PR for Smart Watches

Amazfit has achieved top five global smartwatch sales in recent years, but brand awareness among consumers in the west is low. Honey was appointed to strengthen Amazfit’s position, leveraging a new brand identity and flagship product launch – helping to demonstrate this challenger brand could compete – and beat – the likes of Apple and Samsung.




The Challenge


Amazfit’s brand upgrade featured a new slogan, Up Your Game, a rallying cry to an audience of hardcore smartwatch users, but also a new generation of wearers who value style as much as functionality. The launch of the GT 3 Series was the platform to invigorate the brand and inspire consumers who want a premium wearable that helps them take control of their health, wellbeing and fitness. 

Amazfit’s HQ launch team needed a global lead agency that could not only produce content for PR, social and online that would hit the spot for local markets, but a PR team that could elevate the brand beyond technology media and into the lifestyle limelight.

They also needed an agency that could streamline its communications across its markets. Establish relationships with fashion and lifestyle media with knockout product stories that would turn journalists into Amazfit champions, and inspire consumers to fall in love with the brand.

Honey created a comprehensive plan that would mark out the GT 3 Series advantages against Amazfit’s competitors. The London-based team struck with a two-campaign combo – a brand PR launch and a product PR launch.

Honey created a consistent message brought to life through a library of assets that easily helped local markets understand the brand’s Up Your Game proposition – with materials to aid in their transition from the old identity to the new. 

A digital-first content toolkit included a high-end Reviewer’s Guide, video, teaser gifs, photography and media kit designed to make a significant impression with fashion, lifestyle, and tech media.

Honey amplified Amazfit’s partnership with new Experience Consultants, fashion icons HELIOT Emil™ and Christian Cowan, through its tier one media contacts and carefully curated influencer selections in lifestyle and fashion media in both the UK and USA. 

Following turns on the catwalk at both Paris Fashion Week and New York Fashion Week, a Big Apple press event was hosted by Christian Cowan and attended by fashion and accessory editors, which boosted the design and style credentials of the GT 3 Series. 

Creative photography and video assets were developed and shared on the designers’ social platforms, expanding Amazfit’s global reach to untapped audiences.

Honey managed PR for the launch of three GT 3 models – the GTR 3, the GTS 3 and high-end GTR 3 Pro series. Dozens of stories to position Amazfit as the must-have Christmas gift for him and her landed multiple mentions in time for the holiday season. This was augmented with sponsored online content with HypeBeast and GQ, giving the brand added kudos among key audience demographics.

The Results

Amazfit has seen its consumer reach soar, with over 900 million consumers reached through more than 100 media mentions in the likes of Forbes, TechRadar, Esquire, and Men’s Health, among many other mainstream and specialist lifestyle, fitness, wellbeing and sports media. 

Creative social content and videos gained new audiences for Amazfit, and in three months, engagement on Instagram increased dramatically, with a 9000% boost for one Honey scheduled Christian Cowan post alone. 

The Hypebeast campaign outperformed commercial benchmarks across impressions, views, dwell time, and CTR. A standout result was the CTR which was 30% over Hypebeast’s benchmark, for an article that was very much announcement-based rather than product-based.