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.

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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Owl Cameras

Company Goal: Protect every car, driving and parked

Clarity’s Challenge: Get Press to Ditch the Dash

Thanks to the likes of Dropcam, Nest, Ring, and Arlo, home security cameras are as commonplace as throw pillows around the house. Easy to install, instantly connected to mobile, constantly protecting your home and able to alert you to trouble no matter where you are in the world – in the span of about 5 years, home video security went from ADT to DIY.Â

But, frankly (and thankfully) not that much happens in the home. Sure, you may have the occasional package stolen around the holidays, you may be able to catch a funny moment when your family member was living the motto “dance like no one is watching,” and you may even catch the rare intruder. Statistically speaking, though, we need security in our cars far more than in our homes. From crashes, to break ins, to insane drivers you just want to catch and share – we see more during any given daily commute than we do in our homes all year.

Enter the Owl Car Cam. The brainchild of Andy Hodge, whose career launching “first ever” products included the iPod, Microsoft Hololens, and Dropcam, the Owl Car Cam set out to take the cloud-connected, easy-to-install, always-protecting home security camera and make it travel at 70 miles per hour.

“Wait a minute,” we hear you say in your most skeptical voice.”Dash cameras have been around forever. They’re practically government issued in Russia. You can buy one for $20 on Amazon.”

Congratulations, you just encapsulated Clarity’s challenge: How do you get the world to take a second look at car security as a space ripe for innovation, rather than a “solved problem”. To meet that challenge, the Clarity team embarked on an ambitious program that combined a steady drumbeat of product announcements, in-person meetings with hundreds of tech, auto, and security journalists, an aggressive review program, and a nationwide local media campaign to highlight Owl success stories.

Here were just some of the results:

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Boku

Company Goal: Buy Anything with Your Phone Number

Clarity’s Challenge: 7 years from Launch to IPO

When a communications relationship really works, you’re in it for the long haul. That was absolutely the case when it came to Boku, a Clarity client from its initial launch in 2009 through their IPO in 2018. Boku was one of the very first companies to take a look at the humble mobile phone, while it still flipped to open and Snake was its coolest app, and say “this is going to change the way we buy everything.”

At the time we first engaged, the Clarity team did not have specific expertise in the payments industry, and the “mobile payments” space was just getting off the ground. It was with Boku that we developed our company-wide process for creating specialized teams with deeply vertical knowledge of any industry – working from Boku’s offices on a weekly basis, training our team members to understand every nuance of the space, building relationships with and constantly engaging with industry-specific press, and closely following the movements of competitors.

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