The significance of influencers can’t be overstated. Greater than only a single method, influencer advertising now represents a number of marketing campaign varieties and a core means for manufacturers to make use of socials to increase attain, additional affect and acquire new followers.
A lot of that is confirmed by in the present day’s influencer advertising statistics; in response to Q2 2025 Sprout Pulse Survey, 32% of Gen Z now select to make use of sure social media platforms as a result of they comply with creators or influencers who’re energetic on them. Influencers don’t simply drive platform decisions, in addition 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 under, are available in many alternative varieties. These are a few of the hottest sorts of UK influencer advertising campaigns:
Internet online affiliate marketing: A model partnership the place influencers earn affiliate commissions from selling your services or products via their content material. These might 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 together with your followers. Takeovers can work nicely in case you have a robust relationship with an influencer with a novel type or an genuine popularity.
Model ambassadors: This includes an influencer partnering with a model on a long-term foundation to often promote them. These preparations can tie your model to an influencer or a star’s popularity 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 corporations 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 type, in addition to your personal.
Dwell model activations: Distinctive experiences the place influencers are concerned with an organization’s occasions, both via socials or stay and in-person. These might be successfully mixed together 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 in case you have an upcoming launch, bigger marketing campaign or firm milestone.
Sponsorships: Throughout sponsorships, manufacturers sponsor an influencer’s content material, which normally includes them following a product-forward technique. These might be mixed with completely different content material varieties, like displaying how a product suits into their every day routine.
This listing isn’t exhaustive, in fact. And the sorts of campaigns manufacturers and influencers are partaking with proceed to evolve as viewers conduct and networks change.
Greatest practices for UK influencer partnerships
Performing nicely via influencer advertising requires a transparent technique; despite the fact that every marketing campaign is completely different, there are a number of greatest practices you need to use to set yours up for achievement.
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 inventive 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 together with your influencer in your repurposing technique. Make use of their authenticity, and take into consideration how your inventive concepts resonate throughout completely different audiences.
Leverage influencer experience
All the time take an influencer’s inventive 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 most effective campaigns think about an influencer’s content material varieties and viewers. Take the time to know why your influencer companion’s content material works, and apply that information to your marketing campaign.
Keep compliant with UK rules
For those who’re advertising throughout socials within the UK you’ll want to bear in mind to at all times comply with ASA tips. This contains guidelines like clearly stating when a bit of content material is a paid advert, and following GDPR guidelines when processing private info.
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 appropriate means.
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 companion, the audiences on their chosen platform, and the sorts of engagement they’re hoping to attain.
1. Rochelle Humes and M&S’s psychological well being partnership
Model ambassador campaigns are a reliably common type of influencer advertising within the UK. Among the best examples of brand name ambassador packages deal with 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 assist providers for younger folks.
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 type interview to advertise the charity’s message and supply a well-recognized face for mandatory discussions about psychological well being throughout the nation.
This instance exhibits how vital it’s to seek out the appropriate influencer to your marketing campaign thought. Rochelle is an ideal match for the marketing campaign as a result of her movie star profession and her present-day activism. These imply she has a big following of people that worth her opinion, and likewise means she will help M&S create conversations with this huge 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 this planet.
Adidas created the under piece of content material with Sabastian, targeted on his London Marathon victory. They posted it throughout their most important account web page, in addition to their separate model accounts, Adidas Operating and Adidas UK. This mixed method enabled them to succeed in a wider viewers, together with their regional UK viewers in addition to those that particularly wish 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 submit description. This demonstrates how one can nonetheless promote with out taking away from the center of an thought.
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 hen restaurant model Hen Store recognised his recognition, and have been the primary firm to succeed in out to him for a sponsored submit.
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 folks within the UK, who possible match Hen Store’s goal market. Plus, the video suits in seamlessly with the influencer’s current content material.
Meditations for the anxious thoughts is a intelligent alternative of companion, 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 authentic partnership that grabs consideration and breaks via the standard noise of social media. It targets an viewers within the product in a means that’s completely different from extra conventional content material varieties like meals evaluations or recipes.
4. Dermalogica UK x Olivia Attwood’s skincare
Sponsored influencer posts could be a notably efficient technique when you’re advertising sure sorts of merchandise. Magnificence merchandise like make-up and skincare stay a few of the hottest sorts of content material throughout networks. And the UK has a number of devoted magnificence influencers who often assessment merchandise.
Dermalogica UK partnered with Olivia Attwood, a participant on the third season of the UK’s Love Island. Their sponsored submit exhibits Olivia utilizing Dermalogica’s skincare merchandise while speaking the viewer via the method.
This sort of content material advantages from the authenticity that’s anticipated from influencers on social media. By actively utilizing the product, and displaying her followers the way it seems 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 major development on UK Instagram, in addition to different networks, is advice content material. This sort of content material is designed to indicate you completely different eating places, points of interest or areas that audiences haven’t heard about earlier than from specialists within the space.
To advertise their retail house, Coal Drops Yard partnered with wine critic and common 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 price visiting. She’s additionally identified for her detailed understanding of web tradition and the strict deal with aesthetic that she locations on her profile.
With this minimalist POV type of content material, Hannah and Coal Drops Yard converse to their viewers in a transparent, efficient and humorous means while gently selling a number of completely different bars.
6. Alfie Watts journey problem with DFDS
The simplest influencer advertising examples don’t at all times contain teaming up with the most important names. It’s about partnering with influencers whose audiences intently align together with your goal market and whose content material type naturally enhances your model.
One of many extra distinctive UK examples of this method 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 usually 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 international locations as doable 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 partaking content material for his followers.
7. Jodie Nixon x Sage Home equipment UK
Our closing instance exhibits why it’s vital to know when to launch a marketing campaign, alongside understanding who to companion with and why. Jodie Nixon is part of Mob, one of many UK’s largest meals content material manufacturers, and likewise 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 excellent, as Jodie labored with Sage to focus solely on their machine’s iced espresso choices. Since this was posted at first 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 might 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 inventive concepts, and work with them to time and launch a marketing campaign with one of the best likelihood of success.
Use these greatest influencer advertising examples to tell your personal campaigns
These influencer advertising examples from the UK show simply how assorted the influencer panorama has change into. Every of those manufacturers markets vastly completely different merchandise, and so they all work with influencers in fully alternative ways to attain their targets.
For those who’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.
