Startup Mobile App Achieves Unprecedented Influencer/Media Recognition

Challenge

Trier launched Refresh – the only mobile application to deliver an instant dossier about the people you know and the people you meet. Connecting the dots between profiles, photos, statuses and events across multiple social networks, Refresh set out to use the world’s information to bring people closer together.

Refresh came to Trier with a mobile app that was still in beta and had not yet been released to the public. As a startup with no background in public relations, social media or integrated marketing, Refresh sought a way to spread the word to professional consumers (prosumers), drive downloads and most importantly – establish credibility to potential investors and Silicon Valley influencers.

Trier established an aggressive timeline for Refresh’s first rollout, designing a PR and social media framework around the goal launch date. Digital campaigns were put into effect – the whisper of Refresh. Social media outreach began ahead of the launch and various influencers were asked to write guest blog post alluding the Refresh’s technology.

As the launch date approached, select media members were invited to a VIP Media Tour (one week before the launch) in which they were among the first to use the app as it was meant to be experienced. Trier continued this snowball effect of media outreach—slowly releasing information and setting up media interviews with Refresh’s CEO—until the night of the launch. The results of these efforts were extremely successful in such a short period of time. And the build-up to the launch gave Refresh a ‘by invite only’ list of more than 6,000 users.

The Results

Within two months of launching Refresh, the company achieved over 500 million impressions and 47+ media placements. There were over 15,000 downloads within the first 72 hours of the launch, and 600,000 visits to the Refresh app.

Refresh’s coverage ranged from mainstream media outlets to top-tier technology blogs. Some of the outlets include: Mashable, ReadWriteWeb, CNET, Engadget, Re/code, TechCrunch, VentureWire, Wall Street Journal, CNN, Forbes, Fast Company, Huffington Post, The Next Web, Business Insider, WGN News, FOX News, CBS News, Reuters, The Atlantic, Tech Cocktail, IntoMobile and Appolicious

Continuing past the launch, Trier established a content marketing program consisting of blogs, POV and contributed articles. Additionally, Trier worked with Refresh to develop digital marketing campaigns, and social media programs. Speaking opportunities were numerous including Tedx, Fortune’s Brainstorm and Innovation Enterprise.

Refresh was acquired by LinkedIn.

By creating early buzz with roadshows, offering pre-briefings to core influencers and facilitating hands-on reviews, Refresh received 23 million+ impressions, 22,200 downloads, 10K+ consumer, media and influencer tweets – all during the first week of the launch. Additionally,