Client: Zite (Vancouver, Canada)
PR agency: Inner Circle Labs (San Francisco)
Campaign: Zite launch
Duration: Ongoing (Feb. 2011 to present)
Budget: $10,000 a month
In a market that has become heavily saturated with iPad apps, PR agency Inner Circle Labs was looking for a way to draw media and consumer attention to Zite's "personalized magazine" news aggregation iPad app.
When the company and agency began working together, Zite was almost completely unknown.
The team's main goals were to familiarize key print and online media with the app prior to launch, drive downloads of Zite among consumers upon debut, and keep the app top of mind among influential media post-launch.
Inner Circle Labs organized a media tour throughout the Bay area, Vancouver, Canada (where Zite is headquartered), Washington, DC, and New York in an effort to familiarize the business and consumer technology media with the app's benefits to consumers, drive product reviews, and develop relationships for future Zite initiatives.
The agency's passion for storytelling and familiarity with the product "shows in its pitching and ability to secure top-tier media," says Zite CEO Mark Johnson.
On launch day, Zite rose to the number-one spot among free news apps on iTunes. It was downloaded more than 120,000 times by day five. The launch resulted in almost 100 articles in media outlets including The Wall Street Journal, Fast Company, and USA Today.
Additionally, Zite's Twitter following increased from 200 to 7,000 after the app debuted. "We absolutely exceeded our goals and then some," says Julia Stemerman, manager at Inner Circle Labs.
Inner Circle and Zite will continue to work together on various app-related initiatives.