Honored across three powerhouse categories for campaigns that pushed boundaries, broke the algorithm, and moved the needle.
June 12, 2025 – New York, NY — The Shelf, a data-first influencer company and award-winning creative + strategy influencer agency, announced today that it has been nominated for three Global Influencer Marketing Awards, recognizing its standout work across brand awareness, creator collaboration, and fashion + beauty.
These nominations spotlight The Shelf’s signature approach: performance-first storytelling, mapped to the Interest Graph, and amplified through systems like SpliceLab™ and the Optimization Flywheel. This year’s awards place The Shelf alongside the best in the industry—creative giants, cultural tastemakers, and strategy juggernauts.
The Nominations
Best Brand Awareness Campaign
Real Talk: Wine With a Wink
By: The Shelf, a data-first influencer company | Client: Deutsch Family Wine and Spirits, [yellow tail]
To launch [yellow tail]’s Real Talk Labels, The Shelf developed a tiered creator strategy combining macro, mega, and niche influencers to blend humor, relatability, and product confidence. The campaign generated 163.6M impressions—exceeding the original goal by 53%—and a 96.84% positive sentiment rating. ThruPlay view-through rates lifted 139%, proving the strength of creative designed to entertain first and sell second.
Creator Collaboration of the Year
Hide & Seek Fever Dream: Sam’s Club’s Gen Z Portal
By: The Shelf, a performance-driven influencer agency | Client: Sam’s Club | Creator: Frankie Lagana
In a surrealist TikTok concept led by creator Frankie Lagana, Sam’s Club was transformed into an unexpected Gen Z playground. The collaboration generated over 18M cross-platform views and ranked Lagana as the #2 most engaging creator on TikTok globally for more than four weeks. With minimal paid media, the campaign achieved massive organic traction, direct consumer intent, and cultural resonance across audiences.We teamed up with TikTok creator Frankie Lagana to turn a paper goods fort into a surreal portal into Sam’s Club—and the algorithm couldn’t look away. The 60-second fever dream exploded: 11.1M Instagram views, 7.2M on TikTok, and a viral run that made Frankie the #2 most engaging creator on TikTok globally. Minimal media spend. Maximum impact. Proof that when creators lead with story, performance follows.
Best Fashion & Beauty Campaign
Uniqlo FW24 Sweats: Comfort in Motion
By: The Shelf, a performance-driven influencer agency | Client: Uniqlo
To promote Uniqlo’s Ultra-Comfort Sweats, The Shelf developed a motion-forward content series featuring mega and macro creators. The result was a high-performing blend of partner-led styling, dance sequences, and relatable lifestyle content. Campaign results included 6.58M impressions, 412K engagements, and TikTok engagement rates more than double the industry benchmark—highlighting the effectiveness of authentic, movement-driven fashion storytelling.
About The Shelf
The Shelf is a strategy-first influencer marketing agency with a bias toward evidence. Its proprietary systems—including SpliceLab™ and the Optimization Flywheel – power interest-driven creator strategy that delivers measurable results across the full funnel. The Shelf blends creativity with data science to help brands scale what works and build what’s next. More than just launching campaigns, The Shelf builds infrastructure to repeat the win.
Check out case studies here.
About the Global Influencer Marketing Awards
Now in its 7th year, the Global Influencer Marketing Awards (GIMAs) celebrate the boldest, most creative, and inclusive campaigns connecting brands with their audiences. Hosted by Hello Partner and judged by a global panel of peers, the GIMAs recognize excellence across the influencer marketing and creator economy—including nine debut categories this year. The 2025 winners will be announced in London on July 17.
Explore the shortlist:
View The Shelf’s nominations at the 2025 Global Influencer Marketing Awards
