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Aura Frames

Project Overview

Aura Frames is a high-end, smart digital picture frame paired with a free app that lets users share photos directly from a smartphone to loved ones’ homes. The company approached Ditto at the end of 2017 to help drive awareness for its growing suite of picture frames in the crowded digital frame space. Aura sought to differentiate itself from competitors because of its superior quality, from hardware design to technology that enabled automatic photo curation.

Brand Positioning Messaging Media Relations

Challenge

Aura sought to differentiate itself from companies like Nixplay and PhotoSpring because of its superior quality, from hardware design to technology that enabled automatic photo curation. The challenge was to build awareness of Aura Frames and generate momentum going into holiday seasons to ultimately drive sales, with only a handful of small product news moments and a product better explained through visuals. 

Visit Aura Frames

Approach

Ditto started by developing a messaging guide, a key asset for all outreach, highlighting Aura as the only WiFi frame in the world powered by smart-curation software and designed to show off photos in high style and high definition. 

The team needed to get creative and look beyond product announcements. In the short term, Ditto generated immediate coverage around key moments in time and holidays such as Mother’s Day, Amazon Prime Day and summer travel.

In the long term, Ditto spent months interacting with print editors and reporters, allowing time to review Aura for holiday gift guides. The team worked with all relevant verticals, with local reporters and targeted influencers for long-term partnerships

Through conferences, events and high-touch product reviews, Ditto placed Aura frames into the hands of consumer decision-makers, especially moms, to witness the magic of the product firsthand.

394

Stories

40

Tier One Features

20%

Annual Sales Driven by PR Campaign

Results

Over the course of two years, Aura was the subject of 394 pieces of coverage, including 40 top-tier hits. Highlights included repeat coverage in BuzzFeed, as well as Oprah's Favorite Things, Business Insider, USA Today, Wall Street Journal, The Strategist, Good Housekeeping, Real Simple, Country Living, People, Men’s Journal, Travel + Leisure, Refinery29, Forbes, POPSUGAR, BravoTV and other high-profile consumer, tech, and style publications.

Team Ditto was able to drive product-focused awareness that led to a significant increase in sales, via top-tier gift guide placements, product reviews and listicles. More than 20% of Aura’s annual sales came directly from coverage secured by the Ditto team. 

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