Uproar Successfully Introduces New Smart Home Security Brand to Crowded Market
Maximus is a smart home security brand providing integrated smart home security solutions to homeowners, most well-known for its all-in-one Camera Porch Light (formerly known as the Smart Security Light) that easily replaces outdoor light fixtures. Maximus came to Uproar with specific goals to build brand recognition, drive sales, launch new products and attract retailers in the U.S.
Solution
Industry
Campaign Themes
- Build brand awareness by increasing product coverage among top consumer publications, and position the CEO as an expert in smart home security and trends
- Differentiate Maximus products (and app features) among well-known competitors in the smart home security market
Our Approach
Uproar used a variety of key tactics to attract Maximus’ desired audience through media relations, including:
- Securing positive product reviews that point out key differentiators and advantages over competitors
- Capitalizing on seasonal trends in e-commerce and home security – i.e. increase in online shopping, porch pirates, and Daylight Saving Time
- Brainstorming creative pitch angles to create unique ways for reporters to discuss the product’s functionality and use cases
Results
To quickly position Maximus as an innovative brand in the smart home security space, Uproar coordinated briefings with leading analyst firms, including Parks Associates, Ovum and VDC Research, to ensure the company was on their radar for any trending reports around new smart home security products. Following the consumer launch of multiple products, Uproar secured coverage and produced reviews in top-tier tech and lifestyle publications, like CNET, TechHive, Wirecutter, PCMag, ZDNet, Digital Trends, Tom’s Guide, Huffington Post, Bustle and USA Today, by capitalizing on timely pitches around smart home security. For example, a summer pitch themed around gadgets to protect your home while you’re away traveling/on vacation, and a Father’s Day pitch themed around gifts for the dad that has everything but loves tinkering around the house.
Broadcast coverage is an important part of any consumer tech PR strategy to maximize brand awareness via national and local TV placements. Uproar sought timely ways to leverage broadcast coverage, including a best security cameras roundup with FOX News, amid the holiday season when home security is top of mind with peak travel season and an increase of packages showing up at your doorstep from online shopping. To capitalize on a fun local TV angle, Uproar filmed b-roll and wrote a TV script to position the Camera Porch Light as the perfect gadget to keep an eye on the candy bowl and to keep an eye on the home while people are out trick or treating with the family. This angle resulted in several local TV segments, including ABC 7 Action News in Detroit, ABC News 13 in Houston, ABC News 4 in Charleston, WESH 2 in Orlando, KXTV in Sacramento and WMUR in Manchester, NH.
