How Aruga launched Swimply Australia, the Airbnb for pools

Connecting Australians with a summer of fun

When Swimply Australia wanted to make a splash on the local scene, Aruga dived right in!

We worked with the pool-sharing marketplace to boost its brand awareness during the peak summer season via a PR and social media campaign. Our objectives were crystal clear – position Swimply as the go-to platform for easy, fun and accessible pool experiences and empower Australian homeowners to earn income from their backyard pools.

Aruga took to the task like ducks to water, crafting media materials, pitching editorial angles, creating eye-catching content, and building social media communities. We connected with families, recreation seekers, holidaymakers, and potential pool hosts alike.

Aruga’s campaign boosted Swimply’s brand awareness, sparked meaningful media coverage, and drove strong social media engagement across Australia.

Results

103

editorial clippings

1.19M

editorial audience reach

100%

positive sentiment

23

social posts

4.2K

social post views

Deliverables

Copywriting

Developed media materials to support the campaign, including a press release and listing alert.

Media Relations

Delivered a national media campaign that focused on making money and splashtastic memories which resulted in national media coverage.

Social Media Management

Developed and managed social media content via Swimply Australia’s Instagram, including copywriting, graphic design, reel development and content uploads.

Winning tactics

Aruga spoke to a national audience by helping coordinate a feature on Channel 7’s Sunrise, reaching more than 288,000 Australians.

Aruga leveraged media relationships with Time Out Sydney, Home Beautiful, Now To Love and BuzzFeed to cover Swimply Australia’s relaunch into market – we collaborated listicle ideas with their journalists and delivered hot editorial copy that couldn’t be refused, which promoted the pool-sharing platform in style.

Aruga worked closely with Swimply to revitalise existing social content to align with the Australian market, leveraging local slang within captions and tweaking visuals to keep the content relevant.