48

HOURS TO HIT 1 MONTH SALES GOAL

1,000,000

SITE VISITS IN 1st 48 HOURS

103

HITS IN 1st 72 HOURS

105

MEDIA REQUESTS IN 1st 72 HOURS

“We began our partnership with Inner Circle Labs when we were in stealth and they strategically guided our PR program through a wildly successful public launch. Their creative approach has provided consistent metrics-driven results that support our business objectives and assisted in creating broad awareness of the L16 in the photography industry.”

Bradley Lautenbach, SVP Marketing & Product Design, Light

Challenge

  • Introduce and validate a new breed of technology – Light created never-before-seen imaging and optics technology and it was critical to take the story beyond the wow-factor of the product and highlight the vision and potential of the technology.
  • Launch the first product of its kind and prove how it will forever change photography.
  • Keep interest and momentum fresh following the launch.

Approach

  • Go deep on the magic & innovation; push beyond the typical dissection done around new CE products.
  • Pull back the curtain on key execs to build market, photographer & consumer trust prior to launch; secure media opps to spotlight their experience & talent.
  • Focus on the intersection of biz, tech, national, design & consumer media to create an unforgettable, blowout launch.
  • Go under the hood post-launch to offer different looks at the vision, design & development.

Results

Impact

  • Sold Out: Within 48 hours, sold out of one month product availability & drove one million website visits
  • Global Attention: Generated 2x the U.S. pre-order requests from international markets
  • Hot Pre-Order: Ranked top 5 in terms of most successful tech pre-order products; became the highest grossing pre-order campaign to-date (for a product over $1,000).*

*Based on public launch data on crowdfunding sites.