The Evolution of Influencer Marketing: Insights from SXSW on Cult Brands like Crocs and Southwest Airlines

The Rise of Influencer Marketing

AUSTIN, TEXAS — Influencers have long played a role in brands’ bids for relevance with young consumers. What happens when they climb to the top of the strategy agenda?

Executives at South by Southwest (SXSW) discussed how influencer marketing is expanding to affect everything from campaign casting decisions to experiments with new shoppable ad formats. As channels like linear TV decline, some foresee influencer tactics commanding a larger share of advertising budgets, reflecting a shift to a social-first mindset.

Shifting Budgets

Julia Melle, director of brand and content for Southwest Airlines, noted, “The way that we look at reach is going to be different. We’re shifting more dollars from digital ad media to influencer or creator media.” Spending on influencer marketing in the U.S. is forecasted to climb 14.2% year over year in 2025, reaching $9.29 billion.

Innovative Campaigns

Instacart utilized celebrity-focused accounts to generate buzz for a Super Bowl campaign, while Southwest launched a targeted campaign aimed at Gen Z, featuring creators like gamer FaZe Swagg. This campaign drove a six-point increase in consideration within three months.

TikTok’s Influence

Southwest has ramped up its efforts on TikTok, using influencers to promote shoppable flights in a format that aligns with the app’s social commerce initiatives. Melle shared, “We realized that it worked better than our traditional digital ads.”

Cult Brand Loyalty

Brands like Southwest and Crocs are leveraging influencer marketing to secure Gen Z loyalty amidst business challenges. Crocs, known for its controversial footwear, has embraced its followers dubbed #CrocNation. Their influencer strategy transformed the brand from perceived ugly to a fashion icon, collaborating with stars like Post Malone and Justin Bieber.

Authentic Community Engagement

Crocs has pivoted to rely on organic brand fans, promoting a mission of “come as you are.” Vice President Kelly Molnar emphasized, “We don’t control a lot of the content… the power in the community is that they show up authentically as themselves.”