Social Soup Lands Creator Work for Amazon, Red Cross
The Australian agency has secured creator marketing campaigns across technology, not-for-profit and consumer goods, and launched a wine creator academy for Treasury Wine Estates.
Updated on Nov. 2, 2026 in Marketing
Social Soup has secured creator marketing work with Amazon Blink and Ring, the Australian Red Cross Lifeblood and H2coco. The agency also launched House of Winefluence, an ongoing wine creator academy developed for Treasury Wine Estates in July.
Why it matters
The campaigns show how creator-led marketing is being used across sectors in Australia, from smart home technology and blood donor recruitment to grocery product trials. The work reflects a growing reliance on ongoing creator relationships rather than one-off promotions.
Social Soup cites 19 years of experience in community-driven influence across its client work. The announcement does not disclose campaign budgets, contract values or results, and the scale of the new programs remains unknown.
The players
Social Soup
Social Soup is an Australian creator marketing agency that builds influencer campaigns for brands across technology, not-for-profit and fast-moving consumer goods sectors.
Treasury Wine Estates
Treasury Wine Estates is a large Australian wine company that owns brands including Penfolds and Wolf Blass.
Australian Red Cross Lifeblood
Australian Red Cross Lifeblood is the national blood service arm of the Australian Red Cross that recruits and manages blood donors.
The details
Social Soup builds tailored strategies across creator communities, product gifting and campaigns, with an emphasis on ongoing relationships with creators of varying audience sizes. Its recent work spans Amazon Blink and Ring, the Australian Red Cross Lifeblood, H2coco and the House of Winefluence academy for Treasury Wine Estates.
Timeline
July: Social Soup launches House of Winefluence, an ongoing wine creator academy for Treasury Wine Estates.
2 November 2026: Social Soup announces its new creator marketing wins.
Market Landscape
Social Soup's client mix reflects a broader shift in Australian marketing toward long-term creator partnerships rather than single campaigns. The agency's work across technology, charity and wine shows creator marketing spreading beyond traditional consumer goods categories.
Consumers are likely to encounter more creator-led promotions for smart home devices, grocery products and wine as these campaigns roll out. Readers who follow creators may see more sponsored content from brands in these categories.
The takeaway
Creator marketing is increasingly used for ongoing brand relationships rather than one-off posts. Consumers who follow creators should expect to see more branded content across everyday categories.
What happens next
Social Soup has announced further creator marketing wins, expected to be shared on 2 November 2026.
Further reading
For more on how brands are shifting budgets, see the Marketing section.
