Viral Campaigns
Woolworths Turns Customer Cravings Into a Christmas Carol
Inside Woolworths' first Droga5 ANZ festive campaign: a UGC challenge, a custom carol, and Spotify listeners' Christmas Cook Profiles.
UGC.
Digital Marketing
Engineer Sues Cassie Millz Over 3.3M-View Gym Reel
A California engineer says a creator reused his gym clip in a 'before transition' Reel with 3.3M views. Here's what the lawsuit means for marketers.
New Ads
Britannia Marie Gold Turns Pujo Rituals Into Moments of Gold
Britannia Marie Gold bets on festive nostalgia: consumers scan a pack QR, share a photo and a 50-word story, and enter to win a gold coin.
Viral Campaigns
Spider-Man Sydney pop-up draws 1,500 fans in one day
Organic and Sony drew 1,500+ fans to a Circular Quay Spider-Man pop-up using early-bird merch, money-can't-buy prizes and ice cream spiders.
Social Media
Only 17% See Sponsored Creator Posts as Authentic
A 2026 study shows 72% of adults say authenticity matters in creator content, but only 17% trust sponsored posts. Here's how to use UGC safely.
AI in Marketing
AI Finds Influencer Posts Your Tracking Tools Miss
Tag-based tracking misses most untagged brand content. AI that watches video and listens to audio can close the gap and make reporting live.
Social Media
Social Listening Is the Fastest Path to Customer Advocacy
Social listening turns untagged mentions, sentiment and competitor chatter into real advocacy. Here's the 2026 playbook, plus brands doing it well.
Digital Marketing
viral.app Review: UGC Tracking, Payouts, and Creator Ops
viral.app shifts UGC tracking from follower counts to post performance, CPM rules and global payouts. Here's what growth teams need to know.
Social Media
How Huk Turned Fishing Insiders Into a Creator Engine
Huk built a creator network of fishing insiders, micro-creators and TikTok Shop reviewers. Here’s how it turns product proof into social commerce.
