The Challenge
BOOX faced the significant challenge of launching their Tab Ultra C E-Ink tablet in a market dominated by established e-reader brands and increasingly versatile traditional tablets. With consumers often having preconceived notions about E-Ink devices as simple e-readers rather than fully-featured tablets, BOOX needed to communicate the innovative nature of their product to a sometimes skeptical audience.
The team needed to generate immediate awareness and excitement on launch day while simultaneously securing in-depth reviews that would showcase the tablet’s unique features and capabilities. This required coordinating precise timing across multiple media outlets in both the UK and USA—markets with different tech media landscapes and consumer preferences.
Compounding the challenge was the need to stand out in an incredibly crowded tech news cycle, where dozens of new devices compete for limited media attention every week. Without the marketing budgets of industry giants, BOOX needed a strategic approach that would maximize impact and convince journalists that this device deserved their valuable review time.
The Solution
We developed a carefully calibrated launch strategy designed to generate both immediate awareness and sustained coverage. First, we crafted a comprehensive press release that clearly communicated the Tab Ultra C’s unique value proposition and technological advantages, ensuring journalists could quickly grasp what made this device newsworthy.
Rather than using a scattergun approach, we built targeted media lists focusing specifically on publications and journalists who had previously demonstrated interest in E-Ink technology, tablet innovations, or digital reading and note-taking solutions. This precision targeting ensured our outreach reached the most receptive and relevant audiences.
We coordinated the timing of the press release to align perfectly with the official launch date, giving journalists the information they needed to cover the news immediately while respecting embargoes. For select priority media contacts, we provided advance information under embargo, allowing them to prepare more substantial coverage for launch day.
For review outreach, we took a highly personalised approach, highlighting specific aspects of the device that would appeal to each publication’s audience and explaining why their readers would benefit from an in-depth assessment. Once review units were secured, we maintained consistent communication with journalists, providing technical specifications, comparison information, and prompt responses to any questions that arose during testing.
The Results
The meticulously executed campaign delivered exceptional results in a remarkably short timeframe. Within just one week of launch, multiple prominent outlets published news coverage, including prestigious publications such as Stuff, Forbes, T3, Tech Radar, and New Atlas.
The review outreach proved equally successful, generating over 20 review requests from media titles across the UK and USA—an impressive achievement for a specialised device in a crowded market. More importantly, by closely managing the review process from start to finish, we ensured that these reviews were not only completed but also overwhelmingly positive.
In-depth, favourable reviews appeared in influential publications including Creative Bloq, Digital Trends, Make Use Of, Yanko Design, Tech Radar, and Expert Reviews, providing potential customers with trusted third-party validation of the device’s capabilities and features.
Perhaps most significantly, this comprehensive coverage established a new benchmark for the brand, setting a standard that has been maintained for subsequent product launches. BOOX has successfully positioned itself as a serious contender in the E-Ink tablet market, with each new release now generating similar levels of media interest and positive coverage across key tech publications.
