April 15 2026, 11:20 am | BY Ricki Green | No Comments
Iconic Australian brand Esky is leaning into the power of creator-led storytelling for the launch of a new social-first campaign, from social media marketing agency The Social CliQ, that celebrates the great outdoors.
Appointed in 2025 to manage Esky’s Instagram, TikTok, user-generated content, influencer, and paid boosting programs, The Social CliQ, a Jaywing agency, developed a creator-led strategy to deliver a consistent stream of social video and images across the year.
Rather than relying on creators producing content individually, the agency hosted a full day curated creator shoot, flying in 16 digital creators to a luxury Gold Coast house to capture the authentic, social-first moments of Gen Z, with Esky products positioned as the hero within real lifestyle occasions.
The creators include Godwill Taban, Oliver Hedger, Sarah Hunter, Lucy Vining and Nilan Gilbert, with video from the pool party the first to be released.
Over the course of the production, creators captured more than 50 short-form videos and 40 images, filmed in lo-fi, TikTok-native style using mobile devices to ensure the content felt true to the platform while maintaining a cohesive creative direction.
The shoot was built around three core lifestyle settings that reflect how Australians naturally use Esky products at the beach, park and pool environments, capturing moments of friends enjoying time outdoors with Esky range of coolers at the centre of the action.
Esky has been the brand of choice for Australians wanting to enjoy the outdoors with family and friends for more than 70 years, with its range of portable picnic and drinks coolers becoming a staple of beach days, backyard gatherings and weekend adventures.
The content will roll out across TikTok initially and then across Meta throughout the year, delivering regular posts each month as part of Esky’s always-on social strategy.
Says Talia Datt, founder and managing director at The Social CliQ: “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. 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.”
Says Tracey Fitzsimmons, marketing manager at Esky: “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. 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.”
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