Esky Ditches Traditional Ads for TikTok-First Creator Campaign

Australian cooler brand Esky has launched a creator-led social campaign in partnership with marketing agency The Social CliQ, shifting away from traditional advertising toward a TikTok-first content model built around digital creators.

The campaign marks a structural change in how Esky manages its marketing, moving from one-off project briefs to an ongoing agency relationship covering Instagram, TikTok, influencer partnerships, and paid content promotion.

Single Shoot Day Produces 90+ Content Assets Across 16 Creators

The Social CliQ was appointed in 2025 to manage Esky's social media operations. Rather than briefing creators separately, the agency brought 16 digital creators together for a single full-day shoot at a Gold Coast property.

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Creators included Godwill Taban, Oliver Hedger, Sarah Hunter, Lucy Vining, and Nilan Gilbert. All content was filmed on mobile devices in a low-production style designed to match how content naturally looks on TikTok. Three lifestyle settings were used: beach, park, and pool.

The shoot produced more than 50 short-form videos and 40 images in one day. Content will roll out on TikTok first, then across Meta platforms throughout the year.

Talia Datt, founder of The Social CliQ, said: "Social platforms move quickly and brands need content that feels native to how people actually create and consume on TikTok. 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."

Tracey Fitzsimmons, Esky's marketing manager, added: "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."

TikTok-First Strategy Gains Ground Among Australian Consumer Brands

The Esky campaign arrives as Australia's TikTok ecosystem matures into a full-funnel commercial platform. TikTok's Australian user base exceeds 8.5 million, with the platform targeting more than 350,000 Australian businesses through mid-funnel advertising tools.

Other Australian brands have reported measurable results from similar approaches. PepsiCo's Twisties campaign, which featured creators Robert Irwin and G Flip, delivered a 31.3% increase in ad recall and an 18.1% brand awareness lift, winning Greatest Creative Campaign at the 2025 TikTok Ad Awards in Australia.

Financial services brand Ubank reported a 40% increase in new customer acquisition after running deliberately low-budget, humor-driven TikTok content, a production approach that closely mirrors Esky's mobile-shot creative strategy.

At the same awards, Zenith won Media Agency of the Year for deploying high-volume creator and user-generated content strategies, confirming that structured, volume-first content production is now recognized as best practice by the industry's leading awards body.

Esky's 70-Year Brand Repositions for Gen Z Audiences

Esky has been a fixture in Australian outdoor culture for more than 70 years, with its portable coolers associated with beach days and backyard gatherings. The new campaign does not represent a brand relaunch. Instead, Esky is using TikTok-native storytelling to make its existing cultural identity relevant to younger audiences.

The agency appointment reflects a broader pattern among legacy consumer brands, which are increasingly commissioning social agencies as permanent operational partners rather than one-time campaign vendors. The Social CliQ's mandate covers content creation, influencer management, and paid promotion on an ongoing basis.

Content from the Gold Coast shoot will be distributed across TikTok and Meta platforms throughout 2025 and into 2026 as part of Esky's always-on social strategy.