Breathe Easy in an Instant

SNAPSHOT

H5 leveraged Instant Brand’s existing awareness and credibility for cooking appliances to set the brand up for expansion beyond the kitchen, starting with the launch of the Instant Air Purifier. The multi-pronged, commercial communications plan was designed to build momentum for the story, creating opportunities for the brand to engage media about the category expansion, leverage the fire around Amazon Prime Day deals and ultimately fuel the story for longer term growth.

THE ASK

Leverage the existing awareness and credibility in the kitchen appliance space to create a pathway for category expansion in the home product space – starting with the Instant Air Purifier. 

APPROACH

Harnessed the Instant Air Purifier’s unique market positioning through engineering, innovation, efficacy and design with a multi-pronged, commercial communications plan designed to build momentum for the story. H5 connected the brand with key product reviewers in advance of the launch to build a credible foundation of coverage before leveraging media interest around Amazon Prime Day deals to spark initial product curiosity and purchase interest, fueling the story for longer term growth.

RESULTS

Drive positive product reviews and generate national Amazon Prime Day coverage to launch the brand into a new product category.

• Media Engagement: A series of high-profile media desksides helped introduce the brand to a new editorial audience, fueling immediate product launch coverage and reviews across a variety of top tier national publications
• Coverage Fuel: The rapid-fire launch effort exceeding earned media impression goals by 50%.