The Carousel team are delighted to have taken home the FMCG Campaign of the Year at the UK Content Awards 2026 alongside our client L.O.L. Surprise!
Rather than relying on traditional product launches, the award-winning campaign combined social media strategy, video content production, influencer marketing, paid social advertising and experiential event marketing to build excitement around the new L.O.L. Surprise! Eye Spy range.
The campaign featured interactive spy-themed teaser content, creator partnerships, geo-targeted paid social campaigns around Smyths Toys stores and live social media coverage from the Eye Spy HQ launch event. By combining engaging organic content with tactical paid social and real-world activations, the campaign generated more than 3 million campaign views, 67,000 engagements and 2.5 million video views, while delivering a 54% uplift in L.O.L. Surprise! sales across Smyths stores.
Carousel also won the Global Social Media Award for Best Use of Social Media for Hospitality for our work supporting Skate Manchester and The Queen's House Ice Rink.
The campaign combined social media strategy, video production, influencer partnerships, community engagement and paid social advertising to drive awareness and bookings across two major seasonal attractions.
Our team created almost 90 pieces of social-first video content, delivered live event coverage, collaborated with local creators and brand partners, and implemented a targeted Meta and TikTok advertising strategy designed to maximise both engagement and ticket sales. The campaign exceeded every KPI, generating 5.5 million content views, 62,000 engagements, 2.2 million video views, 8,900 new followers and more than £125,000 in attributed revenue.
Here's what the judges said about our campaign:
"This campaign was clear, punchy and had excellent execution. Smart use of social media and influencer activity effectively supported the hospitality sector, while the witty, engaging showcases made the campaign especially memorable."
These awards recognise the breadth of Carousel's social media expertise, from social media strategy and content production through to paid social advertising, influencer marketing, community management, event social media and integrated campaigns. Whether launching a new product, promoting a destination or building long-term brand awareness, our team creates social-first campaigns that deliver measurable commercial results.
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