ABOUT APPTION LABS
Founded in 2015, Apption Labs is an innovative technology start-up dedicated to developing smarter consumer products connected to the Internet and controlled by mobile devices. By focusing on innovation in hardware and software design, Apption Labs seeks to solve every day consumer problems with smarter products.
On the heels of one of the most-funded campaigns in the Kitchen & Appliance category in crowdfunding history, Apption Labs set forth to deliver the world’s first truly wireless, smart meat thermometer, dubbed MEATER. Despite its Kickstarter success, the path from concept to delivery took nearly three years due to a myriad of issues including production delays and software development to support the accompanying mobile application and product. With its resources and focus placed on bringing the product to market, Apption Labs needed an integrated strategy that would reshape frustrated backer sentiment, grow its digital footprint and garner mainstream consumer awareness for its product in key vertical markets.
Understanding the crowdfunding landscape and importance of not only shaping brand perception, but also moving inventory, GreenRoom embarked on a comprehensive, integrated marketing communications strategy.
Employing social media, paid media and earned media tactics, the agency sought to solidify the brand’s presence in the consumer market, driven by actionable results and measured success. With a very short ramp-up period, the agency developed a launch strategy, including a three-pronged approach of earned media, community management and a structured backer communication strategy to improve sentiment while also introducing the brand to the vast consumer public ahead of the year’s holiday gifting season.
As a result, GreenRoom’s PR team’s efforts centered on maximum saturation of gift guides in web, print and broadcast media. By focusing on the unique attributes of MEATER as the world’s first truly wireless meat thermometer, the agency was able to generate a groundswell of press throughout the all-important holiday sales timeframe, directing traffic to the website while driving growth on the brand’s social media channels.
While securing timely holiday placements and launching a successful social media campaign, the overall launch strategy was designed to position Apption Labs and MEATER as THE kitchen innovation of the season and beyond. With a number of products in the pipeline, generating name recognition and market share in the competitive home & houseware verticals was a challenge the agency welcomed, surpassing even the most optimistic projections with year-round exposure from time of launch to present.
With program launch coinciding with timely holiday initiatives, including seasonal gatherings and popular purchase occasions, the agency secured numerous marquee media placements in gift guides, product features and broadcast segments. With confident execution in the tech and men’s interest space, the agency effectively positioned the growing business as more than a niche crowdfunded brand, securing qualified, trusted placements with industry-leading publications across multiple target vertical markets.
The holiday timeframe proved to be exceptionally successful for the brand, with coverage in notable outlets including Brit + Co, Digital Trends, CNET, Hello Giggles, Yahoo! Lifestyle, MSN, Yahoo! Tech, Reader’s Digest, Sports Illustrated, Men’s Health, Popular Science, Thrillist, The New York Post and The Huffington Post. This success continued beyond the holiday season, earning a tremendous amount of marquee media opportunities and earned placements from the time of program launch to present.
Notable Successful Metrics Include:
- 1,434,246,007 total online impressions to date
- 7,681,764 total circulation to date
- $646,701 print and broadcast comparative ad value