Positioning new technology with thought leadership

AURABEAT​
Challenges

Building brand reputation and credibility

Aurabeat is the world’s first FDA-cleared air purifier, certified to eliminate >99.9% of airborne COVID-19 using patent-pending AG+™ Antiviral Air Filtration Technology. The Aurabeat AG+™ Silver Ion Plasma Sterilisation Air Purifier has already been deployed in highly infectious environments such as various COVID-19 sample collection points and quarantine facilities.​​

Despite previously launching in April 2020 and receiving ample media coverage, Aurabeat had a lack of brand awareness and credibility with its key target consumer. 

Sinclair was appointed to build a strong narrative and positioning to maximise brand exposure, build credibility in Hong Kong and regionally, as well as to achieve relevant business results and impact.

Approach

Insight Educated the market on the brand’s air filtration technology and product benefits with a wide spread of media content across sectors was key to success. 

Positioning Established the brand’s thought leadership through executive interviews and targeted media relations to emphasise its local innovation and industry expertise.

Storytelling Leveraged certifications from international authorities such as the FDA and MRI Global, a US-based research institute, to build brand credibility through a stream of earned content including local and regional executive interviews. 

Engage Partnered with lifestyle media to host product giveaways to increase the brand’s reach of a wider audience base as well as educating general consumers about the product in a friendly manner. 

Outcomes
+183.7 million​
people reached through multiple channels​
121
stories published in print and online​
+5000%
increase in orders in Q3 2020 compared to Q1​
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