Overview
5WPR was tasked with announcing Plaud.AI's new notetaking product, Plaud NotePin. 5W had to get creative to differentiate the young brand from competitors who have had notoriously negative feedback from press and convince media to try the new disruptor in the space.
Strategy
Due to the close timing to Labor Day and very short notice, 5W recommended two virtual, embargoed pre-briefings in place of an in-person launch where tech media could hear directly from Plaud's CEO and get an exclusive look at the product before the announcement date. By offering flexible session times, media outlets had options for attendance, and details were only shared with those who could attend the meetings to keep the information as exclusive as possible. Ultimately, more than 20 top-tier media representatives participated, including TechCrunch, The Verge, WIRED, Forbes, and CNET. The briefings included a presentation and live Q&A with the CEO, as well as a real-time product demo.
Results
Once the embargo lifted, three marquee stories were published immediately by TechCrunch, The Verge, and WIRED. Within 48 hours, 5W secured 32 pieces of earned media coverage, generating over 416 million impressions. Additionally, 29 sample requests for the Plaud NotePin were requested as part of an ongoing reviews program. Key highlights included multiple features in TechCrunch, as well as coverage in Forbes, Digital Trends, Engadget, TechRadar, ZDNet, and many more.
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