Our Work

F45 Training

Company Goal: F45 engaged with Clarity to up-level share of voice in the fitness sector and drive both franchise sales and new member signups

Clarity’s Challenge: Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives

Founded in Australia in 2012, F45 Training is one of the fastest growing fitness franchises in the world, but brand awareness in the US market lagged behind its other key regions. F45 engaged with Clarity to up-level share of voice in the fitness sector and drive both franchise sales and new member signups.

Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters, and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives.

Clarity began by executing full court press to increase visibility among tier one media while being very precious with the leadership bench to ensure all secured coverage would be directly responsible for moving the needle (a strict quality over quantity approach).

Clarity also overhauled the corporate narrative and identified timely initiatives/announcements to both generate a steady drumbeat of coverage across both national and local market press and to drive new members to studios.

The team also supported with on-the-ground press and influencer events, including initiatives for key partnerships with brands like APL and investors like Mark Wahlberg. Clarity also worked with select reporters to bring them into the studios to experience the F45 difference for themselves and convert them into true fans of the brand.

Pimax

Company Goal: Our global team was challenged to raise money for a new VR headset by Pimax, a completely unknown brand. The founder hoped to raise $175,000 so they could go into production, and get reviews comparing the device to VR hit Oculus Rift (which was eventually bought by Facebook)

Clarity’s Challenge: Our main task was to get media familiar with Pimax, so we first researched relevant press that would understand the hard core tech behind the VR headset. Integrated closely with media relations, we worked with Pimax across the Kickstarter page, website messaging towards a Western audience and social tone of voice.

Our global team was challenged to raise money for a new VR headset by Pimax, a completely unknown brand. The founder hoped to raise $175,000 so they could go into production, and get reviews comparing the device to VR hit Oculus Rift (which was eventually bought by Facebook).

Our main task was to get media familiar with Pimax, so we first researched relevant press that would understand the hard core tech behind the VR headset. Integrated closely with media relations, we worked with Pimax across the Kickstarter page, website messaging towards a Western audience and social tone of voice.

Once we started to build trust with press, we requested access to back-end analytics to the Kickstarter page, allowing us to re-target sites with higher conversions, sharing stats with editors to highlight the interest of their readers, and making sure they had all the latest updates.

Using 4 prototypes, Pimax travelled for 2 months, across 3 continents, 11 cities, and 12 events testing sessions, meeting over 2,000 VR enthusiasts in-person to demo the 8K technology and get their feedback, with our global team orchestrating key meets and messaging, as well as hosting demos in our own offices

We expanded efforts outside traditional tech media to focus on the die-hard fans, VR publications and gaming communities, as opposed to relying on typical tech media to drive interest.

Improbable

Company Goal: Drive awareness among those looking to create the immersive games of the future

Clarity’s Challenge: Convey the benefits of Improbable’s SpatialOS platform to a difficult-to-reach target audience

How do you reach people with a God-complex? Games developers have to create new universes that appeal to millions of people, from the hot plains of the wild west in Red Dead Redemption to the zero gravity atmospheres in Mass Effect. Behind the scenes this is a complex development issue needing top B2B partners. That’s where our tech client Improbable steps in.

Improbable has developed a number of solutions including SpatialOS – a revolutionary cloud-based platform that enables the creation of multiplayer games. Founded by Cambridge University computer-science graduates in 2012, the company wanted, and needed, developers to use SpatialOS to develop games in order for it to grow.

Improbable had never previously executed digital campaigns to drive business-led objectives like product sign-ups. As such, Dynamo provided top-to-bottom digital consultancy, from strategic planning for marketing channels to maximise ROI, to the management of campaigns and reporting of results.

The overall objectives for the campaign included educating developers on what SpatialOS is; driving awareness of the platform without any proof the platform works – a high-risk, low-reward strategy until the games are proven; and communicating the benefits it could bring for a developer looking to make games for the future.

Neos

Company Goal: Maximise sales of the flagship product, the Neos SmartCam, during Amazon’s Easter Deals week

Clarity’s Challenge: Educate audiences about the smart camera, its superb features and great price

Neos engaged Clarity to increase awareness of the Neos brand and maximise sales of their flagship product, the Neos SmartCam, during Amazon’s Easter Deals Week (April 8th to 14th).

The key objective was to sell, sell, sell by educating audiences about the new smart camera with superb features at a great RRP.

Clarity needed to execute a campaign that go beyond traditional press office activities. To cut through the noise around the Easter sales period, the team needed to reach consumers across the channels they were on during the course of their daily lives.

As Instagram is increasingly the go-to channel for consumer marketing, Clarity activated a micro-influencer campaign in partnership with TRIBE, who represents influencers with follow counts from 1,000-10,000.

To generate genuine and authentic activity, Clarity and TRIBE put out a call to action for influencers across Neos’ target audiences (parenting, pet owners, general 25-55 consumer) to submit proposals incorporating the Neos SmartCam into their ‘lifestyle.’

The campaign drew 25 entries from lifestyle, pet and parenting influencers, and over the course of the campaign, Neos experienced a 900% uplift in sales

Monzo

Company Goal: Make money work for everyone

Clarity’s Challenge: Convince the US that it deserves a better bank

When most people think of exciting exciting, disruptive tech, the last place that comes to mind is the staid world of banking. Resistant to change since cavemen chiseled the first deposit slip, the banking industry’s reputation of glacial innovation is well earned. Of course, this was borne out of some necessity: in years past, one of the scariest words a bank customer could hear (besides “overdrawn”) was “disruption”. Banks were meant to be secure, stable, trusted, and unchanging.

Of course, that all changed during the global financial crisis. Consumer confidence in their banks crashed almost as hard as stock markets. At the same time, smartphones were slowly taking over the world and reinventing industries left and right. Over time, these factors led to the rise of the “Challenger Banks”: startups armed with the technology, ability, and desire to work directly with their customers to build the bank of the future.

The UK served as the global hotbed for these challenger banks and, in 2015, one in particular captured the hearts and minds of young brits: Monzo. Initially launched as a grassroots movement and crowdfunding campaign, in 4 short years Monzo grew to over 2 million customers in the UK, adding 200,000 each month (the fastest growing bank in the country – challenger or established) and a valuation well over £3 Billion. Even in the land of Unicorns, Monzo’s meteoric rise read like an unbelievable fairytale.

In 2019, firmly established as a household name in the UK, Monzo turned its attention to the United States. While the consumer profile looked similar to their rabid fanbase at home, this “New World” represented a return to square one for Monzo. Faced with the challenge of how to best introduce itself to American press and consumers, Monzo turned to Clarity San Francisco.

From there, Monzo’s senior leadership worked closely with Clarity to establish a press strategy and messaging fully tailored to the US market. Despite their reputation overseas, Clarity understood that stateside media would not simply roll out the red carpet for Monzo’s arrival on American shores. After all, the US banking industry has shown itself particularly adept to fending off challengers in the past, and press are not unaware of the battle ahead for Monzo.

To combat this skepticism, Clarity developed a strategy for Monzo that included in-person meetings for Monzo CEO Tom Blomfield with press across the spectrum from the Wall Street Journal, to TechCrunch, to Reuters. For each briefing, messaging was closely researched and tailored to speak to the benefits of Monzo while understanding the nuances of each publication and the difficult questions the team would likely face.

As a result, the briefings (and resulting coverage) could not have been more positive on the future prospects for Monzo in the US.

Here were (just some) of the results:

Hired

Company Goal: Build brand awareness among tech professionals, hiring managers and C-suite executives in the U.K.

Clarity’s Challenge: Rapidly establish Hired as a foremost expert in the U.K. job market as they expand beyond the U.S.

Hired is an online recruitment marketplace that matches top tech talent with innovative tech organisations. Already an established proposition in the U.S., Hired was looking to grow its footprint in the UK and build brand awareness amongst tech talent prospects, hiring managers and C-level executives.

Clarity was tasked with raising awareness around Hired’s upcoming annual ‘State of Salaries’ report, which highlighted trends in salary levels and skills across the UK’s software sector. The company also enlisted Clarity to refine their messaging and conduct media outreach in the U.K. around the U.S.-centric ‘State of Wage Inequality’ report to reinforce the company’s commitment to promoting diversity and inclusion within the tech sector.

Clarity embarked on hard-hitting media relations campaign leveraging refined corporate messaging developed to resonate across technology and business audiences. Leading on both the ‘State of Salaries’ and ‘State of Wage Inequality’ reports, Clarity extracted key findings from Hired’s proprietary data and outlined the key messaging for UK media outreach. Proactive media relations campaigns ensued to maximise potential for coverage, and help penetrate Hired’s key messaging amongst business and tech audiences.

Clarity’s efforts have paid serious dividends in launching Hired into the UK market and supporting its marketing objectives across the pond.

BIG RESULTS REQUIRE BIG AMBITIONS

F45 Training

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Pimax

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Improbable

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Neos

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Monzo

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Hired

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