Mission

In 2019, one of our established clients – innovative and modular Swedish lifestyle brand, Transparent – gave us a sneak peek at a truly unique product: the Light speaker. Our mission was threefold: to attract attention and investment for the product’s Kickstarter crowd-funding campaign; to further convey the personality of the brand and to help sell the product on launch.

Method

We initially contacted high-ranking Kickstarter focused websites to ignite the Light speaker campaign. We pitched journalists in the UK, US and even Hong Kong to cover the crowdfunder, which soon smashed its $44,000 target – eventually raising $165,126 to help bring this project to life.

The striking Light speaker was now in production, but it would be some time before press samples would be ready. We kept media interest high by organising an exclusive trip to Transparent’s Swedish HQ for WIRED, Stuff and GQ. Each journalist had time with the design team and co-founders to better understand the brand and see the intricate manufacturing process of the Light speaker.

The launch for the speaker was finally set for November 2021. In the run-up, we focused on booking in long-lead company profiles with the influential design press, while simultaneously talking to the tech press about news, reviews and round-ups.

Boom

Our forensically planned efforts over the 12 months paid off. In launch week alone we saw 34 online hits go live – reaching a potential audience of 65,878,525. The Transparent team enjoyed a 65% increase in website traffic compared to the previous week.

That was just the start: from November 2021 to February 2022, we generated 57 pieces of coverage, spanning brand profiles, TV, podcasts, reviews and national newspaper shopping placements. A staggering potential audience of 163,347,649 was achieved, including stardust hits with the likes of The Gadget Show, Harper’s Bazaar, Wallpaper*, AirMail, Esquire, Forbes and Design Milk. We also submitted the innovative speaker for the prestigious Wallpaper* Design Awards, where it was hand-picked as a winner by the editorial team and design experts.