Integrated campaign in Hong Kong to launch NETGEAR Orbi 970 Mesh Series and Nighthawk RS300
Following a competitive pitch, Eight PR was selected by NETGEAR, the leading provider of networking products that power businesses of any size, to launch, separately, two new products, namely the NETGEAR Orbi 970 Mesh Series and NETGEAR Nighthawk RS300 in Hong Kong.
The key components were:
- Press release to the English and Chinese media based in Hong Kong
- Press launch
- Media trial programme
- Bilingual ad campaign in Home Journal
- The selection and engagement of a local tech YouTube creator
1. Media Trial Programme
Eight PR organised a comprehensive media review programme to highlight NETGEAR’s products in predominantly Hong Kong-based consumer technology media. This involved pitching, securing, and media tracking the units lent out to journalists. See here for sample coverage.
2. Product Launch
For the NETGEAR Orbi 970 Mesh Series launch, Eight PR organised a press briefing and product demonstration with 15 media attending. We used this opportunity to position the products throughout the room to encourage photos and journalists to ask more questions following the briefing. See here for sample coverage.
3. Creator
We worked with Maviskuku, a well known tech reviewer with 101,000 YouTube subscribers to her channel, to produce a video review which has, so far, generated 41,000 views.
4. Lifestyle Orientated
The campaign featured lifestyle-oriented advertorials in Home Journal, a leading interior and design title in Asia with curated English and Chinese content. The advertorial showcased NETGEAR products in real-world settings, making the technology relatable.
5. Targeted Media
The Hong Kong media landscape is unique because there are Chinese and English language publications and channels. Of the two, Chinese-language publications dominate and cater to a large readership compared to their English counterparts, including South China Morning Post and The Standard. RTHK is the publicly funded broadcaster and has English, Cantonese and Mandarin TV and radio channels.
However, English international publications/broadcasters such as AP, Bloomberg, CNN, The Economist, FT, Reuters, and others all have a strong presence.
Therefore, media selection is important, and we targeted a specific segment for each media engagement activity throughout the NETGEAR campaign.
6. Press Release
We adapted the releases to suit both English and Chinese media requirements and distributed to Hong Kong and Asia Pacific based publications and terminals to ensure the widest coverage was achieved. More than 570 clippings were received.
Integrated Approach Leveraged Experience and Expertise
Eight PR's integrated approach leveraged strong media relationships and strategic communication skills, and elevated the visibility of NETGEAR.
This campaign for NETGEAR covered public relations and advertising in a combined multi-level programme to help launch and promote two new products and, at the same time, build and foster relations with the media.
If you're looking for a partner to make your products and services standout in a competitive landscape, while driving engagement and growth, let Eight PR be the catalyst for your success.
About Eight PR (www.eightpr.com)
Eight Public Relations is a PR agency in Hong Kong offering tailored, innovative strategies to enhance client reputations, drive growth opportunities, and establish brands. This includes public relations, media relations, analyst relations, compelling content creation, and leveraging our global B2B network.
We are a supporting partner for the upcoming Wiki Finance Expo in Hong Kong. We were the only public relations firm to sponsor a booth at ReThink 2023, a business event for sustainable development and we are a two-time showcase sponsor at Fintech Week Hong Kong.
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