How to run a successful influencer campaign
Understanding the new era of influencer marketing
Before we get to the campaign checklist, we need to understand this new era of influence.
Across our network, more than 30,000 brands use creators to find new audiences, drive consideration and make more sales. Our influencer teams know what works for them. Right now, UGC-style storytelling from smaller creators is really driving results. It's time for your brand to tap into the overlooked power of these micro and nano creators.
It feels counterintuitive given the stereotype of big-cheque, glossy influencers, to zone in on nano creators, but real success means looking past follower counts. Focus on who they consistently reach and engage, not just how many follow.
From LEGO to Gucci, future-focused brands are building micro-influencers into their campaigns. These brands understand the maths; a creator with 50,000 followers who can drive 100 sales is more valuable than one with 500,000 followers who can drive only 10 sales.
Gone are the days of writing eye-watering sums for big-name celebrity posts and hoping for the best; today’s consumers reward authenticity. Nano creators are closer to their communities, more credible, and working with these influencers on the affiliate channel means it’s easy to test and scale.
Now, let’s understand what influencers can really do.
A creator with 50,000 followers who can drive 100 sales is more valuable than one with 500,000 followers who can drive only 10 sales.
Where creators drive outcomes
Influencers can do much more than simply drive top-of-funnel action. They’re great drivers across the funnel. From brand awareness and securing immediate sales, to reengaging lapsed customers. With the right affiliate programme in place, you can see the results at every stage.
Here’s a breakdown
- Boost awareness fast The most popular creators can reach audiences that rival the scale of large digital media companies. Nano influencers have passionate followings that can deliver your message in highly credible and compelling ways.
- Drive customer acquisition Discover net new customers through influencers with audiences aligned to your category.
- Add true lift Creators add value in more places than you expect. With affiliate tracking you see incremental traffic, orders and assists above baseline across the journey. Their content also keeps working as fresh assets you can repurpose across your site and social.
- Bring customers back Influencers can appeal to lapsed buyers within a particular niche and help them find their way back to you.
- Boost average order value and lifetime value Brands that form long-term partnerships with the right influencers stay top of mind with customers. It’s a winning formula: reward creators and their audiences with promotions, early access to new items or bundle-only offers. The added exclusivity lifts average order value and purchase frequency.
- Boost awareness fast
- Drive customer acquisition
- Add true lift
- Bring customers back
- Boost AOV and lifetime value
An influencer success checklist for your brand
Now you’ve seen where creators move the needle along the customer journey, it's time to show you how to build that winning campaign.
Getting started with influencer marketing activity on the affiliate channel doesn’t need to be complicated. Following these 10 steps, you can build a campaign that delivers.
STEP 1
Campaign definition and strategy
Kick things off with the basics of any successful campaign; objectives, audience, KPIs and logistics.
STEP 2
Discovery and creator recruitment
With campaign success defined, it’s time to find and partner with creators who will help you achieve these goals.
STEP 3
Content development and campaign planning
It’s time to plan the campaign (with creator input). This is when the partnership begins.
STEP 4
Stakeholder and influencer alignment
With everyone now on board, it’s time to set clear expectations, nail down KPIs, build your commissioning structures and, and set campaign guardrails so you (and your Csuite) can have peace of mind.
STEP 5
Measurement setup
With everyone aligned, it’s time to put robust measurement and tracking in place so you can answer ROI questions with confidence. Here’s how to set yourself up for success.
STEP 7
In-flight monitoring
Your campaign is live, now it’s time to monitor its performance in real time.
STEP 8
Report and check in
Your campaign is underway. Do not wait until the end to discover improvements you could have made. Report early results and check in with your stakeholders and creators.
You’ve seen how we break down the steps to influencer campaign success. Now hear from the brands who’ve put them into practice.
© 2025, AWIN Ltd. All rights reserved. Awin is part of Axel Springer Group. No part of this publication may be reproduced, translated, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner.