A Simple Fix. A Global Impact.

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.

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.

ABOUT

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.

In keeping with the fast-moving pace that startups are accustomed to, Clarity was nimble in pivoting its approach as the Fix the Mask team adjusted priorities and target audiences as the business grew, including a concerted push targeted towards the dental community.

Clarity secured a wide swath of coverage in the likes of CNBC, Fast Company, Business Insider and NBC Bay Area, which drove considerable inbound interest and adoption of Fix the Mask’s solution.

Results

Kickstarter campaign received 360% of fundraising goal
2 broadcast hits within the first week of collaboration
3 top tier publication hits within the first month, including 2 additional CNBC syndications

selected press

Ex-Apple employees are attacking the mask shortage problem, and they're starting with rubber bands

The founders of Fix The Mask are holed up together in a San Francisco apartment working on developing a safe and easy protective mask.

This ex-Apple designer has a simple solution to make masks more effective

With just a few rubber bands, you give a surgical mask a much tighter—and safer—fit.

Get hired by Apple by admitting your mistakes, says engineer - 9to5Mac

If you want to get hired by Apple, an engineer who spent five years on the Mac team said that she believes she got the role because she was willing to ...

An ex-Apple engineer is helping combat the N95 mask shortage with a simple solution that anyone can make at home with rubber bands

A former Apple engineer created a brace for ASTM surgical face masks that gives them a tighter fit, making them an alternative to N95 masks.

Nonprofit Strives to Tackle Mask Shortage

Last year, they were working at Apple. Now, Sabrina Paseman and Megan Duong are working in their apartment, tackling the global mask shortage brought on by the coronavirus pandemic.

more of our work

Smart Valor

Company Goal: Lead the tokenized investment revolution

Clarity’s Challenge: Crown the ‘Bitcoin Queen of the Crypto Valley’

Preparing a company for an Initial Coin Offering (ICO) can be a challenge, especially when the company only has an MVP and a limited track record. For SMART VALOR Clarity needed to build credibility and brand visibility within banking, fintech and tech circles, as well as understand the hype among the crypto community ahead of its product rollout and public crowdsale.

We sensed the potential of the company’s CEO Olga Feldmeier and looked to establish her as a global voice on bitcoin, blockchain and fintech in general.

We rooted the campaign in a comprehensive content strategy built on informative advice and engaging thought leadership. With her credentials established, we then gave Olga Feldmeier the moniker the ‘Bitcoin Queen of the Crypto Valley’ and secured a host of high profile print and broadcast opportunities where she commented on everything from the price of bitcoin to the growth of female CEOs in tech companies and the ongoing economic implications of collapse of the Soviet Empire.

We also tracked breaking stories which we considered would give Olga the opportunity to add her unique and insightful perspective. We also leveraged Olga’s attendance at a series of events including Consensus 2018, Money 2020 and Blockchain Summit to generate broadcast opportunities.

The campaign paid off handsomely. Within two months Olga was seen as a major innovator and thought leader in the fintech/crypto world and was featured in major broadcasters/print titles/websites such as CNN, Business Insider and Forbes.

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Wagestream

Company Goal: End workplace debt

Clarity’s Challenge: Trumpet the death of payday loans

For many Britons, falling back on payday loans in a bid to keep their family financially afloat until payday, has become a grim reality. Yet many companies that issue these loans apply crippling interest rates, which in some instances can plunge individuals deeper into debt.

Innovative startup Wagestream is tackling the payday poverty cycle by allowing people to access a set percentage of their wages ahead of payday so they don’t need to resort to high interest loans or credit.

Wagestream tasked Clarity with highlighting the negative impact of payday loans and presenting Wagestream as tech-driven, socially impactful solution. The company wanted to move quickly as a host of rivals from both the UK and the US were planning to offer similar services.

Clarity kicked off the campaign with a high impact visual stunt. We created a funeral for payday loans. The images from the stunt were used widely across the media – including BBC, The Independent and The Guardian – to illustrate not just Wagestream’s proposition but also stories about the fall of payday loans companies in TechWorld and the BBC.

Following the stunt Clarity secured an exclusive with The Sunday Times which profiled the company and looked at the wider issues that Wagestream was seeking to address. This helped to establish Peter Briffett the co founder and CEO as a key voice not just on the fight against payday loans but more broadly on the impact of debt, as well as ‘financial education’ and ‘financial wellness.’

The momentum continued at the end of 2018 with a survey about the cost of Christmas which was featured in popular UK tabloid The Sun. Other findings from the survey were used as a ‘January Financial Hangover’ story featured in the Daily Express, The Independent, The Guardian and Forbes.

Wagestream has now established itself as the market leader in the UK and has become the first port of call for comments about payday poverty, flexible pay and workplace debt.

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Kadence International

Company Goal: Kadence wanted to transform its website from a brochure site into a marketing machine – with the key goal being inbound lead generation in the form of briefs and RFQs. Looking to capitalise on clear opportunities to improve SEO and UX, Kadence partnered with Clarity.

Clarity’s Challenge: We needed to build a best-in-class, UX-focused B2B website that sits at the heart of global digital marketing driven growth for Kadence International, improving SEO results and lead generation.

The Solution

Strategy, discovery & definition

The project began with a thorough digital strategy, discovery and definition phase of work, incorporating various workshops and sessions with key Kadence stakeholders across multiple different time zones.

Initial work in this phase included a competitor review and an audit of existing analytics. We also worked with Kadence to define lead qualification stages across their buyer journey.

SEO

Driving organic search results was a big focus for this project so SEO was another key element of the strategy, discovery and definition phase. Our SEO team carried out SEO keyword research, planned technical & onsite SEO requirements and shaped an initial content plan driven by SEO data. This ensured that strong SEO foundations were built into the website from the very beginning, and that when the new site went live it was set to make SEO gains immediately.

UX

As part of the design process, the Clarity UX & design team mapped out user journeys for the new Kadence site. For each stage of the buyer journey, Clarity listed anticipated user needs/actions and married these to opportunities for Kadence. Using scenarios for key user personas, Clarity then created diagrams for routes through the site as a visual aid to the development of the content map and wireframes.

This strategy work was of crucial importance, laying the foundations for a new site that would deliver marketing results.

Design

Kadence provided brand guidelines which informed the design of the new website. Our design team created a dynamic and engaging site that showcases Kadence’s service and sector specialisms, whilst also communicating their ‘global boutique’ proposition and regional capabilities.

Web development and integrations

In order to accommodate Kadence’s global target market, the site is primed to make use of multilingual functionality, allowing Kadence’s global marketing team to translate and localise content in certain areas of the site.

The site features a Knowledge Hub that supports searching, filtering and gated content downloads, which is home to Kadence’s library of resources and proprietary research reports.

The site is also integrated with the firm’s existing CRM and email marketing tools. This has allowed Kadence to clearly track the opportunities associated with the website and establish a clear ROI.

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