Entrupy

Entrupy is a hardware-enabled SaaS company that uses computer vision algorithms and microscopy to bring trust to transactions of high-value physical goods.

Company GOAL:

Use AI to protect brands, spot knock-offs

Clarity’s Challenge:

Establish a brand with “no substitutes”

AI-based product authentication technology provider Entrupy was a veritable unknown when they enlisted Clarity to officially launch the company as they closed their series A funding round. The founding team of technologists and mathematicians looked to us to build their profile from the ground up and achieve objectives including:

  • Educate the market on the problem (counterfeiting) and establish Entrupy as the only scalable, objective solution
  • Raise awareness of the company among global media, marketplaces and secondary resellers
  • Establish a reputation for innovation in machine learning and its application for societal issues
  • Position for expansion into new markets and product lines
  • Drive business growth worldwide

Clarity worked closely with the company to develop messages that conveyed the complex technical solution and its value proposition in a manner that can be understood by retail and mainstream audiences as well as those in technology circles. We crafted positioning that was equally relevant to a single pawn shop owner and a multinational marketplace and executed on a communications plan that incorporated media and industry relations, content development, event participation and industry recognition/awards.

Results

The company’s client roster more than doubled in the past year and increased 5x since 2016.
The number of authentications performed has also grown in multiples, increasing from approximately 10,000 to more than 60,000 in the past year.
We have established Entrupy’s reputation for innovation, securing a place in the National Retail Federation’s Innovation Lab in early 2018 and winning a Silver Edison Award for Innovation in Consumer Protection.
Entrupy received honors from the AI Breakthrough Awards (Best Use of AI for Authentication) and the Global AI Awards (AI Application / Product of the Year)
Entrupy's executives have received numerous speaking invitations from notable institutions such as Fordham University’s Fashion Law Institute and the Media Entertainment Fashion Law Association as well as at industry conferences in Montreal, Bangkok, Munich, Singapore and Milan.

selected press

Gadget spots fake luxury handbags with a 98.5 percent accuracy rate

New York startup Entrupy invents a handheld microscope camera that lets users detect fake luxury handbags on their smartphone. Roselle Chen reports

Goodwill robots will now confirm if that secondhand Gucci bag is real

You can now feel confident buying Fendi or Fubu on Goodwill’s site.

Goodwill stores are now using AI to ensure that all of its luxury items are legit

Goodwill is teaming with Entrupy’s AI-based program to guarantee the authenticity of luxury items.

Inside the High-Tech World of Luxury Fraudbusters

Take a deep dive into the billion-dollar, spy-worthy technology luxury brands are employing to ward off fakes.

From Alibaba to sneaker retailers, fashion wages war on counterfeiting

Alibaba is particularly weary of counterfeits, given that the platform was once a haven for counterfeit goods. Back in 2016, Alibaba’s founder Jack Ma stoked the ire of fashion brands around the world when he seemed to flippantly brush off the question of why so many counterfeit goods were being sold on Alibaba, saying that fakes were “just as good” as the real thing.

more of our work

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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Chipolo

Company Goal: Chipolo wanted to continue to build brand awareness to drive sales as well as grow their community and network to help even more people keep track of their belongings.

Clarity’s Challenge: Chipolo wanted to focus on the UK, which they had done little promotion in before. We needed to get people talking about Chipolo and take on well known tracking brands to secure our share of the market.

The first thing we had to do was get Chipolo in front of journalists, and ensure they knew what set Chipolo apart from other trackers such as the colourful design and removable battery. We also wanted to show the versatility of the range of products and fix our place in the shopping pages.

We positioned Chipolo trackers as the perfect present, whether it’s for Christmas, Mother’s Day or Valentine’s Day, for the millions who lose items – especially when the average person spends three days a year searching for their belongings!

We identified which Chipolo tracking device would resonate with different press, and their readers, then conducted a big media drive to secure reviews and product placement on shopping pages and gift guides. We secured coverage across Evening Standard, Metro, Lonely Planet, the Sunday Express and much more.

For the launch of Chipolo fruit edition, the cutest fruit themed trackers, we put together the ultimate summer kit as a reminder that holidays and festivals can quickly become memorable for all the wrong reasons when you lose your things.

“The PR created understood the importance of creating a great community… and the importance that a tracker on your keys or purse needs to be fun and stylish if you’re taking it with you everywhere”
Nika Kramžar, CMO, Chipolo

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Visto

Company Goal: Gain recognition as a forward-thinking ad tech company following a major rebrand and repositioning

Clarity’s Challenge: Reposition Visto (formerly Collective) and showcase the company’s platform as the solution to issues of transparency in digital advertising

Visto came to Clarity following bold changes within the company that was still, at the time, known as Collective. With the knowledge that transparency in digital advertising would soon be an industry rallying cry, CEO Kerry Bianchi steered the company in a new direction and turned the 11-year-old ad network media business into a forward-thinking technology company committed to bringing simplicity, transparency, and efficiency to digital marketing.

Clarity worked in partnership with the internal marketing team to completely redefine the company and develop new messaging that would reflect the value proposition of their platform, the Visto™ Enterprise Ad Hub.

Both before and after introducing the vendor-neutral platform to the ad and marketing tech community, Clarity played a vital role as trusted advisor, providing counsel on both internal and external communications following the rebrand.

Clarity executed a highly content-driven campaign for the company while also putting the dynamic CEO in the spotlight. Through bylined articles, reports, white papers and speaking engagements, we successfully established the company as one leading the charge of transparency in programmatic advertising.

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