Driving Awareness Through Timely Storytelling

Mirza empowers working parents and their employers by helping everyone navigate parental leave policies and plan for their growing families.

Company GOAL:

Mirza approached Clarity to create a multi-pronged campaign highlighting the motherhood penalty women across the US face.

Clarity’s Challenge:

To position Mirza as thought leaders while driving awareness of their new tool for consumers and employers.

ABOUT

For Women’s History Month, Clarity worked with Mirza to create a multi-pronged campaign highlighting the motherhood penalty women across the US face. The campaign launched at a pivotal time in the United States, with four times as many women as men leaving the workforce in order to care for their families. The women who remained in their professional roles were faced with the grappling reality of losing critical childcare resources (school, daycare, caregiving services), balancing motherhood, and caregiving alongside their full-time positions. 

Clarity worked closely with Mirza’s co-founders to develop a white paper and proprietary research around the Motherhood Penalty to understand the awareness of the penalty among a key demographic – working women. The results were astounding. While not every woman surveyed understood the Motherhood Penalty, an overwhelming 73% of women said that they thought having a child would hold them back in their careers.  

After analyzing the results, we crafted a comprehensive, multi-faceted communications strategy that tied the research to Mirza’s market fit for consumers.  Our overarching messaging highlighted the dire need for systemic change but also acknowledged that in the interim, Mirza can help. 

We told the story through the release of a white paper entitled,  ‘Rolling the Dice,’ that lived on Mirza’s website, positioning Mirza as thought leaders whilst driving awareness of their new tool for consumers and employers. The research and report were structured in a way that we could scale it to be an annual study, demonstrating the evolution of the Motherhood Penalty over time.

Results

Influencer relations with targeted micro-influencers resulting in x1 influencer landing 44K views, 5K Likes & 300+ shares.
Media stories including a Mirza owned feature in Forbes and a briefing with the Parenting Editor at the New York Times.
Webinar series with 220+ registrations for their very first event.

more of our work

Neos

Company Goal: Maximise sales of the flagship product, the Neos SmartCam, during Amazon’s Easter Deals week

Clarity’s Challenge: Educate audiences about the smart camera, its superb features and great price

Neos engaged Clarity to increase awareness of the Neos brand and maximise sales of their flagship product, the Neos SmartCam, during Amazon’s Easter Deals Week (April 8th to 14th).

The key objective was to sell, sell, sell by educating audiences about the new smart camera with superb features at a great RRP.

Clarity needed to execute a campaign that go beyond traditional press office activities. To cut through the noise around the Easter sales period, the team needed to reach consumers across the channels they were on during the course of their daily lives.

As Instagram is increasingly the go-to channel for consumer marketing, Clarity activated a micro-influencer campaign in partnership with TRIBE, who represents influencers with follow counts from 1,000-10,000.

To generate genuine and authentic activity, Clarity and TRIBE put out a call to action for influencers across Neos’ target audiences (parenting, pet owners, general 25-55 consumer) to submit proposals incorporating the Neos SmartCam into their ‘lifestyle.’

The campaign drew 25 entries from lifestyle, pet and parenting influencers, and over the course of the campaign, Neos experienced a 900% uplift in sales

 

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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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Entrupy's "State of the Fake" Report

Company Goal: Protect borders, businesses and consumers from counterfeit products

Clarity’s Challenge: Solidify Entrupy’s authority in the anti-counterfeiting conversation

Manufacturing and selling counterfeit products is something done in the shadows, and very little about how this underground market works is actually known. While the general public may occasionally get news of big seizures of fake handbags and sneakers by customs officials at ports of entry, these stories don’t tell us anything about the market itself.

Entrupy, on the other hand, had terabytes of data on counterfeit accessories. Clarity proposed that we leverage that proprietary data to position the company as more than just experts on identifying fakes. We could position them as the foremost authorities on the entire (black) market.

Creating a report with absolutely no model to work from was no easy task. The first step was simply getting all the data together. Not knowing what would and would not yield interesting findings, we compared year over year, state over state, brand over brand, and as we parsed the numbers, we began the painstaking process of identifying the noteworthy and interesting numbers around which we could derive insights.

Once we’d spliced, diced, inspected and detected the nuggets of gold, we began tackling challenge #2: turning all of this data into a report. Clarity and Entrupy collaborated to identify trends and provide high-level insights that would add something fresh and valuable to the conversation about product counterfeiting.

The full report, designed by the Clarity team, was released on World Anti-Counterfeiting Day, June 6.

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