marketing. People didn’t just buy a lip gloss – they got an experience.
- Philanthropy. Supporting a good cause encouraged even more participation.
👉 Lesson: Partner with local spots or lifestyle brands to create experiential product drops. Bonus points if there’s a charitable angle.
Celebrity & High-Profile Collaborations
🔥 Big names \= big results. But you have to align with someone who fits your brand.
These brands leaned on star power to grab attention – and it worked.
4. Levi’s – “REIIMAGINE” Campaign (feat. Beyoncé)
Levi’s brought in Beyoncé to reimagine their classic 1985 “Launderette” ad. It wasn’t just nostalgic – it was iconic meets iconic.
Beyoncé’s version went viral, racking up 3.5 million views on Instagram alone.
👉 Why It Worked:
- Nostalgia + modern icons. Levi’s tapped into classic brand heritage but made it fresh.
- Perfect fit. Beyoncé embodies style, just like Levi’s 501s.
👉 Lesson: Revisit iconic moments from your brand’s history. Collaborate with high-profile influencers to bring them back in a fresh way.
5. Kylie Jenner x Crumbl Cookies
Kylie Jenner partnered with Crumbl Cookies to create limited-edition flavors. The result? Instant sell-outs and millions in revenue.
Kylie posted once. That’s all it took. Crumbl sold out nationwide.
@kyliejenner OMG …
♬ original sound - Bigalandvicky
👉 Why It Worked:
- Exclusivity \= urgency. Limited drops fuel FOMO.
- Kylie’s influence. Her audience trusts her taste – when she says “buy,” they do.
👉 Lesson: Collaborate with A-list influencers and make it exclusive. People love feeling like they’re getting something rare.
6. Charlotte Tilbury – Holiday Campaign (Kylie Minogue, Richard E. Grant)
Charlotte Tilbury turned up the glam for their holiday campaign, featuring Kylie Minogue and Richard E. Grant. The luxury beauty brand created cinematic, festive content showcasing their top products.
Sales skyrocketed.
@charlottetilbury Introducing… 🥁 The mesmerising @Kylie Minogue as our HYPNOTISING HYPNOTIST! 💫 #CharlotteTilburyBeautyShow #KylieMinogue ♬ original sound - Charlotte Tilbury
👉 Why It Worked:
- Star power. The holidays are about sparkle, and celebrities amplify that magic.
- Seasonal urgency. Holiday campaigns create the perfect buying moment.
👉 Lesson: Leverage celebrity glamour during the holidays. It’s a proven sales booster.
7. Nando’s x Bukayo Saka – “Saka Sauce”
Joybird dropped a Barbie-inspired furniture line and partnered with ChrissaSparkles to showcase it in her home. The aesthetic? Pure pink perfection.
Chrissa’s posts exploded, driving traffic straight to Joybird’s website.
@nandosuk a true chef in the making @bukayosaka87 👨🏽🍳 #nandos #sakasauce #yeschef ♬ original sound - Nando’s UK & Ireland
👉 Why It Worked:
- Aesthetic alignment. Chrissa’s style perfectly matched the collection.
- Visual storytelling. Joybird didn’t just launch furniture – they created dream homes.
👉 Lesson: Collaborate with influencers who align aesthetically with your products. The right match \= engagement gold.
Product-Centric Collaborations
🛍️ Put the product first, let influencers do the storytelling.
These campaigns turned products into content stars.
8. Joybird x ChrissaSparkles – Barbie “Dreamhouse”
Joybird dropped a Barbie-inspired furniture line and partnered with ChrissaSparkles to showcase it in her home. The aesthetic? Pure pink perfection.
Chrissa’s posts exploded, driving traffic straight to Joybird’s website.
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👉 Why It Worked:
- Aesthetic alignment. Chrissa’s style perfectly matched the collection.
- Visual storytelling. Joybird didn’t just launch furniture – they created dream homes.
👉 Lesson: Collaborate with influencers who align aesthetically with your products. The right match \= engagement gold.
9. Rimmel London – Thrill Seeker Mascara
Rimmel tapped micro and macro influencers to promote their Thrill Seeker Mascara. Influencers showed bold lash transformations, leading to a 300% increase in sales.
@sianniseafudge Bigger is better when it comes to lashes with @rimmellondon thrill seeker extreme mascara ❤️ #ad #thrillseekerextreme #rimmellondon ♬ FEEL THE GROOVE - Queens Road, Fabian Graetz
👉 Why It Worked:
- Product demos. People saw real results, not just ads.
- Layered approach. Micro-influencers build trust. Macro-influencers drive awareness.
👉 Lesson: Blend authenticity and scale by working with both micro and macro influencers.
10. NordVPN – YouTube Tech Collabs
NordVPN dominated the tech space by partnering with top YouTube creators. These weren’t just quick product plugs – they were in-depth, authentic reviews.
Tech YouTubers like MKBHD and Linus Tech Tips seamlessly integrated NordVPN into their videos, demonstrating real-world use cases while educating audiences on the importance of cybersecurity. This strategy drove 85% of their social traffic, positioning NordVPN as the go-to service for online privacy.
👉 Why It Worked:
- Long-form content sells. Viewers trust detailed reviews far more than traditional ads.
- Right platform, right audience. NordVPN targeted the tech community, where online privacy is top of mind.
- Niche authority. When trusted tech influencers recommend something, their audience listens.
👉 Lesson: Partner with influencers who create long-form content in niche spaces. Audiences are more likely to engage with products that feel organically integrated into trusted content.
11. Sabrina Carpenter x Blank Street Coffee
Blank Street Coffee broke the internet by teaming up with Sabrina Carpenter to create a limited-edition drink. They launched pop-up events where Sabrina surprised fans by working behind the counter. The result? Massive foot traffic to Blank Street locations and millions of views on TikTok and Instagram.
Gen Z and millennial fans lined up for the chance to experience the campaign IRL – and, of course, snapped endless social media content along the way.
@blankstreet Shes working late because she’s a baristaaaa 💋 Thanks @Sabrina Carpenter for making a short n’ sweet surprise appearance at our Charlotte St store ♥️ #blankstreet #blankstreetcoffee #sabrinacarpenter ♬ espresso sabrina - celebs media
👉 Why It Worked:
- Music + lifestyle crossover. Sabrina Carpenter’s fanbase loves coffee culture – the perfect storm for viral success.
- Exclusive + experiential. The pop-up format created urgency and encouraged people to show up in person.
- Surprise factor. Having Sabrina serve coffee in-person turned a simple campaign into a social media moment.
👉 Lesson: Combine pop culture with lifestyle products. Pop-ups and real-world events create content that spreads fast – especially when fans are part of the experience.
What’s In It For You?
The influencer marketing landscape is shifting – and you can’t afford to stay behind. Experiential campaigns, celebrity collabs, or product-first strategies – choose whatever. Just bear in mind that the brands that win are the ones willing to experiment and involve their audiences.