- Insider is recognizing the top influencer-marketing execs at brands like Chipotle and HelloFresh.
- These 17 power players have run innovative campaigns and created lasting partnerships.
- They work with creators on platforms like YouTube, Instagram, and TikTok.
- Visit Business Insider’s homepage for more stories.
Being an effective influencer-marketing exec sometimes means knowing when to give up control.
“I think a lot of brands make the mistake of sending over these incredibly complex and restrictive creative briefs,” said Ian Borthwick, SeatGeek’s director of influencer marketing. “Ultimately, those produce bad influencer marketing. It’s important to take the backseat and let the influencer do what they do best.”
As the influencer industry grows, more companies are turning to digital stars to help drive sales. By 2022, brands are set to spend up to $15 billion on influencer marketing, according to Insider Intelligence.
Influencer-marketing campaigns happen across all major social-media platforms, like YouTube, Instagram, TikTok, Snapchat, Pinterest, and podcasting apps. Marketers hire social stars to promote a brand or product in exchange for compensation.
Typically, the goal of a campaign is to promote a product or service and convert an influencer’s followers into paying customers.
Some brands hire an outside agency to run all influencer marketing efforts, and others have built a in-house team.
These professionals will set out with a specific goal, expectation, and way to measure the overall campaign. They decide what audience the brand they work for should reach and then pair with an influencer who has the right target audience.
Insider is recognizing the leading execs in influencer marketing who work for a brand’s in-house team. In this inaugural list, we are highlighting professionals that have built lasting and creative partnerships with influencers.
Their work ranges from funding a YouTube reality show (Seatgeek) to giving a student a $25,000 scholarship (Chipotle) to naming a drink after TikTok’s top creator (Dunkin’). All of them have found creative ways to promote their brands in partnership with digital creators.
The state of influencer marketing in 2021
There are a few trends that are driving the influencer-marketing industry in 2021.
Long-term partnerships have become vital for both brands and influencers. Brands have begun to hire more “nano” and “micro” level influencers. And TikTok, the popular short-form video app, has caught the attention of brands looking to reach Gen-Z customers.
“TikTok is here to stay and brands know that,” said Brian Sorel, the COO of the influencer-marketing company NeoReach. “I don’t think anything compares to the rush we are seeing on TikTok. Even when Instagram releases something like Reels or Snap responds with Spotlight, most of the new market spend is being funneled to TikTok.”
But even with TikTok’s viral success, Instagram remains the top platform for running a campaign. 79% of brands predominantly use Instagram for influencer campaigns, according to Influencer Marketing Hub.
And when it comes to a campaign on Instagram, brands are hiring more nano and micro influencers. Nano influencers generally have between 2,500 and 10,000 followers on Instagram and often specialize in a specific niche, with a small and engaged community. Micro influencers have between 10,000 and 100,000 followers on Instagram.
An example: FabFitFun, a lifestyle subscription box brand, looks for influencers who haven’t worked with brands before, said Jolie Jankowitz, the brand’s senior director of influencer marketing and talent partnerships.
“We’re seeing, especially from really big brands, a real excitement over nano and micro,” said Danielle Wiley, the founder and CEO of the influencer-marketing agency Sway Group. “When you’re keeping a close eye on your budgets and looking at every single dollar, it just becomes a lot harder to justify some of those celebrity spends because they don’t have the results.”
But top marketers aren’t cutting out mega influencers completely. Top stars with high engagement, like David Dobrik and Charli D’Amelio, have driven interest with numerous brands from Chipotle to Dunkin’.
Many marketers on this power list derive their success from working with a mix of mega influencers and those with smaller follower counts.
To form this list, Insider relied on a mix of our own reporting, nominations from readers, and industry experts to narrow down the finalists. We chose these professionals based on who is successfully building partnerships with influencers on YouTube, Instagram, and TikTok; planning the most creative campaigns; and on their impact on the influencer space broadly.
The influencer marketing executives are listed in alphabetical order by brand below:
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Casetify: Michelle Kwok
Casetify’s customizable phone cases and other tech accessories are so popular on TikTok that the company built an “as seen on TikTok” tab into its site for shopping the viral products.
Michelle Kwok is the marketing manager at Casetify and she has expanded the company’s global outreach.
Kwok is based out of the Hong Kong office, leading influencer marketing and artist relations for the global teams.
Her projects range from sponsored feed posts and IG story takeovers, to collaborative product launches and influencer capsule collections.
Creators worked with: Dylan Conrique (1.3 million Instagram followers), Orion Carloto (462,000 YouTube subscribers), and Summer McKeen (2.2 million YouTube subscribers).
Platforms the brand runs campaigns on: Instagram, YouTube, and TikTok.
Past campaigns: In 2020, Kwok launched Casetify’s first influencer capsule collection with YouTube creator Avrey Ovard (973,000 subscribers).
Casetify amassed millions of views on TikTok in 2020 after the company’s custom photo grid case went viral, with users calling it the “TikTok Case.”
The company also has a brand-ambassador program that works with a group of influencers throughout the year who get compensated.
Champs Sports at Foot Locker: Jerry Cionci
Jerry Cionci is a senior social-media manager at Champs Sports, driving the company’s social-media strategy and influencer partnerships.
Cionci has helped coordinate influencer efforts for Champs Sports and its sister brand Eastbay, working with sports-oriented content creators like Jesser and Max is Nicee and sneakerhead stars like TonyD2Wild and Bull1TRC.
Cionci helps manage a team of social-media strategists to oversee content, analytics, and community growth.
He previously worked as a field marketing manager at Coca-Cola’s Vitamin Water. Cionci is a self-described “sneakerhead,” golfer, and “die-hard Philly sports fan.”
Creators worked with: Jesser (3.2 million YouTube subscribers), Max is Nicee (1 million Instagram followers), TonyD2Wild (695,000 YouTube subscribers), and Bull1TRC (858,000 YouTube subscribers).
Platforms the brand runs campaigns on: Julius, Sprinkr, YouTube, Facebook and Instagram, Snapchat, and Twitter.
Past campaigns: Cionci partnered with YouTube stars TonyD2Wild and Bull1TRC for a live sneaker show with product sneak peeks, unboxings, and giveaways. He also helped launch a program to send a sneaker line called the “Jordan Gatorade Pack” to influencers and celebrities like DJ Khaled and Qias Omar.
Chipotle: Tressie Lieberman
Chipotle has partnered with many internet celebrities for initiatives like launching the David Dobrik burrito and giving TikTok star Addison Rae a Chipotle celebrity burrito card, which gives her access to a year of free food (and was gifted to her by Tony Hawk).
Behind these campaigns is Tressie Lieberman, the vice president of digital marketing and off-premise for Chipotle. She joined the company in 2018 and has helped spearhead Chipotle’s presence on social media.
“We never want to do anything where you feel like it’s just a ‘hashtag ad,'” Lieberman said. “We like to go big.”
In 2020, Chipotle became a leading example of how brands could approach TikTok and was also the first restaurant brand to launch a paid Topview ad TikTok, which featured Dobrik.
“It was a whole new world of influencers popping up that may have not existed a few years ago,” Lieberman said.
Lieberman and her team use two agency partners to scout creators for campaigns, in addition to scouting talent internally.
Creators worked with: David Dobrik (18 million YouTube subscribers), Addison Rae (75 million TikTok followers), and Avani Gregg (31 million TikTok followers).
Platforms the brand runs campaigns on: TikTok, Instagram, YouTube, and Snapchat.
Past campaigns: In 2019, Chipotle launched its #GuacDance campaign on TikTok, the chain’s second TikTok activation following its first with Dobrik. The campaign drove over 250,000 video submissions using the hashtag and broke a guacamole sales record for Chipotle with over 802,000 sides of guac served.
Chipotle also launched a campaign in collaboration with beauty brand e.l.f. on bringing teens a virtual prom in May 2020.
Partnering with Dobrik again, Chipotle held a limited-time “after party” on Instagram and gave away 10,000 free meal codes and gave a $25,000 scholarship to one student. The campaign resulted in 107,000 followers to the @ChipotleAfterParty Instagram page.
Current: Emma Quigley, Adam Hadi, and Jeremy Barbara
Current, a US online-only bank, has worked with top creators like David Dobrik (25 million TikTok followers) and members of the FaZe Clan to promote the brand. The company has done over 1,000 influencer marketing campaigns in the last two years.
The influencer-marketing team consists of Adam Hadi (vice president of marketing), Emma Quigley, and Jeremy Barbara.
Previously, Hadi was an influencer-marketing consultant for several brands, including Quidd and SeatGeek.
Since joining Current, Quigley has scaled and shaped partnerships with creators and built Current’s overall influencer strategy.
Barbara joined the team in 2020 after spending four years working for the influencer-marketing team at SeatGeek.
Creators worked with: David Dobrik (25 million TikTok followers), FaZe Rug (18 million YouTube subscribers), Cody Ko (5 million YouTube subscribers), and Laurenzside (5 million YouTube subscribers).
Platforms the brand runs campaigns on: YouTube, TikTok, Instagram, Twitter, Snapchat, and Twitch.
Past campaigns: The influencer team at Current lets the creator take creative direction, and some notable campaigns, like a recent sponsorship with Dobrik on TikTok that generated over 50 million views, contain cash giveaways with money provided by the brand.
Dollar Shave Club: Morgan Kaye
Morgan Kaye runs influencer marketing and social media at the razor and grooming brand Dollar Shave Club.
The company has worked with top social-media stars like David Dobrik, sponsoring his podcast with Jason Nash, “Views.”
Last year, Dollar Shave Club launched its “Borrowed for a Reason” brand campaign, working with influencers and celebrities to promote its products on Instagram.
Kaye has worked in the influencer space and marketing industry for over 12 years, previously at Activate for Impact f/k/a Bloglovin’ and Mode Media. Before Dollar Shave Club, Kaye worked on influencer-marketing campaigns for brands like Gucci, Reebok, Shutterfly, Target, and H&M.
Kaye is an Adweek CMO mentee in the publication’s executive mentorship program and a former VP and board member of the marketing organization WIIM (Women in Influencer Marketing).
Creators worked with: David Dobrik (25 million TikTok followers), Alpha M (6 million YouTube subscribers), and Garrett Watts (3 million YouTube subscribers).
Platforms the brand runs campaigns on: Instagram, YouTube, TikTok, Twitch, Twitter, Facebook, and Pinterest.
Past campaigns: “Borrowed for a Reason” influencer-marketing campaign on Instagram.
Dunkin': Melanie Cohn
Melanie Cohn is the director of brand engagement at Dunkin’ Brands.
Cohn leads the company’s influencer and celebrity partnerships, its broader social-media efforts, and its recent push into merchandise sales, including launching Dunkin’-themed sweatpants and face masks.
Dunkin’ has leaned heavily into influencer marketing in the past year. The company hired TikTok’s top star Charli D’Amelio as a brand ambassador, launching a drink for the 16-year-old called “The Charli.” The company sold hundreds of thousands of “The Charli” drinks in the first five days of its launch, telling Insider that the menu item contributed to a Dunkin’ US sales increase in the third quarter of 2020.
Cohn is also the founder of Young Women In Digital, a network of over 1,500 Boston marketing professionals, and a member of Forbes’s 30 under 30 for marketing and advertising professionals.
Creators worked with: Charli D’Amelio (107 million TikTok followers) and Snoop Dogg (55 million Instagram followers).
Platforms the brand runs campaigns on: TikTok and Instagram.
Past campaigns: In addition to “The Charli,” Cohn worked with Snoop Dogg to help launch the company’s first-ever plant-based menu item, The Beyond Sausage Sandwich.
- Dunkin’s TikTok marketing strategy includes paying employees to post videos at work and it’s part of a growing trend
- How Dunkin’s thriving TikTok account spurred its most successful product launch in history, thanks to an unpaid media challenge that went viral
- TikTok star Charli D’Amelio gave Dunkin’ 294 million free video impressions in under 2 months and got her own cold-brew tap as a thank-you
Epic Games: Julia Onken
Julia Onken is an influencer-marketing manager for Epic Games where she focuses on lifestyle and culture influencer campaigns for Fortnite and Houseparty.
Last year, the Epic Games marketing team worked with TikTok stars like Addison Rae Easterling and Dixie D’Amelio for company’s “IntheHouseparty” TikTok campaign, generating over six billion views on the app.
Onken previously did product marketing for Houseparty.
Creators worked with: David Dobrik (25 million TikTok followers), Pokimane (7 million Twitch followers), and Adamrayokay (6.5 million TikTok followers).
Platforms the brand runs campaigns on: TikTok, Instagram, YouTube, and Twitch.
Past campaigns: #InTheHouseparty campaign on TikTok.
Estée Lauder: Eileen Dautruche
Eileen Dautruche is the director of global communications and influencer partnerships for Estée Lauder, a top beauty company that encompasses makeup, skincare, and fragrance brands. She joined the company in 2016 and deploys global influencer campaigns for the Estée Lauder and Aerin brands.
Dautruche has over 10 years of experience in the digital marketing industry.
Estée Lauder uses an internal database of influencers for regular work and also keeps in touch with agencies to keep a pulse on any emerging talent. And in 2020, the industry was rich with new talent for Estée Lauder to tap, Dautruche said.
“We saw very early on in 2020 that TikTok was taking off,” Dautruche said. “And while it might not be a fit for every campaign, we saw this as an opportunity to reach a younger consumer, play a little bit differently, do something a little outside of the box for a brand like Estée Lauder.”
Creators worked with: Patricia Bright (1.2 million Instagram followers), Nyma Tang (500,000 Instagram followers), Alexandra Pereira (2 million Instagram followers), and Beatrice Valli (2.7 million Instagram followers).
Platforms the brand runs campaigns on: Instagram, YouTube, and TikTok.
Past campaigns: Estée Lauder launched its first TikTok campaign with the help of Dautruche in August 2020. The brand promoted its advanced night repair serum by partnering with 16 creators, including beauty influencer Patrick Starr and lifestyle influencer Hannah Stocking.
The TikTok campaign generated over 31 million views and over 4 million engagements in two weeks, Dautruche said. She attributes the campaign’s success to Estée Lauder’s strategy of partnering with a range of creators across following sizes, audiences, and content styles.
FabFitFun: Jolie Jankowitz
Jolie Jankowitz is the senior director of influencer marketing and talent partnerships for FabFitFun, a women’s lifestyle subscription service.
Jankowitz has led FabFitFun’s influencer marketing initiative for about seven years and has established sustained partnerships with influencers — ranging from micro influencers to bigger social-media stars. In 2020, she launched an internal influencer-marketing agency within FabFitFun that works with other DTC brands to connect them with influencers.
She also scouts new influencers herself.
“At the end of every single day, before I go to sleep, I spend about an hour on Instagram, YouTube, TikTok, Facebook — all of the social channels — and I basically just scout influencers,” Jankowitz told Insider. “And what we look for primarily is influencers that are actually kind of untapped, meaning that they’ve never partnered with brands before.”
While the brand also works with more established creators, Jankowitz explained that working with an untapped influencer is desirable because it could mean reaching an untapped audience.
Jankowitz is based in LA.
Creators worked with: Lauren Elizabeth (954,000 Instagram followers), Gabby Douglas (1.5 million Instagram followers), and Remi Ashten (2.5 million YouTube subscribers).
Platforms the brand runs campaigns on: YouTube, TikTok, Instagram, Facebook, Snapchat, and Triller.
Past campaigns: FabFitFun runs a campaign with the launch of each seasonal subscription box. In 2020, the brand’s seasonal influencer campaigns yielded over 4,000 social posts from influencers and generated over one billion impressions, the brand told Insider.
The brand launched a campaign in 2020 with influencers who work in the healthcare field, such as nurses, doctors, and other first responders working on the frontlines of the pandemic. FabFitFun partnered with 100 influencers for the campaign and donated over 10,000 subscription boxes to healthcare workers and donated $10 per sale to the charity No Kid Hungry.
HelloFresh: Mallory Kuenzi and Nicolás Arias
HelloFresh, the subscription-based meal-kit-delivery company, works with hundreds of influencers a month as well as celebrities like Mindy Kaling on campaigns.
The company often sends influencers a weekly meal kit, and the creator shoots footage of them cooking the kit and showcasing their meal in a timed integration.
HelloFresh’s influencer-marketing team includes Mallory Kuenzi, associate director of influencer marketing in the US, and Nicolás Arias, who is the senior global influencer-marketing manager.
Kuenzi leads influencer marketing and celebrity partnerships across HelloFresh, Green Chef, and EveryPlate in the US. Arias supervises all influencer programs across HelloFresh’s global brands.
Creators worked with: Nikki Bella (9.7 million Instagram followers), Good Mythical Morning (16.9 million YouTube subscribers), and Chef Kobe (2.4 million Instagram followers).
Platforms the brand runs campaigns on: Facebook, Instagram, YouTube, TikTok, and Twitch.
Past campaigns: HelloFresh works with macro, micro, and midtier influencers and bloggers across YouTube, Twitch, Instagram, and TikTok.
In a recent back-to-school campaign, the company worked with influencers to highlight meal kits for parents during remote learning and homeschooling.
Influencer marketing helped HelloFresh launch in Denmark in 2020. The team partnered with local talent like Lise Vandborg (83,000 Instagram followers), and Danish actress Stephania Potalivo.
Honey: Brian Yip
Honey, a browser extension that finds and automatically applies discounts for products a consumer is purchasing, has been promoted by top creators like YouTube star MrBeast (52 million subscribers).
Brian Yip launched the company’s audio, influencer-marketing, TV, and out-of-home marketing channels.
Yip manages growth at Honey. Previously, he co-led paid acquisition at MeUndies.
Honey typically works with YouTube creators, and in a paid campaign, the creator will mention the brand and show themselves purchasing items online and using Honey to save money during checkout.
In 2019, PayPal acquired Honey for approximately $4 billion.
Creators worked with: MrBeast (52 million YouTube subscribers), Cody Ko (5 million YouTube subscribers), and GibiASMR (3 million YouTube subscribers).
Platforms the brand runs campaigns on: YouTube, Instagram, and Twitch.
Past campaigns: Last year, Honey partnered with the retail brand Princess Polly and YouTube creator Ava Jules (1.3 million subscribers) to give her viewers 20% off sitewide.
On TikTok, the brand organized a challenge for Mother’s Day in 2020 in support of the nonprofit Baby2Baby with a mix of celebrities and influencers including Kristen Bell, David Dobrik (25 million TikTok followers), and Addison Rae (75 million TikTok followers).
In 2018, the company worked with MrBeast to donate $50,000 to Ninja’s charity livestream for St. Jude Children’s Hospital.
Nestlé US: Douglas Veney
Veney is the influencer and esports marketing manager for Nestlé USA and develops strategies for Nestlé brands like Nesquick, Hot Pockets, and Coffee Mate. Veney joined Nestlé in 2017.
A gaming influencer himself, Veney has over 215,000 YouTube subscribers and 300,000 followers on Facebook Gaming.
“I understand what’s important to creators,” Veney said. “I can sort of help brands, coach them through it, and say, ‘Okay, let’s make sure that we’re hitting our business target, we’re driving the messaging we want,’ but also being cognizant of how this impacts the influencer.”
Veney said that Nestlé brands lend well to the gaming community, since products like Hot Pockets are a cult favorite snack for gamers — even one he would enjoy himself between games.
Creators worked with: SypherPK (4.9 million YouTube subscribers), Shawn Johnson (2.8 million Instagram followers), and Shroud (6.9 million YouTube subscribers).
Platforms the brand runs campaigns on: Twitter, Instagram, Twitch, YouTube, Facebook, and Facebook Gaming.
Past campaigns: Nestlé worked with the creative agency Reach to launch the “Hot Pockets 4 Bits” campaign on Twitch in 2020.
By partnering with Twitch streamers like Michael Grzesiek (aka Shroud), Nestle drove in-store sales of Hot Pockets, which consumers could then redeem for Twitch Bits (a tipping currency on the streaming platform) using their receipts.
Consumers could then spend their Twitch Bits to support creators like Shroud.
Riot: Ali Miller
Ali Miller is the global influencer programs lead at Riot Games.
Miller led the company’s influencer strategy as it launched its new multiplayer game Valorant last year, partnering with streamers on Twitch. The closed beta launch for the game set a record on Twitch for the most single-day hours watched in a single game category (34 million hours).
“That was my big splash moment at Riot so far,” Miller told Insider.
Miller previously ran global influencer campaigns for multi-billion dollar titles within the Call of Duty, Guitar Hero, and Skylanders franchises at Activision Blizzard.
“We have influencers that stream on YouTube , but my focus is more on VOD and game knowledge,” Miller said. “Every month I’ll hold an influencer roundtable … to give influencers an opportunity to get hands on our content early.”
Creators worked with: Post Malone (22.9 million Instagram followers), Zedd (6.2 million Instagram followers), and Ninja (16.7 million Twitch followers).
Platforms the brand runs campaigns on: Twitch, YouTube, and Facebook.
Past campaigns: The record-breaking release of Riot’s Valorant that the company launched to gaming streamers in beta in April 2020.
SeatGeek: Ian Borthwick
Ian Borthwick is the senior director of influencer marketing at SeatGeek, the ticket-selling service known for its viral moments working with creators like David Dobrik (18 million YouTube subscribers), who has bought cars from Teslas to Ferraris with “SeatGeek money” in exchange for a shout-out on his YouTube channel.
“I think a lot of brands make the mistake of sending over these incredibly complex and restrictive creative briefs,” Borthwick said. “Ultimately, those produce bad influencer marketing. It’s important to take the back seat and let the influencer do what they do best.”
Over the past four years, SeatGeek has been at the forefront of influencer marketing. Borthwick and his team have executed more than 3,500 influencer integrations that have garnered more than 2.5 billion views and multiple No. 1 trending videos on YouTube.
SeatGeek has partnered with over 1,000 influencers, primarily on YouTube.
Prior to SeatGeek, Borthwick worked across event, sponsorship, and athlete marketing at Wasserman.
Creators worked with: Emma Chamberlain (9.8 million YouTube subscribers), Casey Nesitat (12 million YouTube subscribers), Kian & JC (3.7 million YouTube subscribers), and podcasts like Pardon My Take and The Pat McAfee Show.
Platforms the brand runs campaigns on: YouTube and podcasting.
Past campaigns: In 2019, SeatGeek “split the cost of a Ferrari” with Dobrik (which, according to Borthwick, it really did) in exchange for a 60-second shout-out.
Many of Dobrik’s SeatGeek videos show him using the brand’s money to surprise friends with gifts like a new Tesla, or by paying off their college tuition.
SeatGeek’s strategy involves trusting the influencers it works with to come up with the concept and delivery, with some “guidelines” or points it asks the influencer to hit.
How YouTube star David Dobrik and SeatGeek created one of the most effective influencer marketing partnerships
Skillshare: Ethan Mantel
Ethan Mantel is the influencer-marketing lead at Skillshare.
He works primarily with YouTube creators, but has also run complementary campaigns on Twitch, Instagram, and TikTok.
Skillshare launched its influencer-marketing program in 2017. Mantel told Insider that the company spends over six figures a month on average on campaigns, working with over 2,500 unique creators on YouTube.
Before joining Skillshare, Mantel worked at the now-defunct company MoviePass as a marketing director.
Creators worked with: Mark Rober (16 million YouTube subscribers), Good Mythical Morning (16 million YouTube subscribers), AmandaRachLee (2 million YouTube subscribers), and Jazza (5 million YouTube subscribers).
Platforms the brand runs campaigns on: YouTube, Instagram, TikTok, and Twitch.
Past campaigns: In March 2020, Skillshare worked with the YouTube star and scientist Mark Rober on a video about the importance of handwashing, offering two free months of Skillshare to the first 500 users to click a referral link in the video’s description. The video drew in 20 million views.
Stitch Fix: Angelic Vendette
StitchFix is an online personal styling service that is aimed at making shopping easier, using data to choose styles based on budget, size, and style. The company’s social-media and influencer-marketing team is led by Angelic Vendette, who joined StitchFix in 2020.
Before joining StitchFix, Vendette was at Sephora, where she created the beauty retailer’s first influencer ambassador program called the “Sephora Squad.”
At StitchFix, she has spearheaded the company’s global influencer strategy, including its ambassador program and partnerships. In her day-to-day, Vendette is planning strategies, writing briefs, meeting with agency partners and creators to develop campaigns.
Creators worked with: Elaine Welteroth (657,000 Instagram followers), Brittany Xavier (3.4 million TikTok followers), and Wisdom Kaye (5.2 million TikTok followers).
Platforms the brand runs campaigns on: TikTok, Instagram, Twitter, Facebook, YouTube, and Pinterest.
Past campaigns: StitchFix launched its first shoppable collection with influencer Katie Sturino (556,000 Instagram followers), which allowed customers to buy products directly instead of using the brand’s styling service.
The campaign included eight other influencers and because of the pandemic, the brand had to pivot its production and influencers shot and styled all of the looks on their own as a result. Within a week of launching the line and the campaign, the company sold out of the size-inclusive collection.
StitchFix joined the TikTok train later in 2020, collaborating with longtime brand ambassador Glen Henry and several other creators, using a song-based challenge that gave users a chance to win a StitchFix styling.
Zuru: Lucy Nesdale
The international toy and consumer-products company Zuru partners with kids and family YouTube channels like Ryan’s World (28 million YouTube subscribers) and top TikTok creators like Avani (31 million TikTok followers) on influencer marketing.
Lucy Nesdale started her career as a social-media and influencer-relations executive at Zuru. She has since developed a focus on Zuru’s viral brand, 5 Surprise Mini Brands, which has helped to build out the company’s TikTok presence.
She is responsible for creating paid and organic influencer marketing strategies, developing an ongoing relationship with influencers, and ensuring campaigns are performing for all Zuru toy brands.
The company has a global team that works to execute influencer campaigns with over 800 creators across YouTube, TikTok, Instagram, and blogs.
Creators worked with: WeWearCute (10 million TikTok followers), Vlad & Niki (62 million YouTube subscribers), and Sherinicolee (13 million TikTok followers).
Platforms the brand runs campaigns on: YouTube, Instagram, and TikTok.
Past campaigns: Zuru sent products to TikTok creators across the US as the app began to surge in 2019. Now the hashtag #minibrands has garnered 1.1 billion views, and features top creators like Addison Rae, Avani, Katie Feeney, and WeWearCute.
The brand regularly works with top YouTube toy unboxing channels, like Ryan’s World, in exchange for promotion on his channel. Ryan’s multiple partnerships with Zuru have gained millions of views, like this viral video where Ryan unboxes Zuru’s micro boats racing track playset, which has 72 million views.
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