CASE STUDY / VIZIO
VIZIO
Technology | Integrated Marketing | Event Management
VIZIO is the #1 American-based TV brand and America's #1 sound bar company. The brand engaged 5W to break out of its consumer technology niche and reach a broader consumer audience. 5W designed a program to raise brand awareness, drive demand and sales, and elevate the executive team as industry leaders.
5W ran an always-on integrated communications program that drove consumers to purchase while broadening media relations into lifestyle outlets that had never covered a TV brand. The team built executive-led narratives, capitalized on shopping moments like the Super Bowl to clear stock and prompt retailer reorders, and revamped the reviews program - saving tens of thousands of dollars in over-ordering year over year.
- 5W targeted tier-one and lifestyle publications for diverse coverage beyond trade press
- A pre-CES webinar with VIZIO's product managers freed up CES time for hands-on content and curated journalist experiences
- VIZIO announcements were strategically placed a day ahead of CES, securing a 24-hour head start and higher share of voice
- Off-the-record dinners built long-term media relationships
When COVID-19 cancelled the in-person Summer Showcase, 5W shifted to a virtual event with editors split into eight small groups for product briefings, demos, and Q&A - successfully landing the launch despite the format change.
STRATEGY
RESULTS
- 14.5B+ media impressions
- 1,113 placements
- CES: 174 pieces of earned coverage with 99% positive sentiment, 30 CES awards
- Virtual Summer Showcase: 53 media attendees, 51 pieces of unique coverage, 1B impressions, 100% positive/neutral sentiment in the first 72 hours
- Top placements: Business Insider, CNET, CNN Underscored, Digital Trends, Entrepreneur, Forbes, Fortune, Good Housekeeping, Good Morning America, People, Refinery29, Rolling Stone, TechCrunch, The Verge, USA Today, Variety, WIRED, and more
FAQ
How do you stand out at CES with a consumer technology brand?
Standing out at CES requires pre-event positioning (webinars, briefings), a strategic announcement window ahead of competitors, curated journalist experiences during the show, and tier-one media targeting beyond traditional trade press.
What is an always-on PR program?
An always-on PR program maintains continuous media presence year-round rather than concentrating around specific moments. It balances reactive opportunities (trend commentary) with proactive moments (announcements, launches, events) to sustain share of voice.
How does 5W support consumer electronics launches?
5W combines integrated marketing, event management, executive thought leadership, reviews program management, and tier-one media relations to support consumer electronics brands at events including CES, IFA, and proprietary brand showcases.
What metrics matter for consumer technology PR?
Key metrics include total impressions, share of voice versus competitors, sentiment (positive/neutral/negative), tier-one placements, retailer-driving coverage, and award wins. The VIZIO program delivered 14.5 billion impressions with 99% positive sentiment at CES.
What outlets cover American TV and audio brands?
Top outlets include Business Insider, CNET, CNN Underscored, Digital Trends, Forbes, Fortune, Good Morning America, People, Rolling Stone, TechCrunch, The Verge, USA Today, Variety, and WIRED.
