Australian Organics

While Australian Organics has a huge presence internationally, the brand is not well-known in its home country. icon.pr was engaged to help change this.

icon.pr’s brief was to create a campaign in support of Australian Organic’s new premium product range. icon.pr’s solution was an integrated communications campaign incorporating advertising, event management, social media and public relations.

Social media, including Facebook and Twitter, helped Australian Organics connect with consumers and begin building their media and online profile.

Bondi's Icebergs provided the perfect backdrop to officially launch the new premium range of pure, naturally luxurious hair and body care from Australian Organics. Australia's leading beauty magazine editors learnt about the new range in a relaxed but memorable environment. The event allowed the editors to identify with the Australian Organics brand and experience the product for themselves.

Our integrated approach was a huge success, resulting in excellent coverage in a number of major Australian magazines, including Frankie, Marie Claire, InStyle and Body and Soul. A competition was also promoted through Frankie magazine online, the Frankie Facebook page and the Frankie Twitter page.

The campaign generated more than $740,000 in PR value.