Becoming a household name

Challenge

Faced with the perception that the IP camera market was 10 years old and not innovative, Dropcam sought Spark’s help to break through the noise and become the market leader and a household name.

Strategy

Spark positioned Dropcam as a hot hardware startup to watch in the renaissance of hardware trend. Conducted a broad-scale media education campaign through a series of West and East coast tours, to redefine the category and position Dropcam as a leader and innovator. Elevated executive visibility through thought leadership that included speaking opportunities and a roundtable dinner. Built consumer interest through holiday gift guide, trade shows and broadcast programs.

Results

• Secured coverage in over 65 print and online publications as well as broadcast interviews on WSJ Live and Bloomberg Resulted in Dropcam’s largest day of sales and the most traffic on its website – ever
• Secured briefings with 46 journalists in NYC and SF at publications such as Bloomberg Businessweek, CNET, Wired, Mashable, PC Magazine, TechCrunch, and VentureBeat
• Spark’s efforts helped set the stage for Dropcam’s acquisition by Google/Nest