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Tech and IT

Position EcoFlow as a leader in sustainable energy through a media strategy

Challenge

Objectives

Solution

EcoFlow, an innovative Chinese GreenTech brand, wants to establish itself in a highly competitive European market that is often wary of Asian players. The challenge: to break out of anonymity and shake off the image of being just another Chinese brand, and to convince the mainstream press, tech media, environmental media, and lifestyle media, which are still largely unaware of its products and commitments.

Establish EcoFlow as a major technology player committed to the energy transition.

Promote its responsible and accessible vision of mobile energy to the general public and the media.

Create a regular news feed to firmly establish the brand in the French media ecosystem.

Bring together a community of journalists and bloggers with an affinity for the tech, outdoor, and green worlds.

Rollout of a structured annual PR plan with two to three communications per month (product launches, opinion pieces, partnerships).

Organization of an immersive press event for the launch of Smart Devices.

Presence at major tech trade shows and affinity events, with press meetings.

Impactful product strategy: journalist testing, targeted giveaways, enhanced green storytelling.

Plan

  • A tailor-made PR strategy

    The collaboration involved an average of two to three communications per month, with editorial angles designed to reach different types of media:

    • Product launches (portable solar station, autonomous lawn mower, connected cooler, etc.)
    • Statements on societal issues: opinion pieces, testimonials, sponsorship
    • Partnerships and sponsorship (Europ’Raid, Rallye 4L Trophy, etc.)
    • Promotions, special offers, participation in trade shows (CES, IFA, EnerJ-meeting, etc.)

    Each action was supported by targeted press distribution, personalized follow-ups, grants, and product testing to maximize visibility in key media outlets.

  • An immersive press morning for the launch of Smart Devices

    To mark the launch of the new Smart Devices range (robot lawn mower, reversible air conditioner, connected cooler), Oxygen organized an exclusive press morning in a Parisian loft, transformed into a true experiential showroom:

    • Scenography showcasing the products in context
    • One-to-one demos by brand spokespersons
    • Drafting and distribution of a launch press release
    • Targeted follow-ups and embargo management
    • Post-event follow-up to highlight the impact and maintain the relationships forged

  • A product testing and gifting program to win over influencers and opinion leaders

    To strengthen EcoFlow’s credibility among influencers, specialist bloggers, and journalists, Oxygen implemented a targeted campaign of real-world product testing.

    • Selection of around 20 expert influencers in the fields of technology, camping, ecology, and lifestyle
    • Sending of complete kits including the new Smart Devices range so that they could try out EcoFlow solutions in their daily lives or during outdoor adventures
    • Support with technical data sheets, video tutorials, and dedicated support to facilitate discovery and maximize the chances of authentic feedback
    • Organization of feedback and discussion sessions with R&D teams to create constructive dialogue and refine the brand’s arguments
    • Implementation of grants and competitions to broaden the reach among digital communities

Results

Great media coverage for EcoFlow

  • 461 Press coverage to date (as of December 20, 2023), including 200 in 2022 alone.
  • 40 articles on CES with 15 interviews conducted on site
  • 12 media present at the launch event for Smart Devices

Our other achievements

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