Esky shifts to creator-led strategy with TikTok-first campaign via The Social CliQ

Melbourne, Australia – Esky is moving to a social-first marketing model, launching a creator-led campaign built for TikTok as legacy brands in Australia chase relevance with younger audiences.

The push, developed by The Social CliQ, part of Jaywing, marks a shift away from traditional campaign cycles towards always-on content designed for short-form video platforms.

Instead of commissioning individual creators remotely, the agency brought together 16 creators for a single-day shoot on the Gold Coast, producing more than 50 videos and 40 images in one coordinated production.

The creators, including Godwill Taban, Oliver Hedger, Sarah Hunter, Lucy Vining, and Nilan Gilbert, captured content across beach, park, and poolside settings—scenarios closely tied to how Australians use Esky’s coolers.

@esky.australia Pool day recap: drinks cold, music up, and no one checking the time. Grab the Esky. #eskyaustralia #fyp #grabtheesky ♬ original sound – Esky Australia

Talia Datt, Founder and Managing Director at The Social CliQ, said, “Social platforms move quickly and brands need content that feels native to how people actually create and consume on TikTok.”

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.”

The brand, long associated with beach trips, barbecues, and weekend outings, is now translating those rituals into formats suited for digital feeds rather than television spots.

Tracey Fitzsimmons, Marketing Manager at Esky, said, “Esky has been part of Australia’s cultural life for decades, from beach days to backyard barbecues. This campaign brings that spirit to life reflecting how younger audiences share their experiences today.”

Further adding, “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.”

Content from the shoot will roll out first on TikTok, before extending to Meta platforms throughout the year as part of an always-on publishing strategy.