High Five in association withThe Immortal Awards

High Five: Influencer Campaigns Creating Impact through Inclusion

Advertising Agency
London, UK
Head of influencer marketing and business inclusivity lead at FCB Inferno, Zoe Osinnowo, chooses a selection of influencer campaigns that have really hit the mark

Whilst considering five stand-out influencer campaigns, a theme unintentionally arose within my selection - those that championed cultural awareness and inclusion. These areas are often placed at the forefront of plans, but occasionally fall to the wayside, or even worse, miss the mark. When executed well, we see fantastic activities that capture audiences and drive the desired intentions. The work below showcases how cultural awareness and inclusion can authentically be embraced within influencer marketing and celebrated, creating memorable, impactful and at times, moving work. These projects aren’t limited to ad-hoc Instagram posts but consider insights and creative thinking to develop projects that truly engage audiences...

adidas - 'Statues'

Agency: Hyperactive

Based on the key insight that London has more statues of men and animals than women, Adidas’ campaign was a brilliant way to push for equality. They unveiled eight statues of women who are breaking boundaries, including Eni Aluko, Vivianne Miedema, Tanya Compas and Francesca Brown. Ensuring representation and inclusion across the influential females, this project brilliantly pushed for greater equality. The activity was well-documented by the influencers on their social media platforms, the press and the prominent location of the statues at South Bank also encouraged UGC.

Love Island x eBay

Love Island’s new partnership with eBay is an incredibly positive moment for influencer marketing. With Love Island having previously been associated with fast fashion brands, which would in turn often lead to the cast working as influencers for such brands, they have now moved to a more sustainable sponsor. Discovering that increasing numbers of Brits are buying second-hand clothes, Love Island’s new partnership is likely to encourage more conscious shopping choices. The collaboration has been widely praised, highlighting the benefits of brands being in tune with cultural awareness and consumer attitudes.

Mac Viva Glam x Keith Harding

Mac’s often celebrity-fronted Viva Glam campaign highlights how brands can authentically collaborate with notable figures for a good cause. At a time when brands can fall flat for tokenistic activities, Mac shines as an example of a positive commitment to good causes. Rather than jumping on topical moments for incorrect motives, Mac have demonstrated their ongoing support since 1994, giving back 100% to raise over $500 million to organisations around the world that support the health and rights of people of all ages, all races and all genders through the sale of their Viva Glam lip products. Their current partnership is with Keith Haring and celebrates his signature primary colour palette.

Dove - 'The CROWN Act'

Striving for inclusive beauty and equality, Dove’s CROWN Act pushes to advance anti-hair discrimination legislation. Following success in the US, where the bill is now law in eight states, they brought their mission to the UK. In doing so, they partnered with influential individuals such as Emma Dabiri (see also here) and Zina Alfa, which gave the campaign additional credibility, through working with trusted voices who could speak on their authentic experiences. This raised awareness for the important campaign and drove petition signatures. Additionally, co-funding the Channel 4 documentary, 'Hair Power: Me and My Afro', allowed them to further extend their commitment and reach.

The Big Issue x LinkedIn - 'Raising Profiles'

Agency: FCB Inferno

This campaign was a powerful partnership idea that unlocked digital inclusion for The Big Issue vendors. When the vendors lost their livelihood as a result of the lockdown, FCB Inferno supported them in signing up to LinkedIn to run their own micro businesses on the platform. Through putting the vendors on LinkedIn, it was possible to partner with the talent as influencers, working with them to build their profiles and access to the platform. This led to a 325% life in participating vendors’ subscription sales and income, a 400% increase in magazine sales and 112 million impressions.