Mar Barbera

For me, the key to a successful influencer campaign – on Instagram or elsewhere – is to let influencers be who they are, talk like they talk, do what they do. Your brand’s target follows them for a reason: they love their personalities, their content, their actions. If these fit your brand, you’ve found the perfect vehicle for your campaign. If they don’t, you need to keep on searching.

Here are 3 examples of campaigns where brands chose the right Instagram influencers to share a perfectly targeted message through original, personal and, at the same time, on-brand UGC:

1. Google Translate: #everyonespeaksfood
   Hashtag genius. Google’s Translate app briefed food and photography influencers to promote one of its fuctions (real-time on-screen text translation using your phone’s camera) by doing what every Instagram user does: photograph their gastronomic experiences.

   I eat a lot. I don’t post enough food on here but today I’m hyped to be working with Google to showcase their Translate app. Here it is translating my Italian menu. I’m having a Panini. #lifeisgood #everyonespeaksfood #postwhateveryouwant #itsfriday

   Una foto publicada por Brian Alcazar (@1st) el 15 de Abr de 2016 a la(s) 4:02 PDT

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2. Adidas: #heretocreate
   Much more than just an Instagram influencer campaign: an integrated campaign making the most out of the personalities and creativity of the carefully chosen influencers. From Youtube mastheads to TVCs to a landing page full of product and conversion opportunities, 72andSunny’s usual strategic creativity at work.
3. Instagram: #myinstagramlogo
   I’ve already said that I love the new Instagram logo, and apparently I’m not the only one. Instagram asked some artists who are big on the platform to play with their new logo, and the results are as inspiring and full of color as the platform.

   When my favourite app calls me to tell they have a new company logo and asks me to play with it, of course I can’t resist. So, this is my interpretation. Aaaaand, if you don’t like the new logo, here is my tip: just pretend it is Latte Art. Everything coffee always is OK! ☕️ (Btw: I ??❤️??? it, @instagram) #myinstagramlogo #stopmotion #animation #doro_motion #coffeecoffeecoffee

   Un vídeo publicado por doro ottermann (@doro_bot) el 11 de May de 2016 a la(s) 8:25 PDT

   //platform.instagram.com/en_US/embeds.js