Lets Dialogue

C A S E   S T U D Y Lucas Papaw
Press Office Program

Dialogue developed an annual PR plan to increase brand awareness and trial of Lucas' Papaw Remedies through an earned media relations and influencer strategy.

Program Objectives:
- Drive awareness for the brand, bringing key messaging back to the ointment's wound care and healthcare credentials 
- Position Lucas’ Papaw Remedies as the authentic, original papaw ointment brand and highlight its multiple uses
- Encourage consumers to choose Lucas’ Papaw Ointment over all other ‘papaya’ ointments

Campaign Elements

Media Relations Campaign - targeted and themed media release distribution throughout the year supported by targeted media sell-in for different product usages and audiences

Product sample placement - proactive and reactive earned media and influencer outreach, targeting health/beauty, travel, athletes/fitness and parenting content creators

Creative media kits - produced and distributed to creatively communicate brand and product messages and gain social media coverage 

Paid advertorials - developed to support key trade pharmacy and retail channels

Sponsorships - reviewed, recommended and facilitated product contra deals

The Results

Over 33,400,000

total audience reach

88 pieces of editorial coverage

across print, online and social

View Next >

Let's Dialogue

Like the sound of us?
Drop us a line, we'd love to hear from you.

Find Us

T +61 2 93412357 E hello@dialoguepr.com.au A Suite 3.01, Level 3, 128-130 Rothschild Avenue A Rosebery NSW 2018