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StyleCounsel | Dineamic
A collaboration between an ex professional footy player and one of Australia's leading dietician's, Dineamic caters to some of Australia's most elite sporting clubs and creates fresh healthy meals available at select grocers and online. In April 2014, Dineamic relaunched its ready made meal line and briefed Style Counsel to implement a PR campaign that raised awareness and increased sales.
Dineamic, Lifestyle, Health & Wellbeing, Food
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Case Studies

Dineamic

About This Project

Situation

A collaboration between an ex professional footy player and one of Australia’s leading dietician’s, Dineamic caters to some of Australia’s most elite sporting clubs and creates fresh healthy meals available at select grocers and online. In April 2014, Dineamic relaunched its ready made meal line and briefed Style Counsel to implement a PR campaign that raised awareness and increased sales.

Strategy

To kick off the campaign Style Counsel relaunched Dineamic with an innovative event in conjunction with not for profit YGAP which resulted in fantastic media coverage, social media posts and word of mouth PR.

A multi faceted public relations and blogger and influencer program followed, that introduced Dineamic meals and encouraged trial. Style Counsel also proactively pitched larger brand stories and profile pieces around the key players at Dineamic.

Results

The media relations campaign was very successful but it was the blogger and influencer campaign that was the stand out and demonstrated the power of influencers on elevating a brand and generating sales. Following Instagram posts from Rebecca Judd, Megan Gale and Zoe Foster Blake sales grew exponentially bringing forward plans to distribute nationally. In the first two months of the campaign Instagram followers went from 80 to around 3000 and now, six months in, is close to 10,000 and sales continue to go from strength to strength.

Category:
Events, Food, Health & Wellbeing, Lifestyle, Public Relations
Meredith
Advertising, Fashion, Lifestyle, Public Relations, Retail
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Jamie Oliver's Ministry of Food Australia
Celebrity, Events, Food, Lifestyle, Not for Profit, Public Relations
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