Aura Frames is a high-end, smart digital picture frame paired with a free app that lets you share photos directly from your smartphone to your loved ones’ homes, no matter where they live.
The company approached Ditto at the end of 2017 to help drive awareness for its growing suite of picture frames in the crowded digital frame space. Aura sought to differentiate itself from companies like Nixplay and PhotoSpring because of its superior quality, from hardware design to technology that enables automatic photo curation.
Our challenge was to build awareness of Aura Frames and generate momentum going into the holiday season to ultimately drive sales, with only two small product news moments. Also, the magic of Aura Frames is visual and difficult to convey in writing.
We started by developing a messaging guide, a key asset for all outreach, highlighting Aura as the only WiFi frame in the world powered by smart-curation software and designed to show off photos in high style and high definition.
We needed to get creative and look beyond product announcements. In the short term, we generated immediate coverage around key moments in time and holidays such as Mother’s Day and summer travel. In the long term, we spent months interacting with print editors and reporters, allowing time to review Aura for holiday gift guides. We worked with all relevant verticals, with local reporters and targeted influencers for long-term partnerships.
Through conferences, events and high-touch product reviews, we got Aura into the hands of consumer decision-makers, especially moms, to witness the magic of the product firsthand.
Over the course of eight months, Aura was the subject of 99 pieces of coverage, including 12 top-tier hits. Highlights included repeat coverage in BuzzFeed, as well as Oprah’s Favorite Things, USA Today, Country Living, People, Men’s Journal, Refinery29, Forbes, POPSUGAR, BravoTV and other high-profile consumer, tech, and style publications.
Team Ditto was able to drive product-focused awareness that led to a significant increase in sales, via top-tier gift guide placements, product reviews and listicles.