BANANALAB
Background
BananaLab reached out to Milk Bottle Projects to help grow their brand as an experience gifting business in alignment with their partnership with Coles and Woolworths nationwide. It was vital as part of this campaign to leverage the busiest time for Christmas gifting throughout the strategy and to ensure major media, influencers and stakeholders published about Bananalab’s launch into the Australian market. The MBP team created a three month long PR strategy as well as a media and influencer event in Sydney.
Result
- Total circulation of over 1 million views via a multi-layered PR strategy to different media segments including but not limited to travel, fashion, health and male/ female-oriented media platforms across TV, radio, print and digital.
- Within the first month of the campaign, 10+ nation-wide publications were secured including 9Honey, Channel 9, SBS, Man of Many.
- Over 200+ organic UGC pieces were created by influencers and media personnel from a range of industries including 9 Today, SBS and Timeout.
- Event planning, development and management for exclusive BananaLab event day in Sydney - managing guest list of selected media and influencers, transportation and social media management during the event.
- Photography and video coverage during the event with final deliverables in the days following the event.
- A December 2020 increase of impressions online of +2,644.3%, an online purchase increase of +1,100% and a monthly growth of audiences of +17.5%.
“Thank you so much for our Melbourne and Sydney PR launches! The Sydney trip was amazing and I am glad I’ve shared it with you!"
— Sarah boukobza, bananalab
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