Esky Pivots to Social-First Strategy with Creator-Led TikTok Campaign
Esky, the iconic Australian brand synonymous with outdoor gatherings for over 70 years, is modernizing its digital approach. The brand has launched a new social-first campaign designed to celebrate life outdoors, shifting its focus toward creator-led storytelling to better engage with younger audiences.
A Strategic Partnership with The Social CliQ
To drive this digital transformation, Esky appointed The Social CliQ, a Jaywing agency, in 2025. The agency’s mandate is comprehensive, overseeing Esky’s presence across Instagram and TikTok, while managing influencer programs, paid boosting, and user-generated content (UGC).
Rather than relying on fragmented, individual content creation, The Social CliQ developed a cohesive strategy to ensure a consistent stream of social video and imagery throughout the year. This approach moves away from traditional advertising and leans into the authentic, lo-fi aesthetic that defines modern social media consumption.
The Execution: Authenticity via Curated Content
The centerpiece of the new campaign was a curated creator shoot hosted at a luxury house on the Gold Coast. The agency flew in 16 digital creators to capture authentic moments that position Esky products as the hero within real-life lifestyle occasions. Among the creators involved in the production are Godwill Taban, Oliver Hedger, Sarah Hunter, Lucy Vining, and Nilan Gilbert.
To ensure the content resonates with Gen Z, the production followed a strict “TikTok-native” style:
- Mobile-First Production: All content was filmed using mobile devices to maintain a lo-fi feel.
- High Volume: The shoot generated over 50 short-form videos and 40 images.
- Lifestyle Integration: Content was built around three core environments where Australians naturally use coolers: the beach, the park, and the pool.
The first piece of content to be released from this initiative features a pool party, setting the tone for the campaign’s focus on friendship and outdoor leisure.
Why Creator-Led Storytelling Works
For a brand with a long history, the shift to a social-first model is about relevance. By using creators to inform stories, Esky avoids the “corporate” feel of traditional ads. The use of lo-fi video ensures the brand fits seamlessly into a user’s feed, making the product feel like a natural part of a lifestyle rather than a forced promotion.
Key Campaign Takeaways
- Agency: The Social CliQ (Jaywing agency).
- Primary Platforms: TikTok, and Instagram.
- Content Style: Lo-fi, mobile-filmed, TikTok-native.
- Scale: 16 creators producing 90+ pieces of content.
- Core Themes: Beach, park, and pool environments.
The Future of Esky’s Digital Footprint
By integrating influencer strategy with a consistent content calendar, Esky is positioning itself to remain a staple of Australian outdoor culture for another generation. The transition to a social-first model allows the brand to leverage the organic reach of digital creators while maintaining a cohesive creative direction across all platforms.
Frequently Asked Questions
Who is managing Esky’s social media?
The Social CliQ, a Jaywing agency, was appointed in 2025 to manage Esky’s TikTok, Instagram, and influencer programs.
What is the goal of the new campaign?
The campaign aims to celebrate the great outdoors using creator-led storytelling to reach Gen Z and other digital-native audiences.
Where was the campaign content filmed?
The primary content was captured during a curated shoot at a luxury house on the Gold Coast, focusing on beach, park, and pool settings.