Lumo Case Study

Climate change and population growth are forcing governments and growers to adopt new water management technology, this is where Lumo comes in. Lumo’s innovative irrigation technology helps growers in terms of productivity and profitability, and it will support them as stewards of the planet.

Company GOAL:

Secure tier-1 coverage and increase brand visibility to position Lumo as an innovative agtech startup working to help solve the climate and water crisis.

Clarity’s Challenge:

Launch Lumo’s vision through its initial product offering (the irrigation system) alongside its pre-seed funding round, positioning Lumo to press as a challenger agtech startup solving the most immediate crisis: water accessibility.

ABOUT

Lumo came to us with a goal- support them in creating a punchy launch to help accentuate overall brand visibility and start conversations with wider business and agriculture media. We immediately hit the ground running to strategize how we would insert Lumo into the conversation and create a buzz around their upcoming product launch and pre-seed funding announcement. 

Working with Lumo’s executive team, we created key messaging and helped build a media-facing brand voice. However, we knew that in order to cut through the noise we had to position Lumo and its executive team as thought leaders in an ongoing topical conversation. We knew we could correlate Lumo’s launch and tie it into the relevant and timely conversations happening around the California drought and climate change.

Results

Achieved key pieces of coverage in publications focused on agriculture, viticulture and business.
Achieved exclusive coverage of Lumo’s pre-seed funding announcement with prominent climate reporter, Alan Neuhauser, in Axios.
Inclusion in a CNBC video on the climate crisis in the West and how irrigation companies are fixing water waste which has over 257k+ on YouTube and is published on the CNBC website with approx. 52 million unique monthly visitors.

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OpenFin

Company Goal: Move Fast. Break Nothing.

Clarity’s Challenge: Bring Silicon Valley to Wall Street

Often quoted in Silicon Valley circles is Facebook’s famous mantra “Move Fast and Break Things”. The unofficial motto of startups, it encapsulates not only a willingness to disrupt the status quo, but also a necessity to constantly be iterating, improving, and not worrying about the consequences until absolutely necessary. So what happens when you want to bring that same mindset to the world of Wall Street where innovation runs head-long into decades of necessary security and regulatory procedures? What happens when you have an innovative service, app, or platform that can only receive an update every 4-6 months? “Move fast and break things” won’t fly in that environment, so OpenFin set out to create a new world where  companies could “move fast and break nothing”, launching the first OS created specifically for Capital Markets.

The challenge for Clarity was two-fold: at first glance, OpenFin is both “too techie” to appeal to finance press and “too financie” (a new word we just made up) to appeal to tech press. The company needed a messaging and communications strategy that spoke to the complexity of the problem and the sophistication of their solution in terms that were accessible to each audience without sacrificing their credibility by oversimplifying in any given direction.

Clarity worked closely with the OpenFin team to establish muti-faceted messaging that could adapt to any audience and remains at the core of the company’s product marketing. We then embarked on a communications campaign that mixed OpenFin-owned events, industry speaking roles, contributed content, and product/company announcements with stellar results both in the finance and tech worlds:

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F45 Training

Company Goal: F45 engaged with Clarity to up-level share of voice in the fitness sector and drive both franchise sales and new member signups

Clarity’s Challenge: Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives

Founded in Australia in 2012, F45 Training is one of the fastest growing fitness franchises in the world, but brand awareness in the US market lagged behind its other key regions. F45 engaged with Clarity to up-level share of voice in the fitness sector and drive both franchise sales and new member signups.

Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters, and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives.

Clarity began by executing full court press to increase visibility among tier one media while being very precious with the leadership bench to ensure all secured coverage would be directly responsible for moving the needle (a strict quality over quantity approach).

“Clarity’s work has been invaluable to the growth of F45 Training’s brand recognition in the U.S. market, and the team consistently delivered on-target coverage over the course of their tenure.”
Mitchell Raisch, CMO, F45 Training

Clarity also overhauled the corporate narrative and identified timely initiatives/announcements to both generate a steady drumbeat of coverage across both national and local market press and to drive new members to studios.

The team also supported with on-the-ground press and influencer events, including initiatives for key partnerships with brands like APL and investors like Mark Wahlberg. Clarity also worked with select reporters to bring them into the studios to experience the F45 difference for themselves and convert them into true fans of the brand.

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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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