A Simple Fix. A Global Impact.

Fix the Mask is an organization that offers designs for a brace to make surgical masks more effective as health care providers and frontline workers grapple with N95 mask shortages amid COVID-19.

Company GOAL:

Spread awareness of what makes PPE effective (especially during COVID).

Clarity’s Challenge:

Fix the narrative on mask filtration in the COVID conversation.

Founded in early 2020 in response to the acute global PPE shortage, Fix the Mask is an organization that offers designs for a brace to make surgical masks more effective as health care providers and frontline workers grapple with N95 mask shortages amid COVID-19. Fix the Mask had not done any press or external communications around its solution, and the company turned to Clarity to help launch the concept and raise awareness.

Clarity kicked off by working with the co-founders to develop Fix the Mask’s messaging and identifying key stakeholders to help inform media outreach. Since Fix the Mask began working with Clarity soon after launch, the firm was able to play an integral role in shaping its communications strategy from the ground up while ensuring that we secured stories to deliver maximum impact.

Following a deep dive messaging session, Clarity began full court press with a focus on tier one business publications. Fix the Mask’s goal was to get its solution into the hands of as many people as possible and, as such, upleveling visibility was key.

In keeping with the fast-moving pace that startups are accustomed to, Clarity was nimble in pivoting its approach as the Fix the Mask team adjusted priorities and target audiences as the business grew, including a concerted push targeted towards the dental community.

Clarity secured a wide swath of coverage in the likes of CNBC, Fast Company, Business Insider and NBC Bay Area, which drove considerable inbound interest and adoption of Fix the Mask’s solution.

Results

Kickstarter campaign received 360% of fundraising goal
2 broadcast hits within the first week of collaboration
3 top tier publication hits within the first month, including 2 additional CNBC syndications

selected press

Ex-Apple employees are attacking the mask shortage problem, and they're starting with rubber bands

The founders of Fix The Mask are holed up together in a San Francisco apartment working on developing a safe and easy protective mask.

This ex-Apple designer has a simple solution to make masks more effective

With just a few rubber bands, you give a surgical mask a much tighter—and safer—fit.

Get hired by Apple by admitting your mistakes, says engineer - 9to5Mac

If you want to get hired by Apple, an engineer who spent five years on the Mac team said that she believes she got the role because she was willing to ...

An ex-Apple engineer is helping combat the N95 mask shortage with a simple solution that anyone can make at home with rubber bands

A former Apple engineer created a brace for ASTM surgical face masks that gives them a tighter fit, making them an alternative to N95 masks.

Nonprofit Strives to Tackle Mask Shortage

Last year, they were working at Apple. Now, Sabrina Paseman and Megan Duong are working in their apartment, tackling the global mask shortage brought on by the coronavirus pandemic.

more of our work

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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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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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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