Leveraging the power of media and influencer endorsements to add credibility to a brand
The Philip Stein Sleep Bracelet was created specifically for people with sleep problems - minus the need for medication. However, it was not a well-known brand due to low media presence. This was mainly due to the fact that consumers were unaware of its unique features, especially in the region.
The client sought to create awareness about the product, its features and the revolutionary technology. They also needed to stand out from the competition.
Position the sleep bracelet as an aid to well being to the media, who in turn would communicate its benefits to audiences through experience based write-ups about improving sleep patterns
Low media visibility
Products not widely known
Considered a niche brand/product
Competition from other sleep bracelet brands
The Philip Stein sleep bracelet was not a well known brand in the region due to low media presence.
Low media visibility meant that many people were not aware of the product and its unique features.
Since Dubai is a high-paced environment, many people experience difficulty sleeping and most end up seeking medication to help them sleep better.
This presented a unique opportunity to create awareness about the product, its revolutionary technology, and its features.
In order to create awareness of the sleep bracelet, the agency decided to sample the product with a carefully selected group of media (reporters and editors) on a trial basis.
The agency identified 20 influential media and socialites (English & Arabic) and presented the products to them to use for one month.
Give the media an opportunity to interact with the product and share their experiences with the public
Create awareness about product and the technology
Enhance Media Relations
The media campaign was a success with the outcome exceeding the client's expectations.
The media were intrigued by the effectiveness of the product and got to better understand the product after using it for a month.
The agency successfully managed to secure regular coverage for the product, resulting in enhanced awareness among the target audience.
Collaboration with key influencers created a buzz online after sharing their experiences
Enhanced brand presence in the region
Built & enhanced rapport with relevant media
Impressive coverage across key English and Pan Arab publications within the region
Articulating its position as an experienced brand forerunner