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Making Air Quality Monitoring Mainstream Across the Airwaves for Airthings

Before COVID had you ever considered monitoring Indoor Air Quality? Airthings has been at it since 2008 and their devices have completely changed the way people monitor and analyze cancer-causing radon and other dangerous indoor air pollutants. While they had carved out a name as a respected niche brand from a small country in a specialized industry, they also sought to get people talking about WHY they should care about the air they breathe, especially with Radon being the leading cause of lung cancer for non-smokers. 

With this goal in mind, GreenRoom channeled the company’s passion and unique product range of smart Radon and IAQ detectors into a public relations program with a priority on premium, high-quality results that effectively conveyed the mission and overarching benefit of Airthings and its products. 2019 was also slated to be Airthings’ first CES with a robust booth presence on the show floor, and to supplement this presence, the brand needed a steady cadence of media coverage and interest leading up to the show, offering third-party validation and credibility to support the brand’s merit in CES award submissions.

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Stemming from CES efforts alone, GreenRoom secured coverage for Airthings on national broadcast segments with FOX & Friends and NBC News, airing in more than 100 markets, in addition to online coverage on Forbes, USA Today, Reviewed.com, MSN.com, and more. Additionally, Reviewed.com selected Airthings’ Wave Mini as a “CES Editors’ Choice” award winner.

GreenRoom’s compelling and thought-provoking entry for Airthings’ Wave Plus in the 2019 CES Innovation Awards resulted in the product being named an Innovation Award Honoree. Airthings’ Wave Plus was also selected as an honorable mention in the Health & Wellness category for Fast Company’s 2019 “Life Changing Ideas” Awards, further cementing Airthings’ industry credibility and reputation for having a valuable impact on lives. Seeking additional third party validation from venerable media outlets, GreenRoom crafted an entry that ultimately led to the Wave Plus earning the distinction of one of TIME’s Best Inventions of 2019.

And there’s even more to speak of in our full case study.

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In the Consumer Electronics space and need help getting your offerings across the airwaves? We’d love to work together.

Peripherals and PR: Helping Roccat Climb the Gaming Accessory Leaderboard

When gamers seek computer peripherals for a competitive edge, what brands immediately come to mind? GreenRoom ensured ROCCAT would be one of them. The company designs and manufacturers gaming peripherals by combining German engineering and a genuine passion for gaming. At this point it had developed its first-ever keyboard switch that delivers industry-leading speeds to gamers: the Titan Switch Tactile [BM5] — soon to feature on its upcoming flagship keyboard, the Vulcan. 

Combined with the introduction of its proprietary AIMO RGB lighting tech, ROCCAT needed an integrated communications strategy to gain share of voice in the market. Over the course of 8 months, GreenRoom highlighted the brand’s innovations and industry-leading technology in the gaming and technology vertical markets.

GreenRoom’s work helped garner inclusions in nearly every top-tier gaming and technology outlet including Tom’s Guide, IGN, TechRadar, PC Mag, PC Gamer, PC World, Polygon, Mashable, Engadget, CNET, MSN and more, aiding in the sell-through of the overall product line.

With over a year’s work, it all culminated in over 2 billion impressions and a quarter million in comparative ad value – not including web, the bulk of earned media. The Vulcan 120 was also awarded the prestigious 2019 iF Design Award after it was nominated following agency-developed submissions, marking a first for ROCCAT. With the company’s profile raised within the media, entrenched competitor Turtle Beach acquired the brand soon after.

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With over a year’s work, it all culminated in over 2 billion impressions and a quarter million in comparative ad value – not including web, the bulk of earned media. The Vulcan 120 was also awarded the prestigious 2019 iF Design Award after it was nominated following agency-developed submissions, marking a first for ROCCAT. With the company’s profile raised within the media, entrenched competitor Turtle Beach acquired the brand soon after.

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In the Consumer Electronics space and need help adding a competitive edge to your brands communications? We’d love to work together.

 

How GreenRoom Helped Red Vines Become a Visionary, Confectionary Leader

How does an iconic candy brand like Red Vines stand out in a crowded confectionary industry space? GreenRoom found the solution by working closely with Red Vines’ marketing team to create a unique, never-before-done product that would get the attention of media brand fans. Known for their popular Super Rope, GreenRoom opted for the adage, “Bigger is Better” and helped the team develop a 50-foot long Red Vines Super Rope to commemorate National Licorice Day.

GreenRoom leveraged the lengthy treat in custom media boxes and event activations that showcased the beloved brand’s sense of fun, innovation in the candy marketplace, and 100+ year old history. Carrying the initiative further, GreenRoom helped bring Red Vines’ creativity and whimsy to the industry’s most impactful tradeshow, Sweets and Snacks Expo (SASE), to help unveil new products ahead of the busiest confectionary buy-in season of the year.

Roping in the results.

The results? GreenRoom positioned Red Vines as a visionary candy brand leader. The agency secured the brand a steady flowing stream of top tier media results with outlets like People Magazine, Oprah.com, Hello Giggles, Us Weekly, Delish, Tastemade, SimpleMost, Bustle, The Daily Meal, and Reader’s Digest as well as coveted trades like Candy Industry Magazine, Candy & Snack Today and many more. 

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The measurement of sweet success stemming from the agency’s tailored outreach and creative planning over the course of 16 months looks a bit like this: 

  • 1,487,046,750 total online impressions 
  • 11,519,589 total circulation 
  • $1,151,227 print and broadcast comparative ad value

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In the Food and Beverage space and need help adding some sweetness to your brand? We’d love to work together.

 

GreenRoom Nominated as Finalists For 3 Innovation SABRE Awards!

As we continue to pace toward a better year for 2021, we’re ecstatic that we’ve received nominations for Provoke Media’s Innovation SABRE Awards (North America) across three categories!

We’re floored by the results we were able to achieve for our clients through periods of global uncertainty which included our work with:

  • AirThings on “Humidity Heroes: Airthings Condair team to slow disease progression” for Healthcare / Pharmaceutical / Health-tech
  • American Licorice Company on “Sweet & Sour sides of YouTube & TikTok” for Crowdsourcing and Co-creating
  • Ogden’s Own distillery on “Relief for Utah’s Service Industry and Sanitization for the Navajo Nation” for Best in Digital/Print Media – Regional (Earned)

We look forward to results on February 24th and wish good luck to all!

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GreenRoom Recognized in 2020 Best Places to Work by PRWeek

Closing out the year in spectacular fashion, the agency was honored in the 8th annual awards program by the leading industry organization, PR Week.  As stated by the award criteria, internal development, compensation, camaraderie and employee support have always been key issues for the judges. This year these qualities are all viewed through the lens of COVID-19. Organizations’ response to the unique circumstances of an unprecedented year factored heavily on the honorees selected.  

“It’s always appreciated and noteworthy, as is the case with this firm, when employees note their agency is all about good people and good work,” commented one judge. “And they clearly did a remarkable job protecting jobs during COVID and emphasizing diversity and inclusive efforts.” 

GreenRoom was among six other honorees in the Small Agency category.

While a difficult year for obvious reasons, the GreenRoom team persevered with exceptional work that was recognized by the venerable Shorty Social Good Awards, two wins from the Bulldog PR awards, and nominations from the In2 Innovation Sabre Awards as well as a nomination from PR Week for Outstanding Boutique Agency.

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