Watch brand Daniel Wellington received the most influencer mentions out of any brand on Instagram in 2018, receiving more than 20,000 mentions by 7,200 influencers.

This data comes from a new report by Socialbakers. In comparison to the likes of Nike and Sephora, who received less than 10% of that figure - Daniel Wellington has generated a staggering amount of influencer coverage.

This is perhaps unsurprising, given that the watch brand’s Instagram strategy is solely built around influencer marketing. But what effect has the past year had, given the crackdown on fake influencers and levels of transparency within the industry?

Here’s a deep-dive into Daniel Wellington’s influencer strategy, and how it is faring in today’s #ad saturated world of Instagram.