Elevating Motorola’s brand image, launch after launch
What began as a brief to deliver communications for Motorola’s innovative Scout83 pet camera developed into a three-year retained programme for Binatone Global, an official worldwide licensee of Motorola. The partnership expanded to deliver strategic and tactical PR across the wider product portfolio, including Smart Nursery, a connected baby-monitoring ecosystem, and VerveLife, a range of true wireless earbuds.
Challenge
The challenge was to build authority, relevance and desire for Motorola across three distinct consumer categories: pet technology, connected baby monitoring and wireless audio. Each launch needed to support ambitious awareness and sales objectives while giving the products a clear role in the lives of their target audiences.
Solution
We put emotive storytelling at the heart of the strategy, connecting proactive and reactive PR with social media, influencer activity, retail partners and third-party content to build momentum around every launch. We then created experiences that put each product directly into the hands of the audiences that mattered.
PR and Experimental Campaigns
For Smart Nursery, we took over the John Lewis Oxford Street nursery department for an immersive launch event, bringing together family influencers, journalists and retail audiences. We followed this with a Mumsnet partnership designed to drive reviews, engagement and pre-orders.
For VerveLife, we turned product trial into entertainment with a bespoke Escape Game in Covent Garden. Tech influencers and journalists were challenged to use the products to solve their way out, generating authentic content and reviews in real time.
Social Media and Influencer Marketing
For Scout83, we built ‘Pets on Camera’, a dedicated social content ecosystem that gave the product a natural place in conversations about pets. We also produced four co-branded videos with the RSPCA, creating a credible and engaging route into the pet conversation.
Across the programme, product briefings, influencer experiences, retail partnerships and third-party content helped bring the launches to the audiences most likely to be interested in each product category.
Impact
Across three very different categories, we helped Motorola move from a series of individual product launches to a recognisable, relevant and consistently visible consumer technology brand. The programme combined earned media, social content, influencer advocacy, experiential activity and retail activation to support awareness and sales.
Highlights include:
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483 pieces of coverage across national, consumer and trade media, with an audience reach of 163.1 million
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Product briefings delivered to tech correspondents across national and consumer titles
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27% year-on-year growth in audience reach
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120 pre-orders on the day for products within the Smart Nursery ecosystem
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Four co-branded videos produced with the RSPCA for the Scout83 launch, reaching more than 2,400 accounts