Case Study: HBI Fitbit – Building a consumer brand and a category

Written By

HBI Communication Helga Bailey GmbH

Munich-based Worldcom PR Group partner, HBI PR & Marcom has been delivering brand leadership for technology companies for over 30 years.

That’s why Fitbit asked HBI to launch their product in Germany at the very beginning of the wearable tech sector. This meant HBI had a dual challenge:

• Launching a completely new product and a new product category
• Dealing with the environment of the German public’s strongly held views about personal data security.

Thanks to HBI, the campaign delivered over 2,500 pieces of coverage, 1.5 billion opportunities to see and help grow Facebook followers to over 2.14 million. Fitbit is now a household name in Germany and is the unrivalled leader in the healthy living wearable tech sector.

To learn how HBI brought this campaign to life, Read the Fitbit Building a brand and a category case study.

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HBI PR & Marcom

HBI PR & Marcom have over 30 years of experience and specialize in communications around technology products making them specialized in communications around technology-related topics for over 30 years. They have extensive experience in traditional PR, social media, marketing and seminars and have worked with a huge scope of companies ranging from start-ups to global groups and local SMBs. Some of the world’s best-known brands entrust their communications to HBI’s expertise. The agency strives to introduce and establish emerging companies selling innovative products or services in the German-speaking market. Today they support customers from the whole area of technology – business-to-business, consumer electronics and industrial IT. They also have clients in other sectors, such as consulting, hospitality, healthcare, engineering as well as transportation.

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