The Challenge
In April 2020, Roborock began a partnership with lotus823, tasking the agency with managing the brand’s public relations activities surrounding the launch of the brand’s first stick vacuum, the H6.
The top objectives of the partnership included:
- Generate awareness about the new H6 through key editorial placements.
- Position Roborock as a desirable and trusted lifestyle brand that consumers would feel comfortable investing in.
The Strategy
From April-June 2020, lotus823 developed and executed a comprehensive Public Relations strategy surrounding the launch of Roborock’s H6 cordless stick vacuum. Activities included tailored media list curation, pitch/messaging development, editorial opportunity submission, and extensive media outreach.
As the launch was an Amazon exclusive to start, lotus823 put a heavy focus on Amazon Onsite Associate editors in the hopes of eventually having the product pulled into editorial highlights on the platform. lotus823 additionally targeted lifestyle, family, trade, tech and other publications as part of the comprehensive PR launch campaign.
In only a three-month period of account management, lotus823 was able secure media placements in top tier media publications such as Good Housekeeping, Rolling Stone, MSN, iMore, Dwell, Design Milk, The Ladders, SPY, and many others for a combined total reach of more than 770.9 Million.
Total Pieces of Media Coverage
Total Media Impressions
