Media coverage and launch campaigns for founders, experts and brands.

We plan the story, run the campaign and pitch the media, so the right people see you and trust you.

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Clients featured in
  • The Australian Financial Review
  • Business Insider Australia
  • SmartCompany
  • Anthill Magazine
What we run

The story, the campaign, the coverage and the proof.

01

Story and angle

The reason an editor’s readers, and your customers, should care about you now.

02

Campaign concept

One idea people can enter, share or sign up to, built around a single goal.

03

Media and coverage

Releases, pitching and follow-up to the outlets your buyers and investors read.

04

Tracking and reporting

Leads and coverage tracked from day one and reported against your goal.

Work

Launches we’ve run.

Lyka

Fresh dog food, launched with a competition

THE GOAL

Launch a new fresh dog-food delivery brand in Australia, win sign-ups and awareness from day one, and build customer numbers and media coverage that would generate investor interest for future funding rounds.

WHAT WE DID

We came up with the concept, Australia’s Most Lykable Dog, an Instagram competition, chose and set up the software to run it, and integrated it with the website with lead tracking. Through our media relationships we secured the partnership with a magazine that matched the target market. We managed the press releases, placing the launch news in key online publications to build credibility with future investors, and tracked and reported on PR and leads throughout.

1,500+leads in 6 weeks

THE RESULT

Tracked through the campaign, plus launch coverage across business, startup, investor and pet-industry media, including the company’s $500,000 pre-seed announcement.

Coverage included SmartCompany · Anthill Magazine · Pet Food Processing · FinSMEs · MarketScreener · GCMag

Roborock

A brand launch in Australia, after the client acquired the market rights

THE GOAL

Launch the Roborock brand in Australia after the client had just acquired the Australian market rights, and introduce it to buyers through outlets they trust.

WHAT WE DID

We ran the Australian launch of the brand and took its products, including the H6 cordless stick vacuum, to the media.

AFRand Business Insider Australia

THE RESULT

Reviews in The Australian Financial Review and Business Insider Australia, two of Australia’s best-known business titles.

Process

How it runs.

Readiness check

We review your brand, story and assets and agree one written goal.

Plan

Angle, campaign concept, target outlets and what counts as a placement.

Pre-launch

Assets, releases, partners and briefings, all approved by you.

Launch

Release out, first pitches the same day, fast replies to journalists.

Follow up and report

Follow-ups, reviews and a weekly written update against your goal.

Brand readiness

Your brand has to be ready for the coverage.

Journalists and customers check your website and social profiles before they trust you. We don’t offer design, so before we start we review your brand, website and images, and tell you honestly if they need work first.

The free checklist below shows what we look for.

Get the checklist
Free checklist

Are you ready to be featured?

A one-page checklist covering your brand, story, spokesperson, launch goal and media. Find the gaps before a journalist or customer does.

Here it is. Save or print this page.

Brand

  • Your website says what you do in one sentence and has a clear way to get in touch
  • Logo and colours are consistent across the site and social profiles
  • Social profiles are active and look like the same company
  • High-resolution images are ready for media

Story

  • You can say in one sentence why a stranger should care
  • You have proof: numbers, customers or results

Spokesperson

  • A named person is ready to be interviewed
  • They can explain what you do in plain language

Launch goal

  • One written goal with one number (leads, sales or coverage)
  • Tracking is set up before you launch

Media

  • A list of outlets or journalists whose beat fits your story
  • A press kit: release, key facts, images and contact details

Gaps? Apply and we’ll run the full readiness check.

Questions

What people ask first.

Will you get me coverage?

We can’t promise coverage, because editors decide. We agree in writing what counts as a placement before we start, pitch the outlets that fit your story, and report against that definition.

How much does it cost?

It depends on your goal and the outlets you’re aiming for. Tell us your budget in the application, and we’ll tell you honestly what it can achieve.

How long until I see results?

That depends on your story, your outlets and the news cycle, and reviews can run months after a launch. We give you a timing estimate for your case once we’ve seen it.

Do you design brands or websites?

No. We review your brand and website and tell you if they need work before we start.

Is the coverage earned or paid?

We pursue earned coverage, where an editor chooses to run it.

How much of my time do you need?

A kickoff interview, a short weekly update, and quick approvals on each piece. Nothing is published without your approval.

What if it isn’t working?

We agree one written goal at the start and report against it. You see results against that goal, including when they fall short.

Do you work with my kind of business?

Our documented launches are consumer brands. Tell us what you’re working on and we’ll say honestly whether we’re a fit.

Who is this not for?

Anyone who wants guaranteed placements or coverage within weeks.

Apply

Tell us what you want to be featured for.

We read every application and reply personally.

We use your details to reply to your application. If you join our waiting list, we’ll also use them to email you about our work.

Apply to work with us