CASE STUDY / DREO
Showcasing Innovation and Sparking Media Buzz
Consumer Tech PR / Media Relations / Influencer Engagement / Product Launch / Brand Awareness
DREO, a fast-growing consumer tech brand specializing in home comfort solutions, partnered with 5WPR to generate headline-making buzz around its winter product line. The goal was to spotlight DREO’s heaters, humidifiers, and seasonal innovations as must-have home essentials. Through a mix of embargoed desksides and a high-impact launch event, 5WPR created a campaign that built excitement before, during, and long after the big reveal, positioning DREO as a category leader in smart home comfort.
CHALLENGE
The consumer tech space is crowded, especially in winter when countless products vie for attention. DREO needed more than great technology—it needed a compelling story, strong media validation, and memorable experiences that would stand out to both journalists and influencers. With multiple products launching simultaneously, timing and execution were critical.
To break through, 5WPR designed a multi-phase engagement strategy:
Embargoed Desksides: Prior to the public event, top-tier outlets like CNET, Bob Vila, and WIRED received one-on-one demos under embargo. These sessions gave reporters hands-on time with DREO products, while fostering deeper relationships and securing early launch-day coverage.
Immersive Launch Event: Hosted at Maxwell Social, the main event blended lifestyle appeal with tech innovation. Media and influencers explored interactive product stations, met with brand experts, and requested samples on the spot. Nearly 35 media attendees and 20 influencers joined, sparking immediate buzz across tech, lifestyle, and home-focused platforms.
Post-Event Momentum: A robust follow-up plan amplified impact, distributing samples to outlets like Daily Mail, BuzzFeed, and Tom’s Guide, and coordinating influencer content to extend the campaign’s reach well into the winter season.
STRATEGY
RESULTS
The campaign cemented DREO as a winter essential brand:
33 top-tier media attendees: Journalists from outlets including Fast Company, Parade, NBC News New York, and Daily Mail experienced the products firsthand.
20 influencer collaborations: Creator partners delivered engaging social content that drove lifestyle appeal beyond traditional media.
40+ product requests fulfilled: Continuous sampling fueled extended coverage opportunities following the event.
Headline-making coverage: Highlights included Dreo’s New Space Heaters Can Heat a Large Room With 40% Less Energy from CNET, alongside confirmed product roundups and “best of” lists as temperatures dropped.
This campaign underscored the power of consumer tech PR, combining targeted embargo engagement with larger day-of launch tactics to build relationships, drive product testing, and secure meaningful coverage. This multi-pronged approach ensured messaging resonated across every channel and that media and influencers were prepared to write stories from day one. The result: heightened visibility, stronger relationships with journalists and influencers, and a reinforced reputation for DREO as a trusted and innovative brand in home comfort.
KEY TAKEAWAYS
