Oates

Theory Crew implemented a targeted earned media strategy for Oates in support of its partnership with Clean Up Australia, leveraging powerful brand data and talent-driven insights to boost awareness. Efforts were concentrated on securing top-tier media coverage around Clean Up Australia Day to deliver maximum relevance and reach.

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The campaign generated significant impact, securing nine high-quality pieces of coverage across online, TV, and print, including 9Honey, Herald Sun, Body+Soul, and Yahoo, reaching a cumulative audience of over 13 million. Earned media amplification on social channels further extended the campaign’s reach, engaging a combined following of 491k+. A standout creative moment on The Morning Show showcased Oates products with cleaning expert Simone Tsigolis, driving audience awareness and reinforcing the brand’s authority in the cleaning category.