Launching a connected home security product
Breaking through the noise at CES and continuing momentum with smart media relations and effective messaging.
Through aggressive media relations efforts and effective messaging, the team successfully promoted the product at CES and garnered hundreds of articles and media segments, including in Wired, USA Today, Re/Code, and more.
Airfoil conducted extensive media outreach ahead of CES, personally pitching 600 tier-1 business, consumer, and technology reporters, and sending booth invitation e-blasts to more than 1,000 reporters, resulting hundreds of media briefings during the six-day show.
Building awareness was the key objective for CES, and by targeting tier 1 publications the resulting coverage drove a significant boost in consumer awareness across social media channels.
Experiential and beyond
Netatmo, a French manufacturer of smart, connected home security solutions, wanted to stand out from other home security products at the annual Consumer Electronics Show (CES) and generate broad awareness for their latest connected security device.
Airfoil worked with Netatmo to create spot-on messaging for the new product ahead of the launch. The team conducted extensive media outreach to secure media interest, meetings, and pre-briefings in advance of CES, in order to stand out in a show where more than 20,000 products are announced. Airfoil followed up the CES launch with a San Francisco and New York media tour, further establishing solid media relationships through one-on-one briefings and strategic contacts.
As a result, Airfoil landed Netatmo more than 500 stories, including broadcast and radio placements, making the product’s launch a major success.
Tier 1 coverage
Airfoil’s media relations push secured Netatmo coverage in national, tier 1 outlets including Wired, TIME, engadget, CNET, The Verge, and more. One in every six articles that came out of CES was published in top tier media, increasing Netatmo brand awareness and establishing the company as a key player in home security.
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