Merge

Stealing the spotlight at CES in a highly-competitive category

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Situation

MERGE was introducing a new mobile VR input device at CES called the MERGE 6DoF Blaster. They aimed to stick out at CES amidst a sea of competing for VR and AR products in South Hall. MERGE was creating a new product category with Blaster and their MERGE Cube, and needed to create awareness and excitement for both products, drive retailer traffic to the CES booth and educate the public on the features and use cases of the products.

Strategy

Because MERGE was introducing a new product category that was difficult to explain and demonstrate through written media, Max Borges Agency made securing hands-on video reviews at CES a priority. MBA scheduled “stop bys” at both Unveiled and Pepcom, and facilitated product demos and media meetings for video coverage.

Results

  • 50 pieces of coverage during CES, including CNET, The Verge, Engadget, Digital Trends, BBC, WIRED, Popular Science, Fatherly, USA Today, KidScreen, Stuff and many more.
  • CES Day One video coverage from outlets like CNET, The Verge’s live Twitter show and Engadget showed the product in action, generated interest and excitement, and drove visitors to the booth throughout the week.
  • More than 3.9M estimated coverage views
  • Included in the print edition of USA Today during CES, a copy of which was at every Starbucks in Las Vegas during the show
  • Drove distributors, retail partners and potential licensees to the booth including Wal-Mart, Toy’s R Us, Warner Bros., Sam’s Club, and Nickelodeon.

Case Studies

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Commandscape

Debuted Netscape founder Jim Clark’s latest venture to enterprise and consumer markets with 30+ launch-day stories

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Situation

Having built multiple billion dollar companies, Jim Clark is a Silicon Valley legend – but he’s also an executive that’s never yearned for the spotlight. For CommandScape, Max Borges Agency was tasked with not only creating brand visibility around Clark’s new venture but also further educating the tech and business world on his impressive career.

Strategy

  • Collaborate with CommandScape executive team to develop targeted messaging for each designated target market (technology, business, lifestyle, etc.)
  • Organize pre-launch bi-coastal media tour in New York + San Francisco, with scheduled broadcast appearances following the launch.

Results

  • Organized 15 total media briefings with Jim Clark and leading tech and business publications including Wall Street Journal, Bloomberg Businessweek, Fortune, USA Today, Business Insider, Forbes, MarketWatch, Reuters, and others.
  • Secured more than three dozen stories during the first week of launch in publications including USA Today, CNBC, Fortune, TechCrunch, and VentureBeat; also featured Jim on Jason Calacanis’s “This Week in Startups” Podcast
  • Launch week stories generated over 250 million impressions

Case Studies

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Strava

Reaching a new audience with data storytelling

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Situation

Strava is a social network for athletes that wanted to extend their athlete focus beyond cyclists and attract more runners to the platform. Strongly positioned within the cycling category, Strava asked Max Borges agency to grow their awareness within the running vertical and reposition the platform as a place for both runners and cyclists.

Strategy

Without product launches to rely on, Max Borges Agency used Strava’s data to develop unique and insightful story angles that would appeal to runners. Story angles varied weekly and included marathon-specific data, running data specific to women, running data specific to locations, and timely angles (e.g. using runner’s data to pull the most popular running routes in Spring Break locations). They agency targeted highly relevant running outlets, such as Runner’s World and Women’s Running, as well as on lifestyle and national outlets to reach an even broader audience.

Results

  • More than 20 published stories based on Strava data and tailored to runners.
  • Two feature articles in Runner’s World, one on VICE Run, one on Competitor Running, and more than five feature stories in Women’s Running, each highlighting a new data angle.
  • National timely coverage surrounding marathons including Strava’s San Francisco marathon data featured on the front page of the San Francisco Chronicle and Strava’s Chicago Marathon data featured in the Chicago Tribune. Additionally, Boston Marathon training data insights published on Runner’s World and Women’s Running less than a week before race day.
  • Targeted coverage in major women’s lifestyle outlets such as Shape, SELF, and Health magazine, featuring the average running speeds for women in the U.S. according to Strava

Case Studies

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Data Storytelling in Action

Engaging tech-savvy millennials with attention-grabbing storylines

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In efforts to produce an engaging and timely piece of coverage at without a press release worthy moment, we conducted a survey on behalf of ThinkGeek around America’s favorite pies per state. This, of course, was packaged up into a ready to publish piece just in time for Pi Day. We handled everything from the idea to the pitch and also produced infographics to make it very easy for journalists to share. We were able to land a great spot with Martha Stewart and even made it through to her own personal page.

Situation

Decluttr, a platform that allows consumers to buy and sell old tech, was seeking to attract more interest from young, tech-savvy millennials who may be interested in upgrading to new phone models or may be in the market to trade-in their tech.

Strategy

MBA evaluated the media and consumer landscape to identify topics that were popular amongst young, tech-savvy millennials, identifying a high level of interest in the nuances of smartphones in the US dating scene, as well as an interest in young parents around the topic of toddler smartphone usage. Using these angles as a creative means to gain interest with the community, MBA conducted two consumer surveys, one targeting 1,500 US singles, which identified key trends in dating preferences as they relate to smartphone usage, and the second surveying 1,000 parents on their children’s phone usage habits. MBA analyzed the results of each survey and shared the results with the media for use in editorial stories.

Results

  • MBA earned prominent press coverage across top consumer media outlets such as Esquire, Cult of Mac, The Independent, PocketNow, USA Today, Redmond Pie, Yahoo and dozens of other national and regional media outlets.
  • Top digital influencers including Quinn Nelson, Linus Tech Tips, iJustine, Kevin the Tech Ninja and Jeff Jarvis posted or interacted with the content
  • Prominent mention of the Decluttr brand across dozens of articles, with 10+ backlinks from high-authority sites generated to Decluttr.com surrounded by top keywords related to phone models, cracked phone screens and other relevant brand terms

Case Studies

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Decluttr

Engaging tech-savvy millennials with attention-grabbing storylines

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Situation

Decluttr, a platform that allows consumers to buy and sell old tech, was seeking to attract more interest from young, tech-savvy millennials who may be interested in upgrading to new phone models or may be in the market to trade-in their tech.

Strategy

MBA evaluated the media and consumer landscape to identify topics that were popular amongst young, tech-savvy millennials, identifying a high level of interest in the nuances of smartphones in the US dating scene, as well as an interest in young parents around the topic of toddler smartphone usage. Using these angles as a creative means to gain interest with the community, MBA conducted two consumer surveys, one targeting 1,500 US singles, which identified key trends in dating preferences as they relate to smartphone usage, and the second surveying 1,000 parents on their children’s phone usage habits. MBA analyzed the results of each survey and shared the results with the media for use in editorial stories.

Results

  • MBA earned prominent press coverage across top consumer media outlets such as Esquire, Cult of Mac, The Independent, PocketNow, USA Today, Redmond Pie, Yahoo and dozens of other national and regional media outlets.
  • Top digital influencers including Quinn Nelson, Linus Tech Tips, iJustine, Kevin the Tech Ninja and Jeff Jarvis posted or interacted with the content
  • Prominent mention of the Decluttr brand across dozens of articles, with 10+ backlinks from high-authority sites generated to Decluttr.com surrounded by top keywords related to phone models, cracked phone screens and other relevant brand terms

Case Studies

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Cricket Wireless

“Achieving trending status for #cricketnation”

51M

Impressions on Social Platforms

17M

Impressions due to Media Placements

12K+

Engagements

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Situation

AT&T was preparing to merge two leading no-contract carriers, Aio and Cricket, under the joint “Cricket Wireless” brand. The goal was to successfully launch the New Cricket brand, win positive share of voice in the no-contract space and position the brand for growth.

Strategy

  • Tackle negative sentiment in the wireless industry by reinforcing Cricket’s positive brand message, “something to smile about.” Make this message actionable through an unbranded social movement, #MissionSmile
  • Activate influencers to perform and capture random acts of kindness, distributing the content to their networks using the #MissionSmile hashtag and inspiring others to follow suit
  • Release influencer content in a series, thereby building momentum for the launch and official reveal of #MissionSmile’s affiliation with Cricket Wireless

Results

  • Earned 51 million impressions on social platforms
  • Earned media placements on top sites such as Jezebel, Entertainment Weekly and Seventeen, resulting in 17 million impressions
  • Increase of 101,700 social subscribers
  • Achieved trending status for #CricketNation on reveal day
  • Earned #CricketNation a total of 12,500 engagements through 4,300 unique people in the days following the official reveal

Case Studies

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Braven

“Driving product awareness to secure retail agreements with Apple, Target & REI”

300M

Impressions

380K

Video Views

30k

Website Visits

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Situation

Braven enlisted Max Borges Agency to launch a new brand of wireless speakers focused on the outdoor male market and attract the attention of retailers and investors.

Strategy

The agency analyzed the competitive landscape, developed unique messaging for each target market and executed a comprehensive media campaign focused on men’s interest, design and outdoor media.

Results

  • In just under two years, BRAVEN transformed from a start-up into a major player in the consumer audio industry
  • Secured retail agreements with Walmart, Fry’s, Target, Staples, AT&T, REI, Apple, and LL Bean
  • Expanded sales globally and acquired by Incipio
  • Coverage in Men’s Journal, Ski, Powder, Forbes, Backpacker, European Car, Men’s Health, Hot Bike, Outside, Esquire, ATV Rider, Maxim, Complex, Wired, Details, Cool Material, TrendHunter, Gear Culture, Uncrate, Werd, Thrillist, and more

Case Studies

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SAMSON

“Leveraging Ambassadors to Increase Brand Awareness Among Millennials”

5M

Impressions

300k+

Combined Video Views

150

Content shared over 150 times

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Situation

Samson Technologies, an industry leader in professional audio equipment, wanted to increase awareness for their brand by partnering with new and relevant artists to establish credibility and grow following among millennials with a limited production budget.

Strategy

Max Borges Agency researched and established relationships with relevant musicians with a large reach and an engaged audience to seed product in exchange for content co-created by artists and the agency to be promoted not only the artists channels but the brands as well. The agency offered content to highly trafficked media sites for exclusive release, and promoted content through paid social advertising.

Results

  • 10% increase social followers
  • Exclusive content released with highly trafficked media outlet
  • Generating over 5,000,000 impressions
  • 300,000+ combined video views
  • Content was shared over 150 times

Case Studies

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Erato Audio

“Earning positive reviews in the true wireless category to raise 5x the Kickstartercampaign goal”

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Pieces of Media Coverage

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Situation

Erato Audio was a brand new company entering the true wireless earphone market with a crowdfunding campaign. Erato aimed to attract potential customers through third party endorsements and reviews to give consumers the peace of mind to pledge money toward the Kickstarter campaign with a goal of raising just over $88,000.

Strategy

Max Borges Agency wanted to give key headphone reviewers time with the Erato Apollo 7 true wireless earbuds prior to its Kickstarter launch. The agency organized a bi-coastal NYC/SF media tour where pre-production samples were hand delivered to key journalists for pre-reviews, aiming for coverage to appear in the critical first two weeks of the crowdfunding campaign.

Results

  • The first two weeks of the Kickstarter launch saw more than 30 pieces of positive media reviews and coverage
  • Campaign surpassed its goal of $88,888 and was funded at $500,846
  • Targeted coverage and pre-reviews appeared on Mashable, DigitalTrends, Engadget, The Verge, CNET, Tom’s Guide, Techno Buffalo, Popular Science and many more

Case Studies

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Jarden Nuyu Healthometer

“Increasing awareness & directly referring 30,000 web visits”

300M

Impressions

380K

Video Views

30k

Website Visits

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Situation

In preparation for the availability of the Health o meter® nuyu™ Sleep System, Jarden sought to develop a go-to-market strategy that would break into the conversation about sleep and expand awareness around their new product introduction, a mattress pad that helps regulate body temperature during sleep.
At a high price point, it was particularly important that consumers understood the impact that sleep has over their health and well-being.

Strategy

MBA strategized to create value around the entire issue of sleep deprivation, becoming the voice of the solution and offering guidance on the importance of sleep for a healthy lifestyle. To accomplish this, MBA set out a 3-stage approach for the six-month project: contextualize the problem, build authority on the problem and introduce the solution. This was executed through four primary initiatives:

  • Develop a video series to capture the real experiences of people who aren’t getting enough sleep
  • Collect consumer data that showcases the impact of poor sleep and how it can improve your well-being
  • Enlist a sleep expert to lend authority to the campaign
  • Develop a press campaign that educates consumers on the product and how it improves sleep

Results

  • 300 million impressions
  • 380,000 video views
  • 126 media placements
  • 30,000 web visits

Case Studies

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