'A triumphant failure': How Israel's use of social media influencers to win back support backfired

Israel's $730m public diplomacy budget and influencer campaign, including the 'Esther Project' with agencies like Havas Media Group, failed to improve Western support amid Gaza conflict, as surveys show declining public favorability. The campaign involved paying influencers up to $7,000 per post and leveraging TikTok's US operations acquired by Larry Ellison.