Building a Connected Home Brand
StreamLabs is the smart-tech home brand of Reliance Worldwide Corporation (RWC.AX), a publicly-traded, international manufacturer of plumbing components. The brand-promise of StreamLabs celebrates a new era of wateruse monitoring, increasing energy efficiency and resource sustainability. This innovative, smartphone-integrated, IoT system remotely detects spikes in residential water usage and allows for full automatic water system shutoff in the case of a catastrophic leak.
While the majority of RWC’s marketing has targeted trade professionals (plumbers), Kleber & Associates was tasked with positioning the StreamLabs brand in front of a new audience: homeowners.
The first challenge was to develop branding for the product, commencing with naming conventions. K&A worked side-by-side with the RWC Innovation and Intellectual Property teams to create appeal for consumers while avoiding potential alienation of the company’s existing repair-and-replacement plumbing contractor audience. Once the branding was established, the next opportunity was to educate homeowners and influencers to understand both the costs of primary catastrophic loss as well as prolonged loss due to previously undetectable leaks. StreamLabs had an aggressive national product introduction in January 2018, launching the brand at both The International Builders Show in Orlando and the Consumer Electronics Show in Las Vegas – during the same week.
K&A developed messaging that spoke to the consumer, highlighting the reasons homeowners should be concerned with potential leaks and how to prevent them with a simple, cost-efficient investment of less than $200 for a basic model. K&A also created messaging for the trade/influencer, to create upsell opportunities during a plumbing service call. To expand impressions beyond the initial trade shows, K&A aggressively activated both consumer and B2B media and performed extensive outreach to editorial thought-leaders and influential bloggers. To help to propel awareness of this new product, K&A sent PR teams to Chicago, and Washington, D.C. for face-to-face conversations with architectural and construction media leaders, resulting in significant earned media placements.
The two-year, integrated launch and product introduction (now updated with secondgeneration features and benefits) exceeded sales and marketing goals with creative branding as well as sales and marketing alignment programs. In earned media alone, the product received more than 50 placements, including national consumer and trade media, broadcast opportunities as well as coverage by bloggers and syndicated radio promotions with contests/give-a-ways to weekend home-improvement audiences. What’s more, StreamLabs was awarded the coveted CNET “Best of CES” recognition and Consumer Reports included the product among their Smart Home reviews.
Home Business (online)
Consumer Reports (online)
CBS 46 News (broadcast)
“Water Leak Detection”
Best of CES 2018