Someone else set the date26 cases
20232023-2024 · Video gamesWarzone Mobile brought Verdansk back on mobile only, and 21 creators in the UK, France and Germany had to make people miss a map.
Warzone Mobile brought Verdansk back on mobile only, and 21 creators in the UK, France and Germany had to make people miss a map.
21 creators, 5 in the UK, 5 in France and 11 in Germany, with almost 20 million followers between them, briefed to pitch Verdansk as a real-world destination rather than show gameplay. The pull was that the map was returning on mobile only.
Who says so: A Shorty Awards entry, independent of the agency, which is also where the creator split by market comes from. Read it
The whole case →20232023 · Colour cosmetics with skincare claims, personal careBlue Heaven's launch window was the Indian festive season, so the campaign started on 12 November 2023 and had 45 days to work.
Blue Heaven's launch window was the Indian festive season, so the campaign started on 12 November 2023 and had 45 days to work.
The campaign started 12 November 2023, ran 45 days to the end of the year, was timed to the festive season, and used eight named Indian creators posting Get Ready With Me content around Diwali, festive functions and weddings.
Who says so: Adgully first, then Net Influencer, which credits Adgully as its source. Both trace back to the agency's own announcement, so the three reach figures are self reported. Read it
The whole case →20242024 · Haircare and personal careCecred went on sale in the UK on 20 February 2024 and the influencer agency was appointed about a week before it.
Cecred went on sale in the UK on 20 February 2024 and the influencer agency was appointed about a week before it.
The trade item is dated 12 February 2024, the brand launched with eight products on 20 February, and the remit on record is all UK influencer marketing strategy and engagement.
Who says so: Diary Directory for the appointment. Nobody from the brand or either agency is quoted, and the only confirmation of the remit is the agency's own social account. Read it
The whole case →20242024-2025 · Skincare / dermatology CPGCetaphil had 48 hours to get its content made around a New York pop-up.
Cetaphil had 48 hours to get its content made around a New York pop-up.
The 48 hour window is stated in the agency's account of the Derm On Tour pop-up. The only quoted line is a results claim, "Achieved 1.58M+ video views, outperforming booked expectations by more than 217%".
Who says so: House of Marketers, the agency. Marketing Interactive confirms the Derm On Tour campaign but never names the agency and does not repeat any of the numbers. Read it
The whole case →not specified in source · Footwear / ApparelFootLocker owned the drop date, so Converse could not choose when its own launch happened.
FootLocker owned the drop date, so Converse could not choose when its own launch happened.
The launch was tied to a FootLocker product drop, so the retailer owned the date, and Converse asked for content it could reuse on its own channels afterwards.
Who says so: Obviously, the agency. Converse appears only as a logo on the agency's site, and no independent coverage of the campaign exists. Read it
The whole case →Diorhired Buttermilk Agency Somebody said so2020, referenced again in 2026 coverage · Luxury fashion and beautyDior launched a foundation in 67 shades and had to show every one of them, which meant 67 creators posting one a day for 67 days.
Dior launched a foundation in 67 shades and had to show every one of them, which meant 67 creators posting one a day for 67 days.
"Buttermilk Agency was tasked with celebrating the launch of Dior's Forever Foundation; a range with 67 unique foundation shades."
Who says so: Buttermilk, the agency. Its founder's interview also records that this was never a pitch: one LVMH contact liked them as people and bought into the Buttermilk vision. Read it
The whole case →20222022 · Entertainment / filmLightyear had one premiere date, and needed Pixar superfans, DIY makers, entertainers and science creators all posting into it at once.
Lightyear had one premiere date, and needed Pixar superfans, DIY makers, entertainers and science creators all posting into it at once.
"Draw audiences in by building excitement and anticipation around the premiere of Disney and Pixar's Lightyear." The four separate creator types are in the agency's own account of the work.
Who says so: Open Influence, the agency. Search returned only its own case study page and unrelated Disney writeups. Read it
The whole case →20252025 · Supplements / fitness retailElite Supplements had a fixed opening date for its first Singapore store and a three month contract to build anticipation from nothing.
Elite Supplements had a fixed opening date for its first Singapore store and a three month contract to build anticipation from nothing.
"The three-month appointment, which runs until September 2025, tasks Access Communications with building anticipation and brand buzz through earned and social channels. The scope includes media engagement, influencer and ambassador activations, and on-ground community partnerships."
Who says so: Marketing-Interactive, though read the caveat it prints itself: it spoke to the agency directly for part of the story, so parts are the agency talking about itself inside a trade title. Read it
The whole case →not stated (recent, holiday season) · Beauty / cosmeticsEstee Lauder's holiday content had to hit its retail partners' in-store dates, not its own, across 630 separate pieces.
Estee Lauder's holiday content had to hit its retail partners' in-store dates, not its own, across 630 separate pieces.
"Estee Lauder enlisted Buttermilk to elevate their What Do You Wish For? holiday campaign, aiming to position Estee Lauder as the ultimate holiday shopping partner." The 630 pieces and the retail tie are in the agency's account.
Who says so: Buttermilk, the agency. B&T, an Australian trade title with no tie to the agency, covered the same campaign, which corroborates the work but none of the numbers. Read it
The whole case →20262026 · Skincare and personal careSpace NK set the launch date, August 2026, and the agency was appointed roughly two months before it with no UK relationships in place.
Space NK set the launch date, August 2026, and the agency was appointed roughly two months before it with no UK relationships in place.
The remit on record is PR, media and influencer relations for the UK, announced 3 June 2026, against a collection launching exclusively at Space NK in August 2026.
Who says so: Diary Directory, and nothing else. No people are named on either side, no fee is given, and no result exists because the launch was still ahead. Read it
The whole case →20212021 · Honey based supplements and gummiesHonibe's UK teaser was the British Grand Prix weekend, 17 and 18 July 2021, a date set by the Formula 1 calendar.
Honibe's UK teaser was the British Grand Prix weekend, 17 and 18 July 2021, a date set by the Formula 1 calendar.
The teaser launch ran at Silverstone on 17 and 18 July 2021 off the brand's existing Williams Racing sponsorship, and the announcement states a number of influencers would be engaged over the race weekend to reach beyond racing fans.
Who says so: LBBOnline, and only LBBOnline. Repeated searches of the UK marketing and grocery trade titles found no independent report of the appointment. Read it
The whole case →20252025 · Hydration drink, functional beverageFive creators from six countries had to be flown to Miami for one date, the 1v1 World Crown Final, and it was the first time Messi had worked with creators for the brand.
Five creators from six countries had to be flown to Miami for one date, the 1v1 World Crown Final, and it was the first time Messi had worked with creators for the brand.
"This was a landmark moment for Mas+. It's the first time we've brought Leo and the creator community together." Five creators from the UK, US, Canada, Ireland, Spain and Australia, for the final on 19 September 2025.
Who says so: Mas+'s own global head of brand fame, in a release carried by Agility PR. Ads of Brands carries the identical release, so it is the same copy twice rather than two newsrooms. Read it
The whole case →20192019-2021 · Food / QSRThe OREO Shamrock McFlurry is only on the menu about four weeks a year, so the whole campaign had to happen inside that window.
The OREO Shamrock McFlurry is only on the menu about four weeks a year, so the whole campaign had to happen inside that window.
The four week menu window is a matter of public record on McDonald's own seasonal menu. A NYX Awards 2021 entry, filed for client Mondelez, confirms the three creator campaign and its 1.7 million impressions.
Who says so: The NYX Awards entry is independent of the agency. The brief line, about HireInfluence partnering with OREO and McDonald's on the OREOShamROCKout campaign, is the agency's own. Read it
The whole case →not stated · AutomotiveMercedes-Benz had a date set by its annual sales event, and every piece had to hit separate benchmarks for reels, in-feed and stories.
Mercedes-Benz had a date set by its annual sales event, and every piece had to hit separate benchmarks for reels, in-feed and stories.
The date coming from the annual sales event, and the per format benchmarks, are stated in the agency's Dream Days account. The quoted line is only a description of the campaign.
Who says so: Open Influence, the agency. Note this row holds two separate relationships: Merkley+Partners is the Omnicom lead creative agency and has nothing to do with the creator work. Read it
The whole case →20242024 · Hospitality / gaming resortsMGM had to hold one luxury story across three separate casino properties, Bellagio, The Cosmopolitan and ARIA.
MGM had to hold one luxury story across three separate casino properties, Bellagio, The Cosmopolitan and ARIA.
"MGM needed to own the luxury narrative across Bellagio, The Cosmopolitan and ARIA." The compliance-review sentence that used to sit here was ours; no source mentions compliance.
Who says so: Viral Nation, the agency, for the problem. The appointment itself is one of the few independently dated ones on the sheet: a Business Wire release of 11 June 2024 names it MGM's influencer agency of record. Read it
The whole case →20212021 · Streaming / entertainmentCobra Kai Season 3 had a premiere date Netflix could not move, and creators in five countries had to land on it together.
Cobra Kai Season 3 had a premiere date Netflix could not move, and creators in five countries had to land on it together.
"Netflix partnered with NeoReach to promote Cobra Kai Season 3 using TikTok's interactive Cobra Kai Chop filter." The five countries are in the agency's account; the January 2021 premiere date is public.
Who says so: NeoReach, the agency. InfluencerMarketingHub, which has no tie to NeoReach, confirms the campaign and the creator activation but repeats none of the figures. Read it
The whole case →20182018-2019 · GamingTencent had never run social or influencer work before, and had to fill a Dubai tournament finale by building awareness in 15 countries.
Tencent had never run social or influencer work before, and had to fill a Dubai tournament finale by building awareness in 15 countries.
"When Tencent Games began planning the inaugural PUBG MOBILE STAR CHALLENGE (PMSC), they turned to Viral Nation to drive mass awareness across 15 countries and draw an audience of millions to the tournament finale in Dubai."
Who says so: Viral Nation, the agency, which also describes this as Tencent Games' first social and influencer campaign. A Shorty Awards entry confirms the event independently. Read it
The whole case →not stated (recent) · SportswearFenty x Puma had to sign female talent from fashion, entertainment and culture for three Creeper colourways launching in five countries in one week.
Fenty x Puma had to sign female talent from fashion, entertainment and culture for three Creeper colourways launching in five countries in one week.
"Fenty x Puma tasked Komodo with contracting female talent from fashion, entertainment, and culture to drive excitement for the three Creeper colorways."
Who says so: Komodo, the agency, and the credit does not stand up. WWD, Highsnobiety and Sneaker News all covered the Creeper Phatty launch and none of them mentions Komodo. Read it
The whole case →not specified in source · Food / CPGReddi-wip's offer was a dollar-off coupon on walmart.com with a fixed end date it could not push back.
Reddi-wip's offer was a dollar-off coupon on walmart.com with a fixed end date it could not push back.
"We know because we did a program for Reddi-wip where we offered a dollar off coupon on walmart.com and went through a quarter million coupon prints and downloads in just four weeks."
Who says so: Carusele, the agency, on its own blog. No trade press covers this programme, so the quarter million figure rests on that blog alone. Read it
The whole case →20232023 · Skincare / science-led cosmeticsRoC was relaunching into 825 Boots stores and needed awareness and sales at once, in store and online, from a standing start.
RoC was relaunching into 825 Boots stores and needed awareness and sales at once, in store and online, from a standing start.
"We were looking for strong, experienced partners with the expertise and savvy to help us grow both awareness and sales, both in-store and online, with a 360-degree integrated media strategy."
Who says so: Myriam Nissim, RoC's own head of marketing EMEA, in LBBOnline. Only that one outlet, and the piece reads as a supplied announcement. Note the media agency puts Boots at 65 percent of UK premium skincare sales. Read it
The whole case →20252025 · Fintech / mortgageRocket said its own social feeds had got too polished, and it wanted real homebuyer stories instead.
Rocket said its own social feeds had got too polished, and it wanted real homebuyer stories instead.
Rocket said publicly that its social content had become too polished and that it wanted real homebuying stories. The wire release is titled around replacing glossy social feeds with real stories.
Who says so: Rocket itself, in its own PR Newswire release, covered again by Adweek and by Inman. One of the best evidenced rows on the sheet. Read it
The whole case →not stated (recent) · Music / entertainmentSony Music had to push one song, Atrevete, in Spain, Argentina and Italy at the same time.
Sony Music had to push one song, Atrevete, in Spain, Argentina and Italy at the same time.
"SONY Music hired The Influencer Marketing Factory to run an influencer marketing campaign focused on promoting Nicky Jam x Sech song, Atrevete, across Spain, Argentina, and Italy."
Who says so: The Influencer Marketing Factory, the agency. A Shorty Awards listing exists but award entries are usually filed by the agency itself. Read it
The whole case →20212021 · Entertainment / filmUniversal had one week before Old opened, and had to find and brief eight artists inside it.
Universal had one week before Old opened, and had to find and brief eight artists inside it.
"The week leading up to the film's release, we partnered with a global cast of 8 artists with talents that mirrored Old's aesthetic."
Who says so: Open Influence, in a Shorty Awards entry. The entry confirms the agency ran the campaign and says nothing about how it was hired. Read it
The whole case →20252025 · Korean skincare and personal careWELLAGE had a Singapore launch date, 17 products going into 48 Watsons stores and three marketplaces, and no team or creators in the country.
WELLAGE had a Singapore launch date, 17 products going into 48 Watsons stores and three marketplaces, and no team or creators in the country.
The remit on record is content, social and influencer marketing for the Singapore launch, building awareness before the date and supporting trial after it. The brand launched with 17 SKUs sold exclusively through 48 Watsons stores plus Shopee, Lazada and TikTok.
Who says so: MarkeTech APAC, Marketing-Interactive and Branding in Asia all carry it. The distributor's own CEO is quoted. No reach or sales number has been published by anyone. Read it
The whole case →20262026 · Ready to drink meal replacementyfood is German, had won listings in over 10,000 UK stores, and had no read on British culture or British talent.
yfood is German, had won listings in over 10,000 UK stores, and had no read on British culture or British talent.
"The UK is a huge opportunity for us, and we needed an agency with the creativity and the cultural instinct to match our ambition. Ready10 have both. Let's go."
Who says so: Pete Rosier, yfood's own UK head of marketing, in PRMoment. PRWeek confirms the six-figure brief but is paywalled past the standfirst, so it does not independently confirm the influencer scope. Read it
The whole case →20252025 · Self serve frozen yoghurtYo-Chi was opening its first Singapore store on a fixed date, in a country where it had no creator contacts at all.
Yo-Chi was opening its first Singapore store on a fixed date, in a country where it had no creator contacts at all.
The brief on record is an influencer led launch for the first Singapore store in August 2025, with more than ninety creators supporting it at Orchard Central.
Who says so: Marketing-Interactive and MarkeTech APAC, both independent, confirm the agency and the launch. Neither confirms the reach numbers. Read it
The whole case →It had to run all year, not once19 cases
20262026 · CPG / foodBarilla needed one brand voice across seven markets and two brands, while still letting each market change it to fit.
Barilla needed one brand voice across seven markets and two brands, while still letting each market change it to fit.
The brief was to "Develop a unified global creator strategy designed to maintain Barilla's brand voice while allowing for local market adaptation", across Italy, Brazil, Germany and Switzerland for Barilla and Sweden, Denmark and Italy for Wasa.
Who says so: Net Influencer, MediaPost and LBBOnline. Barilla's own Digital Experience Director, Alessio Garbin, is named and quoted. Read it
The whole case →20222022 · Gaming / esportsThe Call of Duty League season runs seven months, so the work had to hold fans for the whole of it, not for one launch.
The Call of Duty League season runs seven months, so the work had to hold fans for the whole of it, not for one launch.
The programme ran the full seven month season with eight top creators, aiming to "Convert casual gamers into active fans while driving awareness and hype for official CDL broadcasts."
Who says so: ESports Reporter, a trade publication with no tie to the agency, covers the same co-streaming and ambassador programme and its results. Read it
The whole case →20262026 · Consumer health / OTC women's and gut healthi-Health's brands were trusted but not part of anyone's daily routine, and that is where the category's growth was going.
i-Health's brands were trusted but not part of anyone's daily routine, and that is where the category's growth was going.
"Our brands are extremely well trusted. But we were losing out on being brands that consumers want to introduce into their everyday lifestyle. That's where the growth in these categories is coming from."
Who says so: Amanda Hines, i-Health's own chief marketing and innovation officer for North America, in Adweek. MediaPost, LBB and the agency's newsroom all carry the appointment. Read it
The whole case →20252025 · Consumer health / OTCKenvue's own stated aim was to reduce complexity across its agencies, having already run a separate global influencer review a year earlier.
Kenvue's own stated aim was to reduce complexity across its agencies, having already run a separate global influencer review a year earlier.
Kenvue's stated purpose for the review was to "reduce complexity, improve execution and accelerate growth". The outcome split media, influencer, commerce, healthcare professional support and technology to one holding company and creative to another.
Who says so: Ad Age for the influencer line, Adweek and BestMediaInfo for the split. Adweek's own copy never uses the word influencer, so that detail rests on Ad Age. Read it
The whole case →20262026 · Beauty / cosmeticsL'Oreal Romania was running 21 separate brands' influencer work with no single strategy behind them.
L'Oreal Romania was running 21 separate brands' influencer work with no single strategy behind them.
"The partnership with SAMY marks a profound transformation of L'Oreal Romania's advocacy model, integrating best-in-class expertise and data-driven technology at the heart of our digital strategy."
Who says so: Smaranda Teleaba, L'Oreal Romania's own Chief Digital Marketing Officer, in Net Influencer. Only one outlet carries this, so treat the detail as reported rather than corroborated. Read it
The whole case →Niveahired The Goat Agency Somebody said so2019-2025 · Beauty / SkincareNivea had three problems at once: people doubted the quality, thought it was for older people, and mostly did not think of it.
Nivea had three problems at once: people doubted the quality, thought it was for older people, and mostly did not think of it.
"NIVEA was struggling with three key areas; misconceptions around the products' quality, a nostalgic perception of the brand as being 'for older people', and low awareness in general."
Who says so: Nivea, quoted by The Goat Agency. No independent coverage of the partnership exists, so the 3,000 pieces and the category counts are the agency's own. Read it
The whole case →20232023-2024 · Food & beverageStarry was a brand new PepsiCo soda with no history, no audience and no creator relationships, and needed content every week for a year.
Starry was a brand new PepsiCo soda with no history, no audience and no creator relationships, and needed content every week for a year.
"Our goal was to position STARRY, PepsiCo's lemon-lime soda, at the center of culture, flooding the For You feeds of Gen Z throughout 2024." A year-long presence, not a launch moment.
Who says so: Digital Voices, the agency. Digiday covered Starry's broader social strategy but confirms none of the figures, so quote the shape of the programme and not its numbers. Read it
The whole case →20262026 · Automotive / electric vehiclesPolestar could not tell its design, performance and sustainability story through creators, and said so.
Polestar could not tell its design, performance and sustainability story through creators, and said so.
"As our brand continues to grow, it is critical that we gain a partner who not only understands our pillars of design, performance and sustainability, but can tell those stories through creators."
Who says so: Hunter Skipworth, Polestar's own Head of Content and Social Media, on the record. MediaPost reports the same appointment independently of the agency. Read it
The whole case →20242024 · Sexual health and OTC health, UKReckitt saw big headroom to change how Durex, Veet and Dettol did social and influencer in the UK, and said so.
Reckitt saw big headroom to change how Durex, Veet and Dettol did social and influencer in the UK, and said so.
Reckitt described the UK health brands as "where we see massive headroom to step change our social and influencer model". Note none of the three reports raises a regulator, an ASA ruling or a platform policy.
Who says so: Reckitt's own marketing director, David Shillcock, quoted in LBBOnline. Marketing Beat and Campaign both report the same five agency pitch independently. Read it
The whole case →Renaulthired MSL with Publicis London On the public record2019 · AutomotiveFamilies were not considering the Scenic, and the fix put cameras and microphones in cars with two parenting creators for a year, unscripted.
Families were not considering the Scenic, and the fix put cameras and microphones in cars with two parenting creators for a year, unscripted.
Two parenting creators, Anna Whitehouse and Simon Hooper, drove Scenics rigged with dashcams and microphones for a full year, posting unscripted family life. Renault could not approve what got said before it was said.
Who says so: MSL, the agency, working with Publicis London. The creators and the year-long format are checkable; no independent outlet covered the appointment. Read it
The whole case →20262026 · Consumer electronicsTeam Galaxy is about 140 creators in 35 countries running all year, so somebody has to recruit, renew and manage it every week.
Team Galaxy is about 140 creators in 35 countries running all year, so somebody has to recruit, renew and manage it every week.
Samsung's own newsroom documents roughly 140 Team Galaxy influencers from 35 countries and an annual Team Galaxy Connect event, most recently in San Francisco in 2026.
Who says so: Samsung's own newsroom for the programme, which names no agency. The agency credit comes only through Campaign US's Influencer Agency of the Year write-up, which is built on the agency's own submission. Read it
The whole case →20192019 · Sports and endurance nutritionScience in Sport had an ambassador programme it wanted to grow, and one brand manager already running the product calendar.
Science in Sport had an ambassador programme it wanted to grow, and one brand manager already running the product calendar.
"Brandnation clearly demonstrated real expertise in the sport influencer landscape. We were really impressed by the agency's creative ideas." The remit is growth, management and amplification of the UK ambassador programme.
Who says so: Matt Cook, Science in Sport's own brand manager, in Endurance Business. No second outlet covers the 2019 appointment. Read it
The whole case →20262026 · Music streaming / tech platformSoundCloud had its influencer work split up, and wanted one standing ambassador network instead to sell Artist Pro subscriptions.
SoundCloud had its influencer work split up, and wanted one standing ambassador network instead to sell Artist Pro subscriptions.
The stated reason for consolidating under one agency was to "strengthen cultural relevance and authority", and the brief was to "build an ambassador network of creators and artists to support long-term brand advocacy and drive growth of Artist Pro subscriptions".
Who says so: Campaign US and Net Influencer, both independent of the agency. No SoundCloud executive is quoted, so the reasoning on record is the trade press summary. Read it
The whole case →20262026 · Drinkware / DTCStanley's viral moment had passed, and it had to move its positioning on without losing the relevance the moment gave it.
Stanley's viral moment had passed, and it had to move its positioning on without losing the relevance the moment gave it.
"Stanley 1913 appoints Born Social to lead global social and social production." Adweek headlines the story on exactly this point: after viral fame, Stanley chooses a new agency of record.
Who says so: Adweek, Campaign UK, PRWeek and MediaPost, all independent. Campaign UK separately covered the earlier EMEA appointment, so both steps of the sequence are on record. Read it
The whole case →20232023-2024 · Rideshare / delivery / commerceUber had grown into grocery, retail, membership and everyday commerce, and people still thought of it as a taxi app.
Uber had grown into grocery, retail, membership and everyday commerce, and people still thought of it as a taxi app.
"Uber had expanded far beyond rideshare (grocery, retail, membership, everyday commerce) but consumer perception lagged the product."
Who says so: Viral Nation, the agency. No independent coverage was found, so the 16 campaigns and 700 creators are its own figures. Read it
The whole case →20232023-2025 · Consumer packaged goodsDove, Dove Men+Care and Lipton each ran their own marketing on their own budgets, so the creator work stayed one-off posts rather than anything joined up.
Dove, Dove Men+Care and Lipton each ran their own marketing on their own budgets, so the creator work stayed one-off posts rather than anything joined up.
Dove Men's own demand creation lead says the work helped the brand "move from one-off creator posts to an interconnected ecosystem". Unilever's spend with the agency grew 1,048 percent in a year, inside an 80 percent rise from existing clients overall.
Who says so: Erin Goldson, Dove Men's own demand creation lead, in Adweek. The Drum's year in review separately covers Unilever's wider pivot to influencer marketing. Read it
The whole case →20252025 · Personal care and hydration / wellbeingUnilever handed one agency three separate brands, TRESemme UK, Liquid I.V. and Simple Skincare UK, each needing its own year-round creator programme.
Unilever handed one agency three separate brands, TRESemme UK, Liquid I.V. and Simple Skincare UK, each needing its own year-round creator programme.
The appointment on record covers creator programmes across all three brands, won on a competitive pitch, reported by both the UK and US editions of Campaign on the same day.
Who says so: Campaign. Worth reading beside the three other Unilever rows on this sheet, which are three different agencies on other Unilever brands. Read it
The whole case →20262026 · CPG / foodFour separate agencies were already doing Unilever Foods' influencer work, and Unilever wants 20 times as many influencer partnerships.
Four separate agencies were already doing Unilever Foods' influencer work, and Unilever wants 20 times as many influencer partnerships.
Four agencies were already providing influencer support across the Foods portfolio, and Unilever has said publicly it wants to work with 20 times as many influencers. The brief was to "develop and activate a global influencer strategy for its food business".
Who says so: Marketing Dive, Campaign, PRWeek UK, Campaign Asia, Retail Gazette and Storyboard18 all carry it. Campaign is the one that reports the seven agency field and names the four incumbents who lost. Read it
The whole case →20262026 · Ready to drink meal replacementyfood was going into more than 10,000 UK stores and needed a constant feed of social content rather than campaign bursts.
yfood was going into more than 10,000 UK stores and needed a constant feed of social content rather than campaign bursts.
"We wanted an agency that understands how social actually works, not just how to show up on it. Spin's approach to content, community, and creators is exactly what we need as we grow in the UK market."
Who says so: Pete Rosier, yfood's own head of marketing, in LBBOnline. Performance Marketing World confirms the appointment but adds nothing on the creator scope. Read it
The whole case →They needed the skill once18 cases
not stated (recent) · SportswearPatrick Mahomes was mid-season, so his time was fixed, and the whole Super Bowl film had to be made in one month instead of six.
Patrick Mahomes was mid-season, so his time was fixed, and the whole Super Bowl film had to be made in one month instead of six.
The work was delivered in one month against a Super Bowl air date rather than the usual six, using a body double trained by Mahomes' own throwing coach. The hero drone video took 96.5 million views on Instagram and 58.8 million on TikTok, adidas' most viewed post ever.
Who says so: The Hashtag Sports Awards shortlist page, independent of the agency. Read it
The whole case →20182018-2019 · Entertainment / streamingThe content was first-person parkour and stunt driving, so it needed professional stunt performers, not lifestyle creators.
The content was first-person parkour and stunt driving, so it needed professional stunt performers, not lifestyle creators.
The talent were professional stunt performers because the content was first person parkour and stunt car work.
Who says so: Open Influence, the agency. No independent coverage exists; even the Medium writeup of the campaign is published by the agency itself. Read it
The whole case →20252025 · BroadcastingChannel 4 had no influencer agency at all, and was cutting about 200 jobs after its first ever deficit.
Channel 4 had no influencer agency at all, and was cutting about 200 jobs after its first ever deficit.
Revenue of 1.02bn, down 10 percent year on year, and a 52m deficit for 2023, the first in the broadcaster's history, with about 200 job cuts. The appointment in February 2025 was its first influencer marketing agency, after a competitive pitch.
Who says so: Campaign and Marketing Beat for the appointment; Televisual and Deadline for the deficit, entirely separately. Nobody has said the appointment answered the deficit, so the sequence is documented and the cause is not. Read it
The whole case →20202020-2021 · CPG / personal careThai schools were still punishing girls with forced haircuts, and 8 in 10 secondary students said it damaged their confidence.
Thai schools were still punishing girls with forced haircuts, and 8 in 10 secondary students said it damaged their confidence.
Research on the campaign found 8 in 10 secondary school students and 7 in 10 young women reported forced haircuts hurt their self-confidence. In January 2023 Thailand's Ministry of Education lifted the rules.
Who says so: The Drum, independent, which covered why the campaign was run. The policy change was carried on national media in Thailand. Read it
The whole case →not stated · Sports bettingFanDuel had reportedly spent 107 million dollars with a competitor early in the season and needed players signed up more cheaply.
FanDuel had reportedly spent 107 million dollars with a competitor early in the season and needed players signed up more cheaply.
"NeoReach designed a performance-based CPA campaign for FanDuel to drive fantasy sports signups, pairing the brand with YouTube comedians and gamers on affiliate tracking links." Payment was per acquisition, so attribution had to be wired into every creator.
Who says so: NeoReach, the agency. No year is stated and there is no second source of any kind. Read it
The whole case →2018not stated (Pixel-era, ~2018-2019) · Tech / hardwareGoogle's Pixel superfans were unpaid volunteers, and had to sit in the same programme as paid creators and paid celebrities.
Google's Pixel superfans were unpaid volunteers, and had to sit in the same programme as paid creators and paid celebrities.
"a 360 people-powered program architecture for Google's hardware team incorporating multiple tiered cohorts from Superfans to tiered influencers all the way through to global celebrity partnerships". The unpaid tier reached over 45,000 community members by the end of its second year.
Who says so: A Shorty Awards entry, which took Bronze and an Audience Honor, independent of the agency. Read it
The whole case →not specified in source · Technology / HardwareHP was selling office printers to business buyers in the mid 2010s, when almost nobody was using creators for B2B at all.
HP was selling office printers to business buyers in the mid 2010s, when almost nobody was using creators for B2B at all.
"Influencer marketing isn't just for lifestyle and consumer brands. With the right approach, businesses and technology companies can leverage the power of social influence to support B2B initiatives." The campaign put ESPN's Charissa Thompson into real small businesses as an intern, around an HP OfficeJet Pro.
Who says so: A B2B marketing trade blog, which matters because the agency's own link is dead. It quotes the agency's release closely, so it repeats the framing rather than testing it. Read it
The whole case →20232023-2024 · Mobile gamingA digital-only tournament has no stadium and no crowd, and Candy Crush needed one to feel like an event.
A digital-only tournament has no stadium and no crowd, and Candy Crush needed one to feel like an event.
"A digital-only tournament lacks the physical roar of a stadium or the grit of a championship pitch." The fix was a built candy-inspired set, a branded coach, 12 sports creators and billboard takeovers in Times Square, around a $1,000,000 prize pool.
Who says so: The bCreator Awards, independent, which gave it Gaming Campaign of the Year 2024. Variety and Global News separately covered the $1M prize. Read it
The whole case →20262026 · Healthy prepared meals and weight managementLite n' Easy is 40 years old and had to work out what weight-loss drugs were doing to the meal-plan market it built.
Lite n' Easy is 40 years old and had to work out what weight-loss drugs were doing to the meal-plan market it built.
"As we celebrate 40 years of helping Australians lead healthier lives, we were looking for a partner who understood both our heritage and the ever-changing health landscape. The integrated approach across brand building, consumer channels, influencer, commerce felt right for our future ambitions."
Who says so: Nathan Hayman, Lite n' Easy's own chief executive. Mumbrella, AdNews, Mediaweek and Campaign Brief all covered the win, and Mumbrella adds that the outgoing agency was Thinkerbell. Read it
The whole case →not stated (recent) · Beauty / cosmeticsM.A.C had to explain why Powder Kiss beat rival powders, and the claim had to stand up against an independent Nielsen study.
M.A.C had to explain why Powder Kiss beat rival powders, and the claim had to stand up against an independent Nielsen study.
Creators made content that "(as proven by a study from Nielsen) helped audiences to understand why this range was better than many other products on the market", across 25 pieces on Instagram and TikTok against one launch date.
Who says so: Influencer.com, the agency. No independent coverage of this programme exists, so the reach figures and the Nielsen framing are its own account. Read it
The whole case →20262026 · Consumer health / skin health servicesMoleMap is a clinical service that has to be believed by patients and by the doctors who refer them, and it could not put that on social.
MoleMap is a clinical service that has to be believed by patients and by the doctors who refer them, and it could not put that on social.
"The team demonstrated a clear understanding of our clinical-first approach and how to translate that into trusted, effective social experiences that engage patients and referrers alike."
Who says so: Duncan Armour, MoleMap's own chief marketing officer. AdNews, Mediaweek, Campaign Brief, B&T, Mi-3 and MarkeTech APAC all carried the win. Read it
The whole case →SoFihired The Brand Guild On the public record2023 · Fintech / financeSoFi asked an AI to draw people who are good with money and only 2 percent of the images it returned were women.
SoFi asked an AI to draw people who are good with money and only 2 percent of the images it returned were women.
"When SoFi asked AI to generate realistic images of people who are good with money, only 2% of images depicted women." The answer was an AI photo booth installation and a creator dinner at NASDAQ.
Who says so: SoFi's own Business Wire release, June 2023. The release does not name the agency, so the agency credit here is self reported. Read it
The whole case →20242024 · Consumer health / supplementsSymprove was buying bottom-of-funnel creator work, so the casting had to match UK women 35 and over interested in gut health, not just fitness creators.
Symprove was buying bottom-of-funnel creator work, so the casting had to match UK women 35 and over interested in gut health, not just fitness creators.
The brief on record is bottom-funnel influencer marketing in the UK with micro and macro fitness and nutrition creators on Instagram, targeting UK women aged 35 and over interested in gut health, with possible later expansion into men's health.
Who says so: MadTech Magazine. Symprove's own head of PR, social and advocacy is named and quoted. No second outlet carries this appointment. Read it
The whole case →20212021 · Natural skincare and personal careChina's social platforms and creator networks work nothing like the US ones Tata Harper had built the brand on.
China's social platforms and creator networks work nothing like the US ones Tata Harper had built the brand on.
"We're excited to transform our vision into reality in China leveraging unique social media ecosystems and building a community of Tata Harper lovers." The entry was timed to China easing its animal testing rules for imported skincare in June 2021.
Who says so: Tata Harper herself, the founder, in Marketing-Interactive. No other trade title covered the appointment. Read it
The whole case →20252025 · Premium yoghurt and kids yoghurt pouchesThe Collective had built its name on funny billboards and needed content made for Instagram and TikTok instead.
The Collective had built its name on funny billboards and needed content made for Instagram and TikTok instead.
"TSA blew us away with their energy and passion for the brand. This combined with their social first thinking and how our brand personality can be brought to life in social media content showed that they would be a perfect partner for us." The stated aim was moving from out-of-home to a platform-first approach.
Who says so: Lucy Matthews, The Collective's own marketing manager, in LBBOnline. MediaPost carried the win too. The pitch was run in house against one other agency with no incumbent. Read it
The whole case →20262026 · Oral careBad breath is the thing nobody will mention, so the brand had to make a subject people avoid impossible to ignore.
Bad breath is the thing nobody will mention, so the brand had to make a subject people avoid impossible to ignore.
"The opportunity for us was to take something people generally avoid talking about and make it impossible to ignore. Bad breath is a very real, very human problem, but conversations around it can be awkward."
Who says so: Alison Tyssen-Hall, Church & Dwight's own senior brand manager for oral health. Mediaweek and Roastbrief both carry the campaign in full. Read it
The whole case →20262026 · Juice and smoothiesOne team had to run Tropicana, Naked and Copella in the UK, three juice brands sold to three different people.
One team had to run Tropicana, Naked and Copella in the UK, three juice brands sold to three different people.
The account on record covers Tropicana Juices, Naked Smoothies and Copella in the UK, won out of a competitive process that started with six agencies.
Who says so: Campaign, independent, for the account and the six agency field. The creator half of the remit is described only by the agency itself; Campaign calls it a social account without naming creator work. Read it
The whole case →20202020 · Consumer electronics / smartphonesXiaomi had about a month, in lockdown, to book a headline DJ, build a live stream and clear the music rights for a Mi 10 Pro launch.
Xiaomi had about a month, in lockdown, to book a headline DJ, build a live stream and clear the music rights for a Mi 10 Pro launch.
The #MyHouseParty stream ran on 29 May 2020 headlined by Carl Cox with DJs Luigi, Matador and Cici, two hours streamed across Xiaomi's YouTube, Twitter, Instagram and Facebook, tied to the Mi 10 launch. All of it was built in about a month, in lockdown.
Who says so: Pocket-lint, an independent tech publication, which carried the lineup and the date before the event happened. Read it
The whole case →There were rules about what they could say13 cases
20242024 · Pharma / disease awarenessAcadia was talking about hallucinations in Parkinson's, which for a drug maker is claim territory, so the story had to come from a family rather than the company.
Acadia was talking about hallucinations in Parkinson's, which for a drug maker is claim territory, so the story had to come from a family rather than the company.
"In addition to Maximum Effort handling creative, the year-long More to Parkinson's campaign finds Heartbeat handling paid media and Lippe Taylor earned media, including social and influencers." Ryan Reynolds fronted it with his mother, after his father's 1998 diagnosis.
Who says so: MediaPost. The Shorty Impact Awards entry independently ties the agency to the campaign, which won Best Influencer-Driven Campaign at the 2025 Fierce Pharma Marketing Awards. Read it
The whole case →20262026 · Consumer health / OTCCanesten is a licensed medicine, so it cannot answer thrush misinformation on TikTok and Instagram in its own words the way the misinformation is spread.
Canesten is a licensed medicine, so it cannot answer thrush misinformation on TikTok and Instagram in its own words the way the misinformation is spread.
The published scope for Canesten is social content aimed at women aged 18 to 30, a campaign to counter misinformation about thrush, influencer activity and experiential work. That a regulated medicine brand cannot post freely is a matter of UK advertising law.
Who says so: PRWeek UK, with The Go Network's agency moves roundup logging it independently. Read it
The whole case →20192019 · Women's intimate health, UKBalance Activ had to get women talking about bacterial vaginosis, a condition most people mistake for thrush and leave untreated.
Balance Activ had to get women talking about bacterial vaginosis, a condition most people mistake for thrush and leave untreated.
"For Balance Activ the agency's brief will be to raise awareness of bacterial vaginosis."
Who says so: PRWeek, and separately PRWeek's own Healthcare Awards, where the work won Best use of Social Media and/or Influencers. That award is independent confirmation the influencer half of the brief was actually run. Read it
The whole case →20152015 · CPG / confectioneryMondelez had already been banned by the UK ad regulator over YouTube videos that did not make clear they were paid, so it could not run creator work the same way again.
Mondelez had already been banned by the UK ad regulator over YouTube videos that did not make clear they were paid, so it could not run creator work the same way again.
The UK ad regulator banned Mondelez's Oreo lick-race videos in November 2014, made with YouTubers Dan Howell, Phil Lester, TomSka, Emma Blackery and PF Liguori. The ASA said the ads were in the same editorial style as the channels' own content, so the commercial intent was not obvious before people started watching.
Who says so: The ASA ruling itself, reported by Campaign and FoodNavigator. It is public record and independent of everybody on this row. Read it
The whole case →20252025 · Online pharmacy and weight loss, UKChemist4U sells prescription weight-loss medicines online, which UK rules say cannot be advertised to the public.
Chemist4U sells prescription weight-loss medicines online, which UK rules say cannot be advertised to the public.
"The six-figure remit, which will initially focus on weight-loss solutions", covering influencer marketing, thought leadership, media relations and corporate reputation management. UK law prohibits advertising prescription-only medicines to the public.
Who says so: PRWeek's Pitch Update. No second trade report; the agency's own channels carry campaign posts, which confirms the relationship is live but is the agency talking about itself. Read it
The whole case →20262026 · Cannabis / medical cannabisCuraleaf could not get past the stigma around medical cannabis as a treatment.
Curaleaf could not get past the stigma around medical cannabis as a treatment.
"raising awareness of Curaleaf's medical cannabis as a treatment option for treatment-resistant conditions, including chronic pain", and Net Influencer records the account as won "to combat medical cannabis stigma".
Who says so: Net Influencer, trade press, not the agency. LBBOnline confirms it separately and quotes Curaleaf's head of marketing Kayla Kluver by name. Read it
The whole case →20212021 · Acne treatmentDifferin needed creators willing to talk about their own acne on camera for an over-the-counter treatment, which is a medical claim not a beauty one.
Differin needed creators willing to talk about their own acne on camera for an over-the-counter treatment, which is a medical claim not a beauty one.
"To further increase cultural relevance, we worked with agency Lippe Taylor to find the perfect influencers in select pieces of content." The creative was built on TikTok trends given an acne twist so it read as native rather than as ads.
Who says so: LBBOnline for the announcement and Adweek, which independently names the agency as the one used to find the influencers. Read it
The whole case →20242024 · Consumer health / over the counterHaleon puts healthcare professionals on social alongside celebrities and nano creators, and every one of them is making a regulated health claim.
Haleon puts healthcare professionals on social alongside celebrities and nano creators, and every one of them is making a regulated health claim.
"Haleon hires Collectively for influencer marketing in unusual 3-year deal." The remit is lead US influencer partner for Advil, Sensodyne and Tums, and the cast spans celebrities, nano influencers and leading healthcare professionals on social.
Who says so: Ad Age, PRWeek, Campaign US, MM+M and Drug Store News all carry it. One of the best sourced appointments anywhere on this sheet. Read it
The whole case →not stated · Telehealth, women's healthHers sells a prescription product, and the word prescription could not appear anywhere in the creator content.
Hers sells a prescription product, and the word prescription could not appear anywhere in the creator content.
The case study states the product is prescription based and that the word "prescription" could not appear in creator content. It is stated, not quoted.
Who says so: Ubiquitous, the agency that was hired. Nothing here is confirmed outside its own page. Read it
The whole case →20242024 · Period and leakproof underwear, globalModibodi runs Australia, New Zealand, the UK, France and Germany, so content and creators had to work in five markets and three languages.
Modibodi runs Australia, New Zealand, the UK, France and Germany, so content and creators had to work in five markets and three languages.
"Bread Agency's remit will cover social strategy, content creation and influencer marketing through always-on and campaign work." The markets named are Australia, New Zealand, the UK, France and Germany.
Who says so: AdNews and Campaign Brief with the identical remit line, plus Ragtrader and Branding in Asia the same week. Modibodi's own executive director is quoted. Read it
The whole case →20202020, reappointed 2025 · Pharmacy and consumer health, UKSuperdrug keeps its health work with a separate specialist agency from its beauty work, and has done since 2020.
Superdrug keeps its health work with a separate specialist agency from its beauty work, and has done since 2020.
"The agency's scope of work includes campaign creation, proactive and reactive press office function and influencer relations." The split held through a 2025 reappointment, when a different agency took beauty and corporate on the same day.
Who says so: PRWeek in 2020 and again in its account-moves round-up, with Marketing Beat confirming the 2025 reappointment after a four-way pitch. Read it
The whole case →20262026 · Pharma / patient advocacyUCB ran dozens of micro-influencers, and a drug maker is legally obliged to catch and report any side effect any of them mentions.
UCB ran dozens of micro-influencers, and a drug maker is legally obliged to catch and report any side effect any of them mentions.
The entry title itself states the model: "UCB Pharmaceuticals / Syneos Health | Shine Forward Micro-Influencer Program". Adverse event reporting is a legal duty on pharmaceutical manufacturers, which is what makes a micro-influencer programme expensive to run.
Who says so: FiercePharma's 2026 finalist list, and nothing else. No campaign detail, spend, market, dates or named executive exists anywhere. Read it
The whole case →20252025 to 2026 · Weight management and GLP-1 partnership, USThe Wegovy work came with strict legal limits on how medication claims could be made, and 10 to 15 creators had to be approved in the last week of December to post in the first week of January.
The Wegovy work came with strict legal limits on how medication claims could be made, and 10 to 15 creators had to be approved in the last week of December to post in the first week of January.
"The GLP-1 activation came with strict legal requirements governing how medication-adjacent claims could be presented, leaving creators with less room to improvise."
Who says so: Jake Rosen Entertainment, the agency. No second report exists. Adweek separately confirms WeightWatchers named a global creative agency of record during the GLP-1 boom, which is a different appointment. Read it
The whole case →Nobody in that world knew them13 cases
20252025 · Consumer health / OTC dermatology skincareCeraVe's whole positioning rests on dermatologists, so its creator programme means recruiting and teaching hundreds of them across markets.
CeraVe's whole positioning rests on dermatologists, so its creator programme means recruiting and teaching hundreds of them across markets.
The 2024 award entry names the mechanic outright: CeraVe Clears It Up Like a Derm by Schooling Hundreds of Influencers from around the Globe. The 2025 win was for the Multi-City Drama Free Cleansing Tour in the same category.
Who says so: PRWeek's US Healthcare Awards shortlists and winners lists, across three separate years, all naming the same brand and agency in the social and influencer category. Read it
The whole case →20262026 · Sleep technology and health hardwareEight Sleep had no Australian press contacts and no local health or performance creators, in a category it had to explain from scratch.
Eight Sleep had no Australian press contacts and no local health or performance creators, in a category it had to explain from scratch.
The remit on record covers strategic PR, media relations and influencer communications in Australia, including a reactive press office, brand storytelling, and both organic seeding and paid influencer campaigns across health, wellness, performance and lifestyle creators.
Who says so: B&T and ContentGrip. Note nobody from Eight Sleep is quoted anywhere; the only voice is the agency's executive director. Read it
The whole case →20232023-2024 · Home furnishings retailIKEA needed to matter to a younger audience, and says itself that they are a hard crowd to crack.
IKEA needed to matter to a younger audience, and says itself that they are a hard crowd to crack.
"IKEA needed relevance with a younger audience. A notoriously hard crowd to crack."
Who says so: Whalar, the agency. THE WORK awards database carries an independent entry for Build the Flatpack, which confirms the campaign but not the problem. Read it
The whole case →20202020 · Quick-service restaurantKFC had never worked in gaming, and had no standing with a gaming audience.
KFC had never worked in gaming, and had no standing with a gaming audience.
"As KFC's gaming agency of record, Kairos were briefed with increasing brand sentiment and awareness amongst a gaming audience." KFC had no prior gaming activity of any kind.
Who says so: iSportConnect and USC Annenberg Media both cover KFC's entry into esports independently of the agency, and KFC's own global newsroom carries the KFConsole launch. Read it
The whole case →20262026 · Dermocosmetic skincareLa Roche-Posay knew the tattoo community was worth having and had no honest way in.
La Roche-Posay knew the tattoo community was worth having and had no honest way in.
"We have long recognized that the tattoo community represents a significant opportunity for La Roche-Posay." The brief was deliberately open: the products, but not the angle.
Who says so: Laura Ekholm Axters, L'Oreal's own Nordic Head of Advocacy and Influence. The Drum independently confirms the campaign, the mechanic and the Silver at its own 2026 EMEA awards. Read it
The whole case →20242024 · SportswearMontirex was a Liverpool brand with no creator relationships outside the North of England, and wanted London, Ireland, Scotland and the Midlands.
Montirex was a Liverpool brand with no creator relationships outside the North of England, and wanted London, Ireland, Scotland and the Midlands.
The brief on record is to build a unified artist, influencer and talent engagement strategy to expand the brand beyond its North of England base.
Who says so: LBBOnline and the European Sponsorship Association, both carrying the same appointment. Montirex's own CMO is quoted. Both repeat the release text, so it is two outlets rather than two reporting efforts. Read it
The whole case →20252025 · Organic cereal, granola and better for you breakfastNature's Path is a Canadian brand relaunching into the US, where it had no media or creator relationships of its own.
Nature's Path is a Canadian brand relaunching into the US, where it had no media or creator relationships of its own.
"This is a great example of testing a potential relationship with a project. Our 2024 work on the Canadian Summer Bummer campaign for Que Pasa built the bridge for where we are today as AOR." PRWeek's standfirst puts it plainly: the company wants its products to be as beloved in the US as they are in Canada.
Who says so: LBBOnline and PRWeek. Nature's Path's own director of marketing services is named. Read it
The whole case →Pepsodenthired Omnicom Advertising, dedicated Unilever team Somebody said so2026 · Oral careIndonesians look for health advice on social, and almost no dentists were making content there, so there was nobody credible to work with.
Indonesians look for health advice on social, and almost no dentists were making content there, so there was nobody credible to work with.
"Many consumers, especially younger audiences, increasingly turn to social platforms for advice on health, beauty and self-care, yet there are relatively few dental professionals creating content that feels engaging, relatable and native to those spaces." Research puts correct brushing at 2.8 percent of the population and no dentist visit in a year at around 96 percent.
Who says so: Unilever's own senior global brand director for oral care, in LBBOnline. MarkeTech APAC reports the same launch separately. Read it
The whole case →20182018-2020 · Travel / AirlinesSouthwest was launching its first ever Hawaii flights and wanted real island content, which meant creators who already lived there.
Southwest was launching its first ever Hawaii flights and wanted real island content, which meant creators who already lived there.
"Southwest Airlines came to HireInfluence wanting to create awareness and drive pre-sales tickets for the airline's first-ever flights to Hawaii."
Who says so: HireInfluence, the agency. Influencer Marketing Hub independently repeats the same result figures, so the outcome is corroborated outside the agency's page. Read it
The whole case →20232023 · Pharmacy skincareSudocrem is known for nappy rash and was trying to be bought for adult acne and eczema, which is a different claim to a different person.
Sudocrem is known for nappy rash and was trying to be bought for adult acne and eczema, which is a different claim to a different person.
"We're on an exciting journey to explore new territories for Sudocrem beyond nappy rash and cuts and grazes, so wanted to partner with a brave PR and influencer agency that would help us resonate in a meaningful way."
Who says so: Amira Seffar, Sudocrem's own Senior Omnichannel Lead, in Prolific North. PRWeek confirms the win, names the incumbent it replaced, and reports the 2025 extension at six figures. Read it
The whole case →20192019-2021 · Ride-hailing/mobilityUber wanted to lead a thank-you to the NHS, and had no standing to do it, so every creator had to have a verified personal NHS tie.
Uber wanted to lead a thank-you to the NHS, and had no standing to do it, so every creator had to have a verified personal NHS tie.
Seven creators were chosen for genuine personal ties to the NHS, alongside a Metro cover wrap on 17 December 2020 and a hospital projection.
Who says so: Aithority, an independent ad tech outlet, confirms the partnership, the seven creators and the reason they were picked. Read it
The whole case →20232023 · RetailWalmart Land was Walmart's first Roblox push, and Gen Z was sceptical enough that it would not take part.
Walmart Land was Walmart's first Roblox push, and Gen Z was sceptical enough that it would not take part.
"Walmart Land on Roblox needed credibility and participation with a skeptical Gen-Z audience."
Who says so: Viral Nation, the agency. Marketing Dive independently covers the Walmart Land launch and its aim of shifting Gen Z perceptions. Read it
The whole case →20252025 · Consumer health / health technologyWithings was entering Australia with no local team and no relationships with Australian journalists or creators.
Withings was entering Australia with no local team and no relationships with Australian journalists or creators.
"Sling & Stone will be charged with managing Withings' strategic storytelling, media and influencer relations, as well as events and partnerships to raise brand awareness and build credibility in the local market."
Who says so: B&T and Mumbrella, both the same day, both carrying the influencer line. No Withings executive is named in either. Read it
The whole case →They could not find the right creators12 cases
20252025 · Sexual wellness and lingerie retail, globalAnn Summers wanted to reposition its social voice, across head office and 82 UK stores, in a category that keeps getting more crowded.
Ann Summers wanted to reposition its social voice, across head office and 82 UK stores, in a category that keeps getting more crowded.
"Ann Summers sought a partner that could help reposition its social voice in an increasingly competitive, ever-evolving market." The remit names influencer marketing explicitly. Note neither report raises a regulator or a platform ad policy, so the paid-social restriction line that used to sit here was ours.
Who says so: LBBOnline and Campaign, which adds that the pitch was eight-way. Ann Summers' own chief executive is quoted. Read it
The whole case →20252025 · Lip care / personal careChapStick is a legacy lip balm brand trying to matter to Gen Z, having last leaned on celebrities in the 1990s.
ChapStick is a legacy lip balm brand trying to matter to Gen Z, having last leaned on celebrities in the 1990s.
Adweek's own framing is that the agencies were hired to revive the brand for Gen Z. The winning argument is quoted too: "That it was integrated from a media, influencer, and creative perspective, but underpinned by measurement, was the hook that won it."
Who says so: Adweek, independent. Unusually complete on process: the pitch opened in April, ChapStick chose within a couple of weeks, no consultancy was involved, work began in late August. Read it
The whole case →20242024 · Oral careThe last thing millions of Indians put on their teeth at night is sugar, and Colgate needed to reach them in that hour rather than in the morning.
The last thing millions of Indians put on their teeth at night is sugar, and Colgate needed to reach them in that hour rather than in the morning.
The campaign was built on that finding and scheduled to run between 8pm and midnight, partnering with dessert influencers on Instagram so the surprise ending landed with people already watching food video.
Who says so: BuzzInContent, quoting the agency's executive creative director, who also says micromanaging influencer content had previously failed. No second report names the agency on this campaign. Read it
The whole case →20262026 · Home appliances / coffeeDe'Longhi needed someone who understood the UK coffee market and where it was growing, and tested three agencies on exactly that.
De'Longhi needed someone who understood the UK coffee market and where it was growing, and tested three agencies on exactly that.
"TSA showed their ability to both understand our audience, the growth trajectory of coffee within the UK and also the creative ability to tap into efficient ideas that we could envision working really nicely for our campaigns."
Who says so: Ollie Biddle, De'Longhi UK's own omnichannel marketing manager, by name. MediaPost, LBBOnline and Campaign all cover it. Read it
The whole case →Dellhired The Goat Agency Somebody said so2024-2025 · Technology / HardwarePeople were frightened of AI, and Dell was trying to sell them AI machines.
People were frightened of AI, and Dell was trying to sell them AI machines.
"AI can still scare people, so we wanted to dispel some of the myths and make it less daunting."
Who says so: Dell itself, quoted in a Drum profile piece. The piece was placed by the agency, so it is Dell's words carried by the agency's channel. Read it
The whole case →not stated · Enterprise ITDell takes 6 to 9 months to vet one influencer, so it could not bring technical experts on at the speed the work needed.
Dell takes 6 to 9 months to vet one influencer, so it could not bring technical experts on at the speed the work needed.
Dell's own vetting of an influencer runs 6 to 9 months. It is the hardest timing number on the sheet and it comes from Dell's own head of corporate influencer relations, not from the agency.
Who says so: Dr Konstanze Alex, Dell's head of corporate influencer relations, in several independent interviews. Read it
The whole case →20212021-2022 · BeautyThis was L'Oreal Paris Nordics' first campaign for a mature audience, so it had no creators aged 45 and over to call on.
This was L'Oreal Paris Nordics' first campaign for a mature audience, so it had no creators aged 45 and over to call on.
The launch is on record as L'Oreal Paris's first ever mature creator-led campaign, ten creators aged 45 and over across Sweden, Denmark, Norway and Finland, the oldest 84.
Who says so: Mobile Marketing Magazine, Agility PR and CEW UK, all outside the agency. They confirm the ten creators and the ages, and report none of the performance figures, so do not quote those. Read it
The whole case →20242024 · Supplements / healthcareLAC already had a PR agency and deliberately added a second one for creators, because it judged the two to be different jobs.
LAC already had a PR agency and deliberately added a second one for creators, because it judged the two to be different jobs.
"the decision to engage Kobe, an influencer specialist agency, alongside our esteemed retainer PR agency, stems from our commitment to delivering dynamic and innovative marketing strategies that resonate with the evolving preferences of our audience." The sentence that used to sit here, about not reaching the right people, was our category label restated.
Who says so: Evelyn Teo, LAC Global's own head of marketing and digital, in Marketing-Interactive. No second outlet carries the dual appointment. Read it
The whole case →20212021 campaign, reported 2022 · Multivitamin supplementOne A Day needed the over-50s on TikTok, a platform everyone reads as young, where they are only about a tenth of users.
One A Day needed the over-50s on TikTok, a platform everyone reads as young, where they are only about a tenth of users.
"A lot of people know TikTok as a Gen Z, youthful platform, but over 10% of TikTok users are 50 plus and that number is growing every single day."
Who says so: Linqia's VP of strategy, interviewed by MM+M, the Haymarket healthcare marketing title, which also interviewed Bayer's own side. PRWeek carries the same piece. Read it
The whole case →20252025 · CPG / snackingMcVitie's had to hold its place in snacking and grow awareness with younger buyers in Germany, Switzerland, Italy and Sweden at once.
McVitie's had to hold its place in snacking and grow awareness with younger buyers in Germany, Switzerland, Italy and Sweden at once.
The brief was to "handle the social media and influencer management for its McVitie's brand across Germany, Switzerland, Italy and Sweden", kicking off with the True Originals platform.
Who says so: Marketing Communication News and More About Advertising, both independent. The buyer is named and quoted: Ian Soon, Head of Marketing for Europe at McVitie's. Read it
The whole case →20242024 · Home and cleaningFewer of the people arriving from campaigns were new, and each customer cost more to win.
Fewer of the people arriving from campaigns were new, and each customer cost more to win.
"The percentage of new visitors from campaigns steadily dropped, making it harder to reach fresh audiences, especially when CACs were higher."
Who says so: Kynship, the agency. This is the only agency page in the whole set that states a problem and gives a hard starting number. The revenue growth is corroborated by the Sunday Times 100 fastest growing list; the reason for it is not. Read it
The whole case →not stated · Fintech, trading appRobinhood's user base was not diverse, and it could not reach women, young adults or first time investors on its own.
Robinhood's user base was not diverse, and it could not reach women, young adults or first time investors on its own.
"Robinhood partnered with NeoReach to diversify their user base by activating 15+ young, female creators of color and non-financial influencers on YouTube."
Who says so: NeoReach, the agency that was hired. No second source of any kind, though the brief detail is specific. Read it
The whole case →Too many contracts and payments8 cases
2018multiple (2018-recent) · SoftwareAdobe wanted a standing creator community across APAC, and one-off campaigns were not building one.
Adobe wanted a standing creator community across APAC, and one-off campaigns were not building one.
"As Adobe looked to strengthen community engagement across APAC, it needed more than individual campaigns."
Who says so: Vamp, the agency. Mobile Marketing Magazine independently covered the Lightroom CC launch, which confirms a real ongoing relationship but none of the impression figures. Read it
The whole case →20222022 · Beverages / alcoholBudweiser flew over 100 creators to Doha and hosted them for more than a week, in a country with strict alcohol rules, for a beer brand.
Budweiser flew over 100 creators to Doha and hosted them for more than a week, in a country with strict alcohol rules, for a beer brand.
Marketing Dive independently reported Budweiser rallying over 100 influencers for its World Cup effort. Qatar's restrictions on alcohol during the 2022 tournament are public record.
Who says so: Marketing Dive, independent of the agency. The agency's own page adds that the work grew out of earlier Super Bowl Miami and PRIDE Brazil activations. Read it
The whole case →not specified in source · Consumer Packaged GoodsCottonelle was known as a bath tissue brand and wanted to be seen as a personal care brand.
Cottonelle was known as a bath tissue brand and wanted to be seen as a personal care brand.
"Kimberly-Clark's Cottonelle wanted to drive awareness of and increase engagement around its brand, shifting perception from one of a bath tissue brand to a personal care brand."
Who says so: Linqia, the agency, quoting Kimberly-Clark's shopper marketing team. The Stevie Awards' own 2017 winners page independently confirms the campaign won its category. Read it
The whole case →20262026 · Consumer health / pharmacy skincareQV wanted volume, hundreds of micro and nano creators posting reviews and trial content over six months, on top of the programme it already ran.
QV wanted volume, hundreds of micro and nano creators posting reviews and trial content over six months, on top of the programme it already ran.
"QV is investing in influence as a performance and creative channel, not just an awareness driver." A six month always-on programme to June 2026, focused on micro and nano creators making review, education and trial content.
Who says so: Mediaweek, Marketing-Interactive and B&T all within two days. Ego's own marketing communications manager is named. Read it
The whole case →20252025 · Dermocosmetic and beauty portfolioL'Oreal had more than 25 agencies running influencer work across 32 brands in Australia and New Zealand, and over 5,000 influencers a year.
L'Oreal had more than 25 agencies running influencer work across 32 brands in Australia and New Zealand, and over 5,000 influencers a year.
AdNews reports the account is understood to be worth 30 million dollars and that L'Oreal previously had more than 25 agencies working on its influencer account, across all 32 regional brands.
Who says so: AdNews and LBBOnline, with Global Cosmetics News, Mediaweek and StopPress carrying it separately. L'Oreal ANZ's own chief digital and marketing officer is named. Read it
The whole case →not specified in source · Transportation / RideshareLyft ran 733 creators over a multi-year programme, every one of them a separate contract and payment.
Lyft ran 733 creators over a multi-year programme, every one of them a separate contract and payment.
"Throughout our multi-year partnership, Obviously identified and managed 733 influencers to amplify brand awareness around key moments that correlated with Lyft's values, monthly promotions, and services."
Who says so: Obviously, the agency. The 733 creators and 19.4M impressions are its own figures with no independent coverage. Lyft's own influencer director speaks publicly about the approach without ever naming the agency. Read it
The whole case →not specified in source · Food / CPGNestle Toll House was losing share and wanted to be seen as fun, modern and creative instead of old-fashioned.
Nestle Toll House was losing share and wanted to be seen as fun, modern and creative instead of old-fashioned.
"Nestle Toll House wanted to increase their market share by shifting the perception of their brand to one that's fun, modern and creative."
Who says so: Linqia, the agency. Only its own case study page exists, with no trade press at all. Read it
The whole case →not specified in source · Beauty / RetailUlta wanted to be recognised locally rather than nationally, so it needed one creator on contract in each of the 50 states for a year.
Ulta wanted to be recognised locally rather than nationally, so it needed one creator on contract in each of the 50 states for a year.
"Ulta Beauty partnered with Obviously to onboard their first Collective composed of diverse influencers across all 50 states to tell the Ulta Beauty story as brand advocates."
Who says so: Obviously, the agency. PureWow confirms the Collective is a real year-long programme, but never names the agency and does not confirm the EMV figure. Read it
The whole case →Nobody believed the brand itself6 cases
20242024 · Beauty and skincareL'Oreal had influencer work spread across more than 25 separate agencies, so nobody could hold one compliance standard over CeraVe's skincare claims.
L'Oreal had influencer work spread across more than 25 separate agencies, so nobody could hold one compliance standard over CeraVe's skincare claims.
L'Oreal put its influencer business through a pitch in January 2024 and consolidated more than 25 separate influencer agencies into WPP. Its own stated wins were consistency, strengthened governance and compliance.
Who says so: AdNews and LBBOnline, trade press. The link from that structure to the CeraVe campaign is WPP's own case study, so the consolidation is solid and the CeraVe tie is not. Read it
The whole case →20252025 · Collagen supplement drinkEternal Collagen was launching in the UK that autumn and needed press, creators and a launch event all landing together.
Eternal Collagen was launching in the UK that autumn and needed press, creators and a launch event all landing together.
"Can PR will manage an integrated PR and communications strategy, including media relations, influencer engagement, and launch activations." That puts creator work inside the remit rather than beside it.
Who says so: PRWeek's Pitch Update, and nothing else. Nobody is named on either side, and no fee, term or result has been published. Read it
The whole case →20262026 · Consumer health / OTC skin careGold Bond had to show its skin products being used as a base layer under swimwear and ski gear, which needs people demonstrating it, not an ad.
Gold Bond had to show its skin products being used as a base layer under swimwear and ski gear, which needs people demonstrating it, not an ad.
"Gold Bond and /Prompt saw an opportunity to highlight the use of Gold Bond skin products to create a base layer of protection."
Who says so: PRWeek's US Healthcare Awards write-up, which is the independent record. The agency's own posts file the work under Influencer Partnerships. Read it
The whole case →20252025 · Beverage alcoholHeineken's own study of 17,000 adults found 52 percent felt overwhelmed by social media, the same people it needed to reach with a message about logging off.
Heineken's own study of 17,000 adults found 52 percent felt overwhelmed by social media, the same people it needed to reach with a message about logging off.
Heineken's own study of 17,000 adults found 52 percent felt overwhelmed by the pressure to keep up with social media, and that the average person spends nearly six hours a day on their device.
Who says so: Heineken's own PR Newswire release, with Marketing Dive and MediaPost carrying it. Brand-commissioned research, so the number is self reported. Read it
The whole case →20232023 · Sports retailSports Direct went back to the agency market because it wanted cultural credibility as a sport and fitness destination, and did not have it.
Sports Direct went back to the agency market because it wanted cultural credibility as a sport and fitness destination, and did not have it.
"We went back into the agency market to try and find an agency that really understood us as a brand and where we want to go, that was aligned with our values and shared our level of creative and cultural ambition."
Who says so: Beckie Stanion, Frasers Group's own CMO, in Prolific North. Only that one outlet covered it, and the piece carries quotes from both sides. Read it
The whole case →20182018-2020 · Social media / tech platformNobody in the West knew what TikTok was, what it stood for or what it offered, least of all the 22 to 34 audience it wanted.
Nobody in the West knew what TikTok was, what it stood for or what it offered, least of all the 22 to 34 audience it wanted.
"at this point, nobody knew what TikTok was, what it stood for and what it could offer"
Who says so: Socially Powerful, the agency that was hired. No trade press and no brand side confirmation exists. Read it
The whole case →Their own team had no time5 cases
20242024 · Protein bars and sports nutritionGrenade had a two-day Toronto park activation on 31 August and 1 September 2024, and no Canadian marketing team to build it.
Grenade had a two-day Toronto park activation on 31 August and 1 September 2024, and no Canadian marketing team to build it.
The media plan on record covers social, out of home in Toronto neighbourhoods, influencer marketing and Weather Network app ads, supporting an outdoor gym takeover at Ashbridges Bay on those two dates.
Who says so: Media in Canada, independent. Grenade's own North America brand manager is quoted, and gives the reasoning: the Canadian nutrition category is crowded and the brand wanted product into people's hands. Read it
The whole case →not stated · RideshareA Chicago summer is about 3.6 months, so the whole Divvy campaign had to be thought up, planned and launched in under a month.
A Chicago summer is about 3.6 months, so the whole Divvy campaign had to be thought up, planned and launched in under a month.
"Lyft wanted to turn Divvy scooters and bikes into the Windy City's go-to ride, and Ubiquitous recruited 9 creators and developed 40+ pieces of content to get it done in under a month."
Who says so: Ubiquitous, the agency. The detail that gives the reason away is operational: the agency sat in Lyft's own Slack so Lyft spent about 30 minutes a day on it. Read it
The whole case →20252025 · Yoghurt, dairy desserts and protein dairy drinksMuller had to run six sub-brands plus the masterbrand, each with its own social strategy, and make reactive content fast enough to be reactive.
Muller had to run six sub-brands plus the masterbrand, each with its own social strategy, and make reactive content fast enough to be reactive.
The remit names Muller Corner, Muller Light, Muller Rice, Muller Bliss, Muller FRijj, Muller x Myprotein and the masterbrand, with reactive content made in the agency's own studio and influencer and ambassador partnerships alongside.
Who says so: PRWeek, Campaign and Decision Marketing all carried it on the same day. Muller's own brand equity lead is quoted. Read it
The whole case →20232023-2024 · Food and beverage / CPGTotino's came off a down sales year against rising competition, with no bigger media budget to answer it.
Totino's came off a down sales year against rising competition, with no bigger media budget to answer it.
The down year and the flat budget are on record. Marketing Dive independently confirms the deliberate Gen Z pivot as Totino's stated strategy.
Who says so: Marketing Dive, independent, for the strategy. It never names The Social Lights, so the agency credit is self reported, and the 2025 Super Bowl work is credited to other agencies entirely. Read it
The whole case →not stated · Quick service restaurantWienerschnitzel gave 47 creators near-total freedom, which meant giving up script approval on 47 TikToks it never saw first.
Wienerschnitzel gave 47 creators near-total freedom, which meant giving up script approval on 47 TikToks it never saw first.
The brief was "minimal creative guardrails", casting comedy, couples, lifestyle and food creators, and 47 creators produced 47 TikToks over roughly three months.
Who says so: Ubiquitous, the agency, with people named on both sides: Doug Koegeboehn, CMO of Wienerschnitzel, and Jeremy Boudinet at the agency. Read it
The whole case →They could not turn the posts into ads3 cases
20232023-2024 · Consumer packaged goods/oral careColgate was buying creator footage to cut into four paid ad formats plus stills, so it needed the usage rights signed at contract time.
Colgate was buying creator footage to cut into four paid ad formats plus stills, so it needed the usage rights signed at contract time.
"Our challenge was to produce engaging influencer assets for paid ads that drive awareness of Colgate's Max White Ultra Active Foam whitening toothpaste in Sweden amongst 18-34 year olds."
Who says so: Digital Voices, the agency. Worth knowing how the work arrived: the agency's Head of Client Development came from Wavemaker, where she led Colgate, and the work landed about a year later. Read it
The whole case →Jeephired Publicis Middle East On the public recordnot stated · AutomotiveThe campaign was built out of content made by 20,000 real Jeep owners in GCC owner clubs, so every clip needed its owner's permission.
The campaign was built out of content made by 20,000 real Jeep owners in GCC owner clubs, so every clip needed its owner's permission.
The campaign, WE DON'T MAKE JEEP. YOU DO., was assembled from owner-made content across the Gulf owner clubs. Campaign Middle East and The Drum both covered it.
Who says so: Campaign Middle East and The Drum, both independent of the agency. Read it
The whole case →20252025 · SkincareVaseline was turning creator hacks into paid ads and into products, so every claim needed lab proof and each of 450-plus creators needed rights signed.
Vaseline was turning creator hacks into paid ads and into products, so every claim needed lab proof and each of 450-plus creators needed rights signed.
Real scientists lab tested viral beauty hacks and the ones that passed became paid advertising and then a product line, Vaseline Originals, off more than 6,000 documented user hack cases.
Who says so: WPP, LBB, MARKETECH APAC and the Cannes Lions record, which gave the work Grands Prix in Health and Wellness and in Social and Influencer. Read it
The whole case →