Situation
Already recognized globally for its robotic vacuums, Roborock was ready to expand its presence in the U.S. with the launch of the H6 cordless vacuum. The introduction represented more than a new product—it was an opportunity to broaden consumer perception of the brand and reinforce its position as an innovator in premium home technology.
Challenge
The cordless vacuum category was highly competitive, with well-established brands dominating consumer attention. Roborock needed to generate excitement around the H6 while building trust with consumers, technology reviewers and lifestyle media. The campaign also needed to extend well beyond launch day to create sustained awareness and long-term brand momentum.
Insight
Consumers rarely purchase innovative technology simply because it’s new. They purchase products that trusted experts, reviewers and creators help them understand. Building third-party credibility before consumers reached the point of purchase would be just as important as generating awareness.
Strategy
lotus823 developed a fully integrated communications campaign that combined national media relations, influencer partnerships, product reviews, award programs and seasonal storytelling. Rather than treating the launch as a single event, the campaign created multiple opportunities throughout the year to keep Roborock visible, relevant and top-of-mind while consistently reinforcing the brand’s innovation story.
Results That Matter
Earned Media Impressions: 6.7B+
Influencer Impressions: 3.4M+
Top-Tier Coverage: PEOPLE, CNET, Wirecutter and Digital Trends.
Business Impact: Successfully introduced the Roborock H6 to U.S. consumers while strengthening Roborock’s reputation as one of the fastest-growing innovators in premium home cleaning technology.
Why It Mattered
By combining strategic storytelling with sustained media and influencer engagement, lotus823 transformed a product launch into long-term brand momentum—helping Roborock expand beyond a single product and continue building one of the industry’s fastest-growing consumer brands.
“Within 12 months of collaboration, the team’s media SOV has steadily increased and exceeded the monthly KPI’s. lotus823 consistently delivered on follow-ups and inquiries. The team is professional and hard-working.”
