Goal

Netatmo’s portfolio consists of smart consumer tech products focusing on energy efficient, comfortable and secure living. This includes a Smart Smoke Alarm, a product with only a few key but critical features. One that is tricky to review due to the nature of the solution.

Our goals

1- drive consumer tech reviews without creating dangerous scenarios for the testers

2- secure press coverage for an existing product using a trendjacking strategy

Approach

We created review specific content packages, including the product, a can of smoke spray and a flyer with tips on safety, smoke and fire. The package also included an FAQ with relevant questions about the product and use. The FAQ explained the importance of battery management. Not replacing batteries is one of the most common reason for many smoke alarms to stop working and one of Netatmo’s USPs.

To boost relevance of the product we timed the campaign in such a way that it coincided with an important local date: the day that a local regulation came into play requiring Dutch houses to be equipped with smoke alarms.

Results

The trendjacking strategy resulted in national media coverage in the Financial Daily print and online (reach 2 million) and 9 regional editions of newspaper AD (reach 1.5 million).

Product reviews with top-tier consumer(tech) publications iCulture, FWD Magazine and Digitailing.

The main idea was to inform journalists about the regulation so they could make their readers aware of it. Their articles focused on helping consumers to take the right action and make sure their smoke alarms were safely installed and used.

“En Serio has been a valuable partner for Netatmo across the Dutch and Belgian markets. From the Omajin launch event in Paris to numerous other product press launches, product reviews and influencer collaborations. Their team has consistently secured great media results and strengthened our local presence.”

Check out the Dutch version here.