This Campaign was No Snore
The Assignment
Hüpnos is the world’s first self-learning snore-reduction mask that analyzes and gently corrects you or your sleep partner’s snoring patterns so that you wake up refreshed. Using Bluetooth technology, the microfiber mask connects to the Hüpnos Smartphone app for real-time data to help users identify factors contributing to snoring. Carbonara Group was hired to help successfully launch the product by implementing a communications strategy to support an Indiegogo introduction and then pivot to deploy strong tactical elements before, during and after the CES conference, the world’s gathering place for a first look at new consumer technologies. Garnering high-profile media coverage, which has served for 50 years as the global stage, paving ground for innovators and breakthrough technologies.
The Approach
- Developed milestone-based communication strategy to support Indiegogo and CES, including deep dive into sleep category and current media and consumer trending topics
- Developed messaging to position the product successfully in media interviews
- Developed digital media package with the launch news release, fact sheet and visual assets
- Collected testimonials from Indiegogo purchasers to use in media opportunities and social content
- Targeted and engage with top-tier consumer media for on-site interviews at CES conference
- Reconnected with media outlets that attended but did not cover, as well as other high-profile consumer reporters.
The Results
In total, 250+ earned media hits including features on major national broadcast outlets and mentions in key media across the globe, scoring 630,616,901 and total media value of $5.8 million. The Hupnos Indiegogo campaign and CES campaigns also surpassed their sales goals.
News coverage highlights include:
- The TODAY Show, NBC’s premier morning talk show, featured Hüpnos in a roundup of the top innovations at CES
- LIVE with Kelly and Ryan, one of the top morning talk shows with ABC, featured Hüpnos in a roundup of the top innovations at CES
- Forbes’ Scott Kramer penned first-hand account of his Hüpnos experience for his column
- Forbes’ Lynn Perkins included Hüpnos in “8 Game-Changing Innovations Women Can Get Excited About” for ForbesWomen
- More noteworthy features: Men’s Health, AARP, CNET, Engadget
