“Securing 3,500+ digital mentions in 72 hours”

60M+

Reach

180

Thousand Combined Video Views

3,500+

Media Placements

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Situation

Music technology startup ROLI aimed to successfully launch its first true consumer-facing instrument to the market. The new instrument, ROLI BLOCKS, is a modular, portable music studio with an unprecedented design.
ROLI partnered with Max Borges Agency for the launch to extend brand recognition for ROLI beyond their current music industry audience and build awareness of BLOCKS among potential customers, specifically aspiring music makers interested in new technology.

Strategy

  • Focus on hands-on review experience from key early adopter/tech enthusiast media
  • Rather than seeding the two available review samples with two top media members in this vertical, we aimed to create a unique and engaging in-person experience for the most influential online tech outlets to show (not tell) the journalists the value proposition of ROLI BLOCKS.
  • These one-hour review sessions would yield a higher quantity of coverage as well as stronger reach, while also leading to quality, in-depth coverage rich in both video and imagery.

Results

  • 7 pieces of in-depth, day-of-launch coverage in target media with total monthly combined reach of 60M+
  • The Verge’s Circuit Breaker, CNET and TechCrunch filmed and posted videos to social networks, creating additional visibility with 180,000+ combined video views in three days
  • 3,500+ digital mentions within 72 hours of launch and 100% favorable sentiment
  • Generated more buzz in 3 days than ROLI had seen in the rest of 2016 combined from their prior agency
  • Earned 2017 Sabre Innovation Award for best reviews campaign

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