Driving awareness and community impact for zero‑emission transport leader Kinetic
We helped Kinetic, Australasia’s largest zero-emission transport company, turn its community fund into a nationwide story, amplifying grassroots impact and driving record applications.
How an earned media campaign took Kinetic’s Moving Communities Fund from local community stories to national coverage, helping grassroots organisations reach wider audiences and driving more than 700 applications.
The challenge
Kinetic’s Moving Communities Fund supports grassroots organisations working to improve equity, inclusion, and wellbeing across Australia and New Zealand.
Many of the organisations it funds are tackling significant community issues, from domestic violence and youth inclusion to accessible transport, often with limited resources and little media exposure.
Kinetic wanted the Fund to do more than provide financial support. It wanted to help recipients tell their stories, reach more people, and attract wider community support, while building awareness of the Fund itself and encouraging more organisations to apply.
The strategy
Hyde & Seek built the earned media campaign around the people and organisations receiving the funding, rather than treating the Fund itself as the entire story.
Each recipient offered a different local story and community impact. We identified the strongest narratives, prepared spokespeople for media, and connected those stories with journalists in the regions where they mattered most.
A national embargo created an initial campaign moment, followed by staged regional outreach designed to keep coverage moving beyond launch day.
The result was a campaign that could operate at two levels: building broader awareness of Kinetic’s community investment while giving individual grassroots organisations meaningful exposure in their own communities.
The results
Across Australia, the campaign secured 57 media placements across 43 outlets in 11 regions, generating more than 1.4 million media impressions and more than 10 spokesperson interviews.
Coverage took the stories of funded organisations into national, metropolitan, and regional media, giving community programs working across domestic violence, surf therapy, youth sport, and accessible transport a wider platform.
The campaign also extended beyond earned media. Kinetic recorded 90,000 LinkedIn impressions and more than 22,000 page visits, while the Fund received more than 700 applications during the campaign period.
- 57 Australian media placements across 43 outlets
- Coverage across 11 regions
- 1.4M+ Australian media impressions
- 10+ spokesperson interviews
- 90,000 LinkedIn impressions and 22,000+ page visits
- 700+ applications received during the campaign period
Engagement: Hyde & Seek Communications, working directly with Kinetic’s in-house communications team. Scope: messaging, campaign positioning, media materials, spokesperson briefings, national and regional media outreach, coverage tracking, and post-campaign analysis.
Impact
“The coverage and outputs from Hyde & Seek were outstanding and more than exceeded my expectations as program manager.”
Angela Leung Head of Sustainability & Community Engagement, Kinetic
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