Campfire wins two Global Social Media Awards

Campfire has won two Global Social Media Awards in 2026: Best Collaboration with an Influencer for Holiday Lip Cuties with Vaseline US, and Best In-Agency Team for our Vaseline client team across the UK and US.

Best Collaboration with an Influencer: Vaseline US, Holiday Lip Cuties

Vaseline had near-universal household presence, but a Lip Therapy tub isn't something Gen Z tends to post about. The insight came from collectibles culture: Labubu unboxings had pulled 28.9 billion views in two years, and the holiday range was five mini scents that practically asked to be collected. So we sent 36 creators sealed blind boxes with randomised variants, and let the suspense, the swaps and the in-store hunts for the missing scent do the rest.

The campaign drove more than $10M in Target sales in eight weeks, 42.6M organic views and took Vaseline to number one on the Traackr US skin VIT leaderboard. In the judges' words: "By tapping into collector mentality and structuring a strong creator mix, they drove exceptional engagement, cultural relevance, and outstanding commercial results at scale."

Best In-Agency Team: the Vaseline client team at Campfire

This one belongs to the people. Our Vaseline team runs work for the brand on both sides of the Atlantic, using a three-phase hype, launch and sustain approach that pairs creators with platform trends as they break. The judges pointed to "massive organic reach, strong sales, and category leadership" as proof of both immediate impact and lasting brand value.

Thank you to the Vaseline teams in the UK and US for trusting us with the brand, and to everyone at Campfire who worked on it. You can read the full story in our Holiday Lip Cuties case study.