Orbbec, a leader in 3D vision systems, had generated inconsistent cut-through with media and was looking for a new PR agency partner to make a breakthrough with journalists for a crucial collaboration announcement with Microsoft. The company creates 3D cameras, sensors and software that enables devices to recognize and perceive objects and movements, a perfect fit for Wise Up PR’s significant sensor and deep tech experience.
Orbbec has built a strong product portfolio and while being a leading name in 3D technology in Asia (where it is often the first brand that comes to mind) its brand awareness and credibility in the US and Europe had yet to reach the same level. The collaboration with Microsoft provided a pivotal opportunity to change that. With Wise Up PR’s expertise, Orbbec aimed to leverage this partnership to build its reputation and expand its presence in these key markets.
Beyond this mission-critical announcement, Orbbec was also seeking an effective press office function that could regularly place insightful thought leadership and Q&A articles, across a host of Orbbec’s key customer segments, including sensors, robotics, logistics, healthtech, retail and consumer.
After working together for a number of months, Orbbec also wished to target and activate the hard-to-reach developer community through influencer marketing.
Wise Up PR was well positioned to make Orbbec’s collaboration announcement with Microsoft a resounding success due to its existing and significant experience working with sensor clients across many industries. This meant the team was able to shortcut the ramp-up by having in place existing media relationships it could activate for this announcement and make it a success.
Beyond this starting point, the team put in place a PR strategy and plan revolving around a robust pipeline of news, supported by regular placement of thought leadership and Q&As for Orbbec’s bench of spokespeople, again, relying on its extensive media knowledge and links to a host of journalists.
Wise Up PR also kicked off a full influencer in-kind plan (i.e. not paid for), including a multi-month strategy, which included detailed recommendations for the program, an expansive influencer target list, as well as an execution plan to target these influencers with the right approach at the right time.
The influencer outreach was timed to coincide with the biggest consumer electronics show in the world, CES. In this way, media and influencer relations were combined at a key point for Orbbec, meaning Wise Up PR could maximize its impact at the show across all channels.
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