KickStarter darling, Apption Labs, came to GreenRoom with their wildly popular truly wireless leave-in meat thermometer, MEATER, hoping to convert the crowdfunding momentum into sales-earning media coverage and brand awareness.
GreenRoom’s MEATER campaign kicked-off in time for the highly coveted Holiday Gift Guide season, so the agency set forth to make MEATER the official wireless meat thermometer of the holidays. The agency solidified the brand’s presence in the consumer market by developing a launch strategy centered on earned media to introduce the brand to the consumer public ahead of the year’s holiday gifting season.
By focusing on MEATER as the world’s first truly wireless meat thermometer, the agency generated a groundswell of press throughout the all-important holiday sales timeframe.
The overall launch strategy positioned Apption Labs and MEATER as the kitchen innovation of the season. Generating name recognition and market share in the competitive home & houseware verticals was a challenge the agency welcomed, surpassing even the most optimistic projections.
The agency secured numerous marquee media placements in gift guides, product features and broadcast segments, with coverage in 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 HuffPost, all of which fostered sales during the crucial holiday season.
A snapshot of the campaign’s metrics shows a strong steady reach with high comparative ad value, secured through earned media:
- 1,434,246,007 total online impressions
- 7,681,764 total circulation
- $646,701 print and broadcast comparative ad value
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