What happens when you have an innovative technology and a powerful story? Take a look at Deep Sentinel, a smart home security system that integrates with human eyes to maximize protection. Within weeks, we were able to take this company from “another home security system” to a viral “must-have” product of 2021.
David Selinger, CEO of Deep Sentinel came to us with a problem. They had this amazing product that was innovative and generating raving reviews from their customers. However, they were having a hard time differentiating themselves from their more-established competition.
This is an industry dominated by well-established competitors that already had the trust of the marketplace. We not only had the task of differentiating Deep Sentinel from the competition, but instilling trust in the buyers that this service was just as reliable and better than the others.
After watching the product videos and explanation by the marketing team, we decided that the product and service itself should be the focus of the strategy. Because the product was in fact unique and technologoically interesting, we did not see any reason to use a Trojan Horse strategy.
We decided to get this product into the hands of some of the top tech and home reporters in the country. Many of which are in our immediate media network and were avid to hear the story. As expected, they absolutely loved the product and invited the CEO out for an interview and coverage of the product. What happened next will blow your mind.
VIRAL! The news story went viral across more than 10 (and counting) news stations across the USA. The exposure was groundbreaking, reaching more than 5 million Americans at their home with an estimate ad value of more than $60,000 USD.
But that’s not all, this carried additional value because it was a full feature news story, validating the trust and authenticity of Deep Sentinel to everyone that watched the story. And it is still spreading and gaining traction.