How to Build a Successful Omnichannel Influencer Marketing Campaign

Influencers have the power to drive impact across multiple channels, from social media, to email, to TV (and beyond). By leveraging their reach and relatability across multiple channels, brands can create an omnichannel influencer marketing campaign that maximizes ROI.

In this guide, we’ll discuss how to build a seamless omnichannel influencer strategy, paired with case studies and actionable takeaways to help you execute your own campaign.

What is an omnichannel influencer marketing campaign?

An omnichannel influencer marketing campaign extends beyond a single channel, utilizing multiple touchpoints to connect with audiences in different ways. This means partnering with influencers not only for #ads on social media, but also strategically integrating influencers across paid, owned, and earned media. 

Omnichannel vs. multi-channel influencer marketing

While multi-channel influencer marketing involves using multiple platforms to distribute content, it often lacks a seamless integration strategy. Each channel may operate independently, with content optimized for that specific platform but not necessarily connected to the others.

An omnichannel influencer marketing campaign, on the other hand, ensures a unified customer journey by integrating influencers across channels in a cohesive way. The messaging, branding, and engagement strategies are interconnected, creating a seamless experience for consumers no matter where they interact with your brand. This approach enhances consistency, brand recall, and overall effectiveness of your campaign. 

The benefits of an omnichannel influencer marketing campaign

• Broad audience reach: Leveraging influencers across many channels resonates with diverse audiences wherever they are, increasing your brand’s exposure.
• Stronger brand recall: Consumers need to see a brand at least 7 times before making a purchase decision. A consistent message across multiple channels reinforces brand recognition and trust, leading to higher conversion rates. 
• Increased conversion opportunities: Influencer content can drive action across various consumer touchpoints, from social media to your website or email marketing campaigns. In fact, Companies with strong omnichannel engagement strategies retain 89% of their customers and see an average of 9.5% yearly increase in annual revenue. 

Omnichannel influencer marketing campaign examples

CeraVe

In the weeks leading up to the Super Bowl LVIII, skincare brand CeraVe launched a playful omnichannel influencer marketing campaign around the years-running joke that Michael Cera might be the brand’s founder. 

First, CeraVe sent PR boxes labeled “from Michael” to influencers, complete with “Michael CeraVe” products and quotes, fueling speculation and buzz across Instagram, TikTok, X, and Reddit. 

CeraVe publicly refuted Cera's involvement with an official statement, but paired it with sponsored content from various influencers to continue the speculation and keep the social conversations going until game day. For example, Caleb Simpson (7.8 million TikTok followers), known for his apartment tours on TikTok, got a tour of Cera’s CeraVe lotion-ridden trailer.

Finally, on game day, CeraVe’s Super Bowl commercial finally revealed the truth, featuring CeraVe’s dermatologists debunking the rumor in a lighthearted twist.

As a result of this campaign, CeraVe achieved over 15.4 billion impressions even before the final commercial aired, more than 400 organic influencer engagements, and viral buzz across many social media outlets. 

Rimmel London

Beauty brand Rimmel London revamped its marketing strategy by placing influencers at the core of their media plan. Popular Gen Z creator Olivia Neill (1.4M TikTok followers) became the face of Rimmel’s Wonder Volume Thrill Seeker Mascara campaign, showcasing the product through engaging TikTok and Instagram content.

This content was seamlessly integrated into every marketing channel, including paid media, programmatic channels, OOH billboards, television ads, and display ads, ensuring a consistent and powerful brand presence.

As a result of this campaign, Rimmel achieved an astounding 300% increase in sales, with the Thrill Seeker mascara selling out 7 times consecutively. Plus, with Olivia Neill’s proven success to spearhead a cohesive and impactful campaign, Rimmel was able to solidify her role as a brand ambassador, more recently launching a lip kit in collaboration with Neill. 

Key takeaways for your omnichannel influencer marketing campaign

1. Tie back all influencer activations to your hero message.

Ensure that all influencer content reinforces your brand message — for example, that CeraVe is a dermatologist-backed skincare brand, not Michael Cera’s creation. In your own omnichannel influencer marketing campaign, align influencer content with a clear, overarching brand narrative. 

2. Work with a diverse array of creators. 

One of the best parts about running an omnichannel influencer marketing campaign is its broad reach. However, to truly make a splash, you need to feature a diverse range of creators who can resonate with audiences from different walks of life. For instance, CeraVe didn’t just partner with dermatologists and skincare enthusiasts — they also enlisted the help of lifestyle influencers, comedians, and more. 

When planning your own omnichannel influencer marketing campaign, think beyond your immediate niche and collaborate with creators who can introduce your brand to new segments.

3. Leverage influencer content across paid and traditional media.

Rimmel London’s campaign shows the power of repurposing influencer content across multiple channels, including TV, billboards, and paid media. Rather than limiting influencer collaborations to organic social media, incorporate their content into your broader advertising strategy to maintain a consistent and engaging brand presence. Leveraging their namesake is a great way to extend their credibility and create a halo effect for your brand.

4. Set up a retargeting campaign.

To maximize conversions from an omnichannel influencer marketing campaign, set up a retargeting strategy. Re-engage users who have interacted with your brand on social media, visited your website, or watched your CTV ad — but haven’t converted yet — by using influencer content in your paid ads.

Learn more influencer marketing insights and best practices in our latest guide, The State of Influencer Marketing 2025. 

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