We loved the concept of Nanit as soon as we heard it – the first video baby monitor to use artificial intelligence (AI) and computer vision to track a baby’s sleep patterns and behavior, to help the whole family sleep better? Yes please.
Our launch goal was to establish Nanit as a new parent’s best friend: a camera with sophisticated analytics that could send smart baby sleep data straight to their iPhone, sleek enough for the most couture nurseries – and not a “wearable.”
At the time, Nanit was a brand new company launching a baby monitor in a crowded parenting tech and wearables space. Plus, the industry had recently come under scrutiny for security breaches with WiFi-connected monitors and safety hazards associated with babies wearing a device. Many of these baby monitor companies also rooted their go-to-market messaging around parents’ insecurities and fears, which raised skepticism among adopters.
Our Launch Strategy
Our initial research revealed the immense need for improved sleep for both parents and babies. We learned that on average, parents lose 44 days of sleep during the first year of their baby’s life and nearly 3 in 10 babies is reported to have problems sleeping at night. Quality sleep is important for everyone, but especially for infants in the critical first two years of growth and development.
Sleep: After understanding the impact that lack of sleep could have on health and quality of family life, we built our campaign around two pillars: better sleep for babies and parents, and how computer vision could measure behavior without the need of an attached wearable.
We characterized Nanit as the most advanced baby monitor ever created, and the only solution that focuses on sleep instead of monitoring vital signs. We played up Nanit’s sophisticated sleep tracking technology that summarizes the baby’s night and sends a recap straight to parents’ phones. Additionally, we highlighted its use across “parenting teams,” as the ideal way for parent to share sleep information with grandparents, babysitters and other caregivers.
Technology: We emphasized Nanit’s pioneering use of artificial intelligence and computer vision technology (the same tech used in driverless cars) to measure and differentiate between behaviors (i.e., is my baby sleeping or lying motionless with eyes closed but awake?).
Safety & Security: We leveraged the press and consumer backlash against wearable baby monitors, as parents were skeptical of putting unproven electronic devices on essentially new humans. Nanit was the first baby-safe camera – one that doesn’t touch the child and is designed to prevent injury – plus features the highest level of security encryptions and an un-hackable video feed.
Going beyond tech press: Beyond technology and business coverage, reaching parenting and women’s press was key. Through specific targeting efforts, our team mapped the social reach of the top mommy/parenting bloggers, tailoring our efforts to the most impactful influencers. Throughout, we highlighted Nanit’s elements of social collaboration with other caregivers and helping the whole family sleep better.
Nanit quickly became known as a leading smart baby monitor, surpassing its sales goals at launch (selling out of their first two batches of units within one month post-launch). The company received inbound interest and then struck distribution deals by several top retailers, including Amazon and Target, as well as key baby registry sites, including Babylist. As a PR firm, we even received an Honorable Mention in the Brand Messaging and Positioning category from PR Daily for our work on Nanit’s launch.
Post-launch, we helped Nanit maintain a healthy flow of orders and momentum through the holidays via gift guide features and top broadcast placements on the Hallmark Channel and the TODAY Show. In particular, the TODAY Show segment we secured (screenshot below) drove the biggest week of sales for Nanit since the day of launch:
Importantly, we took Nanit from just-launched startup to winner of gold-standard industry accolades, including being recognized for their artificial intelligence capabilities by CBInsight’s AI 100 and named by Business Insider as one of the 27 best startups that launched in 2016.
Accolades came in from our target press:
- Fortune: “This startup may have created the smartest baby monitor around”
- Forbes: “The aesthetically sleek looking camera has been uniquely designed to track and analyze a baby’s sleep patterns using smart algorithms while incorporating the highest safety standards.
- The Verge: “Nanit’s most differentiating features work on the backend as its algorithms analyze everything the camera sees.”
- TechCrunch’s wrote that ”Nanit’s baby monitor is extra powerful because it is possible to add new analytic features to the device without adding physical sensors.”
- BusyMommyMedia: “Nanit is more than a baby monitor. Saying Nanit is just a baby monitor is like saying sleeping is just something you do to pass the time. Nanit does it all. It doesn’t just detect motion. It classifies behavior. Think of it like a high tech sleep tracker for your baby.”
- Engadget: “Nanit the AI nanny tries to unravel the mysteries of a restless baby” detailing all the technological benefits, security and features, and proclaiming “The simplest thing to say is that if you’ve got the better part of $400 to spend on a baby monitor, then this is the baby monitor you should buy.”
Our press program successfully garnered more than 212 pieces of coverage in the nine months since the company launched, with a total estimated reach of 592 million. Nanit started shipping devices to its customers in December 2016.