NEW YORK: Cake Group is helping to lead social media strategy for flip-flop company Havaianas, focusing on partnerships and branded content in its 2012 promotions.

“You don't need to go and spend millions and millions of dollars to get a large-scale social community,” said Adrian Pettett, global COO and MD of Cake Group. “When you have a smaller budget, you need to be more creative and a bit more curious and daring.”

For Havaianas' 2012 campaign, the company will embrace new ...