10 Failed Influencer Marketing Campaigns of All Time

In recent years, influencer marketing campaigns have taken over digital strategy. Globally, over a quarter of brands now spend nearly half of their entire marketing budget just on influencer marketing. And rightfully so, since almost 70% of consumers trust influencer recommendations. 

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But not all of these campaigns succeed. In fact, some influencer marketing campaigns fail so publicly and spectacularly that they become case studies for what not to do.

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In this blog, we’ll uncover the 10 failed influencer marketing campaigns of all time and analyze what went wrong. Whether it was tone-deaf messaging, lack of authenticity, or poor audience targeting, each campaign offers a valuable lesson for brands. Let’s dive in!

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1. Pepsi x Kendall Jenner: The Protest Ad Disaster 

Pepsi’s influencer marketing campaign featuring Kendall Jenner tried to tap into the social justice movement… and failed miserably. The ad showed Jenner diffusing a protest with a can of Pepsi – a move widely criticized for trivializing real struggles.

What went wrong:

• No authenticity or understanding of the movement
• Misalignment between influencer and cause

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Lesson: Social issues demand sensitivity; brands should keep in mind that authenticity trumps aesthetics any day. 

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2. Fyre Festival: The Instagram Mirage

Billed as a luxury music festival in the Bahamas, Fyre Festival was promoted by top influencers including Hailey Bieber and Kendall Jenner, many of whom did not initially disclose they had been paid to do so. But when attendees arrived, they found inadequate food, water and shelter. 

What went wrong:

• Misleading influencer content
• Zero product backing the hype
  
  

Lesson: Hype can’t fix logistics. Influencer marketing campaigns need a real foundation.

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3. Scott Disick & Bootea: Copy-Paste Fail 

Reality TV star Scott Disick, while promoting a brand’s protein shake, accidentally posted the brand’s exact email instructions in his Instagram caption: "Here you go at 4pm est, write the below…”

What went wrong:

• No authenticity
• Poor influencer-brand communication
  
  

Lesson: Audiences can sniff out fake promos. Influencer marketing campaigns need a personal touch.

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4. Snapchat x Rihanna: The Domestic Violence Blunder 

Snapchat ran an ad asking users whether they'd rather "Slap Rihanna or Punch Chris Brown" which was a tone-deaf reference to Rihanna’s domestic abuse case. Rihanna called it out, and Snapchat lost $1B in market value.

What went wrong:

• Offensive messaging
• Lack of brand responsibility
  
  

Lesson: All influencer-related content must be vetted. Sensitivity is crucial.

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5. Revolve’s #RevolveAroundTheWorld: Exclusivity Backlash

Revolve flew influencers to exotic locations to promote inclusivity… with a group of almost entirely white, thin influencers. The campaign was called out for lacking diversity.

What went wrong:

• Brand message vs. visual execution clash
• Ignoring audience diversity
  
  

Lesson: Representation matters in influencer marketing campaigns.

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6. BooTea x Louise Thompson: Timing Misfire 

Louise Thompson, a UK influencer and fitness enthusiast, promoted BooTea's weight loss products while announcing her pregnancy – clearly not a great, or healthy, combo.

What went wrong:

• Mixed messaging
• No contextual vetting by brand or influencer
  
  

Lesson: Failed influencer marketing campaigns often lack brand-influencer alignment.

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7. Microsoft x Oprah: iPad from a Surface? 

Oprah tweeted her love for the new Microsoft Surface… from her iPad. And of course, the internet was quick to notice.

What went wrong:

• Platform mismatch
• Obvious contradiction
  
  

Lesson: Influencers must authentically use the product they promote – or risk credibility.

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8. Elle Darby & The Irish Hotel: The Entitlement Email 

UK influencer Elle Darby emailed a boutique hotel in Dublin asking for a free five-night stay in exchange for exposure. The hotel owner not only refused but also publicly posted her request and responded with a mock invoice for "the publicity received" from the viral backlash.

What went wrong:

• Lack of value-first pitch
• Public backlash
  
  

Lesson: Influencer marketing should offer mutual value to both the brand and the influencer, not just expect freebies.

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9. Kim Kardashian & Diclegis: The FDA Strike 

Kim Kardashian promoted a morning sickness pill without sharing any side effects. The FDA stepped in, exposing health implications of taking the pill. 

What went wrong:

• Non-disclosure of medical risks
• Legal violations in influencer content
  
  

Lesson: Especially in the health and pharmaceutical industry, regulatory compliance is key.

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10. TanaCon: The Anti-VidCon That Flopped

YouTuber Tana Mongeau created her own convention after feeling excluded from VidCon. TanaCon quickly spiraled into chaos with overcapacity, no food, and sunburned fans.

What went wrong:

• Poor planning
• False influencer promises
  
  

Lesson: Overpromising and underdelivering = guaranteed failed marketing campaigns.

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Why These Campaigns Failed, and What Brands Can Learn

All 10 failed influencer marketing campaigns highlight a common theme: misalignment. Whether it's a mismatch between message and messenger, or lack of transparency, every misstep reinforces the need for listening – not just posting.

That’s where social listening tools like DeepDive come in. By tracking brand sentiment, influencer mentions, and consumer feedback in real-time, you can catch potential disasters before they go viral.

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Final Thoughts

Influencer marketing campaigns can skyrocket a brand’s visibility – but only when they’re done right. These 10 failed influencer marketing campaigns of all time remind us that authenticity, timing, and brand alignment are non-negotiables. 

Read the ultimate guide to influencer marketing  to avoid becoming a headline in the next list of failed marketing campaigns of all time!