CASE STUDY/HOVERAIR
, Cupertino, California
and scaling
a brand
HIGHLIGHTS
Gained 10 percent share of voice in the first year, and 56 percent versus the biggest competitor durning the launch of new products in the second year.
Drove over 500 media placements in tech, mainstream, and sports-centric outlets.
Planned a successful roadshow that helped the client sell over $4M in pre sales for it’s two new products.
MISSION
Build brand equity
HOVERAir originally came to us to help build brand equity for their
first flying camera, the X1. The mandate has evolved over two years,
and we’ve helped with CES support, outreach to niche sporting
communities, managed events, run a performance PR program and
planned and executed the launch of the two newest products.
“indispensable tool for my work and play”
CHALLENGE
Gaining ground
When we began, HOVERAir was a minnow up against a
behemoth, DJI. Their share of voice versus DJI was under one percent.
In consumer tech, establishing a brand against such a
dominant and well-entrenched competitor is very hard.
Compounding this was the fact that the category was full of
cheap alternatives sold on Amazon for a pittance.
RESPONSE
Big picture thinking
Our work with HOVER began with an extensive product-
seeding campaign. We started with tech outlets and then
focused on more sports and recreation-centric media. When
this worked, we broadened efforts to focus on commerce
editors and affiliate partnerships. To support the launch of
HOVER’s newer products we ran events and roadshows in
NYC and San Francisco.
We are actively working with this client on a wide, multi-
faceted mandate that bridges classic PR, event support and
performance PR.
RESULTS
New heights
We have grown HOVER’s share of voice versus DJI by over 10 percent year over year. During the launch campaign – when DJI also decided to put out a competing product – our efforts had driven HOVER’s SOV up to 56 percent versus 44 percent for DJI, a stunning reversal that came from a torrent of earned media.
HOVER has been covered over 500 times over the course of their mandate with us, and has received love from the world’s biggest media, including NY Times, Wall Street Journal, The Verge, Digital Camera World, BGR, CNET, Tech Radar, Bicycling, IEEE Spectrum, Cycling Weekly and many others.
Influential tech reporter, Rick Broida, writing for Yahoo, called the X1 his “favorite gadget of 2023.”
Our work around the launch of the two latest HOVER models, the Pro and Promax, has gone exceedingly well. Roadshow events in NYC and SF were attended by the biggest outlets in tech and helped push the initial pre-sale campaign on Indiegogo to over $4M USD.
In short, HOVER has arrived. And Goliath is worried as the tsunami of awareness and love keeps building.
RESULTS
Sample media coverage
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