Lifestyle & Accessories

TONIC

Amplifying a 30-year Australian accessories brand through multi-channel media outreach and curated influencer campaigns, achieving a combined audience of over 4.17 million across magazine, digital, and social platforms.

4.17M

Total Audience

Influencers Curated

4.5M

Syndicated Reach

30yr

Brand Heritage

The Brief

Revitalising a 30-Year Heritage Brand

TONIC is a beloved Australian accessories and lifestyle brand with three decades of heritage. Despite strong brand recognition, TONIC needed a PR refresh to reconnect with contemporary audiences, showcase their expanded product range, and leverage their 30-year brand story as a credibility asset in pitching to media and influencers.

Reposition TONIC for contemporary lifestyle audiences while honouring 30 years of heritage
Curate multiple influencer lists across lifestyle, beauty, and wellness verticals
Secure coverage across print magazines, digital publications, and social platforms
Showcase expanded product range: Holiday Stay Gift Sets, Heat Pillows, Jewellery Cubes, Makeup Cases
Leverage syndicated press opportunities for maximum reach amplification

Strategic Approach

Our Strategy

Multi-List Influencer Curation — Developed three distinct influencer lists totalling 44 curated creators across lifestyle (18), beauty (10), and wellness (16) verticals, ensuring comprehensive coverage of TONIC's diverse product categories.
Heritage Storytelling — Crafted the 30-year brand story as the centrepiece of all media pitches, positioning TONIC's longevity as proof of quality and relevance in an era of disposable brands.
Product Category Pitching — Created tailored media kits for each product category — Holiday Stay Gift Sets, Heat Pillows, Jewellery Cubes, and Makeup Cases — with category-specific angles for different editorial verticals.
Syndicated Press Strategy — Targeted syndicated press networks to maximise reach, securing coverage across publications with a combined 4.5 million print and digital readership.
Multi-Channel Measurement — Tracked results across magazine readership (587,672), digital audience (936,674), and social reach (1,264,781) to demonstrate comprehensive brand visibility.

587,672

Magazine Readership

936,674

Digital Audience

1,264,781

Social Audience

4.5M

Syndicated Press Reach

Influencers Curated

Media Coverage

Editorial Results

4.17 Million+

Publication	Type	Feature
	Print Features
	Online Features
	Influencer Content
	Print + Digital

Influencer Partnerships

Influencer Impact

Piccolo PR curated three tailored influencer lists spanning lifestyle, beauty, and wellness verticals — 18 + 10 + 16 = 44 total creators — ensuring each TONIC product category reached its most relevant audience through authentic creator partnerships.

Influencers Curated

Vertical Lists Created

1,264,781

Social Audience Reached

Key Partners: Lifestyle Creator 1, Beauty Influencer, Wellness Advocate, Travel Creator, Gift Guide Expert, Home Stylist

Results

Campaign Results

The TONIC campaign delivered exceptional multi-channel results, proving that heritage brands can achieve contemporary relevance through strategic PR and authentic influencer partnerships.

Multi-Channel Dominance — Achieved comprehensive visibility across all channels: 587,672 magazine readership, 936,674 digital audience, and 1,264,781 social reach.
Syndicated Amplification — 4.5 million total print and digital readership through syndicated press placements, dramatically extending the campaign's reach beyond initial targets.
Influencer Coverage — 44 curated influencers across three verticals generated authentic content showcasing TONIC's diverse product range to highly targeted audiences.
Heritage Narrative Success — The 30-year brand story proved to be a compelling editorial hook, differentiating TONIC from newer competitors and resonating with both media and consumers.
Product Range Awareness — Successfully introduced multiple product categories to media and influencers, expanding TONIC's perception beyond their traditional core products.

TONIC

Revitalising a 30-Year Heritage Brand

Our Strategy

Editorial Results

Influencer Impact

Campaign Results

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