Taurus PR positions start-up GiggedIn as the Netflix of live music
Taurus chosen for expertise with innovators, disrupters and entrepreneurs
About GiggedIn
Young Sydney entrepreneur, Edwin Onggo, sought out Taurus to promote his personal brand and take control of PR. He wanted to position he and his business as a thought leader within the business and start-up press.
Edwin was initially attracted to Taurus because of the vast experience we had working with prominent entrepreneurs behind disruptive start-ups.
An innovative space start-up new to PR
GiggedIn is a subscription service that, for one flat fee a month, gives its subscribers access to 50-100 shows a week – think the Netflix of live music. A disruptive start-up initialising a radial concept within the live music scene but the Australian media were sceptical of the service at first.
The Challenge
When Edwin approached Taurus, he had not worked with a PR agency before and was nervous to spend his marketing budget. He was immediately put at ease by our reputation of successfully launching start-ups and establishing entrepreneurs in the media as authorities within their industries.
Edwin was also encouraged by the proactive PR strategy the Taurus team presented to him, which detailed clear goals and targets he could monitor to ensure the success of the project.
Taurus is tasked with defining the story to 22 million people
As a brand-new start-up, GiggedIn was relatively unknown to the media and also to their target consumers. To tackle the task of launching the brand into the media and raising brand awareness, Taurus developed a 6-month PR strategy to diversify the PR push and ensure the GiggedIn name was seen by a vast range of the Australian populace and not limited to one specific demographic.
In phase 1 of the campaign, Taurus targeted SME business publications positioning Edwin as a credible founder and CEO of this new Sydney start-up. Taurus introduces Edwin to the media as a disruptiive entrepreneur who is shaking up his industry with innovative thinking.
Phase 2 of the campaign focused on presenting GiggedIn to a wider audience. To achieve this, Taurus worked closely with Edwin to pin-point specific publications that would best reach his target market.
Overall, during the 6 month campaign, Taurus successfully achieved features across 12 publications – ultimately building brand awareness and recall for an audience of over 22,076,000 people.
Coverage achieved
- Sydney Morning Herald (print and online)
- The Age
- The Canberra Times
- WA Today
- Brisbane Times
- News.com.au
- NZ Herald
- The Advertiser
- Herald Sun
- Huffington Post
- The Daily Telegraph
- The Courier Mail
The Taurus "Golden Egg" 22 million reached
Golden Egg Achievement
During the initial consultation, Edwin pressed that his ‘golden egg’ would be a feature in one of the four Australian mainline dailies. The challenge was that Edwin did not want music press, but wanted to be positioned via the business, lifestyle or start-up press. The Taurus team worked relentlessly to ensure that this KPI was achieved with The Daily Telegraph business section doing an amazing feature of GiggedIn and Edwin.
Honest and open communication with the client
Exceptional Client Service
Working with the Taurus team, Edwin found us to be different to other PR agencies because of the open line of communication he enjoyed from day one. Unlike other agencies, Taurus treated Edwin not as a client, but as a friend, encouraging him to call and email as much as he liked, to ask questions about the project, and ensure the project was meeting all his expectations.
Surpassing expectations with results
The Taurus team was able to exceed Edwin’s expectations diversifying his media reach to include publications outside the music press.
By the end of the 6-month PR project, GiggedIn had been featured in major consumer publications such as The Huffington Post and The Collective, tech/media publications such as Download This Show, start-up publications including Dynamic Business and mainline business publications such as The Daily Telegraph.
Ultimately, Taurus exposed GiggedIn to over 22 million people through a strategic PR push. Edwin had no hesitation in continuing with Taurus as his preferred PR agency and renewing his contract with the knowledge that the Taurus team would strive to smash his expectations out of the park.
“The Taurus Team were great to work with. We ended up getting a great response from a number of the mastheads and I was very happy to have them work on our project.”
– Edwin Onggo, GiggedIn
What Taurus did for GiggedIn
- Key messages
- PR strategy
- PR execution
- Coverage in mainstream media, print, online and broadcast
- 100% newstand coverage
- Reached an audience of 22,076,000
- Built brand awareness/recall with key media
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