CASE STUDY/KEYCHRON
, Shenzhen, China
How to Take
a Niche
Category
Mainstream
HIGHLIGHTS
Share of Voice: Took the brand from zero to category leadership (32.6 percent SOV). It now has more SOV in the mechanical keyboard category than Logitech, Razer, Corsair and Asus.
Sales: Helped take the company to from a few million to over $30M in sales.
Secured over 1000 media Tier 1 media placements worth over $20M in ad value equivalency.
Have helped the company launch 2-4 new products a month and launch a new gaming keyboard brand.
MISSION
Get Known and Scale
Four years ago, Shenzhen based keyboard maker, Keychron, sought us out to build their brand equity and sales in the United States via press coverage. At that time, mechanical keyboards were a small segment, mostly reserved for nerds. Over the years, with our help, Keychron has expanded the category and brought it mainstream.
Keychron launches 2-4 new products a week, so we have gotten
pretty accustomed to launching tech via this account. We have evenhelped launch their new brand, Lemokey which focuses on gaming.
“best mechanical keyboard”
CHALLENGE
The mass-ification of mechanical
Outside of Nerdville no one knew mechanical keyboards when we started. That’s been a huge hurdle but it’s dissipated over time. The sheer volume of new products this company launches has also been a challenge, not due to capacity, but due to the fact
there are only so many media who review keyboards. We’ve had to devise a specific approach for this.
RESPONSE
Research and strategic involvement
As this has been a longer term relationship, our strategies and tactics have varied according to need. Research and observation are the main constant in work on this account. Throughout this mandate we’ve spent significant time conversing with media who’ve expressed interest in customizable keyboards and complained about their own
keyboard’s UX.
Keychron launches 2-4 new products a week, so we have gotten pretty accustomed to launching tech via this account. We have even helped launch their new brand, Lemokey which focuses on gaming.
RESULTS
Qualitatively the results are second to none
The New York Times named the Keychron C1 and C2 among its list of the 7 Best Mechanical Keyboards on the planet, making Keychron the only company with two products on the list.
CNN named Keychron’s Q1 as the “best overall mechanical keyboard of 2022”
Writing for Forbes, reviewer Brad Moon called Keychron’s K3 “easily the best mechanical keyboard I have come across.”
Reviewing Keychron’s K8 Pro, BGR gave the product a 4 out of 4 rating and a BGR Gold Award for 2022.
The company is genuinely a category darling, with a legion of fans in the media. It’s gone from a small upstart to being the dominant player.
RESULTS
Sample media coverage
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