The Challenge
ATP Science enlisted We Are Brooklyn to orchestrate the launch of their new product: the NoWay Collagen Jelly Bar. The mission was clear – craft a comprehensive media and communications strategy that would unveil the bar’s brilliance both locally and nationally. With a keen focus on enhancing ATP Science’s industry leadership and raising awareness of their latest product innovation, we were up to the challenge.
The Approach
Our strategy was two-fold, centered on a media relations strategy to secure high-profile exposure and cultivate relationships for future opportunities. To fuel the launch of the NoWay Collagen Bar, we leveraged the power of ATP Science’s Woolworths partnership as a catalyst for newsworthy impact. Beginning by captivating the business sector with compelling narratives, we transitioned to messaging strategies aimed at securing coverage in lifestyle media.
Our campaign goals were to secure:
– 2 x traditional news coverage
– 1 x trade coverage
– 2 x lifestyle coverage
The Impact
- We Are Brooklyn secured 23 pieces of coverage across print, digital publications, and social media.
- Coverage included prominent publications such as the Australian Financial Review, The Courier- Mail, and Food & Beverage Industry News, solidifying their position as leaders in the wellness industry.
- The campaign resulted in national recognition as thought leaders for ATP Science, while extending reach to potential investors and sparking heightened brand and product awareness. Commercial triumphs included an influx of new investor inquiries.
- By fostering relationships with journalists, managing media, photography, and establishing exclusive partnerships, We Are Brooklyn achieved an estimated reach of over 21.5M for ATP Science, with potential for further reach from pending stories from Inside Retail and Business News Australia.
About ATP Science
At the forefront of wellness and fitness, ATP Science is a leading manufacturer of sports and nutrition products. Pioneering health and wellbeing since 2012, ATP Science stands tall with its roots firmly planted in Queensland. The heart of its operation beats within a cutting-edge multi-million dollar facility, where state-of-the-art processes and equipment harmonise to create an exceptional range of over 40 Australian-made quality products to the world. With an unwavering focus on elevating customer vitality, ATP Science’s journey is defined by quality, innovation, and a global commitment to a healthier world.
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