The best influencer marketing campaigns of 2024 to 2026 did one of two things: they seeded hundreds of creators around content those creators already made, or they built one creator's format around an action viewers could take. Unilever's Vaseline Verified worked with more than 450 creators and reported a 43% sales uplift. CeraVe seeded about 450 creators before its 2024 Super Bowl ad and counted 9 billion earned impressions before kickoff. Zach King hid a ticket code in a magic trick for Lionsgate, and fans claimed more than 10,000 free tickets in the first hour.
Below are 10 campaigns, eight dated 2023 to 2026, one undated TikTok Shop case and one classic, each with its result and a link to the source that published it. Where a brand never released a number, we say "not disclosed." We then add our own data: in hundreds of creator campaigns tracked in viral.app, the top 1% of videos brought in 60% of all views, which is why the seeding campaigns on this list cast so wide.
Only four of the ten published a sales or conversion figure: Vaseline, Felix Pago, Natura and Chipotle. The other six report reach, clicks, sign-ups or brand lift. If you run your own campaign, pick the business number you will report before creators post.
What they did: Unilever counted more than 3.5 million Vaseline "hacks" online, mostly on TikTok and Instagram. From March 2025, Vaseline's scientists tested viral hacks in the lab, gave the ones that worked a "Vaseline Verified" seal and debunked the rest. More than 450 influencers were invited to co-create (Unilever, July 29, 2025).
Result: more than 136 million social views by July 2025 (Unilever). Kate Godbout, Vaseline's North America brand head, told Marketing Dive the campaign brought a 43% uplift in sales and 87% positive sentiment, and that the brand had moved budget toward creator-led content (Marketing Dive, November 25, 2025). It won the Social & Creator Grand Prix at Cannes Lions 2025 (Cannes Lions, June 18, 2025).
Not disclosed: spend, and the period and market behind the 43%.
Copy this: start from what creators already post about your product. A seal, a ranking or a feature gives them a reason to post more of it.
What they did: in the weeks before Super Bowl LVIII in February 2024, CeraVe spread a rumor that actor Michael Cera had created the brand. The idea came from a few Reddit posts linking his name to the brand, and paparazzi photos, influencer unboxings and podcast appearances fed the theory (Marketing Dive, February 16, 2024). WPP says about 450 influencers took part, and the Super Bowl ad then had CeraVe's dermatologists reject Cera's claim (WPP case study).
Result: 9 billion earned impressions before game day, according to WPP. Ad research firm DAIVID ranked it the most effective Super Bowl campaign on TikTok (Marketing Dive). It won the Social & Influencer Grand Prix at Cannes Lions 2024 plus two Golds (Ogilvy, June 19, 2024). L'Oréal's 2024 annual report lists the ad, made with Cera, dermatologists and TikTok creators, among the US campaigns of the year.
Not disclosed: a campaign sales figure. Secondary write-ups of the award entry cite a sales lift, but L'Oréal's, WPP's and Ogilvy's own pages don't state one.
Copy this: let creators start the story before your paid moment, so the ad pays off something people already talk about.
TikTok's own data backs this format. In an analysis of brand campaigns published in November 2025, creator ads got a 70% higher click-through rate and a 159% higher engagement rate than non-creator ads at the same CPM, and ads posted from a creator's account got 59% higher engagement than those that weren't (TikTok for Business, November 24, 2025).
What they did: Hyundai's #ItsYourJourney campaign used creators who already own a Hyundai. The lead was Keith Lee, a food reviewer with more than 16 million TikTok followers who films most of his reviews in his car. As a two-time owner, he reviewed his new Hyundai Palisade in that same format, and Hyundai ran the video as In-Feed ads for traffic, views and reach (TikTok case study; TikTok's November 2025 blog dates the campaign to 2023).
Result: 53.5 million impressions, 2.8 million engagements and 1.1 million clicks to Hyundai's site. The click-through rate beat industry benchmarks by 80%.
Not disclosed: spend, leads or sales.
Copy this: pick creators who already use your product on camera, keep their usual format, and put paid media behind the post.
What they did: Felix Pago, an app for sending money to Latin America, used TikTok's Creator Marketplace to produce more than 35 Spanish-language creator ads, which raised its daily creative output 2.7 times.
Result: compared with its usual ads, 38% more conversions, a 26% higher click-through rate and a 23% more efficient cost per acquisition (TikTok for Business, November 24, 2025).
Not disclosed: number of creators, spend and absolute conversions.
Copy this: brief many creators in your audience's language and test their ads head to head against your house creative.
What they did: the Brazilian beauty brand entered the US through TikTok Shop in July. It paid for a one-month creator package to get seen and to recruit affiliates, then moved to an affiliate-led model with TikTok's GMV Max ads (TikTok case study). The case study gives months but no year..
Result: 90% of revenue came through affiliates. The shop had a positive ROI by its third month, October, and GMV grew 35% from October to November. One product, Tukuma Body Lotion, found a following in the Haitian community without any targeting.
Not disclosed: absolute sales, number of affiliates and commission rate.
Copy this: use a short paid creator burst to make the product visible, then pay the creators who keep posting on commission.
What they did: for the ticket launch, illusionist Zach King made a "heist" video with the film's cast. A code hidden in the trick unlocked free tickets (Shorty Awards entry).
Result: 12.5 million views in the first week and more than 31 million across Zach King's and Lionsgate's accounts. Fans claimed more than 10,000 free tickets in the first hour, and the film opened at number one. It won the TikTok Partnership category at the 18th Shorty Awards.
Zach King posted the TikTok on October 29, 2025. When we checked on October 2, 2026, it showed 18.2 million plays and 820,000 likes on TikTok alone.
Not disclosed: paid ticket sales tied to the video.
Copy this: put the call to action inside the creator's own format. The ticket code was part of the trick, not a caption.
What they did: for summer 2025, Caleb Pressley, host of Sundae Conversation, played White Claw's "No Bail Bondsman" on Instagram. Fans tagged friends who cancel plans, tagged friends got personal DM videos from Pressley, a hotline took complaints, and tagged groups could win a trip (Shorty Awards entry).
Result: more than 15,000 friends tagged, nearly 400 personal DM videos, 230 hotline calls, 315 million impressions, 175,000 sweepstakes entries and 135,000 new loyalty program sign-ups, White Claw's most from any activation. Brand love rose 5%. It won the Instagram Partnership category at the 18th Shorty Awards.
Not disclosed: sales.
Copy this: give viewers a small job, like tagging a friend, with a payoff, and count what lands in your own list.
What they did: Salesforce's 30-second ad in the February 2026 Super Bowl showed MrBeast with $1 million in a vault. Clues sat in the ad, in behind-the-scenes films and in social posts, and players used Slackbot to sort them without it giving away answers (Salesforce, February 2026).
Result: 268,000 people registered to play (Salesforce, May 19, 2026). One player solved it after about a month of searching (Salesforce customer story).
Not disclosed: Slack or Agentforce sign-ups and pipeline.
Copy this: for B2B, make the product the tool people need to take part, not a logo at the end.
What they did: on July 31, 2025, Adobe released an intentionally unfinished short film with downloadable assets. Filmmakers completed their own versions with Firefly. Tutorials ran on YouTube Shorts, TikTok and Reels, AI-focused creators posted about it (some paid, some not), and attendees extended the story live at Adobe MAX (Shorty Awards entry).
Result: 44.5 million total interactions, 161% of the goal. YouTube drove 52% of views and 189,000 link clicks, with a 69% completion rate, and 94% of viewers were new to the channel. Brand studies by DISQO and Meta showed familiarity up 8.2 points, ad recall up 8, favorability up 9.4 and consideration up 6.3. It won the User-Generated Content category at the 18th Shorty Awards.
Not disclosed: Firefly sign-ups.
Copy this: hand creators an asset they can finish. Their versions become the campaign.
What they did: for National Avocado Day in July 2019, Chipotle ran a TikTok hashtag challenge set to a viral guacamole song and gave free guac with digital entrée orders.
Result: more than 250,000 video submissions and nearly 430 million video starts in six days, which Chipotle called TikTok's highest-performing branded challenge in the US at the time. It also had its biggest guac day ever, with more than 802,000 sides served (Chipotle, August 1, 2019).
Copy this: one simple move that anyone can copy, tied to an offer.
We looked at about 200,000 videos posted between October 2025 and August 2026 by creators while they were enrolled in hundreds of creator campaigns run on viral.app. These are UGC programs that pay creators per video and per view, not celebrity or seeding deals. Views are as of October 1, 2026.
Views are lopsided. The top 1% of videos brought in 60.5% of all views and the top 10% brought in 92.8%. The bottom half of videos added up to under 1%. The median video got 1,235 views. Inside a single campaign the pattern holds: across campaigns with at least 100 videos, the top 10% of a campaign's videos delivered a median 75% of its views. And in the median campaign with at least 10 creators and 100 videos, the single best creator brought a third of the views.
Volume finds the hits. Creator enrollments with more videos were far more likely to include a big video, and their typical video was not bigger. In every group, the typical creator's typical video got roughly 900 to 1,200 views.
| At least one 100K-view video | At least one 1M-view video | |
|---|---|---|
| 1-4 | 3.4% | 0.4% |
| 5-9 | 6.0% | 2.1% |
| 10-19 | 10.9% | 1.9% |
| 20-49 | 26.3% | 4.8% |
| 50+ | 59.1% | 24.0% |
That is the case for high-volume creator programs: our sub-$1 CPM UGC playbook shows how apps run them, and Cluely's creator program is a public example. To set a hit bar per creator rather than per platform, use the method in how many views is viral.
Sponsored posts hold up. Across accounts tracked in viral.app with at least 10 videos in the same period, posts tagged #ad, #sponsored or a local equivalent got a median 0.94 times their own account's median views on TikTok (about 5,900 posts from about 770 accounts) and 0.99 times on Instagram (about 5,800 posts from about 820 accounts). They reached 10 times the account median slightly less often: 5.8% against 6.2% on TikTok and 4.5% against 5.9% on Instagram.
Across the ten campaigns and our data, four things recur:
An earlier version of this post listed campaigns from 2010 to 2020 whose figures were not linked to a primary source. This version replaces them.
The campaigns above share one setup: many creators, a clear action, and a result tied to each creator's posts. viral.app tracks every creator's videos across TikTok, Instagram, YouTube, Facebook and Snapchat, and pays them per view or per milestone with CPM payouts and flat bonuses. Create Ad runs any tracked post as a TikTok Spark Ad or a Meta partnership ad, and organic and paid views are reported apart. See how it works in UGC analytics, or read how brands run Canvas UGC at volume.
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