Product of the Year


  • Product of the Year (POY) is the world’s largest consumer voted awards program, which recognises and rewards product innovation.

  • POY approached Agent99 to gain media exposure to both raise brand awareness and ensure consumer recognition of the logo in a highly saturated market.


  • Agent99 crafted an embargoed release to be sent out to key media outlets alerting them about winning products.


  • Key influencer outreach, with those selected sent the winning products to cover to tap into their unique audience and offer brand credibility.


  • Agent99 developed a detailed social media strategy to gain further exposure for the brand, build a community and get the logo in front of the target audience.



  • In the days following the embargo lifting, Agent99 secured 105 pieces of coverage

  • Reach of over 18 million throughout the campaign.


  • Agent99 secured a 7 minute segment on A Current Affair, a 5 minute segment on Today Tonight, airtime on Studio 10 and SmoothFM, as well as coverage on 9honey, Mamamia and Yahoo7 be.


  • 666% growth of POY Instagram community.


  • POY appointed Agent99 as its agency of record for a following year.

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