Top Brands Leading Influencer Marketing in 2024: Success Stories

Introduction
2024 Influencer Marketing: Brands Success Stories
Conclusion

Introduction

Influencer partnerships have become a powerful force in marketing. The influencer marketing industry has steadily risen over the past few years with a CAGR of 45%. It is predicted to touch 3.5 billion (USD) by 2028, according to Decoding Influence, Kofluence’s Influencer Marketing Benchmark Report. Another study by the Digital Marketing Institute found that 69% of consumers rely on influencer recommendations, highlighting the substantial impact influencers have on consumer buying decisions.

Let’s examine the success of a few leading brands in India that have perfected the art of influencer marketing in 2024.

2024 Influencer Marketing: Brands Success Stories

. Unacademy

An essential Indian player in the sphere of online education, Unacademy managed to implement an influencer marketing campaign in 2024 to increase awareness of the new product called Unacademy One. The two primary goals were to build a buzz for an upcoming live class revealing all the latest features based on gamification and to make people aware that they offer a wide variety of academic programs.

The results of the campaign are quite impressive since the campaign gathered more than 520K+ impressions and reached 510+ different users. Such outcomes were achieved through practical cooperation with social media influencers who produced more than 50 engaging content pieces. These influencers were crucial for this campaign by Unacademy because they helped them spread the company’s message to a large audience using the authority of social influence within the specific niche.

. Paytm

India-based digital payment processing company Paytm recently embarked on an elaborate influencer marketing campaign to popularise Paytm UPI Lite, a new product that supports low-value transactions. This campaign utilised multiple approaches that engaged the influencers of YouTube, Instagram, LinkedIn, and X (previously Twitter) by integrating comedy, lifestyle, and diverse influencer genres—including macro, micro, and nano influencers—the campaign aimed to maximise engagement and broaden its impact.

Over three months, Paytm carried out month-on-month campaigns that resonated across IG, YouTube, LinkedIn, and X (formerly Twitter), garnering substantial traction. This campaign generated 3.6 million views, 1. 6 million engagements, and more than 250 pieces of unique content to support it. This campaign had the dual benefit of increasing the visibility of the Paytm brand, paying a massive dividend in terms of conversion, and increasing the usage of Paytm UPI Lite among the users.

. Domino’s

Domino’s, a global leader in pizza delivery since its establishment in 1960, developed a well-targeted influencer marketing campaign to sell its “BUY ONE AND GET ONE PIZZA FREE” offer in the Gujarat region. Also, the campaign targeted creators in vernacular languages and those adept at making trending and relatable content to introduce the new NONG pizzas. Engaging 32 influencers, the campaign reached over 1.36 million users and generated more than 1.46 million impressions. Analysing the data, the city of Ahmedabad was the core audience in Gujarat’s territory. At the same time, it garnered a total of 71% of the engagement.

Dominoes leveraged the scope of localised content, geographical targeting and influencer partnerships to maximise audience reach and engagement. This increased the visibility of their promotional offers further and efficiently initiated new products for regional audiences. 

. Swiggy Instamart

Swiggy Instamart utilised India’s top chefs, food review influencers and critics to showcase how easy it is to buy essential cooking ingredients through the Swiggy app. This YouTube campaign incorporated Swiggy Instamart products into the food featured, showing that users can easily create delicious recipes at home using ingredients directly from Swiggy. The campaign was structured to be multi-platform, multi-regional and multi-language, ensuring a diverse and broad reach. The campaign aimed to connect with multiple audiences through stories touching different demographics and communities. In three months, the YouTube content generated more than 47 million views and 620K+ engagements, underscoring the powerful impact of these partnerships.

Each influencer was provided with personalised coupon codes, resulting in over 3,500 redemptions. Strategically timed to coincide with special occasions and celebrations like Valentine’s Day and Holi, the campaign included interactive events like cook-offs to further engage the audiences. 

. Nykaa

Nykaa, an online beauty merchandise store and the most significant online beauty and wellness store in India, has used a unique approach to influencer marketing to amplify brand awareness and sales. Strategies like celebrity endorsements are particularly influential for beauty products. Celebrities like Katrina Kaif, Janhvi Kapoor, and Alia Bhatt have bolstered Nykaa’s online presence and brought them real traffic and conversions.

Not only has Nykaa leveraged celebrities for promotions, but the company has also used micro-influencers and local beauty gurus to target audiences and create location-specific campaigns for offers. The strategy has earned much success with consumers within the tier-2 and tier-3 cities, respectively, who are influenced by these influencers.

Conclusion

Thus, the role of influencer marketing in 2024 is becoming even more radical, promoting the growth of brands’ popularity and consumer interest in their products. These success stories prove that relevant influencer marketing increases brand recognition, contributes to sales, and helps engagement with the audience. The evolving influencer marketing strategies of leading brands in India showcase the potential of this approach to not only meet but exceed marketing goals. As more brands recognise and harness the power of influencers, the industry is set to reach new heights, shaping the future of marketing in India and beyond.