Public Relations - Case Study
Consumer Tech Brand Breaks Into the US With Review-Driven PR
Client
China-originated consumer electronics brand (Series B)
Challenge
- Low brand awareness in the US; perceived as “too early”
- Need credible third‑party validation ahead of retail expansion
Strategy
- Reposition as a category challenger with clear proof points
- Seed organic reviews with tiered media and key verticals
- Build founder/expert visibility through interviews and bylines
Execution
- Messaging, press kit, and review program setup
- 1:1 pitching to 120+ editors across tech, lifestyle, and outdoor
- 22 product review units seeded; coordinated embargoed briefings
- Sponsored advertorial in 2 strategic outlets to anchor credibility
Results
- 48 earned placements; 6 in top-tier outlets
- 32M estimated online readership; 3.1M social reach
- +24% US sessions and +18% branded search in 6 weeks
- SOV from 1.2% to 4.9% in the category Assets delivered
- Press kit, media list, talking points, review tracker, coverage report Timeline/markets
- 10 weeks; United States