Elevated PR communication strategy gains explosive traction
Founded in 2012, UGREEN is a consumer electronics brand based in Shenzhen, China, dedicated to providing user-centered product design and services. UGREEN tasked Naturality Digital with promoting its product, X-Kit: World’s First Ergonomic Foldable Hub-Stand, generating buzz ahead of its product launch, with a communication strategy utilizing their unique take on rethinking modern working style.
Our mission was to explore the full potential and craft a way to enhance the brands’ message on multiple digital media platforms. X-Kit combines the characteristics of desktop stand and hub characteristics. Therefore, we needed to successfully deliver this unique product message and target audiences with a common pain point that was not resolved before X-Kit. This was particularly challenging given that standalone desktop stands and hubs were already gaining widespread traction in the market, thus making this project a truly groundbreaking effort.
Our communication strategy for UGREEN X-Kit focused on gaining exposure and creating a buzz on the top media outlet in Technology. We carefully cultivated specific messages for the brand and X-Kit, focusing on its versatility, productivity enhancement, and ultra-lightweight ergonomic design. We also highlighted the brand’s history and market recognition in our works, leveraging the brand’s successes and dedication surrounding the new product to draw the right attention.
After merely two months, we successfully generated media coverage totaling over two million dollars worth of advertising value in over 4 different top-tier publications such as MakeUseOf, cult of mac, ZDNet, and CNET. In addition, our efforts also garnered and spread the brand’s messages to numerous coverage across the early adopters’ community and crowdfunding community in general.
Good work deserves attention, here’s how it reached the right eyes.
