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I am pleased to see all the articles published in the US, Canadian, and UK press. I know this is largely thanks to you, which is why I wanted to warmly thank you for your tremendous contribution to the success of our campaign.

Jacques Rougerie

President & Founder

PR

A precisely orchestrated PR campaign to amplify a high-potential initiative

Challenge

Objectives

Solutions

With a limited budget and tight timeline, and no English-speaking spokespersons, the challenge for Oxygen US was considerable: to bring a French crowdfunding campaign to prominence in the US market, even as the chosen platform (KissKissBankBank) had only just launched there.

A dual challenge for this unique campaign :
-Finance the construction of SeaOrbiter’s “eye”
-Rally a wide audience around the project, particularly younger generations, by highlighting its environmental and scientific significance

To maximize impact within a short timeframe, Oxygen US implemented a simple yet powerful strategy:

-Secure an embargoed press exclusive with a major US media outlet for a coordinated launch
-Create a snowball effect through targeted media outreach in the following days
-Handle all interviews with simultaneous translation to facilitate smooth communication with the founders

Plan

  • An embargoed press exclusive for a strategic launch

    To generate immediate impact, Oxygen US secured an embargoed exclusive with a major US media outlet. This high-profile coverage on launch day established the project’s credibility and laid the groundwork for broader media pickup in the days that followed. This key moment served as the starting point for a carefully managed media momentum.

  • Refined media targeting to engage a diverse audience

    Two press releases were issued at key moments: at the campaign launch, to announce the objective and generate support, and at its conclusion, to highlight the success of the fundraising effort. These communications helped maintain media attention throughout the entire initiative.

  • Targeted media outreach to unite a diverse audience

    The agency carried out in-depth segmentation to address the wide range of themes embodied by the project. Environment, innovation, youth, real estate, business—multiple angles were leveraged to reach complementary audiences and spark genuine enthusiasm for SeaOrbiter.

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