Australian startup HiSmile is one of the few brands that has successfully tapped into social media culture, amassing a cult following since launching six years ago. When founders Nik and Alex approached us early in their journey, they had no marketing experience but saw an opportunity to disrupt the oral hygiene market with their home teeth whitening system.

In order to achieve widespread recognition, influence and appeal with people from all walks of life, we knew we needed to build a strong profile for the young, self-funded duo entrepreneurs through national press.


Building HiSmile’s Profile
The Red Republic launched a national profiling campaign for the duo, Nik (19) and Alex (21), which involved creatively directing a photoshoot to capture a suite of captivating imagery to support the campaign.

We coordinated and attending desk-side meetings with key media in Sydney, proactively driving the brand’s narrative through business and lifestyle media and putting Nik and Alex forward for expert commentary opportunities reactively.


Pieces of coverage

$2.2 million

Value of coverage

12.1 million+

People reached



Campaign highlights included securing coverage in; The Australian Financial Review, News.com.au, GQ, SBS World News, Smart Company, The Daily Mail, Sunrise, Today Show, Pedestrian TV, Mumbrella and E! News.

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15 Years of Fame