Influencer marketing isn’t new – but doing it well is still easier said than done.
More brands than ever are investing in creators, but the ones actually seeing results all have one thing in common:
They understand this isn’t just about the content.
It’s about connection.
The brands getting it right aren’t forcing campaigns, they’re building partnerships, trusting creators, and being integrated in a way that feels natural to the audience.
Here are a few brands we think are doing it really well right now, and why it works.
It starts with alignment
The strongest campaigns don’t begin with a brief, they begin with the right.
Take Wild, for example.
Their influencer strategy feels seamless because they partner with creators who already use and genuinely love the product, such as our talent Rachel, Sophie and Bree. There’s no need to force messaging or over-explain the benefits, it’s already part of their routines.
The result is content that feels effortless, and more importantly, believable.
Because when there’s real alignment, the content doesn’t feel like an ad, it feels like a recommendation.
They’re not afraid to approach things differently
The brands standing out right now aren’t just using the same strategies as everyone else, they’re finding new angles.
Lovehoney is a strong example of this.
Rather than only positioning their products in a traditional way, they’ve partnered with our talent, Female Physio Sarah, a women’s health physio to reframe the conversation around vibrators through the lens of pelvic health.
It opens the brand up to a completely new audience, while also building trust and credibility in a space that often lacks it.
It’s still product-led, but a lot more intentional.
They partner with creators who already make sense
The best partnerships don’t feel like a stretch.
Spotlight’s collaboration with a creator like Rachel Catherine works so well because it’s completely aligned with her existing content. Craft, DIY, and homebody hobbies are already a core part of her brand.
Nothing about the content feels forced or out of place, it fits seamlessly into what her audience already expects and enjoys.
And that’s exactly why it performs well.
They let the content speak for itself
Not every campaign needs heavy messaging and a long list of talking points.
Jetstar’s approach to influencer marketing leans into experience-led content, partnering with creators who already love to travel, such as Georgia and Sophie, giving them the space to document it in their own style.
Vlogs, travel diaries, real-time stories.
The destination, the experience, the memories made, that’s the focus.
The brand messaging is there, but it’s not overpowering.
And because of that, it lands more naturally.
They trust creators to tell meaningful stories
The most impactful campaigns happen when brands are willing to step back and trust the creator.
The partnership between Lounge and Bree Lenehan is a perfect example of this.
In an industry often defined by perfection, Bree brings her signature expectation vs. reality content into the collaboration, creating something that contrasts with traditional intimates campaigns.
What makes it work is the level of trust between influencer and brand.
Lounge has given Bree the space to create content in a way that aligns with her body positivity message, allowing her to connect with her audience authentically while still showcasing the beautiful pieces.
The result is content that feels real, relatable, and empowering, driving both strong engagement and conversion.
It’s a reminder that the best-performing content doesn’t always look the way brands expect it to.
The takeaway
Influencer marketing works best when it doesn’t feel like marketing.
The brands getting it right right now aren’t overcomplicating the process. They’re focusing on:
– alignment
– trust
– integration
– and long-term thinking
Because creators aren’t just there to produce content, they’re there to translate a brand into something people actually connect with.
And when that’s done right, the results speak for themselves.💌