Uproar developed an integrated media relations and digital strategy using a variety of tactics to boost brand awareness and sales, including:
Uproar quickly established Pico’s presence and expertise in the enterprise VR space, averaging 81 pieces of coverage per quarter over the span of two years. Prioritizing analyst relations alongside media relations paid off because introductory briefings with analysts from firms including VDC Research, ABI Research, IDC and CCS Insight resulted in Bloomberg positioning Pico as a leader in the VR headset market pulling research from an IDC report it was previously included in.
Building on the spike in brand awareness, Uproar announced Pico’s new headsets and garnered 72 pieces of coverage – including Forbes, CNET, VentureBeat, Tom’s Hardware and Upload VR – and 19 pieces of content tagging Pico on Instagram, LinkedIn, Facebook, and Twitter from six influencers Uproar contracted, reaching more than 240,000+ potential customers. Looking at all possibilities to maximize brand awareness, Uproar drafted an award application for the new headset and coordinated interviews with TIME’s technology columnist, which led to Pico being named The Best Corporate VR Solution for TIME Best Inventions 2020.
To balance brand awareness with the B2B priorities of the PR campaign, Uproar worked with media in target verticals to highlight a variety of Pico’s partners. When the COVID-19 outbreak took over the news cycle, Uproar pitched partners using Pico headsets for remote education solutions, firefighter training, VR tours for seniors, remote ophthalmology check-ups and more use cases related to the pandemic to secure coverage with top tier publications, like CNN Business and Reuters. Uproar amplified Pico’s partnerships with 25 contracted influencers reaching over 1.2 million potential customers through 164 pieces of influencer content and 140,000+ engagements. Uproar also created digital brand relationships across Facebook, LinkedIn, and Twitter. These relationships catapulted the brand awareness surrounding Pico’s VR headsets and enterprise technology increasing their social following by 30% and resulting in a 265% increase in impressions + 290% increase in engagements. Paid advertising campaigns on Facebook and LinkedIn also performed well driving over 200K impressions with a CPC of $0.21 on Facebook and $5.97 on LinkedIn – overperforming the industry standard of $1 on Facebook and $9 on LinkedIn.
The integrated media relations and digital strategy successfully increased Pico’s Share of Voice (SOV) among competitors and solidified its position as the leader in VR solutions for the enterprise in the U.S.
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