Hashtag Awards deep dive: How Kmart, Toyota and Esky turn brand fans into advocates

What do a million-kilometre Toyota HiLux, a Kmart beauty haul and an Esky packed for the beach have in common? They're all part of a growing push by Australian brands to turn existing fans and communities into some of their most valuable marketing assets.

It's also the common thread running through the finalists in the Best community-led brand strategy category at the inaugural Hashtag Australia Awards 2026.

See Hashtag Australia Awards finalists 

Kmart, Toyota, Esky, Salomon and Peter Lehmann Wines are among the contenders, each taking a different approach to building brand connections that go beyond a paid campaign or a fleeting moment of social attention.

Kmart turns its biggest fans into a creator community

Kmart already has something many brands spend years trying to build: a passionate following of shoppers sharing their latest finds, beauty discoveries and home hacks.

Rather than relying on campaign-by-campaign creator activity, the retailer worked with Praytell to develop Kmart Konnects, an ongoing programme designed to strengthen relationships with existing advocates while introducing the brand to emerging creators.

Launched in July 2025, the initiative combines regular product gifting with personalised recognition of milestones such as birthdays, new homes and new babies.

It also places particular emphasis on bringing younger creators and fresh voices into the Kmart community.

The thinking is simple: build relationships with people who already love the brand and give them reasons to stay involved throughout the year, rather than only when a major campaign rolls around.

Toyota lets its owners do the talking

Toyota Australia and Havas Red have taken a different route, using social listening and everyday customer interactions to uncover stories from the people behind the wheel.

Its Choose Toyota programme celebrates owners whose cars have become part of their family histories, adventures and major life milestones.

Among them is the O'Brien family, whose HiLux attracted attention on TikTok as its odometer approached 999,999 kilometres.

Another is Jonny Charles, who travelled Australia in a 24-year-old Corolla while selling coffee from the boot, creating his own mobile business along the way.

Rather than recruiting paid influencers, Toyota built the programme around genuine ownership experiences, giving customers a starring role in the brand's social storytelling.

Esky brings an Australian icon back into the conversation

Few Australian brands can claim the cultural familiarity of Esky. But being a household name doesn't necessarily mean staying relevant to younger audiences.

Working with The Social CliQ, Esky set out to rebuild its social presence around the outdoor experiences Australians already associate with the brand.

The strategy brought together creators, user-generated content and an always-on approach across TikTok, Instagram and Facebook, featuring everything from camping and road trips to festivals, surfing and beach days.

Community conversations also helped inspire new content, including an activation encouraging Australians to share how they pack their Eskys.

Instead of simply telling people what the brand stands for, Esky has been finding ways to take part in the activities and conversations where it already belongs.

Salomon takes community marketing local

As Salomon expanded its Australian retail footprint, it faced a different challenge: introducing itself to communities that might not yet know the brand.

Working with One House, Salomon developed a series of Instagram videos supporting store openings in Melbourne's west, Bondi, Perth and the Gold Coast.

Rather than producing one national campaign, each launch was tailored to its neighbourhood, drawing on local personalities, humour and cultural references.

The work was distributed organically, with each store opening supported by a short teaser followed by a longer local story.

The approach put community familiarity ahead of national celebrity, giving each opening its own voice.

Peter Lehmann puts wine lovers in charge

Peter Lehmann Wines also looked beyond conventional advertising when introducing its Eternal Optimist Shiraz to a wider audience.

The brand combined creator partnerships with a gifting initiative that invited wine enthusiasts to discover the product and share their experiences without an obligation to post.

Creators were encouraged to interpret the wine in their own style, with conversation around tasting notes, food pairings and occasions helping bring other audiences into the discussion.

The result was an approach focused on participation and recommendation rather than relying solely on the brand to communicate its credentials.

Across the five finalists, the approaches differ considerably, but the underlying thinking is similar.

Community is no longer simply an audience waiting for the next campaign. It can be a source of ideas, content, credibility and long-term brand advocacy.

Which approach impressed the judges most will be revealed when the inaugural Hashtag Australia Awards announces its winners in Sydney on 20 November.

All five campaigns are shortlisted in the Best community-led brand strategy category, one of 20 categories being recognised at this year's awards.

The inaugural Hashtag Australia Awards will announce its Gold, Silver and Bronze winners at a reception in Sydney on 20 November.

The full list of finalists is available on the awards website.

For more information about the awards reception, contact Czarina at CzarinaS@lighthousemedia.com.sg.