Case Study: FluentPet

Uproar Boosts Sales and Increases Awareness for FluentPet

FluentPetFluentPet needed to secure quality coverage in prestigious, high readership publications, in addition to roundup inclusions to maximize sales and reach their target audience.

Our Approach

Uproar uses a variety of tactics to boost sales and brand awareness through media relations, including:

  • Developing relationships with ecommerce reporters to seed out review units and secure routine inclusions in roundups
  • Utilizing FluentPet’s robust community of Guides to pitch out unique stories and secure visual broadcast segments
  • Tapping into timely trade shows, like CES, to conduct in-person interviews and have lengthier discussions with relevant reporters
  • Creating a consistent stream of touch points with the media and targeted audiences throughout the year by showcasing the company’s meteoric growth


Kicking off just ahead of CES 2022, Uproar leveraged their vast influencer community’s relationships with the product to build recognition with top-tier reporters from targets such as TechCrunch, Markets Insider, Mashable, Tom’s Guide and more, resulting in over 1.5 billion estimated coverage views. Navigating around rising COVID-19 cases and a hybrid show, Uproar successfully announced a new technology to the world with 41 articles and podcasts covering the launch of the FluentPet Connect over a two-month timeframe.

Following CES 2022, Uproar routinely secured top-tier coverage in consumer-facing publications like Insider, Mashable, Salon, Cosmopolitan, USA Today and more. Uproar has helped FluentPet increase their share of voice in the pet tech industry from 2.6% to 25.1% in 2022 over the previous year.

Uproar also uses the unique stories and journeys of cat and dog FluentPet users to help guide top-tier reporters during the review process. In 2022, the team helped publicize a summer teaching initiative for family-centric activities on a local level throughout the country. Through this, Uproar secured an on-site segment with Good Morning Arizona.

Uproar recently announced the availability of FluentPet’s newest button system, FluentPet Connect, at CES 2023. With a dog on-site, Uproar secured meetings and demos with targeted national reporters from outlets such as WIRED, TechCrunch, USA Today and more. The team secured 91 pieces of coverage in a single week, reaching 1.02B readers. In addition, broadcast coverage also reached about 5.34M estimated viewers.


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