How Bondi Sands Builds a Dynamic Global Content Strategy

Bondi Sands’ Opportunity

Bondi Sands is a beauty and suncare brand that is famous worldwide for its golden-hour aesthetic and laid-back Aussie roots. As the brand grew globally, its social team faced a new challenge: how to create content that speaks to every market while maintaining that unmistakable Bondi glow.

The brand’s social media is managed entirely in-house by a team with a sharp eye on performance without sacrificing their creative spark. They build content around what’s proven to work, drawing from past learnings, testing new formats, and reacting quickly when something takes off. This constant feedback loop powers every part of their data-driven strategy.

As they look to expand their reach, the brand has refined its strategy to stay authentically Aussie while feeling local, leaning into creators and community storytelling to spark authentic connections. Bondi Sands uses data to guide smarter, faster decisions, all while embracing every opportunity to share their sunny spirit with new audiences around the world.

Testing Content Quickly and Learning From What Works

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"When we need to make quick changes, Vision AI helps. We utilize that to quickly sum up dashboards and reporting, and also use it to understand what’s working and how we can brief in our creators. I love looking at UGC with Vision AI and understanding what’s going to work on our channels as well."

Kristen Parker,
Global Social Media Manager at Bondi Sands

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Bondi Sands takes a platform-first approach to content, tailoring every post to fit the audience the team is speaking to. The brand’s community-first presence began on Instagram, where the Bondi Babes still fuel strong engagement, while TikTok now leads the charge in driving growth and product discovery at scale.

The Bondi Sands team runs on a structured A/B testing content workflow. Everything starts with performance in mind. A single video might be posted multiple times with varying creative elements, allowing the team to identify which version drives the strongest views. The version with the most views becomes the creative benchmark, feeding back into their pipeline for future use.

On TikTok, hook strength and watch time are everything. Strong openings help videos hit more For You pages. The Bondi Sands team grades performance weekly, identifying trends and patterns that influence what gets amplified. If a video underperforms, the team quickly recuts it and reposts alternate versions, maximizing value from every single asset while staying agile throughout daily posting and campaigns.

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They don’t stop at one edit, either. They also regularly repurpose a single piece of content into multiple TikTok edits, often five or more, based on early performance data. This allows them to reach broader audiences in the algorithm than posting one TikTok video would allow.

Content that performs well organically is shared with digital teams for boosting. TikTok Spark Ads are particularly effective in moving from brand building to performance, and high-performing creative is also adapted into social-native ads across regional markets.

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Building Campaigns With Creators and Communities

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"The Campaigns tool is quite new to us; we just signed onto premium analytics. We’re really seeing the full results of Campaigns now, especially with the UGC piece falling into play. Week-by-week, we take the time to test and learn things while we’re in the midst of a campaign, taking a look at the dashboards and understanding where we’re at."

Kristen Parker,
Global Social Media Manager at Bondi Sands

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Campaigns like the launch of the Sunny SPF range show how this model plays out in real time. Following the global launch, Bondi Sands partnered with Alex Cooper and the Unwell Network as the official suncare sponsor of Spring Break in Miami and Unwell Weekend in Chicago. These moments sparked a wave of creator content and UGC, which the team tracked and analyzed using Dash’s Campaigns. They thought they had a strong launch week in February for Sunny, but Spring Break weekend outperformed it, showing how powerful community and influencers can be.

The team extended this momentum with content filmed at HQ, including team reactions to Instagram Stories from the event. They also created spontaneous posts like a TikTok using the Chicago Bean as a mirror to apply product. These videos weren’t part of the official activation but offered clever ways to turn recognizable city landmarks into shareable, on-brand moments. The brand showed up loud and clear in Chicago, delivering the top-performing paid reach campaign of 2025.

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Bondi Sands also gathers insights directly from its community. Facebook groups and Instagram Broadcast Channels give the team space to gather feedback, test product ideas, and share early previews. Community members have voted on product options like lip balm flavors and often receive early previews of new products. Bondi Sands have hosted events to celebrate and reward their community, also capturing raw, on-the-ground user-generated content with real excitement and brand love.

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Long-term mega partners are activated around major launches to drive awareness and credibility, while nano creators drive ongoing product education and conversion, particularly within the Gen Z audience. The team also partners with creators to respond to FAQs, showing how products work across different skin tones and routines in ways that feel personal and relevant.

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Structuring the Team To Work Smarter

To keep campaigns agile, the team leans on performance tools and streamlined workflows. They use Vision AI to evaluate UGC, summarize dashboards, and test thumbnails. These insights fuel everything from faster creator briefing to smarter content decisions, helping the team pinpoint the formats and visuals that truly click with their audience.

By tagging posts by campaign, region, and content pillars, the team simplifies reporting and unlocks full-funnel insights. Weekly dashboard reviews keep performance top-of-mind, empowering quick content pivots while campaigns are still live. They also score UGC to spot standout pieces.

Internally, Dash Social’s visual reporting makes it easy for teams beyond social to stay in the loop. Stakeholders across the business can quickly understand the impact of social, even if they don’t work on it directly. This visibility has brought digital functions closer together, creating a more collaborative ecosystem across content, paid, and regional teams.