Blink, an Amazon brand, delivers innovative and easy-to-use smart home security devices, helping customers stay connected to what matters most. Blink provides a variety of feature-rich camera solutions designed for every home, including its popular wire-free cameras delivering up to two years of battery life.
The existing narrative around Blink products centers on their ease-of-use and affordability. A second-generation device, the Blink Mini 2 boasted impressive feature upgrades, therefore the team set out to tell a larger story about the brand’s latest innovations without sacrificing its signature affordability and simplicity. Blink set the goal to secure positive coverage at launch that positioned Blink Mini 2 as an impressive iteration from the first-generation Blink Mini through a mix of embargoed reviews coverage and news articles.
Embargoed outreach was key to lining up coverage for Blink Mini 2’s launch. In a crowded smart home category, delivering the news to reporters ahead of launch ensured that our news was on their radar with enough time to answer questions to gain feedback. Utilizing lifestyle and product image assets along with a press release ensured that press had the materials they needed to cover the news. Additionally, to secure in-depth coverage that supported our key messaging, the team identified top targets for embargoed reviews and briefings with Blink’s Head of Product.
BIG FISH selected eight top smart home reporters to receive review units and embargoed briefings. By sending review units ahead of the briefings, reporters were able to have the Mini 2s in hand during the interview to ask product-focused questions and have meaningful conversations about the device’s innovation. Lining up product reviews to go live alongside Blink’s announcement gave consumers a hands-on look at the new device. Additionally, product reviews coverage increased the device’s likelihood for inclusion in buyer’s guides and product roundups throughout the year following the launch. BIG FISH also maintained momentum following the launch by seeding review units in longer-lead lifestyle publications, including Forbes Vetted and E! News.
BIG FISH secured 28 unique pieces of announcement coverage, 11 of which were product reviews in top target publications such as The Verge, WIRED, and Tom’s Guide. Coverage accomplished all of the goals set out by Blink, leaning positive in tone with strong key message pull-through and spokesperson quote inclusion, helping Blink stand out among its competitors and positioning Blink as a thought leader
Embargoed outreach and pre-briefs with Blink’s head of product enabled BIG FISH to highlight key messaging and deliver specific messages to press.
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