Influencer marketing is designed to tap into an existing community of engaged followers. Influencers -- or influential people -- are specialists in their particular niches, and have established a high level of trust and two-way communication with their follower bases. As a result, these individuals have influence over an audience you might be trying to reach, and can be helpful marketing to those buyers.

There is some overlap between celebrity endorsements and influencer marketing campaigns, but fans of influencers trust that their endorsement of a product or brand comes from a well-researched, more holistic place, rather than something as simple as a signed contract. And while there is often a formal agreement in place between brands and influencers, influencers tend to be more selective about their affiliations, choosing to partner with brands that reflect their unique personal brands and won't alienate their followers.

Thrilled passengers, and Ola’s social media promotion around the activity led to a heightened number of Ola Prime bookings and helped the company drive conversation around their new service. The number of bookings too shot through the roof for Ola Prime.

The above video is a perfect example of influencer marketing campaign.

PepsiCo, Inc. is a multinational food, snack, and beverage corporation having interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products. PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo entered India in 1989 and in a short period, has grown into one of the largest MNC food and beverage businesses in the country. PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value.

Teenagers in India have faced a slew of parental pressures. Strongly rooted in tradition these have taken the form of rigid expectations around career paths often leaving teens helpless. Often the consequences have been fatal, leaving teenagers on the brink of desperation. WHO in a study ranked India among top 3 globally on teen suicide.

The real issue being Teenagers found it increasingly difficult to approach and have a conversation with their parents.

A microsite along with a missed call number was introduced to take the pledge. 120 million bottles were put in the market having open letters from kids, urging parents to take the pledge.

The campaign was further amplified via

1. Teen celebs, were chosen to write open letters
2. Other celebs/ parents from Sports and Bollywood like Malaika, Sehwag & Rana
3. mycity4kids was used to activate Mom bloggers community

The result was like

• Over 27.7 million views on the Short film.
• 154 million people reached and delivered 649 million impressions.
• 1.5 mln parents pledged to release the pressure.
• Mirinda generated 99.9% positive conversations. These conversations were 138 times more than the nearest beverage brand.

India’s biggest cricket celebrity Virendra Sehwag and Fashionista Mom Malaika Arora Khan shared their picture with the bottle cap, generating support for campaign.

This is how influencer marketing help in creating brand awareness.