The Challenge

In 2019, Twinkly began a partnership with lotus823, tasking the agency with managing the brand’s public relations activities in preparation for the 2020 Consumer Electronics Show (CES) and the 2019 holiday season. The specific goals for this campaign included:

  • Increase brand awareness and visibility by securing top tier media placements for Twinkly during the holiday season
  • Build buzz around Twinkly’s presence at the 2020 Consumer Electronics Show

The Strategy

To meet these goals, lotus823 developed an aggressive public relations strategy focused on optimizing Twinkly’s press exposure, beginning with thorough research of international media contacts to build an extensive media database. lotus823 crafted tailored brand and product pitches addressing the themes of holiday, home décor, tech, and more to generate excitement around the brand’s latest products.

To aid in promotions surrounding CES, lotus823 created a comprehensive media kit that included the official press release, product imagery, videography, product descriptions, branding information, and more.

 

To further increase awareness, lotus823 conducted outreach to all relevant press attending the show, ensuring they were aware of Twinkly’s attendance at the show. Through multiple rounds of follow-up, the team scheduled on-site interviews with various top-tier media outlets. 

lotus823 researched and presented various awards and editorial opportunities to Twinkly surrounding CES 2020, including the CES Dailies, Mashable’s Best Tech of 2020, Engadget’s Best of CES 2020, and many more.

Results

lotus823’s outreach efforts resulted in coverage by a multitude of top media, including: Digital Trends, iMore, Android Police, Men’s Journal, Forbes, USA Today, Dealerscope, and more.

Overall impressions from the partnership resulted in upward of 289 million and counting, including the stories from CES, which accounted for over 12 million impressions alone. lotus823’s award entry for Twinkly also resulted in a win in the 2020 Dealerscope !MPACT Awards program in the Smart Home category.

Total Media Impressions

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