The Challenge
Aiper entered the Australian market with strong momentum but
needed to solidify its status as the category leader against emerging
competitors. MediaCast was tasked with broadening audience perception beyond
traditional pool equipment, positioning Aiper within the premium smart outdoor
living and water technology space. The communications framework required
balancing technical product education with innovation-led storytelling for
Australian homeowners.
The Strategy
We established an always-on media relations program to build
sustained brand authority rather than relying on isolated campaigns. The
strategy focuses on a steady, year-round strategy of media opportunities, peaking
during spring and summer and anchored in product innovation, seasonal trends,
and smart home integration. Central to this approach is deep
relationship-building with key lifestyle, consumer and technology journalists
to secure ongoing review pipelines and reactive commentary.
The Execution
The roll out of our strategy combines proactive media
outreach with high-touch relationship management. Activity spanned editorial
features, product launches, gift guides and consumer giveaways. A primary focus
is placed on coordinating hands-on product trials, enabling journalists to
write independent, first-hand reviews that drive deeper consumer trust and
secure long-term media advocates.
The Outcome
Driven predominantly by product-led tactics, the year-long
program has so far seen 157 pieces of media coverage, including 48 paid
placements and seven ongoing brand partnerships.
Media highlights include high-profile coverage across
national and lifestyle outlets including 7News Digital, Daily Mail, Boss
Hunting, MiNDFOOD and the Today Show.
As a result, Aiper has successfully captured and maintained
the dominant market position, achieving an outstanding 77% Share of Voice
against its direct competitors and averaging more than 10 items of coverage
each month.