Client Success Stories
Pure Digital Technologies:
Flip Video
Pure Digital Technologies used public relations as its sole marketing technique to create awareness and drive early sales of its 2007 debut branded product, Flip Video. CommStrat, the company's PR agency of record since its inception, executed a sustained, multi-pronged launch that promoted the product via testimonials on nearly every major morning and afternoon talk show (Oprah, Ellen, Today, Good Morning America), leading newspaper and mass-market magazine reviews (USA Today, New York Times, Wall Street Journal) and also numerous technology awards, including Time Magazine's "Best Inventions of the Year" in which Flip's Mino model was favorably compared to the iPod and the BlackBerry. CommStrat's strong promotional push not only helped the Flip become the top-selling camcorder in the United States, with more than 1.5 million units purchased to date, but also gave Pure Digital Technologies a brand identity that established the company as a leader in its sector. In its 2008 "Fast 50" Awards, Deloitte Touche named Pure Digital the fastest-growing software and information technology firm in the Silicon Valley, with a five-year growth rate of 44,667% between 2003 and 2007. Business Week also lauded the firm, naming CEO Jonathan Kaplan one of the 25 Most Influential People on the Web for "turbocharging video sharing online."
Today, the company continues to roll out new products with the help of CommStrat, including the Flip Mino HD, a pocket-sized, high-definition camcorder used by CNN, Fox News, Entertainment Tonight, Extra and others to supplement their professional news camera equipment.
"The nationwide press coverage CommStrat obtained for us was pivotal in enhancing our products' credibility in the marketplace. Our successful media program was in large part responsible for the rapid expansion of our business."
Simon Fleming-Wood, V. P. Americas Marketing
Cisco Consumer Products
Orb Networks:
Streaming Digital Media for Home Entertainment
Orb Networks, the leader in digital media streaming solutions for the digital home, came to CommStrat with major challenges for the launches of their three newest products: Orb Music Player, Orb TV and Orb BR. First, they faced a crowded, highly competitive market segment including Apple TV, Google TV, Boxee and Roku. And additionally, they planned to launch these new products in a short three-month time span.
CommStrat created an aggressive PR strategy targeting moms as the key decision-makers, and early adopters, for these new home entertainment products. Highlighting ease-of-use and affordability, CommStrat executed a broad media tour to brief top-tier consumer and tech media outlets including The New York Times, The Wall Street Journal, Fortune, The LA Times, The Washington Post, Reuters , PeopleStyleWatch , Seventeen , O Magazine, CNET, ZDNet, and Gizmodo.
The three successive Orb product launches garnered huge results including The New York Times, The LA Times, The Washington Post, Reuters, PCMagazine, and NewTeeVee, as well as top mommy bloggers including Cool Mom Picks and My Ordinary Life.
Post launch, CommStrat designed an extensive reviews program for all three products to leverage the launch momentum and maintain Orb Networks' visibility in consumer and industry-focused media outlets and social networks.
"CommStrat is an agency that truly thinks and acts strategically to get results. The work they did far exceeded our expectations in terms of the coverage that we garnered. They were able to execute quickly and effectively and helped us to break out of the box of only going after tech media. With CommStrat's assistance, we have pushed our communications through to the next level reaching consumers where they go for information and entertainment."
Joe Costello
CEO of Orb Networks, 2011