10 INFLUENCER MARKETING TIPS FROM THE MINDS BEHIND THE INTERNET'S BIGGEST CAMPAIGNS

Summary from the TLDR Marketing newsletter

Influencer marketing leads at Duolingo and Crocs shared lessons from running major creator campaigns. A Duolingo partnership that started as a cold DM two years before activation generated millions of views during Miami Music Week, illustrating how patience and relationship-building produce results that transactional approaches cannot. Both marketers stressed that open briefs consistently outperform scripted ones because creators build audiences through their own voice, not brand talking points. A Crocs dark romance parody driven by a team member's genuine passion for BookTok earned 14 million organic views and eventually led to a legitimate Twilight franchise collaboration.