The Opportunity
Crewmen is a social connection app for Aussie men.
It brings mates together by facilitating ‘callouts’ which can be activities ranging from drinks at the local pub and exercising, to meeting at a park with their kids and going to the footy together.
The app’s key point of difference is the real life aspect – there’s no newsfeed where you post photos, it’s about meeting up in person to foster true mateship.
We were engaged ahead of its national launch in February 2023, to provide PR support to raise awareness of the app and help drive downloads of the app and sign ups of new users.
Our Approach
With a fast start needed, we devised a strategy that would provide cut-through among the app’s target audience as quickly as possible.
Our approach included:
- Media relations – using our established media contacts we secured an ‘exclusive’ national story to help mark the app’s launch, before targeting other journalists and news sites.
- Influencer engagement – wanting people to download the app, we sought to reach them when they’re already using their phones, by appearing in their social media newsfeeds with endorsements from high-profile celebrities Anthony ‘Harries’ Carroll, a lifeguard from popular TV program Bondi Rescue, and former Carlton AFL footballer turned media personality Brendan ‘Fev’ Fevola.
To streamline media relations, our in-house photographer captured a range of images of the app’s founder for supply to interested media.
The Outcome
Our strategy delivered the following outcomes:
- Media relations provided Crewmen a 23:1 return-on-investment, with 19 media stories, worth $350,000 in total PR value, reaching more than 12 million potential app users
- Harries’ and Fev’s Instagram Reels delivered nearly 150,000 views, while we also negotiated 12 weeks of IP rights for Crewmen to re-use the content for social media advertising
