16,400,000+
Estimated earned reach
53
Earned media hits
91,400,000+
Press release reach
The challenge
The DEWALT MD501 is a tough-as-nails smartphone, designed and built by Global Mobile Communications and bearing the name of power-tool giant Dewalt. Already in the market in Australia, the United Kingdom and Scandinavia, Global Mobile wanted Canada to be the setting for their first foray into the Americas. Switchboard was recruited to build media buzz around the MD501’s Canadian launch, focussing on niche audiences in the outdoor lifestyle, construction and technology segments.
The solution
For each vertical that Global Mobile wanted to reach, Switchboard created media lists and crafted tailored messages and pitches to conduct media and influencer outreach. To increase awareness of the smartphone, Switchboard organized an influencer program where phones were loaned to media members to prompt product reviews, social media mentions, and unboxing videos.
The results
A range of media responded favourably to our news angle: a phone built tough enough for Canadian winter and the Canadian wild. The story was picked up by a number of notable outlets, including the Toronto, Edmonton and Ottawa Sun newspapers; canoe.com; IT World Canada; and a number of local radio stations, with a total estimated reach of over 16,400,000 (equivalent to nearly half of Canada’s population). Our tailored press releases were picked up by a total of 263 aggregators – including Yahoo! Finance, the National Post, Morningstar, the Financial Post, and the Vancouver Sun – with a combined estimated reach of over 90,000,000.
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See Case Study