THE BRIEF
Challenge the biggest names in cycling to highlight Hammerhead’s role as a world-class innovator in sports and tech.
How we approached it
Cycling is one of the world’s most innovative sports, but the tech being used was lagging behind the rest of the sport.
Hammerhead launched the Karoo 2 to challenge some of the biggest and most established brands in the industry, and we needed to make a splash. As part of our launch strategy, we worked with four-time Tour de France champion Chris Froome, OBE, to bring elite expertise to everyone’s handlebars. As one of Hammerhead’s investors, Chris was perfectly placed to highlight the unique synergy between elite athletes, entrepreneurialism and innovation by highlighting his work with Hammerhead to develop industry leading software updates to the device.
As well as providing key journalists and influencers with the product, we worked directly with Chris throughout the Tour to place strategic interviews and opinion pieces with broadcaster.
The results
- 57 pieces of media coverage across national, regional and consumer tech media
- Provided 17 devices to specific members of the media
- Increased global brand share of voice from 0% in February to 39% in June
“Through W+P’s impressive network, they provided incredible opportunities to tell our story, creating those ‘wow’ moments that got people talking globally.
The results were incredible – they achieved vast earned media reach that set the media agenda. Ultimately, this provided me the ultimate success metric, linking the brand to a wide variety of new consumers.”
Matthew Radmanovich
Head of General Sports & Event Communications, Red Bull
“Karma’s media coverage has quadrupled since the first month of our collaboration. The whole team has always been very available and dedicated to our business needs”
Julien Flandre
VP Marketing, Karma
“I've engaged many PR companies over the years, it's always a great sales presentation followed by an expensive ongoing retainer. W+P is delightfully and refreshingly different, it's as if the team are a part of ours.
I hope others don't find out just how good W+P is, we really want to keep them all to ourselves”
Anthony Rose
CEO, SeedLegals
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