Coming on board with Nanoleaf, the smart lighting company, the PR focus was almost solely on core tech coverage, which wasn’t moving the dial for the company’s brand recognition.

We were tasked with expanding Nanoleaf’s PR coverage into national, interiors and lifestyle press, while maintaining the brand’s foothold in technology media at the same time.

While Nanoleaf’s range of colourful smart light panels were borne out of innovative technology, to cut through with interiors and national coverage, we needed to emphasise the beautiful aesthetics and lifestyle benefits of the product.

We took a tailored approach to this, for example by working closely with Elle Decoration to produce lifestyle imagery that fit closely with its print aesthetic.

Finding unique angles for Nanoleaf’s products, such as how the circadian lighting feature can help promote better sleep and general wellbeing, was also crucial in maintaining a strong pipeline of coverage outside of the main news peaks. Seasonal pitching, such as Christmas gift guides and Mother’s Day, also helped us to position Nanoleaf as a perfect gift or home accessory.

Boom

Throughout 2020, we secured a total of 173 pieces of coverage, smashing our target by 140%.

Of this, 34 pieces came from national/broadcast media, while 40 came from interiors/lifestyle titles. Highlights include slots on the Gadget Show and the Daily Telegraph’s Christmas gift guide, as well as standout interiors coverage with Elle Decoration and Livingetc.

92% of clippings came from Nanoleaf’s pre-agreed target media list – only the publications most strategically useful to them as a business.