Crewmen

Launching an app to bring Aussie mates together

Sector: Health and Wellbeing
  • Public Relations
Share on social media
icon-facebook_1

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

Let’s talk

Get in touch about how we can work together to support your business goals.

Contact us
View more projects

What our clients have to say

I have worked with communikate et al for many years in a number of roles. They form an integral part of our team at Walara, having taken the time to understand our community and the two businesses that merged to develop a brand name and identity that reflects our shared values and vision for future growth in the lower mid-north region. communikate has created an extensive range of content and communication assets to establish us as a leading provider of aged care services in the region. We’ve received nothing short of positive feedback from our residents, their families and our staff.

Nino Di Sisto
CEO, Walara

The visual impact of the creative was exactly what the Local Government Association was looking for to engage audiences and drive an increase in nominations from traditionally underrepresented groups on council.

As a result of the advertising we saw a particularly strong increase in candidates identifying as Aboriginal or Torres Strait Islander and many more candidates from culturally diverse backgrounds.

Local Government Association
Director, Media & Communications, LGA

The South Australian Museum worked with communikate on a SA Tourism Award submission. The submission is a huge task with many moving parts and communikate helped bring it all together seamlessly. Always a pleasure working with CK!

Ashleigh Glynn
Communications Lead, SA Museum

The communikate team really took the time to understand our business. They very quickly came up to speed on our products and the nuances of our very technical and specialised industry. They’ve written accurate and engaging content to be used in industry publications, our electronic newsletter, and on LinkedIn, which has performed really well.

Matthew Stead
Co-Founder and CEO, Ping Services

communikate et al’s design work is visually impactful, and they partnered with us to help bring our vision to life. Our tagline ‘flourish’, is an excellent reflection of our core values, beautiful botanic campus and our genuine aspirations for every young person in our care.

communikate’e professionalism, relatability and ability to give life to our vision is commendable.

Andrew Balkwill
Principal, Mercedes Collge

We have really enjoyed partnering with communikate on some key projects and appreciate their responsiveness and the quality of service they provide. communikate’s ability to be agile and quickly act on changes to strategy has been impressive and has resulted in us being confident in the fact that they keep the best interests of our campaign front of mind. The level of detail they provide in their reports has ensured we’re able to learn from our hits and misses and adapt our future strategies accordingly.

Daniel Stevens
Marketing & Communications Team Leader, City of Adelaide

Bec, Henry and the team understood our brand from the get go and it showed from concept to delivery. During an intensely busy time for our team, they worked seamlessly with us to develop and manage an integrated campaign... The results were outstanding and put the hotel in an excellent position to launch into a competitive market, with strong occupancy experienced. We really value our partnership.

Chris Curran
Director of Hotel Openings & Operations, Pro-invest Hotels Group

We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.

Jocelyn Marsland
Manager – Communications and Marketing, Emerging Minds: National Workforce Centre for Child Mental Health

We love the Daily Moves branding that communikate et al created. It is friendly, flexible for different applications, and our marketing collateral stands out from the rest. We have received a lot of compliments from participants and stakeholders who love it just as much as we do.

Alyssa Hill
Daily Moves Program Coordinator, City of Unley

communikate et al were an integral part of the King William Road upgrade team from the initial community consultation right through to completion. The brand they created fit the project perfectly. They took the time to understand the complexities and always delivered with strategic oversight, ensuring things were done with purpose and meaning. Having them on board was invaluable.

Akarra Klingberg
Former Coordinator Business and Economic Development, City of Unley