Does Influencer Marketing Work? [Examples & Statistics]

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It’s no secret that social media runs the show these days, and brands are betting big on influencers to market their products. In fact, the influencer marketing industry is projected to hit a staggering $33 billion globally in 2025.

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But as budgets shift toward influencers, a critical question arises: Does influencer marketing actually deliver results?

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In this guide, let’s break down how it works, what the numbers say, and whether real brands are seeing results—or just burning cash.

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What Does the Numbers Say?

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For starters, the return on investment speaks for itself. According to a 2023 report, businesses rake in an average of $5.20 for every dollar spent on influencer campaigns—and top-tier campaigns can skyrocket to $18 in returns.

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But it’s not just about money. Trust plays a huge role. A study by Matter Communications found that 69% of customers value recommendations from influencers more than traditional ads, with nearly half admitting influencers directly change their buying choices.

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And here’s the kicker: bigger isn’t always better. Micro-influencers—those with smaller, niche audiences—boast engagement rates of 3.86%, compared to the 1.21% seen with mega-influencers.

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Still not convinced? Shopify’s data shows 84.8% of brands found influencer marketing effective and 36% shared that influencer content outperforms brand-created content.

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Bottom line: Influencer marketing isn’t just about likes or shares—it’s a powerhouse for driving real-world sales and building genuine brand loyalty.

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Real-World Examples of Influencer Marketing Success

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1. Daniel Wellington: Mastering Micro-Influencers & UGC

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The Swedish watch brand Daniel Wellington disrupted the luxury accessory market by partnering with micro-influencers long before the strategy became mainstream. Instead of relying on A-list celebrities, the brand gifted its minimalist timepieces to thousands of Instagram users with modest followings (10,000–50,000).

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These influencers shared photos of the watches in aspirational settings—sunset beaches, chic cafés, or urban landscapes—paired with a unique discount code for their followers. 

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Execution & Results

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By prioritizing aesthetics and authenticity, the campaign generated a flood of user-generated content (UGC) that mirrored the brand’s clean, timeless ethos. This strategy not only reduced content production costs but also built social proof at scale.

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Within a year, Daniel Wellington reported a 214% surge in revenue, with influencer-driven discount codes accounting for 15–20% of total sales. The brand’s Instagram following skyrocketed from 100,000 to 4 million in three years, proving that micro-influencers could deliver macro results. 

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2. Gymshark: Building a Fitness Community Through Ambassadors

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Gymshark, a UK-based athleisure startup, leveraged influencer marketing to transform from a garage operation to a $1.3 billion empire. The brand focused on fitness influencers and athletes, such as Nikki Blackketter and Lex Griffin, who embodied its “condition of progress” mantra. These partnerships went beyond one-off posts; Gymshark built long-term relationships, inviting influencers to exclusive events like the Gymshark Lifting Club and equipping them with early access to product launches. 

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Execution & Results

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By aligning with influencers who were genuine fitness enthusiasts, Gymshark cultivated a loyal community. Their YouTube workout tutorials and Instagram transformation stories drove a 150% year-over-year growth rate. In 2025, the brand’s valuation is estimated for over $1.3 billion, with 60% of its traffic attributed to social media and influencer content. 

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3. Chipotle’s #GuacDance: Viral TikTok Challenges

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Chipotle tapped into TikTok’s viral potential by launching the #GuacDance challenge in 2020. Partnering with mega-influencer David Dobrik (18 million followers), the campaign encouraged users to post videos of themselves dancing to a guacamole-themed song. Participants received a chance to win free guac, while Dobrik’s video alone garnered 1.2 million likes in 24 hours. 

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Execution & Results

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The challenge capitalized on TikTok’s duet feature, enabling users to remix Dobrik’s video. Chipotle saw 250,000 video submissions, a 65% spike in guacamole sales, and a 30% increase in app downloads during the campaign. The hashtag #GuacDance amassed over 1.5 billion views, blending entertainment with a clear call-to-action. 

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4. Smartsheet’s #FruitfulWork: Driving Collaboration Through Creativity

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Smartsheet launched its #FruitfulWork campaign to promote the integration of its app with Microsoft Teams. The company partnered with B2B productivity influencers, employee ambassadors, client advocates, and niche influencers to co-create content that highlighted collaborative workstyles.

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Each influencer represented a “fruit” (e.g., “Orange” for dynamic teams, “Apple” for organized planners), sharing tips on optimizing collaboration via the Teams integration.

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Execution & Results

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The playful yet practical theme resonated with professionals seeking efficient workflows. The campaign drove more than 10,000 pageviews on targeted content and 23,000 video views, with a 30% increase in app downloads.

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5. Notion: Scaling Growth Through Strategic Influencer Partnerships

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In its early days, productivity tool Notion faced existential challenges, struggling to gain traction in a crowded market. To pivot, the company turned to influencer marketing, partnering with creators who had at least 50,000 followers to amplify its reach. As a result, Notion grew from near obscurity in 2015 to tens of millions of users and a $10 billion valuation by 2023.

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Execution & Results

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Notion focused on tech-savvy influencers in productivity, design, and software development niches. These creators demonstrated how Notion’s all-in-one workspace replaced fragmented tools like Trello and Evernote. Campaigns emphasized customizable templates and collaboration features, resonating with freelancers and startups.

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6. Hootsuite’s #SocialShift Campaign: Authenticity Meets Visual Consistency 

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Hootsuite’s B2B campaign #SocialShift targeted social media managers and marketers by collaborating with top industry professionals. The campaign centered on a branded “newspaper” prop, symbolizing the shift from traditional media to digital strategies, with influencers sharing tips for mastering social platforms. The campaign drove 400,000+ new followers and 21,000+ engagements, with a 35% increase in demo requests from enterprise clients.

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Execution & Results

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Hootsuite partnered with trusted voices like Rachel Karten (LinkedIn News) and Carlos Gil, ensuring credibility. Each post featured the same retro newspaper design, creating instant recognition.

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7. Glossier: Turning Customers into Influencers

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Beauty brand Glossier built its empire by prioritizing customer-centric influencer marketing. Through its “Glossier Reps” program, the company incentivizes everyday users—not just celebrities—to share product reviews and tutorials. Nano-influencers (1,000–10,000 followers) dominate its strategy, with over 70% of social content sourced from UGC. 

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Execution & Results

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Glossier’s “Skin First, Makeup Second” campaign featured real customers showcasing their skincare routines. This approach drove a 600% increase in website traffic within two years, with 80% of buyers citing Instagram or YouTube as their discovery channel. The brand’s valuation reached $1.8 billion in 2022, underscoring the power of community-driven marketing. 

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8. LinkedIn’s #InItTogether: Partnering with HR Innovators

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LinkedIn’s B2B campaign #InItTogether targeted HR leaders by partnering with influencers like Laurie Ruettimann (HR consultant) and Johnny Campbell (recruitment expert). The initiative highlighted strategies for remote hiring, employee engagement, and skills development using LinkedIn Talent Solutions. Content ranged from data-driven reports to live Q&A sessions on LinkedIn Live.

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Execution & Results

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The campaign generated millions of impressions in three months, with Ruettimann’s posts driving a spike in content shares.

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9. Acquia’s #AcquiaInspire: Expanding Reach in Europe

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Digital experience platform Acquia aimed to strengthen its presence in the U.K. with the #AcquiaInspire campaign. The initiative featured 70 B2B influencers, including digital transformation leaders and customer experience experts, who shared insights on leveraging Acquia’s solutions.

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Content spanned webinars, blog posts, and LinkedIn discussions tailored to senior professionals.

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Execution & Results

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Over two years, the campaign achieved an organic reach of 25 million and 4,000 engagements across 1,200 content shares. Acquia’s Share of Voice in the U.K. surpassed competitors, with 40% of new enterprise clients attributing their awareness to influencer-driven content.

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The Verdict: Does Influencer Marketing Work? 

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Influencer marketing isn’t a one-size-fits-all solution, but when done right, it does deliver real value. Brands that focus on authenticity, use data to guide their choices, and build meaningful partnerships with influencers tend to see the best returns.

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Looking ahead, the game is changing. Expect smarter tools (think AI-powered influencer matching), virtual influencers like Lil Miquela gaining traction.

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To stay competitive, brands need to stay nimble, blending creative ideas with hard metrics. So yes, influencer marketing works—but only if you’re strategic, willing to adapt, and keep it real. For those ready to put in the effort? The payoff can be huge.

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Ready to Get Started?

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For brands planning to get into influencer marketing, Favikon provides AI-powered tools and insights needed to build trust, engage communities, and boost sales.

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Visit Favikon and get started with your influencer marketing strategy.