Case Study: iRobot achieves global launch impact for Genius Home Intelligence with WE Communications

iRobot earns 184 global placements in 24 hours with WE Communications

iRobot, maker of Roomba vacuums and Braava robot mops, faced the challenge of generating global attention for its iRobot Genius Home Intelligence software platform. The company needed to make a significant but intangible software upgrade compelling and sought the help of vendor WE Communications to reframe its product category.

WE Communications developed a strategy that shifted the narrative from an autonomous vacuum to human-robot collaboration. The vendor coordinated a virtual media campaign across six international markets, securing 75 executive interviews pre-launch. The results were significant, achieving 184 unique global placements and over 50 in the U.S. within the first 24 hours, along with hundreds of syndicated stories, successfully reframing consumer interaction with automated products.

iRobot