2014 PR News Agency Elite Awards: Product Launch

Winner: Diffusion

Product launches are often a tricky endeavor for brands. For start-up companies launching publicly for the first time, the stakes can be even higher—not that that stopped Diffusion from successfully launching a number of diverse new products and services for start-ups using customized, highly detailed PR campaigns that inspired users to convert.

Diffusion’s campaigns illustrate its meticulous attention to detail and creative strategy. In a campaign for Robox 3D printing, Diffusion mailed personalized 3D printed coffee cups to specific journalists which it had identified as among the top 20 media targets for Robox’s technologically-oriented target audience. The cups, personalized with each journalist’s Twitter handle, served to build early interest with key media influencers. Diffusion orchestrated a strategic launch of Worthworm, a web-based evaluation tool created for entrepreneurs to receive a valuation before negotiating with investors, which resulted in more than 20 million media impressions and several high-profile features in financial publications.

And when popular consumer transit travel brand HopStop geared up to launch its app version, Diffusion crafted a storyline for the campaign that touted the concept of crowd-sourced travel information to consumers. HopStop Live!  was acquired by Apple Inc. in July 2013 after being covered on ABC News, Mashable, TechCrunch, NY Daily News and Gizmodo and the app was acquired by Apple Inc. in July 2013.

When working with clients, Diffusion uses a goal-oriented tracker system to ensure success on its campaigns. By beginning each client relationship with clear campaign outputs and planned business outcomes, Diffusion bases its work on results—they only bill their clients for work that is completed as promised.

Honorable Mentions:

  • 5W Public Relations – Cold-EEZE Cold Remedy Products
  • Alpaytac
  • Formula PR – Schlage Touchscreen Deadbolt
  • MGSCOMM – Olives from Spain
  • Rock Orange – Gloria Estefan
  • ShopPR
  • The Yankee Candle Company – Bringing Home the Bacon