Meta was an unknown AR company competing against Microsoft’s Hololens and Google-funded Magic Leap. Meta was preparing to launch their newest product after nearly a year delay and were without a marketing lead.
Spiralgroup president Stuart McFaul stepped in as acting marketing VP. He led his tailored team on every aspect of launch events including all PR, social media, communications, and advertising, along with presentation development and training. Helping to broker an on-stage debut at the 2016 TED Conference, the TED premiere received enthusiastic social media buzz, which Spiralgroup leveraged before launch. We negotiated a two-week “embargo window,” allowing Meta to fully brief dozens of top-tier media.
Meta’s launch received universally glowing reviews and established the company as a technology leader and darling in a space dominated by the “big guys.” Launch press alone generated over 200 million impressions worldwide, reflecting a 16x ROI for Meta’s original marketing investment at the time. Coverage has gone on to reach over 21 billion impressions.