CASE STUDY/UREVO
, Shenzhen, China
Driving
sales via
Performance
PR
HIGHLIGHTS
ROI: A 9.5x ROI on the PR spend based on direct sales generated by the placements we drove.
Coverage: Over 100 Tier one media placements for the client in 10 months, including in top titles like Forbes, Vogue, CNET and the TODAY Show.
Prime Day: Record setting sales for the client on Amazon Prime Day.
MISSION
Boost sales and Amazon rank
Xiaomi’s Urevo fitness arm is the Chinese market leader in the exercise space. Urevo came to us seeking to build their Amazon sales channel and overall brand equity in North America. Our task was crafting a compelling narrative and securing media coverage that drove affiliate sales.
“best compact treadmill”
CHALLENGE
Isn’t this a no-name Chinese brand?
Fitness – particularly fitness equipment – is a super saturated category. More than that though, the client was a challenge for us in that they already had strong sales via Amazon and were skeptical of investment in brand equity building. Compounding this, some reporters felt this was just another “Chinese Amazon brand.”
RESPONSE
Accessible fitness
We spent a good amount of time on client education, particularly around the time and necessary input to build a beachhead for the brand in North America. We leaned heavily on our extensive work supporting Asian companies in the US.
We also positioned the brand as an “everyman” fitness company and promoted its accessibility and practicality as a solution during the Covid pandemic.
In terms of media targeting we conducted a sustained outreach campaign across a myriad of media categories including mainstream, men’s and women’s interest, technology and fitness specific outlets. We took pains to ensure there both review type media pieces and shopping and affiliate articles that typically do a better job of driving direct sales.
RESULTS
Qualitatively, our work netted some real gems
A writer at Runner’s World proclaimed that Urevo’s treadmill had “changed her life”. Forbes called the Foldi treadmill “Best in class”.
Our efforts netted over 100 articles in 10 months, valued at over $6 million in Ad Value Equivalency. When the dust settled, ROI on us, based on direct sales from the earned media we drove, was a cool 9.5x
Pieces ran on the Today Show, Fit + Well, Shape, Forbes, Pop Sugar, Woman’s World, The New York Post, Reader’s Digest, Vogue, Live Science, CNET and Mind Body Green to name a few.
Prime Day was a key calendar date for the client and we undertook a significant campaign around it. Forbes ran no less than 6 articles that featured Urevo in the month leading up to Prime Day, and the sales during this period set a record for the company.
RESULTS
Sample media coverage
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