Turning pages and heads

Aruga helps Young, Dumb and Financially Independent cash in with media and influencers

Aruga made finance fun when it launched the real and relatable guidebook, Young, Dumb and Financially Independent, with a smart, sharp and strategic PR campaign.

Partnering with ASE Group CEO and author Taj Pabari, we designed a media and influencer strategy that had Gen Z turning pages and turning up their financial smarts.

With a mix of media coverage and relatable influencer content, we made sure this book made it onto shelves and spoke directly to young Australians on their journey to financial independence.

Through proactive pitching, Aruga secured 30 media clips across broadcast, print and digital outlets and reached a potential audience of 353,000.

We teamed up with four key influencers aligned with the book’s target demographic. By tailoring the campaign to suit each influencer’s unique style, their content saw over 1,349 engagements and close to 25,000 views.

Together, these media and influencer efforts delivered key messages that resonated, driving attention and book sales.

Media results

30

media clips

27

broadcast clips

1

print clip

2

online and social clips

100%

key message inclusion

353K

potential audience reach

Influencers results

4

paid influencers engaged

6

pieces of content

1,349

engagements

24,770

total views

Delieverables

Media Strategy

Developed a national media relations campaign to build hype and awareness around the book release resulting in national coverage across TV, print and online media.

Media relations

Crafted a targeted pitch plan tailored to engage all targeted audiences, ensuring maximum reach and driving book sales.

Influencers & VIPs

Delivered an influencer campaign with content creators aligned with the book’s target market.

Winning Tactics

Aruga stayed sharp and nimble, adapting seamlessly as launch dates changed to maintain media interest over an extended period.

Aruga worked collaboratively with creators during the briefing process to ensure they could craft genuine and authentic content that resonated strongly with their audience.

Aruga strategically targeted key financial publications to secure a spotlight for Young, Dumb and Financially Independent, with Money Magazine featuring it as its “Book of the Month”.