Entrupy’s “State of the Fake:” Data-Driven Storytelling Drives Results

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.

Results

In less than one week, the report was covered by global media including The New York Post, Jing Daily, Yahoo.Lifestyle, Style.Nine, HighSnobiety, Fashionista, Luxury Daily, The Fashion Law, Glossy, Sourcing Journal, Anti Corruption Digest and Fashion Manuscript.
The Report has been accessed over 1400 times
Traffic to Entrupy's website doubled in the days following the report's release
The report is currently a finalist in the PRDaily Content Marketing Awards

selected press

Can Technology Keep Fake Handbags Out of the Marketplace?

Entrupy, which works with hundreds of secondhand and full-price retailers to identify counterfeits through an app, certainly thinks so.

Louis Vuitton No. 1 with counterfeiters — again

Louis Vuitton products held the top spot for the second straight year — in luxury goods being counterfeited. First, the good news. Entrupy, a company that authenticates handbags and accessories for…

In Search of Greater ROI, Counterfeiters Are "Incentivized" by Products with High Resale Values, Per New Report

"Product counterfeiting is an enormous global problem, and brand dilution is just the tip of the consequence iceberg,” says Entrupy in its first-ever “State of the Fake” report.

Entrupy Technology Looks to Curb Luxury Counterfeits at the Customs Level

Luxury authentication tech firm Entrupy lays out trends in counterfeiting and authentication in its State of the Fake report.

more of our work

Hired

Company Goal: Build brand awareness among tech professionals, hiring managers and C-suite executives in the U.K.

Clarity’s Challenge: Rapidly establish Hired as a foremost expert in the U.K. job market as they expand beyond the U.S.

Hired is an online recruitment marketplace that matches top tech talent with innovative tech organisations. Already an established proposition in the U.S., Hired was looking to grow its footprint in the UK and build brand awareness amongst tech talent prospects, hiring managers and C-level executives.

Clarity was tasked with raising awareness around Hired’s upcoming annual ‘State of Salaries’ report, which highlighted  trends in salary levels and skills across the UK’s software sector. The company also enlisted Clarity to refine their messaging and conduct media outreach in the U.K. around the U.S.-centric ‘State of Wage Inequality’ report to reinforce the company’s commitment to promoting diversity and inclusion within the tech sector.

Clarity embarked on hard-hitting media relations campaign leveraging refined corporate messaging developed to resonate across technology and business audiences. Leading on both the ‘State of Salaries’ and ‘State of Wage Inequality’ reports, Clarity extracted key findings from Hired’s proprietary data and outlined the key messaging for UK media outreach. Proactive media relations campaigns ensued to maximise potential for coverage, and help penetrate Hired’s key messaging amongst business and tech audiences.

Clarity’s efforts have paid serious dividends in launching Hired into the UK market and supporting its marketing objectives across the pond.

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Entrupy

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.

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Face.com

Company Goal: Bring Face Recognition to the masses

Clarity’s Challenge: Put the “Face” in Facebook

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.

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