93Green

93Green, an innovative nutrition brand founded by Auckland-based personal trainer and former Royal Marines Commando Officer Steve Hall, embarked on a mission to empower individuals to “Live a Life Less Ordinary.” Launching their premium protein powder range designed for active lifestyles, the brand also champions sustainability and ocean conservation.

Purpose

Raise Communications partnered with 93Green to build awareness of the brand and its products at launch. The campaign aimed to spotlight the health benefits of 93Green’s premium protein powders while showcasing their commitment to sustainability and conservation. Additionally, the strategy sought to leverage Steve Hall’s expertise to position him and the brand as authorities in the health and wellness sector.

Plan

To ensure a strong market entry, Raise Communications devised a comprehensive publicity campaign. The approach included crafting a detailed media release supported by high-quality product imagery. Engaging materials, such as a founder biography, a listicle featuring Steve’s Top 5 Tips for Living a Life Less Ordinary, and a Power of Protein Factsheet, were created to appeal to various audiences.

The team tailored pitches to health, lifestyle, and news media outlets, ensuring each pitch was customised to suit the publication’s audience. Media interviews with Steve Hall and product giveaways were arranged to generate buzz. The campaign secured significant coverage in national and regional newspapers, lifestyle magazines, and news websites. Chemist Warehouse also featured the brand in their magazine and newsletter. As part of the campaign, 93Green protein powder samples were included in goodie bags at a Your Home & Garden magazine and Freedom Furniture event, ensuring exposure to a targeted audience.

Impact

The campaign successfully introduced 93Green to health-conscious consumers, achieving widespread recognition for the brand and its mission. Over 3.9 million opportunities to see the coverage were created, with media exposure valued at over $72,000 in equivalent advertising spend. As a PR Booster client, 93Green enjoyed a return on investment of more than 11x, while Steve Hall’s media interviews helped establish him as an expert in the health and wellness space.

Client Feedback

“Hiring Raise Communications was one of the best decisions we made…. This was a massive win for us!” – Steve Hall, 93Green Founder