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The Dynamic Duo: Influencer and Affiliate Marketing Collide


The Dynamic Duo: Influencer and Affiliate Marketing Collide

In the evolving world of digital marketing, two key strategies have joined forces to redefine brand promotion — Influencer and Affiliate Marketing. As brands seek innovative ways to connect with audiences, this dynamic duo has emerged as a winning combination. Welcome to the era where influence meets incentivized action – the perfect blend for marketing success.

It works because influencers, with their authenticity and trusted connections to niche audiences, bring a personal touch to a brand, along with fostering a sense of trust. Simultaneously, the performance-based nature of affiliate marketing aligns incentives for influencers, driving them to actively promote products. This collaboration offers a measurable and cost-effective approach, with brands gaining valuable insights into campaign performance. The combination of authenticity, targeted reach, diverse content formats, performance-driven incentives and measurable results makes influencer and affiliate marketing a dynamic duo, reshaping the effectiveness and engaging digital brand promotion.

Throughout this blog, we’ll dive into the world of influencer marketing and the strongest campaigns seen throughout the last year!


A powerhouse throughout the advertising world, Coca-Cola has created many strong affiliate and influencer campaigns, including its first TikTok campaign in 2021. 

Through the #SharetheMagic campaign, Coca-Cola was able to tap into celebrity influencers such as Khalid and other influencers of color, allowing the brand to spread their branding, but also create notes of diversity and inclusion. 

Throughout the campaign other influencers were able to share content with the hashtag, spreading the campaign as a trend throughout social media. 

Lululemon and Issa Okamoto

Lululemon has grown as a diverse brand with clothing meant for the gym and beyond, allowing for customers to rock their gear throughout the day.

In their most recent influencer campaign with Issa Okamoto, the brand shows how their clothing can be used for anything, such as running in the morning and then going straight to all-night studying. 

Through this partnership, Lululemon was able to share not only their versatility but also how their products can work for everyone, especially those with busy lives and who need clothes to balance and adapt with them. 


Throughout one of Subaru’s top campaigns, #MeetAnOwner was able to target different influencers to post exciting videos highlighting not only themselves but also their Subaru. 

One of the top performers for this was Devin Graham, an outdoor enthusiast and influencer. Through his #MeetAnOwner video, he recorded himself and his friends going down a slip-and-slide off of a 500-foot cliff. 

Through this campaign, Subaru was able to utilize the fact that audiences want exciting videos and images that highlight the adventure and spark in life, not just boring advertisements. 

Tom's of Main

The all-natural toiletries brand took a unique approach to its influencer marketing by utilizing micro-influencers, where Tom’s of Maine sought after their followers to make posts about the brand. 

Having followers create posts for a brand is a strong tactic in the world of advertising because it allows the consumer to not only feel more connected with the brand but also have a sense of “fame” or that they’re not an influencer and are helping the brand. Having followers feel connected is a key tool in spreading a hashtag or campaign through social media because it allows for the brand to have even more of a reach beyond their paid and owned media. 

Salt & Stone and Mada Graviet 

Having influencers give their honest opinions on sponsored products in an environment that doesn’t look staged is another strong tactic for influencer marketing. 

Utilizing an influencer like Mada Graviet who represents authentic content is something so beneficial for a brand because her audience has a greater trust in her opinion as opposed to if she created content that looked fake. With Graviet also giving the review in her car it allows for the audience to feel more connected with her, almost like they’re talking with a friend. 

Having audience trust and comfort is key for influencer marketing. People gravitate towards people and things they trust, so having an influencer create content almost like a personal conversation, the audience will then feel more inclined to trust them and buy the product. 

Working with an influencer can be an exciting thing for brands to grow their promotions and brand awareness. Learn some of the trends and benefits when it comes to influencer marketing.

Free People’s Affiliate Program 

Recently Free People has created an affiliate program, allowing for anyone to apply. If approved, Free People will give a commission to those behind the content based on their sales from direct links. 

This is another example of the power behind micro-influencers and affiliate programs. Through this people are buying the clothes from the brand, but also advertising them online, creating another sense of trust from the influencer and their audience with the brand. 

Affiliate programs like this allow people who may not see the brand on their feeds to see it through their friend's posts, generating large levels of growth and awareness for the brand. 

After viewing prime examples, influencer and affiliate marketing emerged as a powerhouse in the digital marketing world. This dynamic duo leverages the authenticity of influencers and the performance-driven nature of affiliate programs to create a compelling strategy. Together, they forge genuine connections with targeted audiences, driving engagement and conversions. As brands seek cost-effective and measurable approaches, this collaboration proves indispensable, offering a blend of trust, reach and results. In the often-changing world of digital promotion, the importance of influencer and affiliate marketing cannot be overstated — a strategic alliance that continues to redefine success in the modern marketing playbook.

WVU's Marketing Communications Online Program

The marketing communications landscape is constantly changing. Our programs are focused on what is happening next in marketing. With the M.S. in Integrated Marketing Communications, you'll build a holistic view of marketing as a leader in marketing.

Or maybe you’re passionate about understanding the data behind your marketing, delving deeper into the market research and customer data available. Our M.S. in Data Marketing Communications is for professionals who want to establish themselves as real leaders in the field by learning how to use data-driven decision-making to achieve better results and increase an organization’s return on investment.

Here are a few key courses in the programs

  • Influencer Marketing. Explore the role of influencer marketing and how to leverage individual tastemakers to fulfill marketing objectives. Identify, qualify and amplify the efforts of various influencer types available to marketers, and set accurate key performance indicators.
  • Audience Insight. Take an in-depth look at consumer behavior and its role in IMC. Examine consumer behavior in terms of internal influences, external influences, the consumer decision-making process and consumers and culture.
  • Social Media and Marketing. Examine the latest strategies for monitoring and engaging consumers in social media from a marketing perspective. Explore popular platforms that brands use to connect with, engage and analyze target audiences.
  • Brand Data Collection and Visualization. Examine the benefits of mining your own brand data for insights that could influence marketing communications decisions with an emphasis on how that data can be presented visually to key stakeholders.

The marketing communications industry demands smarter insights and better results across a variety of media. Whether you want a customizable experience with the M.S. IMC program, or you want to become a data-driven marketer, WVU offers the programs you need to excel in your career. Learn what’s happening in our industry now and what’s coming next from faculty who are practicing what they preach every day. Request more information on the program today!

Marketing Communications Online Programs

The marketing communications landscape is constantly changing. Our programs are focused on what is happening next in marketing. Learn more about our innovative programs.

Request More Information

Marketing Communications Online Programs in Data, Digital and Integrated Marketing Communications

Meet the Author

Maddy Watson

Maddy Watson
Social Media Student Worker

Maddy is a senior journalism student with minors in marketing and public relations. This upcoming fall she will be a full-time M.S. IMC student. She is currently the student worker for the WVU Marketing Communications Graduate Programs. Maddy loves to spend her free time snowboarding, traveling and going to concerts!

Marcom Today

Marketing Communications Today is a collection of resources for marketing communications professionals filled with industry research, marketing trends, and career information about integrated marketing and data-driven communications. Learn industry insights through the Marketing Communications Today blog, podcast, as well as Integrate Online.

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