ARLO GOES PUBLIC – SPINS OFF FROM NETGEAR

Challenge

While Arlo has earned it’s stripes as the #1 connected camera system, overall brand awareness was lacking. On the heels of its IPO at the NYSE last August, there was a great demand to generate news and conversation surrounding the company’s overall success and all-new flagship product being launched in the fall.

Solution

As Arlo’s PR agency of record and to kick off the brand’s new chapter, The Brand Amp worked alongside Arlo and the NYSE to build out a media strategy tied to the IPO. This included offering up the new Arlo CEO for interview on the first day of trading with onsite national broadcast news programs such as CNN and Cheddar, national finance and business publications and along with a widespread media outreach effort to additional top-tier tech outlets. Soon after, Arlo set out to launch it’s all new flagship 4K UHD wire-free camera system, Arlo Ultra, so The Brand Amp pulled together a robust New York City media deskside tour to brief top-tier business and tech journalists on the new product under embargo. This allowed media the chance to speak with Arlo’s CEO about the vision of the company moving forward in addition to seeing the product first-hand prior to launch. To round out Arlo’s momentum in Q3 and Q4, The Brand Amp connected with a number of top-tier press such as Venture Beat, WIRED, CNET, Digital Trends, Bloomberg, PC Mag via 1:1 briefings at Arlo’s showroom suite and exhibition at Pepcom’s Digital Experience. To round out its recent success at CES, The Brand Amp submitted the all-new Arlo Ultra for a number of different industry awards.

Results

As a direct result from our proactive media outreach efforts surrounding the IPO and Arlo Ultra launch, The Brand Amp generated nearly 612M total media impressions during Q3 and Q4. Top placements included online coverage with Mashable, Engadget, The Verge, TechCrunch, CNET, Gear Patrol, Business Insider, USA Today and more. From an awards perspective, The Brand Amp’s submissions helped Arlo be recognized as a CES Innovations Award Honoree and achieve accolades from industry outlets such as Android Police and more.

612M

Media Impressions