Face.com

Face.com was the largest face recognition platform on the cloud.

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.

Results

Worked with the company from launch through eventual acquisition by Facebook in 2012
Grew Face.com’s developer network from a few hundred to over 45,000
Secured appearances by the CEO on Good Morning America and ABC Nightline
Hundreds of original articles in every major outlet from Reuters, the New York Times, and CNN to Wired, MIT Tech Review, and TechCrunch

more of our work

HYPERVSN

Company Goal: Immerse the world in holographic technology

Clarity’s Challenge: Break through the CES noise machine

Already working with Clarity’s London office, HYPERVSN came to Clarity in NY with the specific goal of maximizing their participation at the annual Consumer Electronics Show (CES) in January 2019.

HYPERVSN would be launching two new products at the show, and they had high expectations for garnering media attention at the show. They wanted to generate a considerable quantity of tier-one coverage, conduct 50+ on-site interviews and secure at least one appearance on a major network television morning show.

Clarity NY worked closely with their UK colleagues in the planning stages, learning from experiences with the flagship HYPERVSN product at the IFA show in Berlin. With the extra insights, the NY team was able to develop strategies that would build on the prior successes.

To break through the considerable “noise” at CES, Clarity proposed HYPERVSN secure a celebrity spokesperson whose notoriety would guarantee on-site media attention. Multiple options were explored, and Criss Angel, whose renown as an illusionist is symbiotic with HYPERVSN’s holographic technology, was ultimately selected for the campaign.

With the celebrity on board, Clarity began its ambitious and far-reaching media outreach, securing interest from key target outlets including lifestyle, advertising, virtual and augmented reality, business and general technology publications.

At CES, two of the Clarity team provided onsite support, facilitating interviews with prominent outlets including CNET, Marketplace, GQ, Fortune, Forbes,  The Verge, Wired, Digital Trends, USA Today, TechCrunch, Mashable, CBS Interactive, VentureBeat and CNN.

Following the event, Clarity secured an additional opportunity with the Today Show, and the HYPERVSN device was prominently displayed throughout the aired segment.

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The Next Web Conference 2022

Company Goal: Elevate TNW Conference’s profile among founders, companies and investors in the global tech industry. Strengthen and extend TNW’s earned media reach around the 2022 conference, helping to facilitate strategic partnerships, boost media attendance and encourage participation. Finally, increase TNW’s startup and investor reach.

Clarity’s Challenge: Overcome a crowded in-person events market post COVID, as well as navigating media, partners and participant attendance in a world of ever-changing travel restrictions.

The world is changing with the speed of tech. And The Next Web Conference has its fingers firmly on its pulse. For over a decade, Europe’s leading tech festival draws thousands of tech enthusiasts, companies, investors and startups to Amsterdam every year. After the COVID lockdowns, The Next Web was ready to scale up in 2022. Freshly acquired by the Financial Times, they were looking to expand the reach of their flagship conference. The communications objectives were as ambitious as the TNW team: to grow brand awareness and raise the profile of TNW in the industry; to increase media attendance and participation; to increase coverage of speakers and partners before and during the event; and to build relationships with partners and expand the startup and investor reach.

After the COVID lockdowns, The Next Web was ready to scale up in 2022. Freshly acquired by the Financial Times, they were looking to expand the reach of their flagship conference. The communications objectives were as ambitious as the TNW team: to grow brand awareness and raise the profile of TNW in the industry; to increase media attendance and participation; to increase coverage of speakers and partners before and during the event; and to build relationships with partners and expand the startup and investor reach.

The runway was tight – a mere two months before the opening keynote and nothing in place. Clarity Amsterdam doubled down and delivered.

The client not only loved the results, but the whole Clarity experience. The Next Web will continue to work with us to make 2023 an even bigger success. Clarity will keep working with TNW to further position them as a global brand, with media partnerships, event and comms support and other activities for their thriving tech community.

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what3words

Company Goal: ///redraw.global.maps

Clarity’s Challenge: Help Airbnb Rent a Reindeer

How do you Airbnb a remote yurt in Mongolia that moves multiple times a year, has no street address, and and is only accessible after a 3 day trek via reindeer? No, this isn’t some horrific future SAT question – this was an actual challenge posed by Airbnb as they searched for the next great adventure travel experience. Thankfully, what3words was the only tech startup in the world capable of answering that challenge. Using their global addressing system that divides earth into 57 trillion 3m x 3m squares, each with its own 3-word address, what3words unlocked an entirely new adventure travel experience for millions of Airbnb users practically overnight.

Now comes Clarity’s (arguably) more difficult challenge: how do you get travel writers, whose technology coverage doesn’t go much deeper than “10 best action cameras for your next vacation,” to care about the deeply technical problem of creating a new, geocoded, addressing system?

While we’d love to say we dropped a bunch of reporters in the woods of Mongolia with food, water and a compass (we’ll do that next time), our strategy for this campaign came down to good, old-fashioned storytelling and a hefty dose of grit.

We saw the Airbnb news not just as an opportunity to tell the story of remote global addressing, but also the explosion of adventure travel across Airbnb, the need for sustainable tourism, and how what3words helped preserve these people’s traditional ways of life. As a result, we garnered attention across travel media, both in the US and internationally.

We also leveraged the Airbnb news to meet with some of the world’s top technology press in different verticals critical to the what3words mission: automotive, smart cities, industrial logistics and more.

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