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PR

Winning over international media in record time: a bold challenge for SensorWake

Challenge

Objectives

Solutions

Ahead of its Kickstarter campaign, SensorWake faced a true challenge: breaking through the highly competitive international tech and lifestyle landscape in under a month. The brand was targeting complex markets, the United States and the United Kingdom, where standing out requires a compelling story, swift execution, and strong media leverage.

Generate interest from both tech and mainstream media to boost Kickstarter visibility, establish global credibility for the product, and give the project the recognition needed to attract investors and distributors in the target markets.

Oxygen US designed a two-phase international campaign built on the young founder’s story, the innovative concept of the olfactory alarm clock, and a rigorous, high-impact PR execution. The agency implemented a teaser-and-reveal approach, timed to align perfectly with the official launch of the Kickstarter campaign.

Plan

  • Media teasing : building anticipation around a promising innovation

    Even before the Kickstarter campaign launch, Oxygen initiated a teasing phase to spark interest among key media outlets:

    • Selection of the 50 most influential journalists in tech, lifestyle, and business
    • Distribution of an embargoed press kit highlighting the product and the founder’s unique profile
    • Organization of virtual meetings and exclusive interviews with Guillaume Rolland
    • Creation of teaser content (video, press visuals) to facilitate media pickup on launch day

  • Press launch : a coordinated, large-scale global reveal

    On Kickstarter launch day, the agency coordinated a comprehensive media rollout to maximize impact:

    • Distribution of the press release to over 5,000 qualified media contacts (United States & United Kingdom)
    • Personalized follow-up with target journalists to secure immediate coverage
    • Sharing of demo videos and testimonials to enrich articles
    • Real-time monitoring and follow-ups to amplify coverage from the very first hours

  • Follow-up & amplification: sustaining momentum through to funding

    Once the buzz was generated, Oxygen supported SensorWake throughout the entire campaign to keep attention high and turn interest into results:

    • Identification of editorial opportunities (innovation trends, youth, wellness tech)
    • Engagement of the Kickstarter community through published articles
    • Promotion of the campaign’s success to investor and business media
    • Laying the groundwork for the next steps: CES, retail, fundraising

Key figures

SensorWake wakes up the global press and investors!

  • 1 million shares of articles on social media
  • 212 600 $ raised on Kickstarter
  • 384 % of the goal reached

Our other achievements

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