Agent99 was enlisted to deliver a high-impact, creative, and results-driven PR campaign that launched Kodiak as a brand into the Australian market.
The agency was tasked with building earned media coverage, product advocacy, influencer buzz, and editorial placements with the goal of generating brand awareness, online traffic, and demand with outdoor, lifestyle and design-aware audiences, especially leading into the Spring/Summer season.
Agent99’s goal was to position Kodiak as Australia’s confident answer to global competitions: tough, stylish, smartly priced, and built for adventurers, workers, and entertainers. To achieve this, we combined product performance messaging with lifestyle storytelling, connecting the brand to authentic Australian culture and outdoor living.
Over an initial six-month launch period, Agent99 delivered a phased campaign designed to build brand awareness, drive media cut-through, and support retail activity during key spring and summer shopping moments. The campaign began with a strong earned and affiliate hybrid media program, launching at the start of spring and culminating in the Great Australian Drop Bear consumer activation to generate widespread attention, engagement and drive database sign-ups.
In Autumn, Agent99 shifted focus to Kodiak’s drinkware range, maintaining momentum through the Impact Series CSR campaign. Supported by earned, affiliate and social media, this phase broadened Kodiak’s brand story while reinforcing its position as a durable, lifestyle-led alternative in the Australian market.
Pieces of earned media coverage secured across national top-tier publications including Channel 7 News, The Australian, Sydney Morning Herald and Qantas Magazine.
Pieces of social coverage across influencer and brand collaborations throughout the campaign.
An overall reach of over 40 million was secured throughout the campaign, across media and social platforms.
An increase of 30,000 new users visited the Kodiak website in the core initial launch period through the support of earned media placements.
