No Regerets, the creator-led TikTok campaign developed by creator marketing agency Cure Media for La Roche-Posay's Cicaplast Baume B5, has won bronze in the Community-Built Campaigns category at MIXX Awards Europe 2026. The award was presented on Thursday evening in Amsterdam, marking another international recognition for the acclaimed campaign.
Organised by IAB Europe, the European industry association for digital marketing and advertising, MIXX Awards Europe celebrates creativity, innovation and results in digital marketing. No Regerets was shortlisted in three categories: Platform-Native Social, Creator and Influencer, and Community-Built Campaigns.
Earlier this year, the campaign was also nominated for Best Digital Campaign at the Swedish Mixx Awards, organised by IAB Sweden.
“We didn't quite make it to the podium at the Swedish Mixx Awards, so it feels especially rewarding to now take home bronze at the European awards. Sometimes you just have to make up for it on the international stage! We're incredibly proud to see No Regerets continuing to gain international recognition. The campaign shows that the strongest ideas aren't always about what a brand says, but about what they inspire people to talk about,” says Emma Lundsten, COO at Cure Media.
How No Regerets used creators to build community on TikTok
No Regerets was built around the concept of tattoo regret, inviting 23 creators from Sweden, Norway, Denmark and Finland to share their personal stories about tattoos they had come to regret. By encouraging followers to share their own experiences, the comment sections became a central part of the campaign.
Over six weeks, No Regerets generated 39.3 million views and more than 1.1 million engagements on TikTok. The campaign also accounted for 39% of La Roche-Posay's total annual engagement across the Nordic region.
