Integrity PR developed a strategic media relations campaign to launch the Kensington StudioDock iPad Docking Station, an innovative product that enhances the usability and functionality of the Apple iPad Pro and iPad Air. The first-of-its-kind product transforms the iPad into a complete desktop computing solution, allowing users to connect a variety of USB devices, Gigabit Ethernet and an external monitor, and provides integrated wireless charging for the iPhone, AirPods and Apple Watch.
The Challenge – Product Awareness and Brand Positioning
Kensington’s goal was to use the StudioDock launch to establish the brand as an innovator and expand brand awareness to a younger audience demographic.
The Plan
The goal of our media relations program was to drive extensive coverage of StudioDock during the Consumer Electronics Show (CES) before product availability and at the time of our product availability announcement on March 16, 2021, to raise awareness and drive product demand. To accomplish this goal, our objectives were to:
- Secure 20 product announcement stories during CES by January 14, 2021;
- Secure eight product reviews on “traditional” consumer technology websites on March 16, 2021;
- Secure seven vlogger reviews on YouTube channels with more than 100k subscribers on March 16, 2021;
- Receive one “Best of CES” award;
- Drive 100 pre-purchase leads through the Kensington website by March 31, 2021.
Implementation
Our media relations campaign consisted of two phases: product introduction and product availability.
We created and distributed a press release via newswire and email at CES 2021, introducing StudioDock and leveraging the tradeshow to maximize media attention. Positioning StudioDock as the first device to convert the iPad into a fully-functional desktop replacement generated record-setting media coverage for Kensington. The strong media response to our CES outreach enabled us to revise and “stretch” our media list to focus our outreach efforts on engaging with the top publications and YouTube influencers that reached our key audiences. We offered each reviewer the opportunity to be one of the first to receive the new StudioDock and placed an embargo on the coverage until we announced product availability on March 16, 2021. Embargoing the reviews gave each reviewer an equal chance of “breaking” the news, leveling the playing field and maximizing potential reviews on the day of our announcement. Integrity PR provided next-day shipping, kept in close touch with each reviewer during testing, and provided immediate technical assistance to quickly mitigate the few issues that arose during testing.
The Results
The StudioDock campaign was one of the most successful public relations campaign in the 40-year history of Kensington.
- Outperformed our objective of securing 20 stories during CES with the publication of 87 articles.
- Received eight “Best of CES” awards, driven entirely by the press release and media pitching.
- Secured ten reviews on top-tier consumer technology websites
- Secured seven reviews on high-subscription technology YouTube channels.
- Secured completion of more than 3,000 lead capture forms on the Kensington website, with 801 of the referrals coming from YouTube and another 474 coming from Google organic searches.
Integrity PR was awarded a 2023 Bronze Anvil Commendation Award by the Public Relations Society of America in the Media Relations – Non-Packaged Goods category.
