Tier one coverage for 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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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. We  secured 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. Coverage was amplified on social media to an additional 491k+.