The Worst Influencer Ads

@kiramackenz

33.4K followers · usually 10.6K views a post

Views

35.2K

Likes

575

Comments

30

Shares

54

SoundTikTok sound · original sound - kiramackenz

Promoted product

Cover FX

Why it worked

The video likely resonated because it tapped into a common frustration with inauthentic influencer marketing and offered concrete advice with a relatable example, encouraging viewers to engage with the discussed content.

Summary

The creator discusses what makes for effective influencer marketing, highlighting a campaign by Cover FX as an example of organic product placement. They argue that brands should trust creators to leverage their own magic and that controversial content can be highly engaging.

Structure

1Introduction to "Worst Influencer Ads"
2Critique of typical influencer ads
3Praise for an organic Gillette ad
4Analysis of Cover FX's strategy
5Advice for brands on creator partnerships

Original caption

a masterclass @Gemmaalster 🤌🏼

More from @kiramackenz

Product placement

Gillette (appears): The video shows boxes of Gillette products. Removing them would not change what happens in the video. Cover FX (acts): The video discusses Cover FX's TikTok campaign strategy. Removing the mention of Cover FX would change the topic of the video.

On-screen text

The Worst Influencer Ads X *hyperventilates in pubi hair* if you haven't seen this video I highly encourage you go watch it it'll be tagged in the comments this is the most organic product placement that I have seen this is exactly what I've been stressing to the brands that I advise I follow Gemma religiously and this content is so true to the content that she typically produces that I found myself questioning if this was actually an ad POP I think it comes down to two things Cover FX kicks off a rebrand with a TikTok campaign about hickeys BY TATIANA PILE and these are also echoed by Cover FX's strategy around their hickey campaign POP brands need to relinquish power to the creators that understand their own audiences best you need to be more daring and more creative with their campaign strategy allow the influencers that they're partnering with to work their own magic

Transcript

I think collectively we can agree that we have seen the worst of the worst when it comes to influencer ads. These are absolutely *not* them. If you haven't seen this video, I highly encourage you go watch it. It'll be tagged in the comments. This is the most organic product placement that I have seen. This is exactly what I've been stressing to the brands that I advise. I follow Gemma religiously and this content is so true to the content that she typically produces that I found myself questioning if this was actually an ad. I think it comes down to two things and these are also echoed by Cover FX's strategy around their hickey campaign. Brands need to relinquish power to the creators that understand their own audiences best. You need to be more daring and more creative with their campaign strategy and allow the influencers that they're partnering with to work their own magic. Gemma's ad didn't look perfect. And honestly, the content was probably a little bit controversial. That is exactly why it accomplished what it was set out to do: engage, entertain, and create lasting impression on behalf of the partner which was Gillette.