Case Study: North

Seven Years of Strategic PR Guidance: From Canadian Tech Startup to Google Acquisition

RendeverNorth needed consistent consumer tech and national business coverage to secure multiple funding rounds and drive early adoption and sales of its smart glasses.

Our Approach

Uproar used a variety of key tactics to attract North’s desired audience through media relations, including:

  • Promoting the unique founder and company growth story to bring media along the startup’s journey over the course of seven years
  • Balance company news and product developments with expert commentary around the future of gesture control and smart glasses trends to keep North’s CEO, Stephen Lake, top of mind for tech media
  • Coordinate multiple press tours and secure positive product reviews to validate novel technology among consumer tech and lifestyle media and drive consumer purchasing decisions
  • Results

    After five years of working together and garnering consistent top tier results for Thalmic Labs and Myo, Uproar pivoted to strategically guide the company rebrand to North and launch Focals. Uproar utilized existing relationships with top tier business and tech reporters to quickly secure a hybrid of Google Hangouts and in-person meetings in New York, San Francisco and Toronto with top-tier publications, like The Wall Street Journal, USA Today, Tech Crunch, CNBC, The Verge, The Associated Press, The Canadian Press and Financial Post, to demo Focals the week before the new product launch.

    The Focals launch was an immediate success, with more than 50 (positive) articles posting online and nearly 700 million views around Focals total – 1.2 million stemming from a CNBC video alone. Focals presented an entirely new take on smart glasses, prioritizing form and design first, function and technology second, so Uproar worked with North to prioritize a nice balance of national tech, business and Canadian coverage, including Wired, Engadget, Tom’s Hardware, Business Insider, Forbes, FOX News, The Globe & Mail, BNN Bloomberg, CTV News – just to name a few.

    Uproar finds ways to keep clients in the conversation with target media. For North, like many consumer tech companies, this meant providing consistent updates on software and product developments. Between new Showrooms (retail stores) opening in Brooklyn and Toronto, mobile pop-up stores to expand to new markets, first customer shipment of Focals and a new app for customized fittings and the next generation of the product – Focals 2.0, Uproar averaged 75 pieces of coverage per quarter.

    To bring the consumer tech and lifestyle brand to life, Uproar combined media relations with influencer marketing to create an interactive retail and product review experience for top tier tech media and influencers to get hands-on with the product and better understand how the technology looks and feels in real-life. This approach resulted in feature articles and over 20 product reviews with publications like AdWeek, TechCrunch, CNET, Rolling Stone, WIRED and Recode.

    Click here to learn more about Uproar PR’s XR VR services.

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