Context devised a PR strategy that initially focused on the launch of Y-cam HomeMonitor, and then on sustaining interest in the product and the Y-cam brand. Context kicked off the campaign with a well-attended media tour to introduce the brand to major journalists working at key publishing houses such as Dennis, IDG and Future.
The media relations campaign was designed to position Y-cam as one of the most sought after home security products on the market. One of the key activities was to run a comprehensive reviews programme to get Y-cam listed in the top consumer and tech publications, which resulted in widespread coverage.
Context also developed a series of newsworthy customer success stories and a number of targeted campaigns to attract customers from vertical markets such as pet owners, homeowners, holidaymakers and parents. They were also instrumental in launching and managing Y-cam Solutions’ social media channels during the launch phase.
Over an 18-month period, Context generated mass media coverage for Y-cam and its HomeMonitor product with over 150 pieces of coverage in top-tier titles including Daily Mirror, The Telegraph, The Times, Daily Mail, Independent, ITV, T3 and Wired.
One of Context’s biggest achievements was securing coverage for Y-cam HomeMonitor customer ITSS Recruitment, which was the victim of an attempted robbery. The incident – which used the Y-cam HomeMonitor to catch the criminal in the act – resulted in coverage across broadcast and the national press, including BBC’s Caught Red Handed and The Mirror.
The social media channels showed a month-on-month growth and the overall brand profile was enhanced as a result of sustained media exposure.