Campaign Highlights:
In November 2019, abode announced HomeKit compatibility for their iota all-in-one security solution. This advancement established abode as the first company with a HomeKit compatible DIY smart home security solution on the market, a highly sought-after accolade by competing companies. Prior to the launch, abode’s account team at Caster shared the news and all launch materials under embargo with over 30 press who were actively covering Apple/iOS, technology, lifestyle, consumer electronics, and the smart home space. In the week following the launch, abode received 128 media placements and 37 unique stories from publications ranging from Apple Insider, Digital Trends, Engadget, GearBrain, The Verge, and more.
In February 2020, phase two of abode’s HomeKit launch was put into effect when they announced that their Smart Security Kit had passed through HomeKit certification. This announcement fulfilled the promise of HomeKit compatibility to abode customers who had previously purchased and installed the Smart Security Kit in their home. With phase two complete, abode now offers the only two HomeKit compatible DIY smart home security systems available on the market. As a secondary step in the HomeKit plan, this particular launch was intended to be made on a smaller scale than the first announcement, but still strategic and purposeful, resulting in 26 unique stories from 9to5 Mac, Cult of Mac, Mac Rumors, The Ambient, and more.
The roadmap for this launch was tactically rolled out in stages to keep press engaged and interested in abode. This approach allowed Caster to capitalize on the success of the first launch and establish abode as a key player in the Apple/HomeKit ecosystem.
Stay tuned for part three of the HomeKit announcement, expected soon!
The Challenge:
While abode has worked hard to develop a name for themselves within the DIY smart home security space, prior to this announcement, no other company had been able to successfully achieve HomeKit certification. While other companies had previously made the claim that they’d be the first, abode led the way for receiving and announcing this great achievement. A rare opportunity, the challenging aspect of this launch came from the fact this would be the first-time abode was in front of the Apple press and for journalists covering that beat, this would be the first time they had heard about abode. This required the Caster team to do research and establish relationships with a whole new media market, and from there, get them interested in what abode was doing in order to ensure a successful launch.
