Owl Labs is a collaborative technology company dedicated to creating a better workplace experience for today’s hybrid workforce of remote and in-office employees. The company’s products include its core 360° conference room camera, The Meeting Owl, use emerging technology such as AI to bring dispersed teams together for better work. While focused on The Meeting Owl line of products, the company is developing advanced software technology to reinvent the conference room ecosystem and make it smart.

Owl Lab’s goals were to drive sales of the company’s hardware and software through in-depth product campaigns and the release of its annual “State of Remote Work Report”, which became especially relevant during COVID-19. Additionally, Clarity was asked to elevate the reputation of CEO Frank Weishaupt as a thought-leader and business leader.

With the increasing worldwide worry and impact around COVID-19, Clarity and Owl Labs were in a great position to show journalists how companies and individuals working remotely can work as effectively as in person communications. Clarity’s challenge was to generate coverage focusing on Owl Labs’ high quality and relevant products and create data reports resulting in tier one stories. The team also adapted the media strategy in real-time to make Owl Labs a go-to source during the COVID-19 pandemic.

Spatial enables an entirely new way of working together and eliminates the need for video conferencing and work travel. With Spatial, users can connect from all over the world and share ideas seamlessly using lifelike avatars and knowledge work tools, unlocking a new level of productivity not confined by space.

Clarity was tasked by Spatial one week before CES to elevate its presence at the show and garner attention from top tier outlets for its Q1 funding and partnership news. With the obvious short time frame and news agenda around CES, Clarity’s challenge was to deliver meaningful results in one of the busiest times of the year.

Clarity worked hard to secure key briefings for Spatial, and in the week before CES and after the event this has resulted in a steady cadence of media placements, including top tier coverage with Axios, Fast Company, Tech Meme, TechCrunch, TIME Magazine and more.

In total, Clarity has secured over 40 placements to-date surrounding Spatial’s presence at CES, its Series A funding round, and partnership news and continues to generate placements amid its growth in popularity due to remote work.

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’s work has been invaluable to the growth of F45 Training’s brand recognition in the U.S. market, and the team consistently delivered on-target coverage over the course of their tenure.”
Mitchell Raisch, CMO, F45 Training

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.