Cure Media and La Roche-Posay have won Gold in the Effect & Engagement category at the Swedish Content Awards 2026 for NO REGERETS, a Nordic TikTok campaign developed by Cure Media in collaboration with La Roche-Posay. The win marks Cure Media's second consecutive Gold at the awards.
Over six weeks, the campaign generated 39.3 million views and 1.1 million engagements, exceeding its engagement target by 380%.
The award was presented at Södra Teatern in Stockholm, where the Swedish Content Awards celebrate the year's best work in content marketing.
The NO REGERETS campaign
NO REGERETS was inspired by the Nordic region's high prevalence of tattoos and the personal stories of tattoo regret that often come with them. Working with 23 creators across four Nordic countries, the campaign encouraged people to share their own experiences on TikTok.
“Winning Gold at the Swedish Content Awards for the second year running is incredibly exciting. It's particularly meaningful that NO REGERETS has been recognised in the Effect & Engagement category, as this is exactly where we want to demonstrate the difference that great creator marketing can make. It's also fantastic to see a campaign created for the entire Nordic region recognised and celebrated here at home in Sweden," says Emma Lundsten, COO at Cure Media.
In its citation, the jury praised the campaign for turning personal stories into something that resonated with a wider audience:
"Through intimate stories and a finger on the pulse, La Roche-Posay empowered people to own their mistakes. The campaign turned something personal and vulnerable into something relevant and relatable to many. An approach that not only moved and engaged audiences, but also delivered clear impact."
Previous wins and international recognition
Last year, Cure Media won Gold in the Audio & Podcast category for Intim Rutin, a campaign developed in collaboration with Kronans Apotek.
NO REGERETS has also earned international recognition, including the Grand Prix and Gold for Best Audience Engagement at the Global Influencer Marketing Awards, as well as Silver at The Drum Awards EMEA.
