130

COMBINED HITS: PRE-LAUNCH & MO 1 OF MENSWEAR LAUNCH

816

OMBRA HITS

125,000,000

OMBRA IMPRESSIONS

80%

MENSWEAR SALES DRIVEN BY PR

$10,000,000

SERIES A CLOSED WITHIN 6 WEEKS OF LAUNCH

“Inner Circle Labs has proven to be an instrumental partner in OMsignal’s success with our original men’s line and now the OMbra. They worked with us to strategically launch our men’s product out of stealth, drive pre-orders and continue to grow our brand as we scale and branch into the women’s retail market. We couldn’t imagine a better PR partner.”

Emmanuelle Ouimet, Director of Marketing, OMsignal

Challenge

  • Drive adoption of an entirely new form factor for wearable technology – the world was so accustomed to wristbands, we needed to prove the value & benefits of smart textiles.
  • Introduce & amplify executive leadership to establish credibility in a variety of markets including business, tech, fashion & health.
  • Prove wearables can be fashionable – beyond the technical innovation, we needed to cement OMsignal as a fashion-forward designer that appealed to men & women – two audiences with wildly different needs.

Approach

  • Create a new wearables narrative that positioned clothing as the original wearable, more natural than a wristband & able to offer sharper biometric insight.
  • Led a pre-launch expertise campaign that established execs as the leading voice in wearables across high-profile media & events.
  • Develop immersive media review experiences. Goodbye desksides; hello personal trainers & individual workouts.
  • Rock CES with the OMbra launch by pairing interactive fitness & fashion experiences.

Results

  • Expert Execs: Prior to launch, we secured more than 40 pieces of coverage, including Forbes, QuartzPSFK, highlighting execs as visionaries & OMsignal as the wearable tech company to watch.
  • Blowout Launch: Locked in 19 pre-briefings with key media across business, tech & fitness prior to the men’s launch. Within the first month, secured 90 unique pieces of coverage including WIRED, MIT Tech Review & the New York Times.
  • Create a Brand: With the introduction of the women’s product, OMsignal became recognized as a top wearables brand with 800+ pieces of OMbra coverage including USA Today, The Verge & Mashable, resulting in a combined audience reach of 125 million.

Impact

  • Sales: Media coverage drove 80% of sales following the launch of the men’s product.
  • Investors: Coverage secured investor interest & within six weeks of launch, OMsignal announced a $10M Series A round in an exclusive with the Wall Street Journal.
  • Brand Partners: Launch & Series A funding positioning spurred an apparel partnership with Ralph Lauren. The partnership resulted in the new Ralph Lauren PoloTech Shirt which incorporated OMsignal’s technology & was worn at the U.S. Open – all within four months of launch.