Esky is doubling down on creator-led content, launching a new social-first campaign with The Social CliQ that puts TikTok-native storytelling at the centre of its marketing strategy.
The campaign, developed by The Social CliQ, a Jaywing agency, marks a shift towards always-on, platform-native content, with the iconic Australian brand tapping creators to drive engagement with younger audiences.
Appointed in 2025 to manage Esky’s Instagram, TikTok, user-generated content, influencer and paid boosting programs, the agency has built a year-round content strategy designed to deliver a steady pipeline of short-form video and imagery.
Creator shoot drives scale and consistency
At the core of the campaign is a large-scale creator production, with 16 digital creators flown to a Gold Coast location for a curated shoot designed to capture lifestyle-driven content.
Participants included Godwill Taban, Oliver Hedger, Sarah Hunter, Lucy Vining and Nilan Gilbert, with the first content rolling out from a poolside setting.
Rather than relying on individual creators’ output, the campaign centralised production to generate scale, capturing more than 50 short-form videos and 40 images across the shoot.
Content was produced in a lo-fi, TikTok-native style using mobile devices, aiming to align with platform behaviour while maintaining a consistent creative direction.
Outdoor moments anchor brand positioning
The shoot was structured around three key environments, beach, park and pool, reflecting how consumers use Esky products in everyday outdoor settings.
The brand, which has been part of Australian outdoor culture for more than 70 years, positioned its range of coolers within these social scenarios, focusing on moments of connection and shared experiences.
Content will initially roll out on TikTok before extending to Meta platforms, forming part of an always-on strategy with regular monthly posting.
Brands rethink social production models
The campaign reflects a broader shift in how brands are approaching social, moving away from ad hoc creator output towards more structured, scalable production models designed for platform-native content.
Talia Datt, founder and managing director at The Social CliQ, said the approach was driven by the speed and expectations of platforms like TikTok, where volume and authenticity are critical.
“Social platforms move quickly, and brands need content that feels native to how people actually create and consume on TikTok.”
By consolidating production into a single, curated shoot, the agency generated a high volume of assets while maintaining control over creative consistency, environments, and group dynamics, ensuring the content remained both authentic and strategically aligned.
Datt added: “By bringing 16 creators together for a dedicated shoot, we were able to capture a huge volume of content in a short period of time while still keeping it authentic. It also allowed us to curate the environments, styling and group dynamics so it reflects reality, with Esky naturally at the centre of those experiences.”
For Esky, the strategy also serves to modernise a long-established brand by translating its legacy into formats and behaviours that resonate with younger audiences.
Tracey Fitzsimmons, marketing manager at Esky, said the campaign builds on the brand’s long-standing cultural relevance while adapting to how those moments are now shared.
“Esky has been part of Australia’s cultural life for decades, from beach days to backyard barbecues.”
She added, “This campaign brings that spirit to life, reflecting how younger audiences share their experiences today. Working with The Social CliQ and a talented group of creators has allowed us to capture those real moments of connection and fun, while showcasing how Esky products naturally fit into those outdoor occasions.”