Case Study: Kwikset

Challenge

For years, Kwikset has been known as one of the premier brands in residential locks. The company expected to enhance that reputation several years ago with the introduction of its SmartCode line of electronic deadbolt locks. The problem was, these highly functional smart locks were not gaining significant media attention, either in the consumer press or, more importantly, the trade media which reached the integrators, dealers and installers (i.e., the professional channel) who would recommend and install these locks for their customer base.

Approach

Bulldog Communications helped jumpstart Kwikset’s SmartCode public relations effort, as well as PR for other devices within the company’s electronic lock portfolio. Bulldog produced a comprehensive and strategic PR campaign that primarily targeted trade media that served the professional channel, but also targeted consumer media when appropriate. Besides establishing strong relationships with industry editors and reporters on Kwikset’s behalf, Bulldog set up hundreds of editor meetings and handled all PR activities around Kwikset’s major trade shows, including CES, the world’s largest electronics trade show. Bulldog also maximized Kwikset’s media exposure by positioning Kwikset executives as experts in the emerging “connected home” arena.

Results

The results were almost instantaneous – and dramatic. Coverage in the trade media increased significantly, and the one-to-one contact that Bulldog created with media members and other influencers helped generate proactive calls for interviews and product reviews. Just in 2014, Bulldog gained over 250 media placements, many of them full-page articles exclusively focused on Kwikset and its products. Bulldog also landed valuable placements in high-profile consumer media such as The Today Show, Fox News, and HGTV. What’s more, Bulldog got Kwikset included in numerous articles and segments about the connected home, enabling the company to not only promote its products but to establish credibility in this developing industry segment.

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