Throwback
Share a Coke: How Coca-Cola Turned Packaging Into Media
In 2011, Coca-Cola replaced its logo with 150 Australian names and turned packaging into shareable, earned media. Here’s the campaign breakdown.
user-generated content.
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.
Throwback
The Best Job in the World: How a Job Ad Ate the Internet
In 2009, Tourism Queensland turned a job listing into a global earned-media engine. Here's the campaign breakdown and what still works.
Social Media
Owala’s Creator Engine: Product Design Fuels Short-Form
How Owala turns a reusable bottle into repeat creator content—with demos, drops, ambassadors and social listening that drive short-form demand.
