Top Electronics & Gadgets Influencer Marketing Campaigns that Sparked Engagement

In the fast-paced world of consumer electronics, where every new release has the potential to either soar or flop, Sony's #CatchTheTablet campaign is a textbook example of influencer marketing executed to perfection. When it came time to launch their new Tablet S, Sony didn’t just roll out the usual ads—they turned to the power of social media influencers to make a splash.

By placing the device in the hands of key influencers who shared their real, unfiltered experiences, Sony didn’t just promote a product, they sparked conversations. And as any savvy marketer knows, conversations lead to conversions.

Strategically, Sony’s approach was about creating a genuine connection between their product and the audience, which they achieved by leveraging the trusted voices of influencers. Rather than pushing out polished, corporate content, they relied on influencers to integrate the Tablet S into their daily lives, showing real-world use and highlighting features in an authentic way.

This not only built buzz around the product but also fostered trust—because who wouldn't believe a recommendation from their favorite influencer? By allowing influencers to control the narrative, Sony ensured the campaign didn’t just have reach, but real consumer engagement and organic word-of-mouth. The result? A monumental increase in brand visibility and a wave of personal endorsements that resonated with audiences on a deeper level.

At its core, Sony’s #CatchTheTablet campaign is a shining example of how influencer marketing can be leveraged in the electronics and gadget industry to build buzz, increase trust, and boost sales. This campaign is a perfect case study of the impact that strategic, influencer-driven storytelling can have on brand perception—setting the stage for even more innovative campaigns in the tech space.

Top Electronics & Gadgets Influencer Marketing Campaigns: A Showcase of Innovation and Strategy

Influencer marketing is transforming the way brands connect with consumers, especially in the competitive world of electronics and gadgets. From nostalgic throwbacks to viral challenges, these six standout campaigns prove that with the right influencers, creativity, and strategy, tech brands can captivate audiences in unforgettable ways.

Let’s dive into some of the most impactful influencer-driven campaigns in the electronics space that not only elevated products but also created cultural moments.

1. Backstreet’s Back (Alright): Samsung & Google’s Influencer-Driven S22 Success

When Samsung and Google launched their Galaxy S22, they knew they needed something big to cut through the noise. Enter TikTok sensation Addison Rae. With over 88 million followers, Rae was the perfect fit to promote a tech product aimed at a Gen Z audience—while adding a touch of Millennial nostalgia with Backstreet Boys’ “I Want It That Way” serving as the backdrop.

This wasn't just a typical tech ad; it was a fusion of influencer clout, pop culture, and cutting-edge technology.

@addisonre When you forget the name of one of the biggest songs in the world… #Google has your back. Love being part of such a fun @Samsung @SamsungUS #GalaxyS22 #Android @Google party with my fwiendssss 🎀🫧🫶🏼💗 Thankful. #MakeItEpic#GalaxyS22 #GalaxyS22Ultra #Google #GooglePartner ♬ original sound - Addison Rae

Rae’s demonstration of the phone’s "hum to search" feature, all while vibing to classic 90s hits, made the product feel fresh and fun without coming off as too promotional. The real magic? Repurposing this content across Instagram, TikTok, and more, which ensured maximum visibility and engagement.

And the numbers tell the story: Rae’s Instagram video alone racked up over 1.7 million views with a 29% engagement rate, outperforming typical benchmarks. But it didn’t stop there. The campaign ignited user-generated content (UGC), with fans recreating moments from the ad or sharing their own experiences with the S22.

Despite some initial doubts over whether Addison Rae was the perfect tech ambassador, the campaign’s results speak volumes. By mixing nostalgia, influencer authenticity, and a little musical magic, Samsung and Google turned a straightforward tech launch into a cultural moment.

2. GoPro’s “Be a Hero”: Turning Users Into Brand Evangelists

But while big-name influencers like Addison Rae were making waves for Samsung and Google, GoPro took a different route with its “Be a Hero” campaign. Instead of just focusing on celebrity endorsements, GoPro opened the door for its users to take center stage. The brand’s philosophy was simple: if you want to create authentic content, let the real content creators—your customers—do the work.

By partnering with extreme sports athletes like Kevin Richardson and Aakash Malhotra alongside micro-influencers, GoPro took its brand beyond action shots and snowboarding. This campaign showcased heartwarming moments, like a firefighter rescuing a kitten, and awe-inspiring underwater adventures.

And then came the Million Dollar Challenge, an irresistible call to action that encouraged fans to submit their best footage for a shot at $1 million. With over 42,000 submissions across 170 countries, the campaign went viral. Check out the reaction to the person winning the challenge.

@fabreezy_ Me realising that I won the GoPro Million Dollar Challange 😭🙌🏼 #fpv #fpvdrone #fpvpilot #fpvfreestyle #goprohero10 #gopromilliondollarchallenge ♬ original sound - Fabio

It wasn’t just about viral videos either; GoPro turned its customers into brand advocates, with user-generated footage eventually making its way into promotional material. The result? GoPro’s UGC now accounts for 50% of its video content—proof that when you empower users to tell their stories, your brand becomes more than just a product.

3. Beats by Dre: Playing the Game of Influence (and Winning)

Switching gears from user-generated content to influencer-driven campaigns, Beats by Dre took a bold approach to their marketing, blending celebrity endorsements with a healthy dose of guerrilla tactics.

Beats took the subtle approach during the London Olympics, sending their headphones to athletes like Michael Phelps and Tom Daley. No paid endorsement, no formal sponsorship—just athletes wearing their headphones during warm-ups, creating an authentic buzz.

The result? Massive visibility, even without the official stamp of approval from the Olympic Committee. To amplify this, they rolled out the #SoloSelfie campaign, encouraging everyday users to share photos of themselves sporting Beats, which helped spread their message further. They didn’t stop there, though—celebrities like LeBron James and Nicki Minaj were also brought into the fold to bring extra star power to the brand.

The campaign was a runaway success, generating 116% more sales during the Olympics and nearly 9,000 tagged posts on social media. By combining the power of celebrity with user-generated content, Beats was able to turn their headphones into a cultural symbol.

4. Canon's “Bring It”: Capturing the Spirit of Creativity, One Influencer at a Time

If Beats used high-profile athletes to drive their message, Canon took a different route by partnering with YouTube influencers to promote creativity and self-expression through their cameras. Their "Bring It" campaign tapped into a growing wave of creators, elevating Canon as the go-to brand for anyone looking to capture their creative journey.

Influencers like Emma Chamberlain and Jamie Chung took Canon's cameras into their daily lives, creating engaging content that resonated with a younger, creative audience. The magic was in the authenticity—Emma Chamberlain, known for her unpolished and relatable style, became a face for the brand that felt both aspirational and attainable.

Canon didn’t just stop with influencers; they also rolled out the #BringIt hashtag, encouraging fans to share their own creative content and turning the campaign into a vibrant community of creators.

This interactive approach resulted in over 3 million people reached on YouTube and 8,000 engagements with the hashtag. Canon’s campaign didn’t just capture moments—it created them, building a community where everyday creators became brand ambassadors in their own right.

5. Philips “Sonicare Switch”: When Oral Hygiene Gets a Comedic Makeover

From empowering creators to making oral care funny—Philips' “Sonicare Switch” campaign added a dash of humor to an otherwise mundane product category. By bringing in comedian Kate McKinnon to portray Susan Toothbrush, they made the task of brushing your teeth entertaining—something you never thought you’d say about oral hygiene.

McKinnon’s charm brought personality to the brand, making the Sonicare toothbrush a must-have product in a way that felt both quirky and relatable.

But it wasn’t just about McKinnon’s comedic brilliance; Philips cleverly leveraged micro and lifestyle influencers to broaden the campaign’s reach. These influencers added their own spin, showcasing Sonicare’s benefits while making it fit into their everyday routines. Whether it was wellness bloggers or travel influencers, the campaign was able to touch on a wide range of audiences.

With over 3 million impressions across platforms like Instagram, TikTok, and YouTube, the campaign achieved a 7.5% engagement rate, well above industry norms. The use of humor, paired with influencer-driven product demonstrations, created a viral buzz that gave a fun twist to an otherwise ordinary product category.

6. PlayStation 4 “The Best Place to Play”: Where Exclusives Meet Engagement

Finally, PlayStation’s “The Best Place to Play” campaign wrapped up this collection of influencer-driven success stories by leveraging exclusivity, high-quality content, and a mix of both macro and micro influencers to build a passionate community of gamers. PlayStation didn’t just sell a console—they sold an experience.

From superstar athletes like LeBron James to gaming influencers on Twitch, the campaign’s reach was massive. What made it work so well? PlayStation didn’t just use influencers to promote products—they used them to immerse fans in a gaming world that felt exclusive. By focusing on PS4’s exclusive game titles like The Last of Us Part II and God of War, PlayStation created a buzz around its content, turning every gameplay trailer into an emotional event.

And of course, the #BestPlaceToPlay hashtag became the rallying cry for fans, driving tons of user-generated content and creating a deep sense of community around the brand.

The campaign didn’t just create noise—it sparked a conversation, driving over 106 million impressions and over 4.5 million pageviews, proving that in the world of gaming, exclusivity and engagement can go hand in hand. PlayStation’s ability to turn their console into a cultural moment cemented their place as the top choice for gamers seeking more than just a casual gaming experience.

Powering Up Your Electronics & Gadgets Brand with Influencer-Driven Innovation

These campaigns showcase the immense potential of combining influencer marketing with cutting-edge tech products. Whether it's leveraging nostalgia, empowering user-generated content, or tapping into cultural moments, each brand found unique ways to make their products stand out in a crowded market.

The takeaway? Influencers aren’t just marketing tools—they’re storytellers, community-builders, and the bridge between a brand and its next wave of loyal customers. If you want to power up your marketing strategy, the key is to tap into the right influencers and create content that resonates deeply with your audience.

About the Author

Koba Molenaar

Writer

Koba Molenaar brings nearly a decade of rich experience in content writing, specializing in digital marketing, branding, SaaS, and eCommerce. Her passion for helping brands, from solopreneurs to established companies, connect with their audiences shines through her work. As a member of the Golden Key International Honor Society, Koba’s commitment to excellence is evident in her work, showcasing her as a relatable and knowledgeable voice in the industry.