FMCG Influencer Marketing: Top Case Studies

January 18th, 2023 by

When we think of influencer marketing, we tend to think of industries such as travel, fitness and fashion. However, in recent years, we have seen a surge in fast-moving consumer goods (FMCG) entering the space, with lots of brands setting aside budgets specifically for the purpose of partnering with influencers and celebrities. 

As a result of the pandemic, influencer marketing has secured its spot as a forerunner in the online marketing realm. Between the years 2021-2022, influencer marketing saw a 40% growth and became the go-to strategy for brands trying to reach their customers. Given the uncertainty of lockdowns in the UK around this timw, FMCG brands saw leveraging influencers as the most effective way to reach customers they would usually reach in-store, leading to a 62% increase in their influencer marketing spending. 

Fast forward a year and these budgets have only continued to increase. Noticing the positive impact influencers have had on sales, many FMCG brands have permanently implemented influencer marketing into their strategies. 

This blog will run you through the most successful FMCG influencer marketing case studies and how their strategies could be of use to you as a brand owner. 

A match made in heaven

FMCG typically cover products that have a weekly or monthly purchase cycle and sell for a relatively low cost. FMCG influencer marketing is a great option for brands looking to direct their audience to their online landing page to remake their weekly/monthly purchases. 

Other benefits include:

Promoting ecommerce sales:

Working with creators allows FMCG brands to organically grow their online presence and boost ecommerce sales at a time where a lot more people are buying online. 

While the pandemic saw a rise in ecommerce sales, these have not slowed down since the reopening of stores. This means that many FMCG brands are continuing to roll out influencer marketing campaigns and feeding the predicted continuous boost in ecommerce sales for the years to come. 

Build trust with your audience:

While FMCG products are typically found in-store, the pandemic led consumers to thinking of new ways to get their hands on products they like to repurchase. This, coupled with people’s apprehension to visit stores post-pandemic, has led to consumers finding other outlets to buy through. FMCG influencer marketing allows brands to directly reach their audience, cut out the middleman (which, in this case is the in-person visit to the store), and build a trustful and authentic relationship between brand and consumer. 

Keep up with the digital age:

Arguably the most important benefit of FMCG brands implementing influencer marketing strategies, stepping into the digital age is now essential to staying afloat in a world that heavily prioritises online services. In fact, it has been found that 85% of CEOs across this industry agree that the pandemic has significantly accelerated digital transformation”. Influencers provide a simple way to ensure that brands keep up with this digital transformation, as the very essence of what they do exists online. 

FMCG influencer marketing case studies

The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than non-celebrities. Because of this, FMCG brands have partnered with carefully selected celebrities to endorse their products with the intention of boosting sales and reach. 

Vogue Williams for Fairy Non-Bio

Amy Schumer for Tampax

Eva Longoria for L’Oreal

Gary Lineker for Walkers

Final thoughts

While the digital era is changing the way consumers respond to traditional advertising efforts, the power of celebrity endorsements has not wavered. Where influencers are becoming the frontrunners of advertising efforts from eCommerce brands, celebrities are still very much in the driving seat of larger, more global brands. Now armed with impressive social media followings, celebrities have enormous amounts of leverage when it comes to collaborating with brands or creating them. All that is left is for FMCG brands to carefully select those that have risen to notoriety and have the following to prove it. They can then take that celebrity all the way to the bank. 

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