OBJECTIVE

Mia engaged RPR&Co. to launch her dating platform for Aussie singles. Originally planned for a Valentine’s Day launch, delays from the developer shifted the timeline. RPR&Co. pivoted by aligning the launch with the isolation challenges faced by those living in rural and regional Australia. Using key data from the Australian Bureau of Statistics, we highlighted the gender disparity in many parts of the country, reinforcing the need for a platform like Howdy. Mia was also keen to develop sponsorship and collaboration opportunities with the primary goal of getting people to download and subscribe to the app.

OUTCOMES

RPR&Co. developed a comprehensive media and communications strategy for Howdy, focusing on two main objectives: launching the app and driving long-term engagement through subscriber growth. Beyond the initial launch, RPR&Co. continued to drive awareness with ongoing media strategies, including securing additional case studies, media training, and research to craft fresh, newsworthy angles. We also supported the app’s digital presence by contributing to the launch of Howdy’s website, crafting social media content, and developing video scripts. Partnerships with brands like RB Sellars and Ruby’s Boutique helped further raise the app’s visibility, offering merchandise for media appearances and cross-collaboration opportunities. To expand Howdy’s reach, we organised a trial event at the Ardlethan Picnic Races, leveraging local media for exposure and securing a front-page feature in local newspaper. This template has since been rolled out for other regional activations including the Katherine Show and Rockhampton Beef Week, generating additional buzz across Australia. RPR&Co. generated huge momentum for Howdy’s launch, securing coverage in major national outlets. A live segment on The Today Show marked the official launch on 1 March 2024, followed by a live cross on Sky Regional, feature stories in The Australian, and significant radio coverage. In total, media coverage from January 19 to March 31, 2024, reached more than 7 million people across TV, print, radio, and online platforms.

KEY HIGHLIGHTS

→ The Today Show: Live segment with hosts Karl Stefanovic and Sarah Abo, featuring case studies and Howdy’s impact on rural dating. Aired at the prime 8:10 am slot and syndicated nationally.

→ The Australian: Feature with Mia Ryan and case studies on dating challenges in rural areas, published on launch day.

→ Sky News: Interview with Mia discussing Howdy’s role in connecting country singles.

→ Regional Media: Front-page feature in local papers and syndication across 90+ publications.

SOCIAL MEDIA IMPACT

→ RB Sellars Instagram post: 72.6k followers.

→ Humans of Ag Instagram post: 27.3k followers.

→ Regional PR Co’s Instagram posts: 9,384 followers, reaching 18,000 people with 21,965 impressions, + reels in excess of 11,000 plays.

→ Reels from the Ardlethan Races: 13,000 plays, with significant engagement (286 likes, 35 shares).

PARTNERSHIPS

→ RB Sellars: Provided merchandise for media appearances.

→ Ruby’s Boutique: Collaborated on outfits for media calls and events.