Business Details
15 Years
experience
Your Trusted Partner for Advertising & Marketing Solutions in Melbourne
Established in 2011, Theory Crew is a leading Australian public relations and influencer marketing agency based in Melbourne. Specialising in lifestyle, beauty, fashion, FMCG, and wellness sectors, we deliver tailored strategies combining traditional PR with contemporary digital expertise. Our team leverages a network of 10,000+ Australian influencers to create authentic content that drives engagement and measurable results. With a focus on user-generated content (UGC), social media strategy, and performance marketing, we help brands achieve meaningful impact at scale.Our proven track record includes successful campaigns for iRobot, Boost Juice, and Ferrero Rocher, demonstrating our ability to adapt to evolving market trends while maintaining global relevance. Backed by data-driven insights, we offer end-to-end solutions including Google Ads management, SEO, and event planning to ensure sustained growth for our clients.
Services
TikTok Advertising
UGC Advertising
Google Ads
Paid Social Media
Search Engine Optimisation
User Generated Content
Performance Marketing
Social Media Strategy
Social Media Management
Event Planning
Details
- Year established: 2011
Highlights and features
- We offer 13+ years of expertise in PR and influencer marketing since 2011.
- Our tailored strategies combine traditional PR with cutting-edge digital approaches.
- We leverage a network of 10,000+ Australian influencers for authentic content creation.
- Our data-driven performance marketing ensures measurable ROI for clients.
- We serve local and global markets with a deep understanding of Australian consumer behaviour.
Services
Public Relations
Theory Crew delivers cutting-edge PR strategies that generate media cut-through for lifestyle and FMCG brands. Our Melbourne-based team creates compelling narratives and secures media placements to enhance brand visibility. By combining traditional PR practices with digital expertise, we ensure impactful storytelling across earned, owned, and paid channels.
Influencer Marketing
We connect brands with 10,000+ Australian influencers to create authentic UGC campaigns. Our strategic partnerships span micro to macro influencers, driving engagement through platform-specific content on TikTok, Instagram, and Facebook. This approach ensures organic reach and measurable results for clients in beauty, fashion, and wellness sectors.
Social Media Strategy
Our tailored social media strategies focus on brand storytelling through video content, product imagery, and copywriting. We develop data-driven creative plans that resonate with target audiences while maintaining consistent brand identity across platforms like Instagram Reels and TikTok.
User Generated Content
We curate and amplify UGC from consumers and influencers to build trust and social proof. Our campaigns leverage testimonials, behind-the-scenes footage, and stylised flat lays to enhance brand credibility and drive engagement across Meta and TikTok platforms.
Performance Marketing
Our performance marketing integrates UGC with paid social media and Google Ads to maximise ROI. We employ data-driven insights to optimise campaigns across channels, ensuring targeted reach and measurable outcomes through CPA and ROAS metrics.
People
Felicity Grey
Founder and Managing Director
Felicity founded Theory Crew in 2011, pioneering influencer marketing in Australia. With deep expertise in PR and digital strategy, she leads campaigns that combine traditional media with social media innovation to deliver impactful brand storytelling.
Angela
General Manager
Angela oversees day-to-day operations, ensuring seamless execution of PR and marketing campaigns. Her leadership focuses on client satisfaction and strategic growth, leveraging 10+ years of experience in agency management.
Erin
Partnerships Director
Erin builds strategic partnerships with influencers and brands, driving collaboration opportunities that align with client objectives. Her industry network and negotiation skills ensure optimal campaign outcomes for Theory Crew's clients.
Ashleigh
Media Director
Ashleigh leads media outreach efforts, securing high-impact placements for clients. Her background in journalism and digital media ensures compelling content distribution across traditional and online platforms.
Anastasia
Client Services Director
Anastasia manages client relationships, ensuring campaigns meet strategic goals. Her focus on communication and project management delivers tailored solutions that drive brand growth and client satisfaction.
Questions
What services does Theory Crew offer?
We provide PR, influencer marketing, UGC creation, social media strategy, Google Ads, SEO, and event planning services tailored for lifestyle, beauty, and FMCG brands.
How does Theory Crew use UGC in marketing campaigns?
We curate and amplify user-generated content from influencers and consumers to build trust, enhance engagement, and drive conversions across social media platforms.
What industries does Theory Crew specialise in?
We focus on lifestyle, beauty, fashion, FMCG, health, and wellness sectors, delivering customised marketing solutions that resonate with target audiences.
How can I start working with Theory Crew?
Contact us via our website to discuss your PR and marketing needs. We'll create a custom strategy combining influencer partnerships, content creation, and digital advertising.
What platforms does Theory Crew use for influencer marketing?
We specialise in TikTok, Instagram, and Facebook campaigns, leveraging platform-specific trends and creator expertise to maximise brand visibility.
Does Theory Crew offer SEO services?
Yes, we provide data-driven SEO strategies to improve website visibility and organic traffic, focusing on long-term growth for e-commerce and service-based businesses.
