Social & Content
Case Studies
Made by Example
Most social content gets scrolled past. The kind we make stops people, not through noise or frequency, but through quality, point of view, and genuine creative thinking. Example builds social and content strategies that treat your audience like intelligent adults: something worth seeing, worth sharing, worth coming back for. We don't chase the algorithm. We build content that earns its place in a feed.
Content with a reason to exist.
The question we ask before every piece of content is: why would someone want this? Not 'what can we post today?' but 'what does our audience actually need from us right now?' The answer shapes the format, the platform, and the creative direction. Not the other way around.
Creative direction, not content production.
There's a difference between content that looks good and content that means something. We bring creative direction to every format we work in photography, video, copy, design, so that a hotel's Instagram and its email newsletter feel like they come from the same considered place.
Built to earn, not to advertise.
Our social and content work is grounded in Example's Earned-First methodology. We build audiences through genuine value, not paid volume. The communities we help brands build are harder to create and harder to lose.
- Social Strategy & Platform Planning
- Content Direction & Creative Production
- Community Management & Audience Building
- Influencer & Creator Partnerships (organic)
- Editorial Content & Long-Form
- Photography & Videography Direction
- Social Reporting & Performance Analysis
Social & Content
overview + case studies
Case Studies
Made by Example
Made by Example
Most social content gets scrolled past. The kind we make stops people, not through noise or frequency, but through quality, point of view, and genuine creative thinking. Example builds social and content strategies that treat your audience like intelligent adults: something worth seeing, worth sharing, worth coming back for. We don't chase the algorithm. We build content that earns its place in a feed.
Content with a reason to exist.
The question we ask before every piece of content is: why would someone want this? Not 'what can we post today?' but 'what does our audience actually need from us right now?' The answer shapes the format, the platform, and the creative direction. Not the other way around.
Creative direction, not content production.
There's a difference between content that looks good and content that means something. We bring creative direction to every format we work in photography, video, copy, design, so that a hotel's Instagram and its email newsletter feel like they come from the same considered place.
Built to earn, not to advertise.
Our social and content work is grounded in Example's Earned-First methodology. We build audiences through genuine value, not paid volume. The communities we help brands build are harder to create and harder to lose.
- Social Strategy & Platform Planning
- Content Direction & Creative Production
- Community Management & Audience Building
- Influencer & Creator Partnerships (organic)
- Editorial Content & Long-Form
- Photography & Videography Direction
- Social Reporting & Performance Analysis
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Coming Soon
Coming Soon
( 01 )
Fink Group
250 pieces of coverage. 196.3M OTS. Quay, Bennelong and OTTO put back into genuine cultural conversation through precision over volume.
( 01 )
Fink Group
250 pieces of coverage. 196.3M OTS. Quay, Bennelong and OTTO put back into genuine cultural conversation through precision over volume.
Hospitality
Hospitality
PR & Communications
Social & Content
Coming Soon
Coming Soon
( 01 )
ACCOR 'TABLE FOR', PACIFIC
Founding creative partner to Accor's in-house F&B group. Brand, positioning and launch programme across multiple properties. A hotel world first.
( 01 )
ACCOR 'TABLE FOR', PACIFIC
Founding creative partner to Accor's in-house F&B group. Brand, positioning and launch programme across multiple properties. A hotel world first.
Hotels & Travel
Hospitality
Brand & Identity
Experiential
Influencer & Talent
Placemaking
PR & Communications
Coming Soon
Coming Soon
( 01 )
Petit Loulou
We made queues go viral for Sydney’s newest French boulangerie.
( 01 )
Petit Loulou
We made queues go viral for Sydney’s newest French boulangerie.
Hospitality
PR & Communications
Social & Content
Influencer & Talent
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Beerfarm
4.78M reach. 12 new NSW venue listings. Zero budget. A cross-country beer delivery turned into a 48-hour national event via the rawdogging trend.
( 01 )
Beerfarm
4.78M reach. 12 new NSW venue listings. Zero budget. A cross-country beer delivery turned into a 48-hour national event via the rawdogging trend.
Lifestyle Brands
Drinks Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Earned Creative
Coming Soon
Coming Soon
( 01 )
QT Valentine's Day
We created a Valentine’s campaign that stole and broke hearts across three countries.
( 01 )
QT Valentine's Day
We created a Valentine’s campaign that stole and broke hearts across three countries.
Hotels & Travel
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Earned Creative
Coming Soon
Coming Soon
( 01 )
Intercontinental Sydney
Sydney's oldest working lift turned into the city's most exclusive cocktail experience. Astronomy-led rooftop bar. Mumbrella Travel CommsCon Award winner.
( 01 )
Intercontinental Sydney
Sydney's oldest working lift turned into the city's most exclusive cocktail experience. Astronomy-led rooftop bar. Mumbrella Travel CommsCon Award winner.
Hospitality
Hotels & Travel
Experiential
PR & Communications
Social & Content
Strategy & Positioning
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
The StandardX, Australia
250+ pieces of coverage. 363M+ reach. Melbourne's most culturally relevant hotel, built with a distinctly Australian identity native to Fitzroy.
( 01 )
The StandardX, Australia
250+ pieces of coverage. 363M+ reach. Melbourne's most culturally relevant hotel, built with a distinctly Australian identity native to Fitzroy.
Hotels & Travel
Property
PR & Communications
Social & Content
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Don Julio 1942
129% sales uplift. 500M+ earned reach. 850+ pieces of coverage. Diageo's most talked-about Australian launch. From unknown in APAC to the one every venue wanted.
( 01 )
Don Julio 1942
129% sales uplift. 500M+ earned reach. 850+ pieces of coverage. Diageo's most talked-about Australian launch. From unknown in APAC to the one every venue wanted.
Drinks Brands
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
QT Newcastle
We ushered in a new era of regional travel with QT Newcastle’s landmark launch.
( 01 )
QT Newcastle
We ushered in a new era of regional travel with QT Newcastle’s landmark launch.
Hotels & Travel
PR & Communications
Social & Content
Coming Soon
Coming Soon
( 01 )
Johnnie Walker Mahjong Club
2.2% brand impact uplift. The most talked-about activation of Lunar New Year.
( 01 )
Johnnie Walker Mahjong Club
2.2% brand impact uplift. The most talked-about activation of Lunar New Year.
Drinks Brands
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Thirst Trap
974 Woolworths stores nationally. Built the entire brand from scratch: plastic-free water with more personality than most spirit labels.
( 01 )
Thirst Trap
974 Woolworths stores nationally. Built the entire brand from scratch: plastic-free water with more personality than most spirit labels.
Lifestyle Brands
Drinks Brands
Brand & Identity
Earned Creative
Experiential
Influencer & Talent
PR & Communications
Coming Soon
Coming Soon
( 01 )
Peregrin Restaurant
We created the brand, story and experience for Peregrin, a refined take on coastal dining in Merewether.
( 01 )
Peregrin Restaurant
We created the brand, story and experience for Peregrin, a refined take on coastal dining in Merewether.
Hospitality
Brand & Identity
Placemaking
PR & Communications
Social & Content
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Smirnoff Lavender Lemonade
We helped Smirnoff tap into the Swiftie wave and become the fastest-growing RTD.
( 01 )
Smirnoff Lavender Lemonade
We helped Smirnoff tap into the Swiftie wave and become the fastest-growing RTD.
Drinks Brands
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
The Singleton
33% sales growth. 4,500+ pieces of coverage. Zero paid media. Repositioned as the entry point to premium single malt through a food-first strategy.
( 01 )
The Singleton
33% sales growth. 4,500+ pieces of coverage. Zero paid media. Repositioned as the entry point to premium single malt through a food-first strategy.
Drinks Brands
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Smirnoff Origins
We brought Australia’s biggest acts back to their roots and gave new talent the stage.
( 01 )
Smirnoff Origins
We brought Australia’s biggest acts back to their roots and gave new talent the stage.
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Coming Soon
Coming Soon
( 01 )
RE'
We helped RE’ redefine what sustainability looks like in world-class hospitality.
( 01 )
RE'
We helped RE’ redefine what sustainability looks like in world-class hospitality.
Hospitality
PR & Communications
Social & Content
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Diageo
We brought Diageo to life in Australia’s top on premise venues.
( 01 )
Diageo
We brought Diageo to life in Australia’s top on premise venues.
Lifestyle Brands
Drinks Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Koko Black
160 pieces of coverage in Christmas alone. 853M potential reach. A collaboration model that turned a chocolatier into a cultural brand over two years.
( 01 )
Koko Black
160 pieces of coverage in Christmas alone. 853M potential reach. A collaboration model that turned a chocolatier into a cultural brand over two years.
Lifestyle Brands
Hospitality
PR & Communications
Social & Content
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
QT Hotels
Multi-year creative partnership. 68% repeat visitation. 203M reach for Newcastle. Mumbrella nominations. Every brief: what would QT dare that others won't?
( 01 )
QT Hotels
Multi-year creative partnership. 68% repeat visitation. 203M reach for Newcastle. Mumbrella nominations. Every brief: what would QT dare that others won't?
Hotels & Travel
PR & Communications
Social & Content
Experiential
Coming Soon
Coming Soon
Coming Soon
Coming Soon
( 01 )
InterContinental Hayman Great Barrier Reef
97 press pieces. 109.5M OTS. Time Out called it the next White Lotus resort. Repositioned as the frontier to the Great Barrier Reef.
( 01 )
InterContinental Hayman Great Barrier Reef
97 press pieces. 109.5M OTS. Time Out called it the next White Lotus resort. Repositioned as the frontier to the Great Barrier Reef.
Hotels & Travel
Property
Strategy & Positioning
Placemaking
PR & Communications
Social & Content
Experiential
Coming Soon
Coming Soon
( 01 )
Smirnoff Ads for Artist
$1M redirected to emerging artists. Cannes shortlisted. Fastest-growing RTD in market. Three years of cultural relevance for a brand a generation had written off.
( 01 )
Smirnoff Ads for Artist
$1M redirected to emerging artists. Cannes shortlisted. Fastest-growing RTD in market. Three years of cultural relevance for a brand a generation had written off.
Lifestyle Brands
Drinks Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Earned Creative
Coming Soon
Coming Soon
( 01 )
Merewether Beach Hotel
Three distinct venues under one roof. Larrie's, Peregrin and The Public Bar. Newcastle's surf culture and steel-city grit given a home worth returning to.
( 01 )
Merewether Beach Hotel
Three distinct venues under one roof. Larrie's, Peregrin and The Public Bar. Newcastle's surf culture and steel-city grit given a home worth returning to.
Property
Hospitality
Strategy & Positioning
Brand & Identity
PR & Communications
Influencer & Talent
Social & Content
Coming Soon
Coming Soon
( 01 )
JW Marriott
31% ADR increase. 47% direct booking rate, the highest in the Marriott APAC portfolio. All earned.
( 01 )
JW Marriott
31% ADR increase. 47% direct booking rate, the highest in the Marriott APAC portfolio. All earned.
Hotels & Travel
PR & Communications
Social & Content
Coming Soon
Coming Soon
( 01 )
Grill'd
Fable: 105M reach, 486% over KPI. Impossible Burger: 310M reach, 637% over KPI. Heston Blumenthal. The Inspired Unemployed. OnlyFans. All earned.
( 01 )
Grill'd
Fable: 105M reach, 486% over KPI. Impossible Burger: 310M reach, 637% over KPI. Heston Blumenthal. The Inspired Unemployed. OnlyFans. All earned.
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Earned Creative
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Tramsheds
11 destination restaurants. National Heritage Trust Award. Heritage-listed 1904 tram depot turned into one of Sydney's most visited food precincts.
( 01 )
Tramsheds
11 destination restaurants. National Heritage Trust Award. Heritage-listed 1904 tram depot turned into one of Sydney's most visited food precincts.
Property
Hospitality
Placemaking
PR & Communications
Social & Content
Coming Soon
Coming Soon
( 01 )
Salt Meats Cheese Rebrand
A family-owned Italian deli that became a restaurant empire. We gave SMC a brand identity bold enough to match its ambition without losing the heritage that made it worth scaling.
( 01 )
Salt Meats Cheese Rebrand
A family-owned Italian deli that became a restaurant empire. We gave SMC a brand identity bold enough to match its ambition without losing the heritage that made it worth scaling.
Lifestyle Brands
Hospitality
Brand & Identity
Earned Creative
Experiential
Influencer & Talent
Placemaking
Coming Soon
Coming Soon
( 01 )
Papua New Guinea Tourism
80+ pieces of coverage. 40M+ reach. 308K+ engagements. Front covers in Sunday Star Times and NZ Herald. PNG reframed as a bucket-list destination.
( 01 )
Papua New Guinea Tourism
80+ pieces of coverage. 40M+ reach. 308K+ engagements. Front covers in Sunday Star Times and NZ Herald. PNG reframed as a bucket-list destination.
Hotels & Travel
Hotels & Travel
PR & Communications
Influencer & Talent
Social & Content
Coming Soon
Coming Soon
( 01 )
Prom Peru
8.6M reach. 1.9M video views. 16.7% engagement rate. Four creators, four travel motivations, four reasons to book Peru.
( 01 )
Prom Peru
8.6M reach. 1.9M video views. 16.7% engagement rate. Four creators, four travel motivations, four reasons to book Peru.
Hotels & Travel
PR & Communications
Influencer & Talent
Social & Content
Experiential
Coming Soon
Coming Soon
( 01 )
Merivale
A decade inside one of Australia's largest hospitality groups. 60+ venues. 4,500+ pieces of coverage. Every brand, every venue, every campaign.
( 01 )
Merivale
A decade inside one of Australia's largest hospitality groups. 60+ venues. 4,500+ pieces of coverage. Every brand, every venue, every campaign.
Hospitality
Strategy & Positioning
Brand & Identity
PR & Communications
Social & Content
Experiential
Coming Soon
Coming Soon
( 01 )
Harbord Hotel
Full revival of a 98-year-old heritage venue. Brand world, concept and launch built around The Freshwater Beach House: surf culture, community roots, local spirit.
( 01 )
Harbord Hotel
Full revival of a 98-year-old heritage venue. Brand world, concept and launch built around The Freshwater Beach House: surf culture, community roots, local spirit.
Hospitality
Property
Strategy & Positioning
Brand & Identity
Placemaking
PR & Communications
Experiential
Coming Soon
Coming Soon
( 01 )
Talisker
We reconnected Talisker to nature and to Australia’s wild-hearted drinkers.
( 01 )
Talisker
We reconnected Talisker to nature and to Australia’s wild-hearted drinkers.
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Influencer & Talent
Earned Creative
Example creates social media strategies and content programmes for luxury hospitality brands, premium drinks labels and destination businesses across Australia and the Middle East. We build content that earns attention — developing editorial voice, content pillars, visual direction and channel strategy that makes a brand worth following. We work with hotel groups, restaurant operators, spirits brands and mixed-use destination precincts across Sydney, Melbourne, Dubai and beyond.
