Launching the world’s first FDA-cleared air purifier
Repositioning a highly relevant tech product
Aurabeat is the world’s first FDA-cleared air purifier, certified to eliminate >99.9% of airborne COVID-19 using patent-pending AG+™ Antiviral Air Filtration Technology. The Aurabeat AG+™ Silver Ion Plasma Sterilisation Air Purifier had already been deployed in highly infectious environments such as various COVID-19 sample collection points and quarantine facilities. Despite previously launching in April 2020 and receiving ample media coverage, Aurabeat had a lack of brand awareness and credibility with its key target consumer. They needed to build a strong narrative and positioning to maximise brand exposure, build credibility in Hong Kong and regionally, as well as to achieve relevant business results and impact.
Building brand reputation and credibility
The strategy aimed to educate the market on Aurabeat’s air filtration technology and product benefits, through widespread coverage globally. We established the brand’s thought leadership through executive interviews and targeted media relationships to emphasise its innovation and industry expertise. The narrative highlighted certifications from international authorities such as the FDA and MRI Global, a US-based research institute, to build brand credibility through a stream of earned content including local and regional executive interviews. To engage lifestyle media, product giveaways were hosted with the goal to increase the brand’s reach of a wider audience base as well as educating general consumers about the product in a friendly manner.
Direct business impact
The strategy deployed resulted in direct business impact, with the brand experiencing 5000 percent increase in orders in Q3 2020 compared to the Q1 of 2020. Over 120 stories were featured in publications worldwide with over 183.7million impressions and people reached through multiple channels.