Case Study
b2b PR

Smart PR for a smart lock: How we reached over 95 million people reached for Pealock’s smart lock

Client

Pealock
pealock.com

Project DAte

November 2020 – January 2021

Services

B2C-PR for Product Launch
Corporate Communications

The results

3

Months

16

Articles published

95M+

Reach

The Brief

A smart lock that even the most inventive thieves couldn’t break: Pealock. The Czech start-up was founded by Marek Vala in 2017. The former professional skier came up with the idea after his skis were stolen while he was on holiday. This unfortunate event paved the way for the development of the easy-to-use, lightweight and intelligent lock that secures sports equipment when travelling. Pealock can be used to secure skis, bikes, pushchairs and more, and fits easily into a small bag for transport. Instead of focussing on heavy materials, Pealock focuses on intelligent functions that make theft more difficult. As soon as the lock is fitted and someone tries to move the secured device, a loud alarm is triggered and a notification is sent directly to the owner's smartphone.

After careful development, prototyping and testing, the first Pealock was ready for launch in 2020. With a Kickstarter campaign, Pealock had immediate success on the market and won the Red Dot Design Award. Then came Laika! After Pealock decided it was time to enter the DACH market, founder Marek Vala approached us to launch a targeted product launch campaign to increase brand awareness and drive website traffic and sales. Challenge Accepted!

The Campaign

Hardware start-ups know this situation only too well; in the beginning, test devices are rather rare, so PR has to be clever and imaginative. And that's exactly what Laika stands for! Instead of focussing solely on product tests, we have developed targeted seasonal topics. In order to stay within budget, we always proceeded in a targeted, time-saving and effective manner - and started where we expected the immediate and important successes for the young start-up. We secured our first clippings through articles and press releases, including in the FAZ. This was followed by the fact that we were finally able to offer and submit test samples for product tests, which enabled Laika to achieve further coverage in important media such as N-TV, OUTDOOR magazine and others. In total, Pealock was featured in 16 clippings, which helped to increase brand awareness in the DACH region and ultimately led to a significant increase in traffic to the company's website.