The Ask: Nuki, Europe's leader in smart access solutions, retained Cliffhanger's support for the brand’s entrance into the U.S. market. The U.S. smart lock industry is a crowded marketplace, so Cliffhanger developed and deployed a multi-pronged media strategy to generate brand awareness, bolster sales and introduce Nuki to a mix of U.S. customers including tech early adopters, general consumers, renters and homeowners, and real estate and rental property professionals. To achieve a successful launch, Cliffhanger deployed numerous tactics during the nine months prior to the July 2025 launch and for the remainder of the year to ensure Nuki stayed top-of-mind in the smart home security space.

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Objectives:

•Develop and connect with a targeted list of top consumer technology and lifestyle journalists months prior to launch to facilitate brand introductions and briefings for the upcoming launch.

•Conduct embargoed outreach 2 months prior to the official launch date, securing over 15 testing + review opportunities that published the day, week and month of launch. 

•Identify and coordinate influencer partnerships with key players in the smart tech space to ensure a well-rounded mix of review content and promotion for the brand at launch.

•Conduct widespread media outreach to consumer technology, lifestyle, DIY/home improvement, retail, real estate and rental, and security publications announcing the brand’s official launch and showcasing the smart lock’s best-in-class capabilities.

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Results:

•56 pieces of review and brand coverage in the first 30 days from launch, garnering  503,669,106 media impressions 

•3 influencer partnerships secured and 2 YouTube review videos, resulting in 102,459 views, 1,963 likes and 251 comments. Additional influencer content resulted in 612,864 media impressions from a podcast review. 

•31 open review opportunities with journalists at New York Times Wirecutter, Forbes, Shop TODAY, WIRED, Better Homes and Gardens, CNET, Men's Health, The Family Handyman, and more.