Challenge
ECOVACS makes robots that clean your floors, windows and lawn so you don’t have to. As it stepped up its presence in a key North American market, the brand faced the problem every challenger knows: established competitors already owned the shelf, and shoppers already owned their skepticism.
Smart home interest was climbing, but buyers were weighing value and real-world benefits harder than ever. Spec sheets weren’t going to win this. ECOVACS needed to be seen as an innovator, not just a manufacturer, and prove its technology deserved a spot in an ordinary, messy, busy home. It needed that proof to come from voices shoppers already trusted.
Our Approach
Our strategy was simple: don’t tell people the robot works. Show them, in real homes, through people they already believe.
We built an always-on earned media program across top national, technology, home, parenting, lifestyle and business media, with stories about time saved, smart home integration and everyday performance. We timed it to the moments people actually shop, kicking off ahead of Prime Day and carrying through back-to-school and fall deal events.
A targeted seeding program put DEEBOT and WINBOT products in the hands of journalists, reviewers and creators, which opened the door to hands-on reviews and organic content. Sponsored segments and partnerships with leading broadcast tech experts and lifestyle creators added familiar, credible voices through key retail windows.
Then we took the lab out of the lab. An immersive brand event hosted media and influencers in a real home, where they watched the products work, met ECOVACS product experts and got to know the team behind the technology.
Results
The program hit the ground running, landing syndicated top-tier coverage ahead of Prime Day, right when shoppers were ready to buy. Five months in, ECOVACS had a steady drumbeat of third-party proof: reviewers who’d lived with the products, creators who used them on camera and journalists who watched them clean a real home. ECOVACS now owns a bigger share of the robot vacuum conversation, built on proof rather than promises.
Let’s Talk Shop.
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