MyZone:
A PR campaign to Get Hearts Racing
The brief:
Building credibility, driving desirability, and ensuring discoverability for the world’s most versatile heart rate monitor in a crowded market.
The Idea
Myzone’s reputation as a class-leading chest-based heart rate monitor was indisputable - so when the brand introduced a new flagship device that differed from its earlier model, we had both a product launch and a re-brand on our hands.
To start with, a 20-strong band of journalists from the likes of GQ, The Telegraph, WIRED, and Daily Mail were invited to a panel discussion with leading experts in the field. Educating the media on Myzone’s new offering was key, but more importantly, we needed to prove that the new product offered a series of innovative features such as tracking from the chest, wrist, and arm, while maintaining the class-leading accuracy of its original tracker.
Backing up the product with expert commentary built credibility around the launch, supplemented with a carefully controlled reviews programme, targeted press office activation, and a creative social media campaign that positioned the heart rate tracker as a market leader.
The Impact
Launch day coverage spanned national, lifestyle, and tech titles, creating buzz on a wide scale; this was followed by two five-star rated reviews, which highlighted the heart rate tracker’s industry-leading accuracy.
Over the next six months, we took on a three-pronged attack. A focus on reviews resulted in an average score of 4.25 to continue building credibility, while product desirability was achieved via press coverage in some of the most influential titles: Vogue, Financial Times, Men’s Health, Women’s Health, and The Telegraph to name a few. A targeted organic influencer campaign maintained momentum, showcasing the versatility of Myzone’s offering with 30 creators – from GB athletes and Strictly Come Dancing contestants to reality TV stars and established celebrity PTs, which reached Myzone’s key audiences.
Reviews built credibility, while desirability was achieved via press coverage in the most influential titles: Vogue, Financial Times, Men’s Health, and Women’s Health to name a few. A targeted influencer campaign maintained momentum, involving GB athletes and Strictly Come Dancing contestants, reality TV stars and established celebrity PTs – all helping reach Myzone’s key audiences.
261M
People reached
25
Pieces of launch day coverage
4.25 stars
Average review score