Looking to create campaigns that win awards in 2026? This blog is informed by examining shortlisted campaigns from the 2025 B2B Marketing Awards. Evaluated by more than 100 independent, client-side judges through a rigorous two-stage process, the analysis goes beyond just the winners to reflect the full breadth of high-performing work—offering a clearer picture of what’s driving success in B2B marketing today and how teams can evolve their strategies accordingly. In this blog, we share more about influencer marketing and share a brilliant campaign to demonstrate its impact.
Influence in B2B is shifting toward credible voices within professional communities. Analysis of award entries reveals that marketers are increasingly leveraging experts, practitioners and peer networks to drive engagement and trust.
Rather than relying on celebrity-style influence, these campaigns demonstrate how authentic, industry-relevant voices can accelerate awareness, credibility and demand generation. And a testament of this? See below for an award-winning campaign.
“Doritos Dinamita Firing Up Convenience” for PepsiCo, by Cirkle
Silver: Best Product or Service Launch
PepsiCo briefed Cirkle to make the launch of Doritos Dinamita the hottest launch of the year across the convenience channel – a product hitting the scene as an exclusive to convenience stores. The agency was tasked to drive awareness, unlock distribution points and create FOMO.
The campaign was based on understanding the dynamics between convenience retailers and their shoppers. Convenience store owners are influential figures in their communities, with 80% engaging in some form of community activity in the past year. They have the trust and attention of their customers, making them ideal ambassadors for new product launches.
Cirkle strategically created a ‘push / pull’ mechanic into the product launch campaign – giving retailers a reason to stock up (the push) and using peer-to-peer endorsement to do just that; while ‘pulling’ consumers in to purchase via the in-store activations, shopper marketing, digital assets and theatre. The approach shone a light on the importance of B2B influencers, with the campaign igniting a retailer-led social movement within the industry, with over 130 pieces of retailer-generated content and an average of 4,047 packs sold daily during the launch period.
Looking to enter our awards? Entries for the B2B Marketing Awards 2026 are now open; bringing together the campaigns, teams, and individuals setting the pace for our industry. Check out the details here: https://events.b2bmarketing.net/b2bawards/Home
