THE NEW SMART HOME - NEATO

Challenge:

The UK market is slow to adopt smart vacuums, how do we educate and increase awareness of the benefits of Neato’s products and technology?

Solution:

A hardworking proactive press office, combined with campaigns that tapped into genuine consumer insight. Led on the global PR and social strategy for a game changing year, as we launched an integrated PR and social campaign for the Botvac D7 Connected, a vacuum which featured new technology for Neato (and the industry). Kicked off our #HappyMess campaign – tapping into the insight that people are fed up of the perfect #InstaHome images seen on social media. Targeted thought leadership, speaking slots and byline creation with our EMEA VP, supported by creative product reviews, upping the anti on hero media, and creating a global social strategy to drive awareness and understanding of the product.

Results:

Following the product launch at IFA, we secured over 20+ briefings under NDA with top tier press including T3, Trusted Reviews, CNET, and TechRadar. This was supported by interviews with CEO Giacomo Marini throughout IFA, securing wider placements in hard hitting business press such as the Telegraph and International Business Times. Our IFA 2017 social media activity surpassed all set KPIs across both organic and paid activity – across all. Our two hero pieces of video content, a video of the launch press conference and our thought leadership piece #NeatoKnows, generated huge viewership of over 500k views in 48 hours, with tracked uplift in web traffic.

Impact:

All products sold out earlier in 2017 than forecast, as sales spikes were generated through our targeted activity. Promoted to global lead agency to develop strategy and support with EMEA agency management.