Australian brands and influencers are setting the global standard for influencer marketing, with new case studies from the 2025 AiMCO Awards revealing the strategies behind some of the country’s most impactful campaigns.
The Australian Influencer Marketing Council (AiMCO) today released more than 30 case studies showcasing how brands, agencies, and creators are driving audience growth, engagement, and revenue through innovative influencer-led campaigns. The studies highlight the creative and commercial success of campaigns across sectors, from FMCG to entertainment, and shine a light on how Australian marketers are turning social influence into measurable business results.
At the forefront is Paramount Pictures’ ‘Impossible Night Run’ campaign, delivered by HELLO, which won the award for Most Influential Campaign.
The activation turned Sydney Harbour into a real-life movie set, engaging 21 influencers to lead a secret run club, generating over 325 pieces of user-generated content, 3.9 million views, and 33,695 engagements, reaching more than 3.1 million Gen Z Australians.
The campaign directly contributed to more than 1.13 million tickets sold, generating a record-breaking $23.67 million at the Australian box office.
HELLO CEO Sam Kelly said the campaign exemplified the power of targeting the right influencers to create a ripple effect.
“By partnering with just 21 creators, each bringing their own community, we built a highly engaged, captive audience who became our cast, content creators, and amplifiers,” Kelly said.
The case studies guide, titled The Creator Era: 2025 AiMCO Awards Case Studies, also features campaigns from Wingstop, Rimmel, Huggies, and Zyrtec, with insights from agencies including Ernest Agency and OMG Content Creo.
It highlights how top creators like Adelle Petropoulos, People’s Choice Award winner, and Steph de Sousa are leveraging authenticity and community engagement to deliver meaningful impact for both audiences and brands.
Petropoulos, who has partnered with brands such as Maybelline, L’Oreal Paris, MECCA, and Coles, said the award was a reflection of genuine audience connection.
“This kind of recognition is so special, but the real win has always been the community. The people who show up every day, who engage, who support, and who have grown with me, that’s what this is really about,” she said.
AiMCO managing director Patrick Whitnall said the case studies underscore how creators are shaping and leading the industry.
“Creators are driving culture, building communities, and fuelling commerce at scale. Australia is producing world-leading work that delivers both cultural traction and strong commercial outcomes, and these case studies make that clear,” he said.
