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How we amplified impact
The campaign aimed to generate consistent earned media across both ANZ markets - in Australia from 3% to 8% and maintain 28% awareness in New Zealand, and strengthen Karma's brand perception as "doing good for the world". A core objective was to position Karma Drinks as the ethical leder in the craft cola category
11 Total pieces of coverage
Compass secured 11 tier 1 spots in ANZ media, including Inside FMCG, Food Ticker, Man of Many, MSN Australia, Drinks Trade and Focus Magazine NZ over the two months.
4.2+ Million in total Australian Reach
Over a two-month period, Compass secured a total Australian reach of 4,216,524.
430.9K in total New Zealand Reach
Compass expanded reach to grow Karma Drinks awareness to the NZ Market. Over two months compass secured a total reach of 430,900.
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Amplifying Stories That Matter
Compass Studio promoted Karma Drinks' philanthropic arm - The Karma Foundation - to Australia and New Zealand media. Focusing on establishing Karma Cola as a conscience-driven choice for consumers, while driving brand awareness and consideration through strategic media engagement across business, ESG, retail and consumer publications.