Vibe by XGIMI
Consumer Sub-Brand Launch
Max Borges Agency
40+
Total media placements
3
International markets — US, UK, Ireland
50+
Pitches per week
The Challenge
XGIMI needed to launch Vibe — a brand new consumer sub-brand with no existing audience — into a saturated projector market against established competitors. The goal was immediate earned media momentum across US and international press simultaneously, with measurable coverage volume and quality to support brand awareness and sales growth.
The Strategy
Target international markets intentionally — US, UK, and Ireland simultaneously — to maximize geographic reach and counter competitor positioning.
Build audience-specific pitch angles rather than generic product pitches — seasonal gift guide positioning, lifestyle and tech verticals.
Use trendjacking to insert Vibe One into existing news cycles rather than competing against them.
Launch a review program with media-friendly journalists to generate organic, credible long-form coverage beyond news announcements.
Maintain post-launch momentum through gift guides, deal coverage, and standalone reviews — keeping the brand visible beyond the initial window.
The Execution
Wrote every pitch from scratch — no templates, every journalist approached individually based on beat, audience, and recent coverage.
Built targeted media lists using Muck Rack and Cision across technology, lifestyle, consumer, and gifting verticals.
Pitched 50+ journalists per week across four concurrent accounts.
Launched and managed a review program with targeted media and influencers.
Tracked coverage analytics and refined outreach strategy based on placement performance data throughout the campaign.
Influencer Content
The Results
40+ total placements across launch and ongoing coverage. Three international markets reached. Coverage included launch coverage, standalone reviews, holiday gift guides, deal coverage, best-of roundups, and international press.