The Brief:

X-mini are one of the world’s leading portable speaker brands. As originators of the capsule speaker, their products are sold in over 80 countries. The launch of their new speaker, the X-mini CLEAR was their biggest yet. Sliding Doors was tasked to deliver the key product messages to media, and to ensure that targeted consumer tech and lifestyle outlets with a global reach, not only covered the new product, but also delivered the key messages to their readership. Positive reviews were also considered vital to the success of the launch.

What We Did:

Sliding Doors set up strong lines of communication with X-mini to ensure that all aims and objectives were clear, together with an agreed reporting and evaluating process. We also ensured our PR activity was clearly aligned with the rest of the launch marketing plan. Our press release was carefully written to ensure the correct positioning for the CLEAR and that the key messages were correctly prioritised. After distributing to our global list of targets, we began a tenacious programme of individual pitches, while pro-actively managing reviews and logistics.

What We Achieved:

Sliding Doors secured positive, high impact coverage in a number of key targets including globally influential online outlets. News and reviews ran in titles such as Digital Trends, Android Guys, T3, What Hi-Fi, MacFormat, MacUser, Sunday Mirror, Metro (including front coverline), FT: How To Spend It and many others. The Digital Trends video review was also syndicated via Yahoo News, widening the reach even further.

The campaign to date has a confirmed reach of over 8 million readers in print and over 130 million online. All key messages were clearly communicated and Sliding Doors ensured that the media experience of the X-mini brand was a positive one from start to finish.