1. Tokopedia #MulaiAjaDulu Campaign (Indonesia)
Tokopedia launched the #MulaiAjaDulu campaign to empower small and medium-sized enterprises (SMEs) in Indonesia, encouraging them to start selling online. The campaign leveraged micro-influencers from various niches, such as lifestyle, food, beauty, and fashion, to spread the message.
These influencers showcased local products on Tokopedia and shared success stories of Indonesian entrepreneurs who grew their businesses through the platform. By emphasizing the ease of setting up an online store and the importance of supporting local businesses, the campaign resonated with both consumers and entrepreneurs.
The result was significant engagement, with millions of Indonesians encouraged to start their own online stores, strengthening Tokopedia’s role as a platform for local business empowerment.
2. Shopee 'Pilih Lokal' Campaign (Indonesia)
Shopee’s ‘Pilih Lokal’ campaign aimed to encourage Indonesian consumers to shop locally by highlighting Indonesian-made products. Shopee partnered with micro-influencers who had strong engagement with audiences interested in supporting local businesses.
These influencers shared their experiences of shopping for local products on Shopee, showcasing the quality and uniqueness of Indonesian sellers. Through Instagram, TikTok, and YouTube, they created content that was authentic and personal, helping Shopee build trust with its target audience.
The campaign significantly boosted sales for local sellers and increased consumer awareness of the value of supporting homegrown businesses.
3. Dettol 'Keluarga Sehat Indonesia Kuat' Campaign (Indonesia)
Dettol’s ‘Keluarga Sehat Indonesia Kuat’ campaign focused on promoting hygiene and sanitation, especially in the wake of COVID-19. The brand collaborated with micro-influencers in the health, parenting, and family-oriented niches to share educational content on handwashing, sanitization, and cleanliness.
Influencers used platforms like TikTok, Instagram, and YouTube to create tutorial-style videos and share personal stories about keeping their families safe using Dettol products. This approach resonated with parents and helped Dettol build a strong connection with its audience. The campaign gained massive traction, raising awareness about hygiene and positioning Dettol as a trusted family brand.
4. Sephora #SephoraSquad Campaign (Global)
Sephora’s #SephoraSquad campaign focused on leveraging micro-influencers within the beauty industry. In 2019, the brand selected 24 beauty influencers for its first #SephoraSquad class, later expanding to 73 influencers. The campaign focused on influencers who had already built strong audiences with honest, unfiltered beauty product reviews.
Each influencer was contracted for a paid year-long partnership, receiving perks like free products in exchange for promoting Sephora’s offerings. The campaign was a success, driving higher engagement and sales with over 1,600 Instagram posts. Sephora also emphasized diversity, ensuring the squad included underrepresented voices in the beauty industry, further enhancing the campaign’s credibility.
5. Wardah Beauty (Indonesia)
Wardah Beauty, a halal-certified cosmetics brand, has consistently collaborated with micro-influencers to promote its range of products, targeting Muslim women in Indonesia. These influencers were selected for their focus on beauty, skincare, and halal lifestyle content, making them ideal ambassadors for the brand’s message of modest beauty.
Influencers created tutorials and shared personal stories about how Wardah’s products fit into their everyday beauty routines, aligning with the brand’s values of inclusivity and modesty. The campaign effectively positioned Wardah as a premium yet accessible brand for Indonesian Muslim women, resulting in increased product sales and strengthened brand loyalty. Influencers shared exclusive offers with their followers, driving even more engagement and brand awareness.
6. Mustika Ratu (Indonesia)
Mustika Ratu, a traditional herbal skincare brand in Indonesia, aimed to rejuvenate its image by appealing to younger consumers while staying true to its cultural roots. The brand collaborated with micro-influencers passionate about natural beauty and holistic wellness. These influencers highlighted Mustika Ratu’s use of traditional ingredients and commitment to natural skincare.
Influencers shared unboxing videos, skincare routines, and personal testimonials on Instagram and YouTube, providing an authentic, unfiltered look at how Mustika Ratu’s products fit into modern beauty routines. The campaign successfully reached a younger audience interested in natural skincare, helping Mustika Ratu build a more contemporary and relatable image while honoring its heritage.
7. Gojek #BanggaBuatanIndonesia Campaign (Indonesia)
Gojek’s #BanggaBuatanIndonesia campaign aimed to encourage Indonesians to support local businesses by using Gojek’s platform. Micro-influencers from the food, travel, and lifestyle niches were chosen for their strong ties to local communities and their credibility in promoting local products. Influencers shared their experiences ordering from local businesses through Gojek,
highlighting the ease of using the platform to support small entrepreneurs. Through Instagram stories, posts, and TikTok videos, influencers promoted the #BanggaBuatanIndonesia hashtag and emphasized the positive impact of supporting local businesses.
The campaign significantly increased platform usage by consumers and small business owners, fostering a sense of connection between Gojek and local entrepreneurship.
8. Coca-Cola Indonesia 'Makin Cinta Indonesia' Campaign (Indonesia)
Coca-Cola’s ‘Makin Cinta Indonesia’ campaign celebrated Indonesia’s cultural diversity and aimed to create national pride. The brand partnered with micro-influencers from diverse regions who shared their unique perspectives on Indonesian culture, traditions, and national pride.
These influencers created content that showcased local festivals, music, food, and cultural practices, all while incorporating Coca-Cola into everyday moments. By focusing on authentic storytelling and connecting the brand with local culture, Coca-Cola strengthened its emotional ties with Indonesian consumers, fostering a sense of pride and increasing brand engagement.
9. Unilever Indonesia Sustainability Campaign (Indonesia)
Unilever Indonesia launched a sustainability campaign to promote eco-friendly habits and products. The brand collaborated with micro-influencers who were passionate about environmental issues and sustainability.
These influencers showcased how they incorporated Unilever’s sustainable products, such as biodegradable cleaning products and recyclable packaging, into their daily routines.
Content created by influencers included tips on reducing waste, recycling, and making environmentally conscious choices, helping raise awareness about the environmental impact of consumer products. The campaign successfully positioned Unilever as a responsible, eco-friendly brand, increasing trust among eco-conscious consumers and encouraging sustainable living.
10. Coca-Cola (Global)
Despite being a globally recognized brand, Coca-Cola strategically incorporated micro-influencers into its marketing efforts, particularly in Belgium. Instead of relying on celebrity endorsements, Coca-Cola selected 14 Instagram influencers, with eight having fewer than 100,000 followers, to authentically connect with their audience.
Influencers from travel, food, sports, and fashion niches were chosen for their strong engagement and authentic content. They shared posts showcasing how Coca-Cola fits seamlessly into their daily lives, whether at social gatherings, during travel, or while enjoying meals.
This campaign, aimed at reaching the European market where traditional advertising is less pervasive, successfully allowed Coca-Cola to connect with younger, more diverse audiences through relatable and genuine content. The campaign demonstrated how even the biggest brands can benefit from the trust and authenticity that micro-influencers bring to the table.
11. Sperry (Global)
Sperry, a well-known boat shoe manufacturer, turned to micro-influencers for its 2016-17 campaign, focusing on individuals who had already purchased and loved the brand. They targeted 100 Instagram influencers, including both those with smaller and larger followings, to authentically showcase Sperry shoes during the rainy season—an ideal time to highlight durable, stylish footwear.
Influencers shared real-life experiences, showing how Sperry shoes held up in wet weather rather than staged photoshoots. The campaign was a massive success, driving a 66% increase in web traffic and 4.7 million impressions, proving that micro-influencers can create stronger connections and drive higher engagement compared to celebrities. Sperry’s focus on authenticity resonated with their audience, blending fashion and function seamlessly.
12. Audible (Global)
Audible, Amazon’s audiobook service, expanded its marketing strategy beyond YouTube by partnering with micro-influencers on Instagram, like photographer Jesse Driftwood. Driftwood, who had over 162,000 followers at the time, shared a simple yet relatable post about his love for running while promoting Audible as a way to enjoy books on the go.
This approach allowed Audible to reach a broader audience, especially in niches outside traditional media. Audible’s strategy of giving influencers creative freedom helped them maintain a genuine connection with their audiences. This micro-influencer approach was effective in building brand awareness and establishing credibility with a wider range of consumers.
13. Gillette (Global)
Gillette aimed to target Generation Z and younger demographics with its #ChooseToSmooth campaign by partnering with beauty influencers, particularly women. The campaign included micro-influencers, including nano-influencers with fewer than 1,000 followers, who were sent the brand’s Venus products to use in everyday situations.
The content shared on Instagram, including posts and GIFs, was intentionally simple, showcasing real-life experiences with the products, such as in home bathrooms, rather than overly glamorous, commercial setups.
The campaign resulted in impressive engagement, reaching over 476,000 followers with an average engagement rate of 2.2%. The success came from the authenticity micro-influencers brought, resonating with younger audiences who value relatability over polished celebrity endorsements.
14. Meller (Global)
Barcelona-based Meller, known for its sunglasses and watches, seamlessly integrated micro-influencers into its marketing strategy from the start. The brand’s website features a dedicated page showcasing influencers who share content while wearing Meller products, solidifying the brand’s emphasis on authenticity.
Influencers in the fashion, travel, and lifestyle spaces have played a crucial role in bringing Meller’s products to life and attracting a young, fashion-forward customer base. By working with influencers who genuinely resonate with their audience, Meller has unlocked the benefits of influencer marketing, building a strong brand presence while expanding its reach and customer loyalty.
15. Aumio (Global)
Aumio, a sleep and relaxation app for kids, has successfully used influencer marketing as its main acquisition channel. By focusing on micro-influencers with a strong growth rate, Aumio has seen consistent results, especially from long-term partnerships. Influencers create content that promotes the app, often sharing promo codes with their followers.
One notable case involved an influencer who started with 8K followers and grew to over 35K within a year, continuing to generate 20-30 code redemptions per month. Aumio’s strategy of working with growing influencers who maintain affordable price points has allowed the brand to see long-term success, with some influencer partnerships lasting over a year. Their approach highlights the value of sustainable influencer relationships and organic growth.
16. Tinder 'Tinder House' Campaign (Global)
Tinder aimed to capture the attention of younger audiences with its ‘Tinder House’ campaign, which featured three Gen Z students from Manchester in a reality-style YouTube series. These students, who were also micro-influencers, shared their dating experiences on Instagram and TikTok throughout the campaign.
The campaign not only utilized influencer content but also integrated social media ads and out-of-home advertising in student-heavy cities like Leeds, Manchester, and Nottingham. With a goal of reaching 300,000 people, the campaign achieved an impressive 3.27 million reach, with 80% of students recalling seeing Tinder ads and 28% reporting a shift in their perception of the app.
Tinder House’s success has led to a second series being picked up by Channel 4, showing the power of culturally relevant, long-form content and how micro-influencers can boost brand recall and perception.
17. Arla (Global)
Arla, a Scandinavian dairy cooperative, launched a TikTok campaign where 50 micro-influencers shared acts of kindness, such as offering milk and cookies, with a focus on Arla’s products. The campaign aimed to integrate Arla products into real, relatable moments. The influencers created engaging, feel-good content that resonated with their audiences, generating thousands of likes and hundreds of comments.
The success of the campaign emphasized the importance of seamlessly integrating products into influencer content, ensuring that the messaging feels natural and relevant. Arla tapped into the growing desire for uplifting, positive content, with 56% of consumers seeking feel-good material online, and the campaign succeeded in raising brand awareness and engagement for the dairy cooperative.Para
18. Deeper Sonar (Global)
Deeper Sonar, a leading portable sonar brand in the angling market, has successfully scaled its marketing through a multi-tiered ambassador program. The brand recruits micro-influencers at various levels, including the “Deeper Squad” for hobbyists and “Deeper Heroes” for professionals, with larger micro-influencers brought in through an outbound strategy.
The program accounts for about 70% of Deeper Sonar’s marketing budget and has grown to include over 7,000 ambassadors across 30+ countries. The program’s success highlights the efficiency of combining paid partnerships with an inbound ambassador strategy, which runs seamlessly without adding administrative burden.
Deeper Sonar’s approach shows that with careful structuring, an ambassador program can generate massive reach and long-term value for brands.
19. Honest Company (Global)
The Honest Company, founded by Jessica Alba, has effectively utilized micro-influencers for campaigns focused on baby and beauty products. One such campaign promoted four bedtime products for moms and babies, encouraging bulk purchases and higher average order values by asking influencers to share the products as a bundle.
Honest recruited 30 micro-influencers who aligned with its brand values, generating 133 pieces of content—66% more than planned. This content resulted in an impressive average engagement rate of 4.25%, with influencer posts driving significant traffic, including 578 clicks to the website and 1,402 sticker taps to the brand’s Instagram profile.
Honest’s approach demonstrated the importance of meaningful conversions through influencer campaigns, leveraging personalized discount codes to drive action and sales, not just engagement.
20. Airalo (Global)
Airalo, a marketplace for affordable eSIMs across 190+ countries, launched a micro-influencer campaign on TikTok to increase brand awareness and app installs among travelers aged 18-35. The brand worked with 10 micro-influencers who shared money-saving travel hacks, a content style that resonates strongly with TikTok audiences.
The campaign was a major success, generating 2.1 million video views and a remarkable 12.3% engagement rate. Most notably, Airalo achieved a cost per install (CPI) of just $0.23, far below the global average of $1.50+, showcasing the power of leveraging popular content formats and trends.
By tapping into the travel tips niche, Airalo was able to create engaging, authentic content that resonated with its target demographic while keeping costs low. This campaign demonstrates the value of aligning with existing trends and formats to drive results.Para
21. Spotify 'Wrapped' Campaign (Global)
Spotify’s annual ‘Wrapped’ campaign has become one of the most anticipated events of the year, offering users personalized insights into their listening habits. In 2020, Spotify took this even further by encouraging micro-influencers to share their Wrapped results, which included top songs, artists, and genres.
These micro-influencers, ranging from music lovers to pop culture influencers, posted their personalized stats on social media platforms, particularly Instagram and Twitter.
Their posts often sparked conversations, with followers sharing their own Wrapped results and reflecting on the music they had enjoyed throughout the year. The campaign created a viral sensation, particulary within gen Z users, with users bonding over shared and personalized musical experiences and engaging in friendly comparisons.
The impact was significant: Spotify saw a huge surge in social media activity, with the hashtag #SpotifyWrapped trending worldwide and millions of posts being shared. This increased user engagement and strengthened brand loyalty, as users felt a deeper connection to Spotify’s service, not just as a platform but as an essential part of their daily lives.
By leveraging micro-influencers and user-generated content, Spotify was able to harness the power of authentic, community-driven marketing to enhance its presence on social media and deepen relationships with its audience.
The campaign not only created buzz but also drove more sign-ups and app usage, as users were encouraged to explore their Wrapped data and share it with friends. This campaign exemplifies how micro-influencers can help make an annual event feel personal and relatable, amplifying its reach and impact organically.
