Strategy
Part of UK micro-influencer campaign examples: Gymshark, ASOS, Wild and more
UK micro-influencer campaign examples: Gymshark, ASOS, Wild and more
UK micro-influencer campaign examples from Gymshark, ASOS Insiders, Wild, Butternut Box and Bloom & Wild, plus platforms and what made each one work.
What to take away
- Real UK micro-influencer campaigns pair one product with one creator niche.
- Named examples include Gymshark, ASOS Insiders, Wild, Butternut Box and Bloom & Wild.
- Agree fees, usage rights and labels in writing before the first post.
- Track code links, saves and checkout completions, not likes alone.
- Pilot with five to ten creators before scaling spend.
Real UK micro-influencer campaign examples
UK micro-influencer campaign examples
Gymshark
- Sector
- Fitness apparel
- Creator type
- Fitness creators
- Mechanic
- Training trust
- Limit
- Fit and style
ASOS Insiders
- Sector
- Fashion
- Creator type
- Style creators
- Mechanic
- Affiliate links
- Limit
- High returns
Wild
- Sector
- Refillable deodorant
- Creator type
- Referral creators
- Mechanic
- Referral codes
- Limit
- Pushy sign-up
Butternut Box
- Sector
- Dog food
- Creator type
- Pet creators
- Mechanic
- Referral codes
- Limit
- Cold delivery
- Gymshark: UK fitness apparel brand. It used fitness creators with followings through Gymshark Athletes and Gymshark 66. Training trust drove engagement. It reached a £1bn valuation in 2020. Window: 2012 to 2024. Creative: gym sessions, unboxing, progress updates. Metric: cost per order from code links; fitness engagement runs at 3% to 6%. Limit: apparel needs fit and style content.
- ASOS InsidersUK fashion ambassador programme. Style creators post outfits and use affiliate links. The content feels native on Instagram and TikTok. ASOS is a major UK retailer. Window: 2017 to 2024. Creative: outfit reels, hauls, styling tips. Metric: clicks and orders through affiliate links; fashion engagement sits at 2% to 5%. Limit: fast fashion has high return rates.
- WildUK refillable deodorant brand. It gives creators referral codes for money off a first order. Refills create repeat purchase, so lifetime value matters. Window: 2020 to 2024. Creative: bathroom shelf styling, refill demos. Metric: cost per first order and lifetime value; referral code conversion runs at 5% to 10% of clicks. Limit: subscription sign-up can feel pushy.
- Butternut Box: UK fresh dog food subscription. It works with pet creators and referral codes. Dog owners trust other dog owners. It raised £280m in 2023. Window: 2018 to 2024. Creative: dog taste tests, delivery unboxing. Metric: cost per subscription sign-up; pet micro-creator engagement runs at 4% to 7%. Limit: cold delivery and subscription commitment.
- Bloom & WildUK letterbox flower brand. It uses micro-influencers for unboxing and gifting moments. The letterbox format is easy to film and share. Window: seasonal, 2022 to 2024. Creative: letterbox opening, gifting reactions. Metric: orders per campaign; gifting micro-creator engagement peaks at 6% to 10% in seasonal windows. Limit: seasonal peaks at Valentine's, Mother's Day and Christmas.
UK platforms and agencies for micro campaigns
UK platforms and agencies
- Channel MumUK parenting influencer network. It connects brands with mum creators. Cost: network fee plus creator fees.
- BlogosphereUK influencer marketing agency. It runs micro-influencer campaigns. Agency fees apply. Cost: agency fee plus creator fees.
- TakumiUK influencer marketing platform founded in London in 2014. It sources micro-influencers. Cost: platform fee plus creator payment.
- TRIBEself-serve influencer marketplace. Brands buy content. Cost: pay per content piece.
- FanbytesUK agency focused on Gen Z. It specialises in TikTok and youth creators. Brainlabs acquired it in 2022. Cost: agency retainer plus creator fees.
How to find and vet micro-influencers
Start with a clear brief and a tracked link. Vet creators on UK audience share, engagement rate (2% to 6% on Instagram) and comment quality. Check for fake followers. Ask for a media kit and rate card. Confirm the creator will label gifted content with '#ad' at the start.
To build a list yourself, see our guide on how to find micro influencers without an agency.
Timing, disclosure and data rules
Timing matters. ONS retail sales data shows Christmas peaks and a January fall. ONS retail sales data is a planning input, not a forecast.
The CAP Code, enforced by the ASA, says marketing must be identifiable. A gifted product counts as advertising if the brand controls the content. The ASA advertising codes set that baseline. Use '#ad' at the start of the caption.
If you collect creator bank details or email addresses, UK GDPR applies. The ICO guide to UK GDPR explains lawful bases and retention. Delete data you no longer need.
How to judge whether a campaign worked
Vanity metrics flatter a campaign. For these examples, track cost per order (Gymshark, ASOS Insiders), cost per first order and lifetime value (Wild), cost per subscription sign-up (Butternut Box) and orders per campaign (Bloom & Wild).
A written brief micro influencers step by step process keeps the label and ask consistent.
Common questions
What budget do UK micro-influencer campaigns need?
A pilot with five to ten creators is a small test. A £1,500 all-in budget is a common model.
Do gifted products count as advertising?
Yes, if the brand controls the content. A clear label is required.
How many micro influencers should a UK brand work with?
Start with five to ten creators. Add ten more once the first group works.
What should a micro-influencer brief include?
Include the product, key message, label, format and tracked link. State reuse rights.
