Business Details
15 Years
experience
Your Trusted PR & Influencer Marketing Partner
We are a leading public relations and influencer marketing agency based in Melbourne, Australia. Since 2011, we have helped lifestyle brands across beauty, fashion, FMCG, and wellness sectors achieve meaningful impact through tailored PR strategies, influencer partnerships, and data-driven social media campaigns. Our team combines traditional PR expertise with contemporary digital know-how to create compelling brand narratives that resonate with Australian and global audiences.With a focus on authenticity and measurable results, we specialise in user-generated content, media relations, crisis management, and performance marketing. Our all-female PR team positions us as a trusted partner for female-focused brands seeking innovative solutions in a dynamic market.
Services
Public Relations
Influencer Marketing
Social Media Strategy
Google Ads Management
User Generated Content
Performance Marketing
SEO Services
TikTok Advertising
Event Planning
Details
- Year established: 2011
Highlights and features
- We are one of Australia's leading independent PR agencies with 13 years of specialist experience
- Our tailored strategies combine traditional PR with contemporary influencer marketing expertise
- We specialise in lifestyle sectors including beauty, fashion, and wellness industries
- Our all-female PR team offers unique insights for female-focused brand positioning
- We deliver measurable results through data-driven campaigns and performance marketing
Services
Public Relations
Our PR services combine traditional media strategies with digital innovation to build brand credibility. We create cutting-edge campaigns that generate media coverage in leading publications like Vogue Australia and Marie Claire. Our team specialises in brand positioning, crisis management, and thought leadership to help lifestyle brands achieve mass awareness and maintain positive reputations through earned media exposure.
Influencer Marketing
We connect brands with authentic Australian influencers across TikTok, Instagram, and YouTube platforms. Our ROI-driven approach leverages a database of 10,000+ content creators to produce engaging UGC that drives sales and brand awareness. Through performance tracking and strategic partnerships, we ensure measurable results that align with your marketing objectives and target audience preferences.
Social Media Strategy
Our social media services focus on creating compelling visual content and strategic brand storytelling. We develop comprehensive content calendars, produce high-quality product imagery, and craft engaging video content tailored to beauty and lifestyle brands. Our data-driven approach ensures consistent brand messaging across platforms while maintaining creative authenticity that resonates with target audiences.
Google Ads Management
Our Google Ads specialists create targeted pay-per-click campaigns that maximise ROI for lifestyle brands. We conduct keyword research, develop compelling ad copy, and implement conversion-focused strategies to drive website traffic and sales. Through continuous optimisation and detailed reporting, we ensure efficient budget allocation while maintaining alignment with broader digital marketing objectives.
User Generated Content
We harness the power of authentic content creation through our network of Australian influencers and brand ambassadors. Our UGC strategies include lifestyle product imagery, behind-the-scenes videos, and customer testimonials that build trust and drive engagement. By leveraging real consumer experiences, we help brands create social proof that enhances digital marketing effectiveness across multiple platforms.
People
Felicity Grey
Founder and Managing Director
As founder, Felicity pioneered influencer marketing in Australia with 13 years' experience driving brand success through innovative PR strategies and digital campaigns that combine creative theory with measurable business outcomes.
Angela
General Manager
Angela leads day-to-day operations with expertise in managing integrated marketing campaigns that blend traditional PR practices with contemporary digital strategies to deliver results for lifestyle and wellness brands.
Erin
Partnerships Director
Erin specialises in developing strategic brand collaborations and influencer partnerships that create authentic content and drive engagement across social media platforms for fashion and beauty clients.
Ashleigh
Media Director
Ashleigh manages media relations and press campaigns that secure coverage in top-tier publications, leveraging strong industry contacts to position lifestyle brands as market leaders through strategic storytelling.
Anastasia
Client Services Director
Anastasia oversees client relationships and campaign execution, ensuring seamless delivery of PR, social media, and performance marketing services that align with brand objectives and industry trends.
Questions
What services does Theory Crew specialise in?
We specialise in public relations, influencer marketing, social media strategy, Google Ads management, and user-generated content creation for lifestyle brands in beauty, fashion, and wellness sectors.
How does Theory Crew approach influencer marketing?
We partner with authentic Australian influencers across TikTok, Instagram, and YouTube platforms, using performance tracking to ensure measurable results that align with brand marketing objectives and target audiences.
What makes Theory Crew different from other PR agencies?
We combine traditional PR expertise with contemporary digital strategies, offering tailored solutions that blend media relations, influencer partnerships, and performance marketing under one agency roof.
Do you work with international brands?
Yes, while based in Melbourne, we work with brands seeking both local market penetration and global reach through our network of influencers and media contacts.
How do you measure campaign success?
We use comprehensive metrics including media coverage quality, engagement rates, website traffic, conversion tracking, and ROI analysis to evaluate campaign effectiveness across all marketing channels.
What industries do you primarily work with?
We focus on lifestyle sectors including beauty, fashion, FMCG, health and wellness, with particular expertise in positioning female-focused brands within competitive marketplaces.
