iRobot
iRobot, maker of Roomba vacuums and Braava robot mops, sought global attention for iRobot Genius Home Intelligence, one of the most significant innovations in the company’s 30-year history. But how could We. make a software platform upgrade sexy?
Given pandemic restrictions, face-to-face launch tactics were out. Pitches to business, tech and consumer lifestyle outlets were tailored to six international markets, with top-tier media provided advance virtual facetime with key iRobot executives. The plan was coordinated across We. teams in China, France, Germany, the U.K., U.S. and Spain.
The expanded availability of C-suite spokespeople resulted in 75 interviews prior to launch day and deeper discussion about long-term business impact, consumer value, and AI-driven smart-home technologies. The payoff at launch validated the virtual strategy:
By leading consumers to rethink how they interact with automated products, iRobot helped them understand the benefits of an intangible — and the significance of an AI innovation.
“Right after the kids eat is the perfect time to say ‘clean under the dining room table,’ because there’s shrapnel everywhere under there, but you don’t need to clean the whole kitchen.”
iRobot's chief product officer, Keith Hartsfield in The Verge
