Classic PR works: how we exceeded the plan in all indicators

The case of 2025 with the Amazfit brand. How we broke into the information field after a period of silence and blew the planned figures to smithereens, exceeding all expectations.

The customer and the purpose of the campaign

Amazfit is a brand of smart watches from China, cooperating with agency 2L since 2019. But in the last couple of years, the company has not been active in PR in Russia. Although the products did not leave the market. And so, at the beginning of 2025, the customer came to us with a new task.

In 2024, a new Amazfit smartwatch model, the T-Rex 3, appeared in stores and online. But there was no loud boom. The task was to attract the attention of the target audience to the new product and, in general, to update the brand in the information field, that is, to raise awareness. Since a lot of time has passed since our last activities with the brand, and the contact persons on the Amazfit side have changed, we had to work within the framework of traditional PR (China generally likes working classics): media postings, influencers, and press release distribution.

Dates: from February 14 to March 28, 2025.

Target audience

To efficiently allocate resources, we started by restoring and updating the profile of our ideal client (which was easy, thanks to the experience of launching an earlier version of the T-Rex line). It was necessary to determine exactly to whom to address information about the new product.

The audience of T-Rex smartwatches is quite diverse and covers people from 25 to 45 years old, but the product finds the greatest response among energetic and athletic personalities. Due to its exceptional reliability and autonomy, this watch is ideal for extreme athletes and lovers of wild travel. In a broader sense, the target audience also includes adherents of a healthy lifestyle, sports enthusiasts, travelers and professionals whose activities require physical endurance or prolonged stay outdoors. In addition, multifunctional watches attract the attention of advanced electronics users, who highly appreciate the long battery life and the wide range of features of such devices.

Communication channels and estimated coverage

We have developed and agreed with the customer a plan consisting of 14 information activities, including:

• Formation and distribution of the press release;
• Articles and reviews in thematic online media;
• Video reviews and integrations with YouTube bloggers;
• Posts and announcements of materials in Telegram channels.

Projected reach (based on average statistical data for similar advertising formats on selected sites): 34.7 million. 

It is important that we did not focus on selling here and now. The goal was to develop brand awareness and stimulate interest in the new model. Therefore, when selecting media resources, we focused on coverage and full-scroll (full-read) content, rather than clickability.

Plan implementation and unexpected bonuses 

The formats we used were classic, but targeted at the product and the audience. First of all, these are digests. They work for the widest possible audience. By the way, there was a selection of gifts for February 23, for a narrower audience, we wrote a material on what to give to fans of extreme sports.

The second format of articles is detailed reviews on new product. For complex electronic devices, this is one of the best, proven approaches. We have posted such materials on Trashbox, Pikabu, SetPhone. The publications included a detailed analysis of the gadget’s technical characteristics and competitive advantages, accompanied by direct links to the T-Rex 3 in retailers’ online stores.

We have worked out the audience of YouTube bloggers in two formats — video reviews and integrations. Influencers made detailed reviews on gadget and technology channels, and the authors of lifestyle and travel topics, whose content is not directly related to gadgets, recorded organic integrations about watches and embedded them in the context of their videos.

The distribution of the press release has brought decent results. Leading technology platforms, including CNews and Mobile-review, have posted information about the new Amazfit model. The total coverage of news publications amounted to almost 19 million.

Now about the most pleasant thing. The information wave that we created was also picked up by authors and media outlets with whom we had no contractual relations (and payments, respectively). So, the materials from the chief editor of iGuides, Georgy Lyamin, became a gift for us. He did a detailed review, unpacking on YouTube, and making announcements on his Telegram channel. In total, these activities generated approximately 2 million organic reach without financial investment.

Another 9.4 million bonus coverage was given to us by a review on Kommersant FM, the radio of the Kommersant label with duplication of the material in text format on the digital media portal!

Campaign results

Maria Oleinikova, the project manager:

 

«Despite the simplicity of the strategy (traditional tools), we managed to get results beyond what we expected. The effect of classic PR worked: the materials were natural, informative, and aroused genuine interest from both the target audience and the media relevant to the product, which brought additional coverage».