The power of Social-Out Marketing: What Taco Bell, Currys, Bryson DeChambeau, and WWF can teach us this month

Over the last few weeks, several standout examples have caught my attention, proving that social-out marketing is more than just buzzwords—it’s a game-changing approach that’s shifting the entire paradigm of brand strategy.

Let’s dive into what’s exciting me and how these campaigns exemplify the shift toward fully embracing social as the epicentre of modern marketing.

When Taco Bell handed their latest TV campaign to Ashley Xu, a 22-year-old TikTok food creator, they didn’t just commission a director—they redefined what TV ads can be in a social-first world. Xu, known for her vibrant, mouth-watering food content, brought TikTok’s creative grammar into traditional media, delivering a TVC that feels fresh, authentic, and perfectly attuned to its target audience.

And let’s pause on this for a second: they hired a content creator to shoot a traditional TV ad. It’s a bold move, but one that screams relevance.

What makes this move so exciting?

Authenticity over polish: Traditional TVCs often feel too rehearsed and overly glossy. By embracing Xu’s social-first approach, Taco Bell created an ad that feels approachable and real—qualities that resonate strongly with today’s audiences.
Built-in buzz: Xu documented the creative process on her TikTok channel, generating millions of views before the TVC even aired. This behind-the-scenes approach isn’t just smart—it’s genius, turning the process into a campaign in itself.
Creator-driven resonance: TikTok creators like Xu understand what makes their audience tick. Her creative lens ensured the campaign didn’t just advertise—it entertained and engaged.
This campaign wasn’t just about a fresh ad; it was about a fresh way of thinking, blending the creative DNA of social content into a more traditional format.

The Results:

Ashley’s behind-the-scenes TikTok content racked up millions of views, with the final TVC rapidly gaining traction, whilst reaching almost half a million likes across platforms such as YouTube shorts.
Takeaway: Open the door for new creative talent, and you’ll create ads that don’t just sell, but resonate. This is the future of integrated social-out marketing—using native formats to influence other channels.

Currys’ meteoric rise on social media under Ryan Todd is a shining example of how to win on platforms where the rules are constantly evolving. Todd joined the brand three years ago and has completely redefined its approach, using quirky, relatable, and deeply engaging content to make Currys stand out in an otherwise homogenised category.

What sets Currys apart from most brands?

1. Weirdness that works: Currys doesn’t sanitise its content to fit a corporate mould. Instead, it leans into the quirks of its staff and the peculiarities of everyday life, creating a uniquely human connection.

2. Relatability drives shareability: From awkward family tech lessons to hilariously relatable moments, Currys taps into experiences that resonate universally. When audiences see themselves in your content, they’re far more likely to engage and share.

3. Humour, done right: Few brands truly understand the nuances of comedy on social media. Currys nails it with content that is not only funny but also aligns with its brand personality and values.

The Results:

Currys has seen a massive boost in engagement and shareability, with combined campaign metrics achieving 5.7m likes across TikTok, growing their audience on platform by over 100k. Their ability to consistently cut through the noise demonstrates how cultural resonance can transform a brand.
Takeaway: Stop striving for perfection on social. Audiences don’t want perfectly curated—they want connection. Weird, funny and relatable content is far more effective than corporate polish.

Bryson DeChambeau, the self-proclaimed “bad boy of golf” turned viral content sensation, is proving that the future of sports isn’t just on the green—it’s on social media. Known for his unconventional style both in play and personality, DeChambeau has always been a polarising figure in the golf world. But in recent months, he’s transformed into a global content hero, cleverly blending skill, showmanship and social strategy to deliver one of the most successful athlete-driven campaigns in recent memory.

Let’s start with the numbers. DeChambeau’s hole-in-one challenge—an audacious series of videos where he attempted to make a hole-in-one by hitting shots over his house—captivated audiences far beyond traditional golf fans:

134 shots later: He finally nailed the hole-in-one without breaking a single window.

171.8 million views: The series went viral across TikTok, Instagram and YouTube, amassing:

• TikTok: 82.3M views

• Instagram: 81.5M views

• YouTube: 7.98M views

Follower Growth:

• +341,000 Instagram followers

• +400,000 TikTok followers

• +30,000 YouTube subscribers

DeChambeau now boasts more followers than the PGA Tour itself on social media, a staggering achievement that underscores his ability to reach audiences beyond traditional golf fans.

Why it works:

1. Skill meets accessibility: DeChambeau’s hole-in-one challenge showcases world-class talent in a playful, relatable setting, making it as much about entertainment as skill.

2. Broadening golf’s appeal: By embracing short-form, viral content, he’s drawn in casual fans who wouldn’t typically follow golf, making the sport cool for a new audience.

3. Championing LIV’s vision: As a proud LIV Tour member, DeChambeau exemplifies its “Golf But Louder” ethos, proving that innovation and personality can rival traditional formats.

4. Building a personal brand: Strategic collaborations with high-profile figures and content designed for mass appeal have elevated him from athlete to cultural icon.

Takeaway: DeChambeau’s approach is a blueprint for athletes and brands alike—pair skill with creativity, embrace new audiences and use social platforms to redefine your space.

When Jaguar dropped its bold new rebrand, reactions were mixed to say the least. While the sleek, minimalistic design set the internet alight with debate, it also opened the door for one of the most creative reactive campaigns of the year. WWF and creators like Garth Manthé seized the moment, proving how agile content can amplify a message—even when you're not the main protagonist.

WWF ran social creative talking about Jaguars in the wild becoming extinct and Garth created a spoof campaign using Jaguar’s striking new logo typeface and colour palette to draw attention to endangered species such as orangutans, pangolins and red pandas. The visual synergy between Jaguar’s rebrand and WWF’s posts not only grabbed attention but sparked meaningful conversations about wildlife conservation.

This campaign was a perfect storm of social listening and creative agility:

1. Reactive genius: WWF capitalised on the surge of attention around Jaguar’s rebrand, inserting their mission into the conversation at exactly the right moment.

2. Collaborative creativity: Creators like Garth Manthé brought an extra layer of innovation, crafting posts that looked and felt on-brand for Jaguar while delivering WWF’s urgent message about biodiversity.

3. Amplified reach: Online mentions of WWF spiked significantly (308% increase since 14th Nov - 3rd Dec compared to previous period) in the aftermath, showing how brands can harness trending moments to build awareness—even if they aren’t the focus of the original discussion.

4. Insight-led impact: This campaign wasn’t just fast—it was informed. By understanding the cultural relevance of Jaguar’s rebrand and pairing it with social listening insights, WWF ensured their content resonated deeply with audiences.

Takeaway: Reactive content, done right, can turn someone else’s spotlight into your own stage. Whether you’re a brand or a charity, staying agile, creative and insight-led is key to making cultural moments work for you.

These examples represent more than just tactical brilliance—they’re part of a larger strategic shift. Social media is no longer just a platform for campaigns; it’s where brands live, breathe, and build lasting connections with their audiences.

Why this matters:

1. Social as context: It’s not just a distribution channel—it’s where we search, shop, discover and discuss. Your strategy needs to reflect that.

2. Native grammar wins: From TikTok’s raw authenticity to Instagram’s visual storytelling, meeting audiences on their terms is non-negotiable.

3. Creators are the new Creative Directors: Collaborating with creators like Ashley Xu or Bryson DeChambeau ensures your content is culturally fluent and audience-first.

4. Agility is everything: Whether it’s WWF’s quick reaction to Jaguar or Currys’ willingness to embrace weirdness, being nimble is critical to staying relevant.

Social media has evolved into the beating heart of brand strategy, and these examples show what’s possible when brands fully embrace its power. From Taco Bell’s social-first TVC to Bryson DeChambeau’s viral golf series, the lesson is clear: authenticity, creativity, and cultural relevance aren’t optional—they’re essential.

If your brand isn’t adapting its strategy to meet these demands, you’re not just missing out—you’re falling behind. Let’s start the conversation about how social-out marketing can redefine your brand’s future.