Campfire and Vaseline US win gold at the Global Influencer Marketing Awards

Holiday Lip Cuties, our campaign for Vaseline US, won gold for Best Fashion, Beauty and Luxury Campaign at the 2026 Global Influencer Marketing Awards, held at The Londoner in London on 3 September.

The category had eight shortlisted campaigns from brands and agencies we admire, so this one means a lot to the team.

Why did Holiday Lip Cuties win?

The brief was to make Vaseline's holiday Lip Therapy range a must-have limited-edition drop and push it to the top of the category. Our answer was a blind box. Collectibles culture had become one of the biggest behaviours on social (94% of Gen Z and Millennials say they're interested in collecting), and a five-scent mini range fitted that behaviour almost perfectly.

We sent 36 creators across five cohorts sealed mailers with randomised variants, then built a two-part creator story around an in-store hunt for the missing scent. The suspense and scarcity were designed into the format itself, so the content felt like collecting rather than advertising.

What did it deliver?

• More than $10M in Target sales in eight weeks
• 42.6M organic views
• Number one on the Traackr US skin VIT leaderboard
• A 25 percentage point rise in Vaseline's TikTok share of views, year on year

The campaign now holds two awards, after winning Best Collaboration with an Influencer at the Global Social Media Awards in April. Thank you to the Vaseline US team, and to everyone at Campfire who worked on it. You can read the full story in our Holiday Lip Cuties case study.