Australian Influencer Marketing Council (AiMCO) has released a new series of case studies highlighting award-winning influencer marketing campaigns, offering a behind-the-scenes look at how brands, agencies and creators are driving impact in the space.
The guide, The Creator Era: 2025 AiMCO Awards Case Studies, features more than 30 campaigns from winners at the 2025 AiMCO Awards, spanning brands, creators and platforms across Australia.
Spotlight on standout campaigns
Among the top-performing works, Paramount Pictures’ Mission: Impossible Night Run campaign, delivered by HELLO, was named Most Influential Campaign.
The campaign transformed Sydney Harbour into a live-action experience, engaging 21 influencers in a run club activation inspired by the film franchise.
The activation generated 325 pieces of user-generated content, reaching more than 3.1 million Gen Z Australians and contributing to over 1.13 million tickets sold and $23.67 million at the box office, making it the biggest Mission Impossible release in Australia.
Sam Kelly
Sam Kelly, Chief Executive Officer and Partner at HELLO, said the campaign focused on community-driven engagement.
“By partnering with just 21 creators, each bringing their own community, we built a highly engaged audience… a masterclass in our belief that attended by the right few can be shared to millions,” Kelly said.
Creators leading the industry
Adelle Petropoulos
Influencer Adelle Petropoulos took out the first-ever People’s Choice Award, recognised for building a highly engaged audience through authentic content.
“This kind of recognition is so special, but the real win has always been the community,” Petropoulos said.
Pru Corrigan, Founder and Chief Executive Officer at One DayDream, said the win reflects the evolving creator economy.
“Adelle has built a deeply engaged audience by consistently showing up in a way that is genuine, thoughtful and authentic,” Corrigan said.
Industry-wide participation
The guide also features campaigns from brands including Wingstop, Rimmel, Huggies, and Zyrtec, alongside agencies such as Ernest Agency and OMG Content Creo, and creators including Steph de Sousa and Tash Invests.
The release follows AiMCO’s first combined Summit and Awards event, which brought together hundreds of industry professionals and highlighted the scale and maturity of Australia’s influencer marketing sector.
Setting the standard
Patrick Whitnall
Patrick Whitnall, Managing Director at AiMCO, said the case studies reflect the growing influence of creators across marketing.
“Creators and influencers are not just shaping the industry, they are leading it. Influence, innovation and impact are being redefined by creators who are driving culture, building communities and fuelling commerce at scale,” Whitnall said.
Main image: AiMCO