THE BRIEF

ppr. was engaged by Smiggle to deliver a national PR campaign supporting the launch of Smiggle and

Dolly’s Dream’s Choose Kindness initiative for 2026. The campaign aligned with the start of the new school

year and Smiggle’s in-store Back-to-School window. The primary objectives were to raise awareness of

the campaign across key media channels, to support fundraising efforts for the charity partnership with

Dolly’s Dream and drive in-store traffic during one of Smiggle’s key retail periods.

OUR RESPONSE

ppr. developed and distributed comprehensive media materials, including a core media release and

product backgrounder, to more than 300 targeted media contacts, supported by proactive pitching. ppr.

also worked closely with Dolly’s Dream to secure spokespeople for media opportunities and monitored

media coverage through the campaign to maximise impact and maintain message consistency.

To amplify the campaign, ppr. coordinated the distribution of more than 90 influencer and media gift

boxes containing Smiggle Trailblazer (Back-to-School) products, fundraising reusable bags and

information about Dolly’s Dream. Metro-based influencers were provided with giftcards to capture and

share their instore Smiggle experience as part of their content.

RESULTS

The campaign achieved strong national reach, securing coverage across television, radio, online, social

and print media. Coverage included News Corp Australia syndications, parenting blogs, The Today Show,

and The House of Wellness radio. 75% of the influencers who received gift boxes posted, highlighting the

campaigns messages and encouraged their audience to go in-store and support Dolly’s Dream by

purchasing the fundraising Smiggle products.

Overall, the campaign reached 10.1 million people nationally, including 9.49 million via syndicated media

coverage and 642.k through influencer content across social platforms. The traditional media campaign

generated $169,000 Advertising Value Equivalency (AVE) and the social campaign generated an

estimated $586,100 Earned Media Value (EMV), resulting in an ROI of over 60 times the budget.

‍

‍