Face.com

Face.com was the largest face recognition platform on the cloud.

Company GOAL:

Bring Face Recognition to the masses

Clarity’s Challenge:

Put the “Face” in Facebook

ABOUT

These days, we take face recognition for granted, as it does everything from unlocking your phone to helping police find missing persons. Not that long ago, however, mass adoption of face recognition was still locked in the realm of science fiction. Unlocking the potential of this nascent technology was the challenge faced (ahem) by Face.com when they launched back in 2008 with a small team based in Tel Aviv. Another challenge, this time for Clarity: like most great sci-fi technologies, teaching computers how to identify any human, anywhere seemed just as likely to spawn Skynet as the iPhone X.

The team needed a strategy that put a friendly face (ahem again) on a deeply technical product that had just as many potential pitfalls as benefits. Working with Face from the moment they launched to their acquisition by Facebook in 2012, the Bay Area Clarity team developed a strategy that highlighted both the consumer and developer-friendly sides of the company. Primarily, they provided API resources to software developers, large and small, including a variety of programming tools centered on face recognition and face detection. A significant part of our role with Face.com was building out their developer network, from small independent app developers to large multi-national partners such as Intel.

We helped Face.com grow their developer community from an initial node of several hundred people to a community of more than 45,000 active members, through a combination of media outreach, direct messaging, newsletters, events, Hackathons and speaking opportunities.  Face.com grew to be the premier provider of consumer face recognition and detection on the Web.

Whether it was launching direct to consumer products like Photo Finder (to find photos of yourself on Facebook), highlighting odd and attention-grabbing consumer applications from Face users, or putting on amazing parties featuring the vocal stylings of Randi Zuckerberg – Clarity also developed strategies designed to demystify this extremely mysterious tech.

Results

Worked with the company from launch through eventual acquisition by Facebook in 2012
Grew Face.com’s developer network from a few hundred to over 45,000
Secured appearances by the CEO on Good Morning America and ABC Nightline
Hundreds of original articles in every major outlet from Reuters, the New York Times, and CNN to Wired, MIT Tech Review, and TechCrunch

more of our work

CHEQ

Company Goal: To protect brands from falling prey to ad fraud and undesirable placements

Clarity’s Challenge: Create a distinct, ownable narrative

Cheq enlisted Clarity to help position the company’s technology for preemptive brand protection. Clarity helped to create an ownable narrative under the banner of “Autonomous Brand Safety,” with messaging and proof points that support CHEQ’s differentiated approach.

With the aid of a team of advertising experts, Clarity unleashed an aggressive content marketing campaign to advocate for the  idea behind the narrative and support it with data.

The team also helped to develop an advertising program that turned former NBA all-star Dikembe Motombo into CHEQ’s “Chief Block Officer”

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Pimax

Company Goal: Our global team was challenged to raise money for a new VR headset by Pimax, a completely unknown brand. The founder hoped to raise $175,000 so they could go into production, and get reviews comparing the device to VR hit Oculus Rift (which was eventually bought by Facebook)

Clarity’s Challenge: Our main task was to get media familiar with Pimax, so we first researched relevant press that would understand the hard core tech behind the VR headset. Integrated closely with media relations, we worked with Pimax across the Kickstarter page, website messaging towards a Western audience and social tone of voice.

Our global team was challenged to raise money for a new VR headset by Pimax, a completely unknown brand. The founder hoped to raise $175,000 so they could go into production, and get reviews comparing the device to VR hit Oculus Rift (which was eventually bought by Facebook).

Our main task was to get media familiar with Pimax, so we first researched relevant press that would understand the hard core tech behind the VR headset. Integrated closely with media relations, we worked with Pimax across the Kickstarter page, website messaging towards a Western audience and social tone of voice.

Once we started to build trust with press, we requested access to back-end analytics to the Kickstarter page, allowing us to re-target sites with higher conversions, sharing stats with editors to highlight the interest of their readers, and making sure they had all the latest updates.

Using 4 prototypes, Pimax travelled for 2 months, across 3 continents, 11 cities, and 12 events testing sessions, meeting over 2,000 VR enthusiasts in-person to demo the 8K technology and get their feedback, with our global team orchestrating key meets and messaging, as well as hosting demos in our own offices

We expanded efforts outside traditional tech media to focus on the die-hard fans, VR publications and gaming communities, as opposed to relying on typical tech media to drive interest.

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Fix the Mask

Company Goal: Spread awareness of what makes PPE effective (especially during COVID).

Clarity’s Challenge: Fix the narrative on mask filtration in the COVID conversation.

Founded in early 2020 in response to the acute global PPE shortage, Fix the Mask is an organization that offers designs for a brace to make surgical masks more effective as health care providers and frontline workers grapple with N95 mask shortages amid COVID-19. Fix the Mask had not done any press or external communications around its solution, and the company turned to Clarity to help launch the concept and raise awareness.

Clarity kicked off by working with the co-founders to develop Fix the Mask’s messaging and identifying key stakeholders to help inform media outreach. Since Fix the Mask began working with Clarity soon after launch, the firm was able to play an integral role in shaping its communications strategy from the ground up while ensuring that we secured stories to deliver maximum impact.

Following a deep dive messaging session, Clarity began full court press with a focus on tier one business publications. Fix the Mask’s goal was to get its solution into the hands of as many people as possible and, as such, upleveling visibility was key.

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