Jul 31, 2025
9 MIN READ
Ideas & Examples
Ideas & Examples
Why Studying Competitor Influencer Campaigns Is the Smartest Move in 2025
Why Studying Competitor Influencer Campaigns Is the Smartest Move in 2025
Why Studying Competitor Influencer Campaigns Is the Smartest Move in 2025
Nandini Tripathi
Nandini Tripathi
Nandini Tripathi
Nandini Tripathi
Content Marketer @impulze.ai
Sections
Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
Most brands think influencer marketing starts with brainstorming fresh ideas. But the smartest ones? They start by watching their competitors. This blog breaks down how studying competitor influencer campaigns gives you a shortcut to smarter strategies.
You’ll learn what to track, from influencer types and content formats to engagement signals and posting timelines.
6 Real brand examples like Levi’s x Beyoncé, Dior’s “67 Shades,” and Glossier show how influencer timing, storytelling, and inclusivity shape campaign wins.
Daniel Wellington and Dunkin’ prove that even micro-influencers or Gen Z collabs can drive global buzz when timed right.
We show you how to analyze campaigns manually or using free tools like Impulze.ai’s Collab Finder to instantly see which creators your competitors used, how the content performed, and what creators to test next.
You’ll also see what to avoid like chasing vanity metrics or copying unrelated brands.
The bottom line? Competitor campaigns reveal what works before you spend a single dollar.
This is your shortcut to planning smarter, faster, and more confidently in 2025.
You’re scrolling Instagram, and boom: your competitor just dropped another influencer collab. It’s a trending reel, thousands of likes, and yes… it’s the same audience you’re trying to reach. Annoying? A little. Useful? Very. Because what if you could turn that into your playbook?
Here’s a little secret: smart brands don’t always create something new. They watch, learn, and borrow what’s working. That’s where competitor influencer marketing campaigns come in. By studying what other brands are doing, you can discover the right creators, content formats, and even timing for your own campaigns.
In this blog, we’ll show you how to turn competitor research into a powerful strategy. You’ll see what to track, which tools to use, and how the top brands are already winning this way.
Let’s break it down and make influencer marketing a whole lot smarter.
What Is Competitor Campaign Tracking and Why It Actually Works in 2025
Let’s be honest, no one wants to waste money on influencer marketing that flops. That’s why more brands are putting their spy goggles on (the friendly kind) and paying close attention to competitor influencer campaigns. This isn’t about copying content or chasing the same creators. It’s about getting smarter before spending a single dollar.
So, what does it really mean? Competitor campaign tracking is the process of watching how other brands run their influencer marketing strategy. You look at
Which influencers are your competitors working with?
What kind of content formats are they using? (Reels, Stories, YouTube Shorts)
How are audiences responding in likes, comments, and shares?
What kind of messaging or products are being pushed?
Which platforms are being prioritized? (TikTok vs Instagram)
You then take those insights and apply them to your own strategy: faster, cheaper, and with way less trial and error. Think of it like this: instead of running blind, you’re using a flashlight. And your competitor’s campaigns are lighting the way. Let’s look at exactly what to track next.
What to Look for in a Competitor’s Influencer Strategy
Alright, you’re watching your competitor’s influencer campaigns. But what exactly are you supposed to be looking at? Not everything is useful. You don’t need to obsess over every post. The trick is to spot patterns that can actually help shape your own influencer marketing campaigns. Here’s what to focus on:
Influencer selection: Are they using micro-influencers, niche creators, or big names? Pay attention to follower count, influencer engagement rate, and the influencer’s tone. Would that voice work for your brand?
Type of content: Are they posting product reviews, lifestyle shots, behind-the-scenes content, or tutorials? See what gets the best response.
Posting frequency: Are they running always-on campaigns or just one-off collaborations? This gives you clues on how much effort they’re putting in.
Timing and seasonality: Did they push a campaign during a product launch, sale, or festival season? Timing can change everything.
Engagement quality: Don’t just look at the number of likes. Are people commenting thoughtfully? Are they tagging friends? That’s gold.
The more you observe, the more you’ll start to notice trends. For example, if three of your competitors are all working with fitness influencers on TikTok and launching discount codes in January, there’s probably a reason. When you really understand the competitor influencer campaigns around you, you can build a campaign that feels smarter, more intentional, and way more likely to hit your goals.
Next up, let’s peek at how big brands have nailed this. Spoiler: there’s a lot to learn.
Real Case Studies: What We Can Learn from Big Brands
Let’s stop talking in theory for a second and actually see this in action. Some of the smartest competitor influencer campaigns have come from brands that understood the power of good timing, the right creator, and a strong message. These examples are pure gold if you want to learn how real brands turn influencers into serious results.
1. Levi’s x Beyoncé : When Legacy Meets Star Power
Levi’s has been around since your grandpa’s grandpa wore jeans. What happens when a 170-year-old brand teams up with one of the most iconic performers of our time? You get a campaign that feels less like advertising and more like a cultural moment. That’s exactly what Levi’s pulled off with Beyoncé during her Renaissance tour.
Strategy used
Levi’s didn’t go for a typical collab or capsule drop. They went deeper. Beyoncé wore Levi’s on stage, in behind-the-scenes rehearsal videos, and even in personal lifestyle content. It wasn’t just a brand partnership. It was product placement inside pop culture itself.
Collaborations
Beyond Beyoncé herself, top fashion influencers and TikTokers broke down her outfits, recreated her looks, and added organic content to the fire.
Results
Massive. Levi’s trended alongside the tour, and jeans that hadn’t been talked about in years got fresh attention. It shows that the right influencer, paired with the right moment, can completely reframe how people see your brand.
2. Dior’s “67 Shades of Dior”: Inclusive, Bold, and Beautiful
Dior is a luxury label with a reputation for elegance, but it had a challenge: connect with younger, diverse beauty buyers who value inclusivity just as much as prestige.
Strategy used
In 2020, Dior’s “67 Shades of Dior” campaign set a new standard for diversity and inclusion in the beauty industry. Highlighting their Forever foundation line, which offers 67 shades to suit a wide range of skin tones, the campaign celebrated the importance of diverse beauty.
Collaborations
Dior partnered with 67 well-known personalities, each representing one of the foundation’s shades. People and influencers tried their makeup products and shared reviews while using them. Influencers came from markets like the US, UK, France, Germany, Nigeria, Malaysia, and Thailand, ensuring 67 shades were celebrated by 67 voices.
Results
Over 67 days, each influencer shared their story, and Dior kept the momentum going by resharing it across their own channels. That alone boosted engagement by 120 percent. With 72 percent of the campaign content repurposed across social media, they reached over 2.6 million people. All while making inclusivity feel personal, not performative.
3. Daniel Wellington: Winning Big by Thinking Small
Daniel Wellington is known for minimalist watches with a luxury feel. But their rise to fame wasn’t powered by glossy magazine ads. It came from smart, strategic moves in the world of competitor influencer campaigns, especially through micro-influencers.
Strategy used
Instead of chasing celebrity names, Daniel Wellington tapped into the power of everyday influencers. They reached out to micro-influencers across Instagram, offering them free watches in exchange for honest, stylish posts. Influencers were also given unique discount codes to share with their audience. The genius? They didn’t control the creative. Influencers could post how they wanted, whether that was a flat lay on a marble table or a selfie in a café.
Collaborations
Rather than a few big names, Daniel Wellington collaborated with hundreds of micro-influencers globally. Most had followings between 5,000 to 50,000, which made the content feel relatable.
Results
This competitor influencer campaign helped Daniel Wellington scale fast without huge ad budgets. Their hashtag trended, engagement rates stayed high, and the watches became instantly recognizable. Within a few years, the brand went from startup to global fashion staple.
4. Glossier: Community Over Celebrity
Glossier wasn’t built in boardrooms. It was born in Instagram comment sections and customer reviews. This is a brand that built itself around its people.
Strategy used
Glossier flipped the script. Instead of chasing macro-influencers, they empowered their own customers and other influencers. The brand reposted UGC daily and made everyday users feel like brand heroes while sharing their insights with the Glossier rep program. Their content never felt forced. It felt like friends chatting about skincare.
Collaborations
They didn’t need celebrities. Micro influencers, skincare lovers, and regular users drove the campaign. And they weren’t given scripts. They were given freedom, and that made the content even better.
Results
Glossier became a brand people genuinely loved. Their community became their marketing team. This move is actually what marketers call the barbell strategy. Sounds fancy, but it’s pretty simple. You basically play at both ends: on one side, you go super safe with micro-influencers doing affiliate-only deals (low cost, low risk). And on the other, you swing big with celebrity partnerships that could blow up… or flop. It's like hedging your bets while still aiming for a viral win.
5. Dunkin’ x Charli D’Amelio : Coffee Goes Viral
Dunkin’ was losing the Gen Z crowd to Starbucks. They needed a spark. And what better spark than TikTok’s favorite dancer?
Strategy used
They created “The Charli,” a drink named after Charli D’Amelio. But it wasn’t just a product slap. Dunkin’ co-created TikToks with her, launched branded challenges, and even did behind-the-scenes interviews. It became a full content ecosystem.
Collaborations
Charli was the lead, but other TikTokers joined in, trying the drink, rating it, and dancing with it. The campaign wasn’t just visible. It was part of TikTok culture.
Results
App downloads spiked. The Charli trended for weeks with too many micro-influencers, macro-influencers, and others. Dunkin’ became cool again. If you’re studying competitor influencer campaigns for Gen Z engagement, this one is a goldmine.
6. Barbie (2023 Movie): Nostalgia and Influencer-Driven Hype
Barbie isn’t just a toy. It’s a global icon. But heading into 2023, the challenge wasn’t brand awareness. It was relevance. How do you turn a childhood doll into the summer’s biggest cinematic event?
Strategy used
The Barbie movie launched a full-blown cultural takeover powered by influencers. From Barbie-core outfits to pink-themed party setups, the campaign got into nostalgia and made it feel fresh. Brands collaborated, and there were amazing collaborations. Influencers got creative. The movie became an aesthetic.
Collaborations
TikTokers, Instagram models, and pop culture creators all joined the wave. Margot Robbie’s press looks got their own fan accounts. Influencers posted Barbie-themed GRWMs, travel outfits, makeup tutorials, and more, none of which felt like ads. It was fun, contagious, and highly shareable.
Results
The movie grossed over $1 billion globally. But beyond box office numbers, the Barbie brand became aspirational again. If you're analyzing competitor influencer campaigns that blended entertainment with lifestyle content, this is a blueprint worth bookmarking. It shows what happens when your audience becomes your hype team.
How Do You Actually Study Competitor Influencer Campaigns?
Okay, we’ve seen the magic. But how do you study competitor influencer campaigns without getting overwhelmed or going down a rabbit hole of endless scrolling? You don’t need fancy tools or a PhD in analytics. You just need a curious eye and a clear method. Here’s how to do it in a way that actually helps your brand grow:
1. Pick 3 to 5 Direct Competitors
Start simple. List out 3 to 5 brands that are targeting the same customers as you. They don’t need to be identical in size. You can learn from both big dogs and small players making waves. For example, if you’re a clean skincare brand, look at how brands like Drunk Elephant, Minimalist, or The Ordinary are running influencer campaigns. This narrows your lens and keeps it relevant.
2. Check Out Their Influencer Activity
Search their social handles. Use social media platforms’ search bars to spot branded hashtags or sponsored posts. If they’ve been active, you’ll spot patterns: the same influencers, similar formats, or recurring campaign themes.
Here's where to look:
Instagram: Tap “Tagged” and “Mentions” on their profile. Check if influencers are sharing unboxing stories, hauls, or reviews.
TikTok: Type the brand name in search. Then click the “Videos” tab. This shows all recent videos mentioning the brand, many of which are influencer collabs.
YouTube: Search “[Brand Name] review” or “unboxing.” The first few results are often influencer-led.
You’ll soon see which competitor influencer campaigns are trending and which influencers are repeatedly working with them.
3. Look for the Engagement Gaps
It’s not just about likes. Focus on:
Comment quality (Are people asking about the product?)
Shares and saves (Did it hit a nerve?)
Reactions vs reach (Is the hype real or just boosted?)
The goal is to learn from what’s working, not just what looks pretty. You’ll start noticing patterns. Maybe all your competitors are sending PR boxes. Maybe they’re co-creating product lines with influencers. Or maybe they’re all running short Reels under 15 seconds. These small details reveal what’s performing well right now.
4. Note the Content Style
Not all posts are equal. A 30-second video may get more buzz than a polished brand ad.
Are they going for storytelling or direct selling?
Are influencers shooting in studio setups or doing casual unboxings at home?
Is the vibe aesthetic, funny, educational, or aspirational?
This helps you figure out what tone your audience responds to, and how to position your own brand differently.
5. Spy Smarter with Tools (Free Ones Too)
You don’t have to do it all manually. There are tools like:
Collab Finder (free): shows you exactly which influencers collaborated with a brand; just type the brand name and discover their recent creator partnerships in seconds.
Impulze.ai: lets you apply filters to find influencers who tagged a specific brand. Use these to see who your competitors work with, their engagement, and their top-performing posts so you can spend smarter.
Use these to find who your competitors are working with, how much engagement those influencers got, and what the top-performing posts looked like. This takes the guesswork out and helps you make smarter choices without wasting your budget.
Avoid These Mistakes When Studying Competitor Influencer Campaigns
Even the smartest brands mess this up. Studying competitor influencer campaigns is only useful when you know what not to do. These are the most common mistakes we see, and here's how to steer clear of them with ease.
1. Falling for Follower Count Instead of Real Influence
Don’t just focus on big numbers. Follower count might look impressive, but it doesn’t always translate to sales or real engagement. A jewelry brand with 8,000 followers worked with a micro influencer who had 12K followers, but that one collab brought in 300 new orders in two weeks. Meanwhile, their campaign with a 200K-follower fashion influencer barely moved the needle.
Always look into engagement, not just audience size.
2. Ignoring the Type of Content That Worked
Not all content styles deliver the same results. Some influencers shine in storytelling. Others kill it with quick tutorials or aesthetic Reels. You might see a post that’s doing well but forget to ask why. Was it because the influencer filmed a GRWM in her bathroom with natural light? Or because she told a funny story about gifting the product to her mom? When you study competitor influencer campaigns, pay attention to formats, not just the product being promoted.
3. Studying Too Broad or Unrelated Brands
This one’s sneaky. You might admire a cool campaign and think, “We should do that.” But if that brand sells premium bags and you sell eco-friendly lunch boxes, the strategy might not fit. For example, if you're selling handmade home decor, study other niche or Etsy-style stores. See how they use lifestyle influencers or home styling creators.
That'll give you way more useful insights than watching luxury brands with studio shoots and celebrity gifting. Keep it relevant. That’s the only way your research pays off.
4. Not Checking Comment Sentiment
You checked the like count. Great. But what are people saying? Real feedback often hides in the comments. For instance, you might spot an influencer promoting a skincare brand. The post looks great. But comments are full of “Is this safe for sensitive skin?” or “Did you actually try this?” That’s a red flag. It shows low trust or confusion.
Strong competitor influencer campaigns usually have comments like “I love this too” or “Bought it after seeing your last post.” Comments = consumer signal. Always check them.
5. Skipping Over How the Influencer Introduced the Brand
The first few seconds matter most. And many influencers don’t just show the product; they tell a story. For example, an influencer might start with, “You won’t believe what finally fixed my dry hair…” instead of “Here’s a new shampoo I got.” See the difference? That’s what gets views and trust. When reviewing competitor influencer campaigns, watch those opening lines closely. That hook is where the magic starts.
The Smarter Way to Study Competitor Influencer Campaigns: Meet Impulze.ai’s Collab Finder
Now you might want to know which influencers your competitors are working with? Or how well are those posts actually performing? Instead of stalking Instagram profiles or building massive spreadsheets, you can just use Impulze.ai’s Collab Finder: your shortcut to reverse-engineering what’s already working in your niche. It’s like opening up your competitor’s playbook.
Here’s what you get:
Find out exactly which influencers a brand has collaborated with by typing the brand name.
See the actual posts creators made for that brand, including visuals and captions.
Get real-time engagement data to understand what kind of content is performing well.
No more guesswork. No more wasting budget testing random creators. Whether you’re planning your first influencer campaign or scaling one, Impulze.ai gives you a clear view of what’s working, what’s not, and where you can plug in fast, even with a free influencer search tool.
Conclusion: Stop Guessing, Start Observing
There’s no rulebook for influencer marketing, but studying competitor influencer campaigns gives you the closest thing to one. You don’t have to reinvent the wheel. You just need to look at what’s already working in your space, spot the patterns, and learn from both the wins and the flops. And with tools like Collab Finder, you can do all that in a few clicks, no stalking or spreadsheet chaos required.
So next time you’re stuck on which influencer to pick, what format to use, or how much to pay, start by checking what your competitors are doing. There’s a strategy waiting to be discovered in every swipe.
You’re scrolling Instagram, and boom: your competitor just dropped another influencer collab. It’s a trending reel, thousands of likes, and yes… it’s the same audience you’re trying to reach. Annoying? A little. Useful? Very. Because what if you could turn that into your playbook?
Here’s a little secret: smart brands don’t always create something new. They watch, learn, and borrow what’s working. That’s where competitor influencer marketing campaigns come in. By studying what other brands are doing, you can discover the right creators, content formats, and even timing for your own campaigns.
In this blog, we’ll show you how to turn competitor research into a powerful strategy. You’ll see what to track, which tools to use, and how the top brands are already winning this way.
Let’s break it down and make influencer marketing a whole lot smarter.
What Is Competitor Campaign Tracking and Why It Actually Works in 2025
Let’s be honest, no one wants to waste money on influencer marketing that flops. That’s why more brands are putting their spy goggles on (the friendly kind) and paying close attention to competitor influencer campaigns. This isn’t about copying content or chasing the same creators. It’s about getting smarter before spending a single dollar.
So, what does it really mean? Competitor campaign tracking is the process of watching how other brands run their influencer marketing strategy. You look at
Which influencers are your competitors working with?
What kind of content formats are they using? (Reels, Stories, YouTube Shorts)
How are audiences responding in likes, comments, and shares?
What kind of messaging or products are being pushed?
Which platforms are being prioritized? (TikTok vs Instagram)
You then take those insights and apply them to your own strategy: faster, cheaper, and with way less trial and error. Think of it like this: instead of running blind, you’re using a flashlight. And your competitor’s campaigns are lighting the way. Let’s look at exactly what to track next.
What to Look for in a Competitor’s Influencer Strategy
Alright, you’re watching your competitor’s influencer campaigns. But what exactly are you supposed to be looking at? Not everything is useful. You don’t need to obsess over every post. The trick is to spot patterns that can actually help shape your own influencer marketing campaigns. Here’s what to focus on:
Influencer selection: Are they using micro-influencers, niche creators, or big names? Pay attention to follower count, influencer engagement rate, and the influencer’s tone. Would that voice work for your brand?
Type of content: Are they posting product reviews, lifestyle shots, behind-the-scenes content, or tutorials? See what gets the best response.
Posting frequency: Are they running always-on campaigns or just one-off collaborations? This gives you clues on how much effort they’re putting in.
Timing and seasonality: Did they push a campaign during a product launch, sale, or festival season? Timing can change everything.
Engagement quality: Don’t just look at the number of likes. Are people commenting thoughtfully? Are they tagging friends? That’s gold.
The more you observe, the more you’ll start to notice trends. For example, if three of your competitors are all working with fitness influencers on TikTok and launching discount codes in January, there’s probably a reason. When you really understand the competitor influencer campaigns around you, you can build a campaign that feels smarter, more intentional, and way more likely to hit your goals.
Next up, let’s peek at how big brands have nailed this. Spoiler: there’s a lot to learn.
Real Case Studies: What We Can Learn from Big Brands
Let’s stop talking in theory for a second and actually see this in action. Some of the smartest competitor influencer campaigns have come from brands that understood the power of good timing, the right creator, and a strong message. These examples are pure gold if you want to learn how real brands turn influencers into serious results.
1. Levi’s x Beyoncé : When Legacy Meets Star Power
Levi’s has been around since your grandpa’s grandpa wore jeans. What happens when a 170-year-old brand teams up with one of the most iconic performers of our time? You get a campaign that feels less like advertising and more like a cultural moment. That’s exactly what Levi’s pulled off with Beyoncé during her Renaissance tour.
Strategy used
Levi’s didn’t go for a typical collab or capsule drop. They went deeper. Beyoncé wore Levi’s on stage, in behind-the-scenes rehearsal videos, and even in personal lifestyle content. It wasn’t just a brand partnership. It was product placement inside pop culture itself.
Collaborations
Beyond Beyoncé herself, top fashion influencers and TikTokers broke down her outfits, recreated her looks, and added organic content to the fire.
Results
Massive. Levi’s trended alongside the tour, and jeans that hadn’t been talked about in years got fresh attention. It shows that the right influencer, paired with the right moment, can completely reframe how people see your brand.
2. Dior’s “67 Shades of Dior”: Inclusive, Bold, and Beautiful
Dior is a luxury label with a reputation for elegance, but it had a challenge: connect with younger, diverse beauty buyers who value inclusivity just as much as prestige.
Strategy used
In 2020, Dior’s “67 Shades of Dior” campaign set a new standard for diversity and inclusion in the beauty industry. Highlighting their Forever foundation line, which offers 67 shades to suit a wide range of skin tones, the campaign celebrated the importance of diverse beauty.
Collaborations
Dior partnered with 67 well-known personalities, each representing one of the foundation’s shades. People and influencers tried their makeup products and shared reviews while using them. Influencers came from markets like the US, UK, France, Germany, Nigeria, Malaysia, and Thailand, ensuring 67 shades were celebrated by 67 voices.
Results
Over 67 days, each influencer shared their story, and Dior kept the momentum going by resharing it across their own channels. That alone boosted engagement by 120 percent. With 72 percent of the campaign content repurposed across social media, they reached over 2.6 million people. All while making inclusivity feel personal, not performative.
3. Daniel Wellington: Winning Big by Thinking Small
Daniel Wellington is known for minimalist watches with a luxury feel. But their rise to fame wasn’t powered by glossy magazine ads. It came from smart, strategic moves in the world of competitor influencer campaigns, especially through micro-influencers.
Strategy used
Instead of chasing celebrity names, Daniel Wellington tapped into the power of everyday influencers. They reached out to micro-influencers across Instagram, offering them free watches in exchange for honest, stylish posts. Influencers were also given unique discount codes to share with their audience. The genius? They didn’t control the creative. Influencers could post how they wanted, whether that was a flat lay on a marble table or a selfie in a café.
Collaborations
Rather than a few big names, Daniel Wellington collaborated with hundreds of micro-influencers globally. Most had followings between 5,000 to 50,000, which made the content feel relatable.
Results
This competitor influencer campaign helped Daniel Wellington scale fast without huge ad budgets. Their hashtag trended, engagement rates stayed high, and the watches became instantly recognizable. Within a few years, the brand went from startup to global fashion staple.
4. Glossier: Community Over Celebrity
Glossier wasn’t built in boardrooms. It was born in Instagram comment sections and customer reviews. This is a brand that built itself around its people.
Strategy used
Glossier flipped the script. Instead of chasing macro-influencers, they empowered their own customers and other influencers. The brand reposted UGC daily and made everyday users feel like brand heroes while sharing their insights with the Glossier rep program. Their content never felt forced. It felt like friends chatting about skincare.
Collaborations
They didn’t need celebrities. Micro influencers, skincare lovers, and regular users drove the campaign. And they weren’t given scripts. They were given freedom, and that made the content even better.
Results
Glossier became a brand people genuinely loved. Their community became their marketing team. This move is actually what marketers call the barbell strategy. Sounds fancy, but it’s pretty simple. You basically play at both ends: on one side, you go super safe with micro-influencers doing affiliate-only deals (low cost, low risk). And on the other, you swing big with celebrity partnerships that could blow up… or flop. It's like hedging your bets while still aiming for a viral win.
5. Dunkin’ x Charli D’Amelio : Coffee Goes Viral
Dunkin’ was losing the Gen Z crowd to Starbucks. They needed a spark. And what better spark than TikTok’s favorite dancer?
Strategy used
They created “The Charli,” a drink named after Charli D’Amelio. But it wasn’t just a product slap. Dunkin’ co-created TikToks with her, launched branded challenges, and even did behind-the-scenes interviews. It became a full content ecosystem.
Collaborations
Charli was the lead, but other TikTokers joined in, trying the drink, rating it, and dancing with it. The campaign wasn’t just visible. It was part of TikTok culture.
Results
App downloads spiked. The Charli trended for weeks with too many micro-influencers, macro-influencers, and others. Dunkin’ became cool again. If you’re studying competitor influencer campaigns for Gen Z engagement, this one is a goldmine.
6. Barbie (2023 Movie): Nostalgia and Influencer-Driven Hype
Barbie isn’t just a toy. It’s a global icon. But heading into 2023, the challenge wasn’t brand awareness. It was relevance. How do you turn a childhood doll into the summer’s biggest cinematic event?
Strategy used
The Barbie movie launched a full-blown cultural takeover powered by influencers. From Barbie-core outfits to pink-themed party setups, the campaign got into nostalgia and made it feel fresh. Brands collaborated, and there were amazing collaborations. Influencers got creative. The movie became an aesthetic.
Collaborations
TikTokers, Instagram models, and pop culture creators all joined the wave. Margot Robbie’s press looks got their own fan accounts. Influencers posted Barbie-themed GRWMs, travel outfits, makeup tutorials, and more, none of which felt like ads. It was fun, contagious, and highly shareable.
Results
The movie grossed over $1 billion globally. But beyond box office numbers, the Barbie brand became aspirational again. If you're analyzing competitor influencer campaigns that blended entertainment with lifestyle content, this is a blueprint worth bookmarking. It shows what happens when your audience becomes your hype team.
How Do You Actually Study Competitor Influencer Campaigns?
Okay, we’ve seen the magic. But how do you study competitor influencer campaigns without getting overwhelmed or going down a rabbit hole of endless scrolling? You don’t need fancy tools or a PhD in analytics. You just need a curious eye and a clear method. Here’s how to do it in a way that actually helps your brand grow:
1. Pick 3 to 5 Direct Competitors
Start simple. List out 3 to 5 brands that are targeting the same customers as you. They don’t need to be identical in size. You can learn from both big dogs and small players making waves. For example, if you’re a clean skincare brand, look at how brands like Drunk Elephant, Minimalist, or The Ordinary are running influencer campaigns. This narrows your lens and keeps it relevant.
2. Check Out Their Influencer Activity
Search their social handles. Use social media platforms’ search bars to spot branded hashtags or sponsored posts. If they’ve been active, you’ll spot patterns: the same influencers, similar formats, or recurring campaign themes.
Here's where to look:
Instagram: Tap “Tagged” and “Mentions” on their profile. Check if influencers are sharing unboxing stories, hauls, or reviews.
TikTok: Type the brand name in search. Then click the “Videos” tab. This shows all recent videos mentioning the brand, many of which are influencer collabs.
YouTube: Search “[Brand Name] review” or “unboxing.” The first few results are often influencer-led.
You’ll soon see which competitor influencer campaigns are trending and which influencers are repeatedly working with them.
3. Look for the Engagement Gaps
It’s not just about likes. Focus on:
Comment quality (Are people asking about the product?)
Shares and saves (Did it hit a nerve?)
Reactions vs reach (Is the hype real or just boosted?)
The goal is to learn from what’s working, not just what looks pretty. You’ll start noticing patterns. Maybe all your competitors are sending PR boxes. Maybe they’re co-creating product lines with influencers. Or maybe they’re all running short Reels under 15 seconds. These small details reveal what’s performing well right now.
4. Note the Content Style
Not all posts are equal. A 30-second video may get more buzz than a polished brand ad.
Are they going for storytelling or direct selling?
Are influencers shooting in studio setups or doing casual unboxings at home?
Is the vibe aesthetic, funny, educational, or aspirational?
This helps you figure out what tone your audience responds to, and how to position your own brand differently.
5. Spy Smarter with Tools (Free Ones Too)
You don’t have to do it all manually. There are tools like:
Collab Finder (free): shows you exactly which influencers collaborated with a brand; just type the brand name and discover their recent creator partnerships in seconds.
Impulze.ai: lets you apply filters to find influencers who tagged a specific brand. Use these to see who your competitors work with, their engagement, and their top-performing posts so you can spend smarter.
Use these to find who your competitors are working with, how much engagement those influencers got, and what the top-performing posts looked like. This takes the guesswork out and helps you make smarter choices without wasting your budget.
Avoid These Mistakes When Studying Competitor Influencer Campaigns
Even the smartest brands mess this up. Studying competitor influencer campaigns is only useful when you know what not to do. These are the most common mistakes we see, and here's how to steer clear of them with ease.
1. Falling for Follower Count Instead of Real Influence
Don’t just focus on big numbers. Follower count might look impressive, but it doesn’t always translate to sales or real engagement. A jewelry brand with 8,000 followers worked with a micro influencer who had 12K followers, but that one collab brought in 300 new orders in two weeks. Meanwhile, their campaign with a 200K-follower fashion influencer barely moved the needle.
Always look into engagement, not just audience size.
2. Ignoring the Type of Content That Worked
Not all content styles deliver the same results. Some influencers shine in storytelling. Others kill it with quick tutorials or aesthetic Reels. You might see a post that’s doing well but forget to ask why. Was it because the influencer filmed a GRWM in her bathroom with natural light? Or because she told a funny story about gifting the product to her mom? When you study competitor influencer campaigns, pay attention to formats, not just the product being promoted.
3. Studying Too Broad or Unrelated Brands
This one’s sneaky. You might admire a cool campaign and think, “We should do that.” But if that brand sells premium bags and you sell eco-friendly lunch boxes, the strategy might not fit. For example, if you're selling handmade home decor, study other niche or Etsy-style stores. See how they use lifestyle influencers or home styling creators.
That'll give you way more useful insights than watching luxury brands with studio shoots and celebrity gifting. Keep it relevant. That’s the only way your research pays off.
4. Not Checking Comment Sentiment
You checked the like count. Great. But what are people saying? Real feedback often hides in the comments. For instance, you might spot an influencer promoting a skincare brand. The post looks great. But comments are full of “Is this safe for sensitive skin?” or “Did you actually try this?” That’s a red flag. It shows low trust or confusion.
Strong competitor influencer campaigns usually have comments like “I love this too” or “Bought it after seeing your last post.” Comments = consumer signal. Always check them.
5. Skipping Over How the Influencer Introduced the Brand
The first few seconds matter most. And many influencers don’t just show the product; they tell a story. For example, an influencer might start with, “You won’t believe what finally fixed my dry hair…” instead of “Here’s a new shampoo I got.” See the difference? That’s what gets views and trust. When reviewing competitor influencer campaigns, watch those opening lines closely. That hook is where the magic starts.
The Smarter Way to Study Competitor Influencer Campaigns: Meet Impulze.ai’s Collab Finder
Now you might want to know which influencers your competitors are working with? Or how well are those posts actually performing? Instead of stalking Instagram profiles or building massive spreadsheets, you can just use Impulze.ai’s Collab Finder: your shortcut to reverse-engineering what’s already working in your niche. It’s like opening up your competitor’s playbook.
Here’s what you get:
Find out exactly which influencers a brand has collaborated with by typing the brand name.
See the actual posts creators made for that brand, including visuals and captions.
Get real-time engagement data to understand what kind of content is performing well.
No more guesswork. No more wasting budget testing random creators. Whether you’re planning your first influencer campaign or scaling one, Impulze.ai gives you a clear view of what’s working, what’s not, and where you can plug in fast, even with a free influencer search tool.
Conclusion: Stop Guessing, Start Observing
There’s no rulebook for influencer marketing, but studying competitor influencer campaigns gives you the closest thing to one. You don’t have to reinvent the wheel. You just need to look at what’s already working in your space, spot the patterns, and learn from both the wins and the flops. And with tools like Collab Finder, you can do all that in a few clicks, no stalking or spreadsheet chaos required.
So next time you’re stuck on which influencer to pick, what format to use, or how much to pay, start by checking what your competitors are doing. There’s a strategy waiting to be discovered in every swipe.
Frequently Asked Questions
How do I find influencers my competitors are working with?
How do I find influencers my competitors are working with?
How do I find influencers my competitors are working with?
Why should I study competitor influencer campaigns?
Why should I study competitor influencer campaigns?
Why should I study competitor influencer campaigns?
Can small brands benefit from competitor campaign research?
Can small brands benefit from competitor campaign research?
Can small brands benefit from competitor campaign research?
What platforms should I analyze for competitor campaigns?
What platforms should I analyze for competitor campaigns?
What platforms should I analyze for competitor campaigns?
How often should I track my competitors' influencer activity?
How often should I track my competitors' influencer activity?
How often should I track my competitors' influencer activity?
What mistakes should I avoid when studying competitor campaigns?
What mistakes should I avoid when studying competitor campaigns?
What mistakes should I avoid when studying competitor campaigns?
How do I track the performance of influencers before reaching out?
How do I track the performance of influencers before reaching out?
How do I track the performance of influencers before reaching out?
Author Bio
Author Bio
Nandini Tripathi
Nandini Tripathi
Hey! I’m Nandini, a content writer who turns brand blah into brand ta-da! I write words that work and turn ideas into content that sounds good, feels right, and actually gets read.
Hey! I’m Nandini, a content writer who turns brand blah into brand ta-da! I write words that work and turn ideas into content that sounds good, feels right, and actually gets read.
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Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
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Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
30K+ Active Users
May be Later
Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
30K+ Active Users
May be Later