Grow Viral with Later: 14 Influencer Marketing Posts That Hit 1M+ Views

The secret’s out: Influencer marketing has become a powerhouse for brands looking to drive engagement and extend their reach. 

And when done right, these campaigns can go viral, capturing the attention of millions. But a successful campaign is more than just partnering with creators who have a large following.

The best partnerships? These combine the creativity of influencers, a compelling brand campaign concept, and the expertise of Later to help you reach engaged (and relevant) audiences. 

Below we share 14 standout examples of influencer content that achieved viral success — and how Later Influence partnered with these brands, resulting in millions of views and massive engagement.

1. Lay’s  - Chips In or Chips Out

The brief:

Lay’s tasked their influencers with creating a video asset for TikTok for their Chips In / Chips Out campaign. The ask? Spark a light-hearted debate around the age-old question: Chips in or chips out of your sandwich? Here, @nick_kratka does just that in a quick 30-second video that racked up over six million impressions.  

The results:

Impressions: 6.6M 

Engagements: 10.3K 

Engagement rate: 0.16% 

CPE: <$1.00

CPM: $1-3

Key takeaway: 

Asking your audience a question through polls or light-hearted debates can drive significant engagement, sparking shares, likes, and comments.

2. Meta - Meta Quest 2

The brief: 

Meta had two goals: 1) drive sales for their virtual reality headset and 2) tackle common VR misconceptions while they were doing it. How? By having creators show how Meta Quest 2 offers freedom of motion without the need for a PC or console, making VR easy and accessible.

@tylermidd provided content that nailed the brief, convincing skeptics that Meta Quest 2 isn’t just for gamers — it’s for everyone. 

The results:

Impressions: 4M

Engagements: 17.1K

Engagement rate: 0.43%

CPE: <$1.00

CPM: <$1.00

Key takeaway: 

Showcasing your product authentically can allow viewers to imagine themselves using it, ultimately driving sales.

3. Mastercard - Grammys 2023

The brief: 

Mastercard wanted to leverage TikTok’s stitch feature and have creators put their spin on the “pass the mic” trend. Jennifer Hudson kicked off the campaign by encouraging small business owners to stitch the vid, sharing their superpower. 

Here, @inspirebytyler highlights her art and allows other creators to stitch her video, showing the power of repurposing content. 

The results:

Impressions: 4.7M

Engagements: 44.6K

Engagement rate: 0.95%

CPE: <$1.00

CPM: <$1.00

Key takeaway: 

Tapping into your community is key — here, small business owners get their chance to shine, building customer trust and brand awareness. 

4. Nike - Nike Holistic Fitness

The brief: 

Nike’s approach to movement and mindfulness honors and celebrates the pursuit of feeling good — whatever that looks like to their customers. They tasked creators to go in-store and create a TikTok video, featuring their new product, Zenvy leggings.

Here, we tag along with @maddytaylor for her vlog-style shopping experience.

The results:

Impressions: 12.1M

Engagements: 18.4K

Engagement rate: 0.15%

CPE: <$1.00

CPM: $1-3

Key takeaway: 

Try-on or haul videos encourage customers to ask questions about the product or sizing — leading to more engagement and reach. 

5. PepsiCo - PepsiCo x Walmart | Super Bowl ‘23

The brief: 

What does everyone need when watching the Super Bowl? Snacks, of course! For this campaign, @jennabandy21 showcases her fave snacks while watching the big game, encouraging her followers to head down to Walmart to pick up some tasty PepsiCo treats. 

The results:

Impressions: 49M

Engagements: 7.1K

Engagement rate: 0.01%

CPE: $1-3

CPM: <$1.00

Key takeaway: 

Teaming up with another brand can double your reach — and doing so during a major event (like the Super Bowl!) maximizes your exposure even more.

6. Coca-Cola - Create Your Recipe for Magic

The brief: 

Coca-Cola wanted to see their creators authentically capture how their product can make any kind of moment more enjoyable. By using the TikTok Index Challenge Content Trend and Story Selection Ad Feature, @jamesandcaleigha shared their “recipe” for creating magic. 

The results:

Impressions: 43.4M

Engagements: 68K

Engagement rate: 0.16%

CPE: <$1.00

CPM: <$1.00

Key takeaway: 

You know what they say: Timing is everything. Using current TikTok trends helps brands capture relevancy, amplifying a campaign’s impact.  

7. H&R Block - Super Bowl ‘23

The brief: 

This campaign was all about Big Game Energy. With the Super Bowl coinciding with tax season, H&R Block aimed to show customers how easy it is to switch to their product in a fun, energetic way.

@tommythanhbui definitely brought the vibes, hyping up their followers in a video that racked up a whopping 198K engagements. 

The results:

Impressions: 8.6M 

Engagements: 198K

Engagement rate: 2.31%

CPE: <$1.00

CPM: <$1.00

Key takeaway: 

Authentic content from creators builds customer trust, leading to genuine engagement.  

8. Lenovo - Edge AI

The brief 

Lenovo knows that AI can be a tricky concept to grasp. That’s why they tasked their creators to create a TikTok video showing how Lenovo AI works behind the scenes. 

Through cinematic storytelling, @haiyoe demonstrates how Lenovo Edge AI technology is helping simplify everyday living for the average consumer. 

The results:

Impressions: 1.3M

Engagements: 113K

Engagement rate: 8.49%

CPE: <$1.00

CPM: $5-$10

Key takeaway:

Don’t underestimate the power of an engaged audience. While the reach of this post wasn’t as high as some of the other examples, engagement was massive!

By breaking down tricky concepts into bite-size, digestible content, brands can empower their audience and strengthen their product recognition. 

9. Mountain Dew - Game Fuel

The brief: 

Mountain Dew’s ask was simple: They needed creators’ help spreading the word about their two new limited edition Game Fuel flavors. Enter @spectrexgaming, the perfect match to entice fellow gamers to try Game Fuel. 

 The results:

Impressions: 17.3M

Engagements: 14K

Engagement rate: 0.08%

CPE: <$1.00

CPM: <$1.00

Key takeaway: 

Tapping into specific communities, like gaming, can create highly targeted and engaged audiences.

10. Sherwin-Williams - Spring Refresh

The brief: 

Who doesn’t love a home makeover? Sherwin-Williams asked creators to create two TikTok videos to help drive bookings for their Virtual Color Consultation service.

@kileerainbow takes us along for the ride and shows how easy it is to get the perfect paint recommendations for your home projects.

The results:

Impressions: 3.3M

Engagements: 9.1K

Engagement rate: 0.27%

CPE: <$1.00

CPM: <$1.00

Key takeaway: 

Audiences love before and after content. Keep them invested in the process by posting follow-up content for maximum engagement.

11. J.Crew - Spring Collection

The brief: 

For J.Crew’s spring collection launch, they asked creators to show how they style the new pieces.

With this in mind, @soudersam picks out two outfits on camera and tasks the audience with selecting their favorite. The tactic worked, earning the video a 2.4% engagement rate. 

 The results:

Impressions: 7.6M

Engagements: 182K

Engagement rate: 2.4% 

CPE: <$1.00

CPM: <$1.00

Key takeaway: 

Polling your audience is a great way to encourage engagement and earn valuable impressions.

12. Karrot Market - Buy & Sell Locally

The brief: 

Karrot, the community marketplace platform, asked creators to share secondhand items they bought or sold through the app, highlighting the great local deals. 

@couponcutiecanada’s TikTok video guides us through the process, emphasizing how easy the Karrot app is to use.

 The results:

Impressions: 6M

Engagements: 5.9K

Engagement rate: 0.1%

CPE: <$1.00 

CPM: <$1.00

Key takeaway: 

Content that highlights the app and its ease of use can significantly enhance brand credibility and appeal.

13. Systane - Systane Complete

The brief: 

Dry eyes from extended screen use? Yeah, we can relate.  And Systane figured the rest of TikTok could too. In this post, @dimucc shows how dry eyes were holding them back (and how Systane can provide relief). 

 The results:

Impressions: 5M

Engagements: 7.4K

Engagement rate: 0.15%

CPE: $15-$20

CPM: $1-$3

Key takeaway: 

Using the product as part of your storytelling can show the practical benefits and foster brand loyalty. 

14. Instacart - Brand Ambassador

The brief: 

Instacart’s ask was simple: Educate first-time users on Instacart and how they can use the app to get anything from groceries to other products delivered. @jeccachantilly’s ASMR pantry restock video hits the mark, driving high engagement.  

 The results:

Impressions: 4M

Engagements: 93K

Engagement rate: 2.29%

CPE: <$1.00

CPM: $1-3

Key takeaway: 

Use familiar content formats to introduce new audiences to your brand. 

Scale your influencer marketing campaigns with Later

Whether you’re an industry titan or an emerging brand, leveraging creators for content and audience reach can have a massive impact on your bottom line. In nearly all of these post examples, brands drove CPE and CPM at pennies on the dollar.

Looking to set up your influencer marketing campaigns for success?

With the Later Influence marketing platform, you can:

• Search our influencer index (with over 10M vetted influencers and counting!)

• Find influencers that perform based on their average cost per post (CPP), cost per 1k impressions (CPM), and cost per engagement (CPE)

• Customize and execute your entire campaign workflow from recruitment and vetting to content creation and reporting

• Manage outreach and communications to creators at scale — all in one place

• Streamline incentive payments, budgets, and reporting

Want to take it a step further? Our in-house agency experts plan and execute high-impact, full-service influencer marketing campaigns from start to finish.

This means we’ll handle everything from strategy to sourcing influencers, and execution to tracking results.

Are you ready to grow viral? Get started today!