Following a successful Indiegogo campaign, Kuna came to Uproar, the tech PR firm, to maintain momentum from its initial press introduction. As a smart home security camera built into an outdoor light, Kuna wanted to reach specific targets including home, lifestyle and technology publications in both online and print outlets.
In order to establish Kuna’s credibility in the market, Uproar suggested sending product samples to targeted media contacts. Through this outreach, Uproar secured reviews totaling more than 816M impressions in CNET, PCMag, TechHive, MakeUseOf, GottaBeMobile and Tribune Media. The Tribune Media review alone was syndicated in more than 15 local publications nationwide, including the Miami Herald, The Sacramento Bee and the Idaho Statesman. As a result of these reviews, Kuna was also named one of the Best DIY Security Products of 2016 by CNET and one of the Best Home Security Cameras of 2016 by PCMag.
To build awareness for Kuna in the consumer vertical, Uproar pivoted its media relations strategy and highlighted Kuna in mainstream consumer round ups and holiday gift guides. Through this approach, Uproar has secured coverage for Kuna in Forbes, CBS News, Heavy, TechRadar, Gear Patrol, Cool Mom Tech, The Drive, Digital Trends and Adweek among others.
Uproar also regularly monitors the news for breaking stories within the industry to establish Kuna as a thought leader. For example, following the announcement for the new Nest Cam Outdoor, Uproar quickly crafted a strategic campaign and pitched Kuna as an alternative exterior home security solution. This resulted in coverage in BuzzFeed, TechHive and SiliconAngle. In order to build up the credibility of Kuna’s executives, Uproar also pitched Haomiao Huang, Kuna’s CTO, as a source to discuss industry trends. Haomiao’s commentary has been included in Forbes and Fortune.
In order to further establish brand credibility, Uproar suggested leveraging customer testimonials to highlight Kuna’s use cases for everyday consumers. One of these use cases leveraged videos of intruders or break in attempts that customers catch on their Kuna devices. Through this strategy, Uproar secured an article for Kuna in Reuters about technology to help prevent package theft from outside of houses. The story was also featured in TIME, The Huffington Post and CNBC, among other major outlets.
Based on Kuna’s overall campaign strategy, Uproar also recommended a number of opportunities for Kuna team members to speak at relevant tradeshows and apply for awards. Uproar managed the process for these opportunities on the company’s behalf, in addition to all on-the-ground media opportunities at events. For example, Uproar secured an opportunity for Kuna’s CTO at the Re.Work Connect Summit, where he spoke among other professionals from Google, Siemens Research Hub and Ford Motor Company.
At CES 2016, the largest annual consumer electronics tradeshow, Uproar drove the strategy behind Kuna’s attendance. Uproar not only helped Kuna launch a new product at the show, but also developed messaging materials, conducted CES-specific media training with Kuna’s executives, coordinated on-the-ground media interviews and led the social media strategy. As a result Kuna was featured in CNET, Yahoo! Tech, Sunset, Consumer Reports, TWICE, Home Alarm Report, MacSources and TrendHunter; and was selected as one of Real Trends’ Best of CES 2016 products. These placements resulted in 6.3B total impressions.
In addition to handling media relations, awards and tradeshows for Kuna, Uproar also drives the strategies behind the company’s social media pages. Through organic and paid tactics, Uproar has helped Kuna’s social media reach grow to over 60,000 fans. Uproar did this by creating a monthly social media content calendar for each platform, brainstorming creative campaigns to engage users and acts as a second set of eyes for Kuna’s customer support by monitoring daily social activity across all platforms.