Strategy

As a market leading, premium smart home security brand in the US, Arlo wanted to take market share in Europe.

Arlo, the world’s leading smart security and home automation technology provider, approached us to take over and manage all their social media and content marketing across Europe. Following a consolidation of nine local agencies within each territory, we supported the roll out of a high impact, insight-driven pan-European social-led content strategy. 

Arlo wanted to create an awareness and engagement campaign that not only helped continuously engage current brand advocates, but would leverage this brand love and loyalty to significantly grow their customer base.

Creation

The brand strengths of design and 'peace of mind' were strong foundations for the creative. We developed a visual language that could be centrally managed but locally adapted.

Arlo is seen across the globe as the premium smart home security product, praised for its quality and stunning, streamlined aesthetics which are rare to find in this space.

Needing this to ring true in our creative, we used visually beautiful photography, fast-paced motion graphics, and sophisticated colour pallets to convey the superior quality of the Arlo tech, whilst also relaying information in a way which told stories. The social buzz was also amplified through UCG and lifestyle focused seasonal campaigns.

Activation

Through surprise activations and exclusive social media offerings, we were able to create added value in the feed.

We worked closely with Arlo’s PR firm, to align with their 360-degree strategy and set out to form brand partnerships and relationships with influencers, layering in with our social approach.

We rolled out a video SEO strategy across YouTube, as well as how-to guides, unboxing videos, influencer content and utilised brand ambassadors. We used paid media to drive people through the sales funnel, and to drive sales through Amazon. We also promoted award successes through partnerships with T3 and Which? magazines.

Reactive social was a key component of our overarching strategy, using social listening to unpick key cultural moments and put an Arlo content spin on things.