Last spring, ZTE, a global leader in cell phones, tablets, mobile broadband modemsm hotspots and other mobile devices, had a unique need: it wanted to find a PR approach to heighten awareness and bolster sales of the AT&T Velocity, almost a year after its launch.
ZTE wanted an agency partner to develop a compelling narrative that would secure interest in the device from top tech publications and smaller niche outlets reaching the family and traveler demographics.
We suggested an influencer product review program. The starting point was a tiered list of media targets, separated into tech-focused publications and family/travel-focused publications. With pitch angles that appealed to both, Voxus took a strategic approach to the influencer review pitching and a bulldog approach to follow-ups. The entire program was designed to reach our primary target demographic with the end result being positive reviews of Velocity from credible publications.
In a three-month window, Voxus seeded 27 devices with journalists at publications including Family Circle, Tech and Travel Mom, CNET, re/code, Digital Mom Blog, Network World and others. The strategy put in place was a tremendous success, with a strong recommendation to purchase Velocity in each of the published reviews.
For a full case study on the ZTE Velocity Influencer Product Review Program, click here.