Nowadays, it can be hard to come across authentic, hard-working influencer collaborations. There’s a lot of artificial fluff to weed through to find the truly wonderful stuff, so we’ve done the hard work for you!
If you’re looking to use talent to take your brand to the next level on social, check out some of our favourite influencer partnerships of 2024 (so far!):
M&S X Mark Wright and Spencer Matthews
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Why? M&S’s namesake collaboration with Mark Wright and Spencer Matthews took social by storm, with fellow retailers Matalan, Primark and John Lewis jumping on the trend to add to the evolving conversation.
Here, M&S create a relatable narrative for its audience by quite literally putting a face to the name for the first time. It’s great to see brands use talent to go back to basics and entertain audiences.
Max Balegde x CeraVe
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Why? Max has worked on a few partnerships with CeraVe this year, but we love this particular post from April.
Even in a paid partnership, Max stays true to his values as he chats his audience through an embarrassing story. Executed through a ‘get un-ready with me’ social-first, native format, he seamlessly brings the product in without it being overkill or unnatural. We love this as it’s a great example of an influencer being authentically themselves – which is what audiences crave.
KhianKB x AirBnB x Disney
@khian.kb Come by the incredibles mansion, for a suit of course! @airbnb @Pixar #airbnbpartner
Why? This iconic comedy creator is well-known for impersonating the character of Edna Mode from The Incredibles, so when Disney and AirBnB teamed up to offer an experience in a real-life Edna Mode Mansion, there wasn’t a better person on the cards.
He created a single piece of content and ended up gaining over 139 million views on TikTok alone. It’s super authentic and couldn’t do a better job of captivating his audience. A perfect example of AirBnB and Disney knowing their audiences well!
Tinder Australia x Kat Clark
@katclark Love that my daughter feels comfortable enough to tell me who she’s dating and now it’s even easier to share with @Tinder ‘Straya new feature Share My Date #ShareMyDate #TinderPartner #dating
Why? Kat makes the partnership feel natural by having an open discussion with her camera as she preps dinner. Just because it’s simple and stripped back doesn’t mean it’s not as effective…she’s racked up over 4m views on the video!
She discusses a perhaps slightly taboo topic for some, but brings it to life in a very down-to-earth, non-forced way. The campaign is excellent, but Kat’s execution is even better, as it encourages audiences to watch through, rather than feel advertised to. It feels true to her and her platform, which is what matters!
As you can see, influencer collaborations can range from the small-scale to the highly orchestrated. There’s no right way, as long as the partnerships feel authentic, exciting and add value to audiences online.
If you’re looking to level up your partnerships, speak to an influencer marketing specialist today.