AvatarMind came to SSPR hoping to make a big splash with iPal, their soon-to-launch social robot. They needed to create press hype and momentum around the product in just a few short weeks leading up to the conference, as well as establish social media channels for iPal from square one. The SSPR team worked fast to build a social presence to engage with reporters, garner customer interest and promote iPal’s presence at CES.
How we got there
To start early buzz, SSPR targeted consumer and technology reporters for pre-briefings leading up to CES. Focusing on AvatarMind’s differentiators and various audience segments, SSPR positioned iPal as the first humanoid robot that is affordable for ordinary families, not just institutions. Then, SSPR worked to secure briefings and demos on the ground at CES with key reporters from Associated Press,
Tom’s Guide and others. During this time, the social media team built AvatarMind’s channels from scratch, establishing a strong social foundation through strategic following and engagement. They crafted vertical-specific messaging to garner interest from AvatarMind’s three target markets: parents, caretakers of the elderly and developers looking to customize iPal to their specifications.
As a result of SSPR’s efforts, iPal was mentioned in five “Best of CES” roundups, including USA Today, Reuters and Newsday. Within one month of signing with SSPR, iPal was featured in a dedicated Tom’s Guide review video and in VentureBeat for a full product overview. The SSPR media team secured a total of 30 media placements for AvatarMind during the three-month engagement, with an ad equivalency of $309,238. Additionally, the social media team substantially grew AvatarMind’s follower base and garnered 19,404 impressions and 376 total engagements across Twitter and Facebook.