Skylight connects loved ones by creating the world’s simplest products and services that improve family life. The Skylight Frame is a touch-screen digital photo frame that users can send photos to within seconds. The brand’s newest offering, the Skylight Calendar, helps families stay organized in every area of their lives with a touch-screen calendar that syncs schedules, chores, to-do lists and more, all in one place. Since launching in 2014, Skylight has grown to over 5 million users, and has become the #1 best-selling brand of digital photo frames on Amazon.
The holiday season is a critical moment for media coverage as shoppers seek gifts for everyone on their lists. In 2023, Skylight engaged BIG FISH to drive awareness for Skylight Frame and Calendar during the holiday season to position the products as the perfect gift for everyone on your list. Skylight’s goals included well over 50 placements in top tech and lifestyle gift guides, as well as a product review program to boost its listing on the first page of Google search for digital frames.
To secure meaningful Skylight coverage in top consumer and tech outlets during the holiday season, BIG FISH started outreach months in advance. By starting conversations with our media friendlies early, we used key feedback and insights on publishing plans for top outlets: Forbes Vetted, Glamour, Oprah Daily, and Popular Science.
BIG FISH used three main tactics to secure in-depth coverage and gift guide inclusions: reviews, creative storytelling, and deals. Seeding review units with a list of top reporters in advance resulted in gift guide inclusions with more in-depth coverage. To broaden coverage and create a steady drumbeat of inclusions from the fall through the holidays, BIG FISH conducted an embargoed media strategy to pitch Skylight’s seasonal deals during Amazon’s Fall Prime Day, Black Friday, and Cyber Monday. The team also brainstormed creative angles and storylines to highlight the Skylight Frame and Calendar as perfect gifts for cutting down clutter, achieving New Year’s resolutions, keeping families organized, and as a last-minute gift.
BIG FISH surpassed Skylight’s goals for holiday coverage, making Skylight Frame and Calendar top gifts of the season with 119 pieces of coverage for a total potential reach of 4.56B. Gift guide inclusions in top lifestyle outlets, Cosmopolitan, Oprah Daily, and The Strategist, incorporated Skylight’s key messaging and positioned the Frame as a great gift for mothers, mothers-in-laws, and grandparents. The Frame was highlighted throughout deals coverage as well in outlets such as PureWow and Popular Science, and with inclusions in Best Digital Frame roundups in the Good Housekeeping, The Strategist, Tom’s Guide and ZDNET – all of which appear on the first page of Google.
The holiday coverage also established Skylight Calendar as the category leader and a key organizational tool for busy families, pulling through key features such as chore chart and color coded schedules. Tier one outlets ZDNet, Lifehacker, Forbes, and Forbes Vetted published positive reviews and Refinery 29, The Verge, The Everymom, and more featured the Calendar in gift guides as a thoughtful and helpful gift for moms.
BIG FISH surpassed Skylight’s goals for holiday coverage, making Skylight Calendar the category leader and positioning Skylight Frame as a must-have gift
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