More than 800 creators, brands and agencies gathered at NIDA in Sydney overnight as the Australian Influencer Marketing Council (AiMCO) crowned the winners of its 2025 AiMCO Awards, following the inaugural AiMCO Summit.
The annual event, now a key fixture on the influencer marketing calendar, recognised campaigns, teams, agencies and creators delivering measurable impact and cultural relevance across Australia’s rapidly evolving creator economy.
HELLO and Paramount Pictures were awarded Most Influential Campaign for “Mission: Impossible Night Run”, while Uber Australia was named Marketing Team of the Year.
Melbourne-based creator Adelle Petropoulos took home the inaugural People’s Choice award.
A record turnout for the creator era
The awards followed a full day of programming at the first-ever AiMCO Summit, themed The Creator Era – Exploring Creators, Culture and Commerce.
Speakers included representatives from MECCA, Tourism Australia, Influence @ WPP Media, Are Media, HELLO, Fabulate, Original Audio, Spawnpoint Media and Sticki.
Creators including Anthony Rabdello-Jahn of Donut Daddy, Alright Hey, Taz & Alessia, Ryan Jon, Toni Lodge of the Toni and Ryan Podcast, Sam Fricker and Steph De Sousa also took to the stage.
Dan and Ibby Image: AiMCO
Hosted by Daniel ‘Olan’ Olaniran (@olantekkers) and Ibrahim ‘Ibby’ Akbar (@ibby_a), the awards celebrated what AiMCO described as the best of the best across influencer marketing.
Petropoulos wins People’s Choice
Fan favourite Petropoulos (@adellepetropoulos) was named the inaugural AiMCO People’s Choice Creator, an award designed to allow fans and collaborators to recognise their favourite talent.
Adelle Petropoulos Image: AiMCO
Petropoulos, a Melbourne-based beauty, lifestyle and cooking creator, has built a following of more than 70,000 across TikTok, Instagram and YouTube.
Drawing on her background in makeup artistry, she is known for practical tutorials, lifestyle tips and approachable cooking content.
HELLO and Paramount Pictures recognised for cultural cut-through
Paramount Pictures’ ‘Mission: Impossible Night Run’, created by HELLO, was awarded Most Influential Campaign.
The campaign was recognised for re-energising an established franchise through a culturally sharp understanding of Gen Z behaviour.
By placing influencers at the centre of a run-club-led live experience, the campaign shifted from traditional promotion to active participation, generating cultural momentum alongside commercial impact.
HELLO was also recognised across multiple categories, including Integrated Campaign and ROI-focused awards for its work with U by Kotex and Wingstop.
Uber Australia named marketing team of the year
Uber Australia took home Marketing Team of the Year, sponsored by Fabulate, following what judges described as consistently strong, creatively led work delivering measurable brand uplift.
The brand’s sustained investment in creators and influencers, combined with a collaborative agency partnership model, was highlighted as reflective of a modern, performance-driven approach to brand building.
Industry and creator winners
Danielle Kinda Wavemaker & Influence @ WPP Media was named AiMCO Trailblazer of the Year, while Esme Louise James (@esme.louisee) received the Influence for Good award, and Rhylee Passfield (@rhyleep95) was honoured as Rising Star.
Steph de Sousa Image: AiMCO
Among creator category winners were Steph de Sousa (Best Food & Beverage Creator), Clayton’s World (Best Comedy & Entertainment Creator), Eystreem (Best Gaming Creator), Tash Invests (Best Business & Finance Creator) and Toni and Ryan for Best Creator-led Podcast.
Agency honours included OMG Content | Creo as Best Large Agency or Business and Ernest Agency as Best Boutique Agency or Business, while Click Media was named Best Talent Management Agency.
Industry momentum continues
More than 100 creators, brands and agency teams were shortlisted this year, with AiMCO reporting a record number of entries.
Patrick Whitnall
AiMCO Managing Director Patrick Whitnall said the awards reflected the sector’s continued growth and maturity.
“Australia’s influencer marketing industry is brimming with talent, and it’s a privilege to recognise the outstanding creators, brands, and agencies honoured at this year’s AiMCO Awards.
“Influencer marketing has become central to marketing strategy, with brands increasing investment as they see its ability to build relevance, trust, and deliver measurable results. The campaigns and creators celebrated tonight are leading the way in innovation, creativity, and audience engagement. It’s a great opportunity to reflect on and celebrate the exceptional work shaping the industry.”
Brand Partners
Premier event partners for 2025 were Are Media and Influence @ WPP Media, with major sponsors Fabulate, HELLO and YouTube. Contributing partners included Amazon, Changer, Commercial Radio & Audio, RISER/Theory Crew, Vamp and TikTok, with audio partner Original Audio. The event was also supported by El Jannah and JCDecaux.
The full list of winners:
Overall
AiMCO People’s Choice Creator: Adelle Petropoulos, One Day Dream
AiMCO’s Most Influential Campaign: Paramount Pictures: Mission: Impossible Night Run, HELLO for Paramount Pictures
Brand
Best Food & Beverage Campaign: Wingstop, Australia’s biggest new brand launch of 2025, HELLO for Wingstop
Best Beauty, Fashion & Style Campaign (sponsored by Wavemaker): Rimmel reimagines its Australian music strategy for COTY
Best Home, Lifestyle & Travel Campaign: Take a Bref, Wavemaker for Bref
Best Family, Parenting & Pets Campaign: Huggies SkinProtect Launch & Bum Masks, HELLO for Huggies
Best Health, Fitness, Sport & Wellness Campaign: Zyrtec Story Time, Publicis Collective for Zyrtec
Best Entertainment, Gaming & Comedy Campaign: Paramount Pictures: Mission: Impossible Night Run, HELLO for Paramount Pictures
Best Tech, Business, Finance & Insurance Campaign: Fujifilm Australia: The Moment Club, We Are Different for Fujifilm Australia
Best Integrated Campaign (winner): Wingstop, Australia’s biggest new brand launch of 2025, HELLO for Wingstop
Best Integrated Campaign (highly commended): Kleenex, The Life Changing Loo Roll, We Are Different for Kleenex
Best Gifting or Seeding Campaign: Huggies, SkinProtect Launch & Bum Masks, HELLO for Huggies
Influence For Good Campaign: Australia is for Everyone, Tourism Australia
Industry
AiMCO Trailblazer of the Year: Daniella Kinda, Wavemaker & Influence @ WPP Media
Marketing Team of the Year (sponsored by Fabulate): Uber Australia
Unsung Hero Award (winner): Tegan Boorman, Social Law Co
Unsung Hero Award (highly commended): Jess Hope, Create Racket
Best Large Agency or Business (sponsored by YouTube): OMG Content | Creo
Best Boutique Agency or Business: Ernest Agency
Best Standalone Influencer Campaign (under $50,000): Coachella, WPP Beauty Tech Labs for L’Oreal
Best Use of Data (sponsored by Are Media): Neutrogena Hydro Nation, Publicis Collective for Neutrogena
Most Effective Campaign for ROI: U by Kotex, Ultrathins Conversation Cards, HELLO with We are Different for U by Kotex
Most Effective Collaboration/Partnership (sponsored by Are Media): U by Kotex, Ultrathins Conversation Cards, HELLO with We are Different for U by Kotex
Best Influencer Marketing Technology or Service (sponsored by YouTube): OMG Content | Creo
Best Talent Management Agency (winner) (sponsored by HELLO): Click Media
Best Talent Management Agency (highly commended) (sponsored by HELLO): Day Management
Overall
Best Food & Beverage Creator (winner): Steph de Sousa
Best Food & Beverage Creator (highly commended): Chloe Wheatland, Made by Muse Agency
Best Beauty, Fashion & Style Creator (sponsored by Wavemaker): Rachel De Oliveira, Day Management
Best Comedy & Entertainment Creator: Clayton’s World, JRM Group
Best Gaming Creator (winner): Eystreem, Spawnpoint Media
Best Gaming Creator (highly commended): Aussie Antics, Click Media
Best Home, Lifestyle & Travel Creator: Haz and Loz, Made by Muse Agency
Best Family, Parenting & Pets Creator: Ben McIntosh, Day Management
Best Health, Fitness & Sport Creator: Elloise Fit, Huume Management
Best Business & Finance Creator: Tash Invests, Huume Management
Best Creator-led Podcast (sponsored by Commercial Radio & Audio): Toni and Ryan
Rising Star (sponsored by EssenceMediacom): Rhylee Passfield, JRM Group
Influence for Good (sponsored by Mindshare): Esme Louise James
Best Long-Term Ambassador/Partnership (2+ years): Steph de Sousa and Aldi Australia
Best Creator-Led Business (sponsored by Changer): Spawnpoint Media.
Top Image: HELLO team