Cure Media and La Roche-Posay have won Silver in the Social Media category at The Drum Marketing Awards EMEA 2026 for the campaign "NO REGERETS". The winners were announced during the awards ceremony at Evolution London on June 3.
In the Social Media category, Cure Media competed alongside global brands and agencies behind campaigns for companies including KFC, Xbox, Burberry, and Shell.
"NO REGERETS" was built on the insight that the Nordics is one of the world's most tattooed regions, and that many people carry stories about tattoos they regret but rarely talk about. The campaign was based on a simple idea: the comment section would become the campaign itself. Creators across Sweden, Norway, Denmark, and Finland shared their own tattoo stories and invited followers to respond with photos of their own tattoos using TikTok's photo-in-comment feature, turning the comment section into the heart of the campaign.
Over six weeks, the campaign generated 39.3 million views, drove 1.09 million engagements, and inspired more than 5,000 user-generated comments. It also exceeded its initial engagement targets by 380 percent.
"We are incredibly proud to receive this kind of international recognition together with La Roche-Posay. NO REGERETS demonstrates how creator marketing has become an essential part of modern marketing strategies, where communities, participation, and platform-native interactions play a central role in how brands build relevance and engagement"
- Emma Lundsten, COO at Cure Media.
The Drum Awards EMEA celebrates some of the most creative and strategically effective campaigns from across Europe, the Middle East, and Africa, making this recognition particularly meaningful for both Cure Media and La Roche-Posay.
"Winning Silver in such a prestigious international competition alongside an incredible team and a brave client willing to challenge convention feels truly fantastic."
- Emma Lundsten.
Team
La Roche-Posay / L'Oréal:
Laura Axters Ekholm, Nordic Head of Advocacy & Influence
Natascha Thompson, Nordic Advocacy & Influence Brand Manager
Cure Media:
Frida Ekholm, Creative Lead
Nanna Selén, Creative Strategist
Anna Litzén, Trends & Insights Manager
Julia Arheden, Account Director
Josefin Lindberg, Campaign Director
Veronica Ljungqvist, Campaign Coordinator
Emma Lundsten, COO
