Ditto PRAura Frames

Aura Frames


Client:  Aura Frames is a high-end smart digital picture frame with a free app that lets you share photos directly from your smartphone to your loved ones’ homes, no matter where in the world they are. The company approached Ditto in December 2017 for help driving awareness in the highly competitive, crowded digital frame space. Aura sought to differentiate itself from companies like Nix and PhotoSpring because of its ability to curate your photos automatically.


First, we created the assets required to spread awareness and distinguish Aura from the competition:

  • A messaging guide centering on 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 def
  • A list of regular pitch storylines — both ongoing and timed to important retail moments on the cultural calendar — that would appeal to tech, consumer, and family-oriented press
  • A media list of relevant reporters in Aura’s hometown of SF, as well as national media
  • A list of key influencers for long-term ambassador programs
  • A list of events, tech conferences, and opportunities for Aura-sponsored activations

Then, Team Ditto started reaching out to hand-picked reporters and influencers, offering a trial of the frame and conversations with Aura founder Abdur Chowdhury. In addition to getting as much print, online, and blog coverage as possible, we sought to increase Aura’s on-the-ground presence at conferences and events attended by consumer decision-makers (especially moms). Finally, we helped Aura organize and drive media coverage for a charity event in honor of World Water Day.

Ditto’s pitches conveyed how Aura is bringing loved ones near and far closer together by changing the way we share our most treasured memories.


Over the course of six months (December 2017 – June 2018), Aura was the subject of 32 pieces of coverage, including 12 top-tier hits. Highlights included repeat coverage in Buzzfeed, as well as USA Today, Country Living, People, Men’s Journal, Refinery29, Forbes, POPSUGAR, and other high-profile consumer, tech, and style publications.


Kevin Thrailkill