Surrounding the launch of its all-new Essential Wireless Video Doorbell, Arlo charged The Brand Amp with driving significant buzz and awareness for its latest DIY front porch monitoring solution in the form of announcement news, hands-on reviews and ongoing inclusion in relevant roundups and buying guides.


To start, The Brand Amp conducted tailored, embargoed top-tier tech outreach to lineup launch day coverage, focusing on key message pull through to show where the Arlo’s Essential Wireless Video Doorbell won over competitive models. This approach enabled media to tee up stories in advance, allowing them to seamlessly post the news once the embargo lifted. The Brand Amp then expanded outreach efforts to a more expansive list of press targets, folding in top-tier lifestyle and general interest targets. To sustain coverage in the days, weeks and months following launch, The Brand Amp not only embarked upon a robust product seeding effort to spur key third-party reviews, but also continuously engaged press with fresh, timely angles to keep coverage rolling in.


Relentless proactive media relations resulted in The Brand Amp generating over 200 media placements highlighted by several Editor’s Choice awards from heavy-hitting tech outlets like USA Today’s, as well as dedicated coverage with the likes of CNET, Digital Trends, Engadget, The Verge, Business Insider, Medium and more. All-in-all, the efforts totaled 525M impressions.