Overwatch x Rescue
Designed and executed a comprehensive go-to-market and digital strategy to build brand awareness from the ground up and drive conversions for the company's expansion into the Direct-to-Consumer (D2C) market.
Client
FocusPoint International
Industry
Lifesaving Tech
Service
Go-to-Market Strategy
Public Relations
Media Relations & Training
Social Media
Duration
Ongoing
OverView
Overwatch x Rescue (OxR), an established global leader in the B2B emergency response sector, saw an opportunity to enter the Direct-to-Consumer (D2C) market. Despite being leaders in the B2B space, the brand had very little brand equity with consumers.
The Challenge
Overwatch x Rescue’s share of voice within consumer media was minimal, meaning they lacked the third-party validation crucial for building trust with a new audience of adventure enthusiasts. This media challenge was compounded by a difficult digital environment, including an Instagram account with only a double-digit following and a social media presence reliant on text-heavy, low-engagement, and a lack of authentic, user-centric content needed to build trust with adventure outdoor enthusiasts.
The Solution
Daring Medium developed and implemented a holistic go-to-market strategy. This included repositioning the brand's highly technical messaging to be digestible for consumers, creating a dynamic content strategy focused on user-generated content, launching a Brand Ambassador program to leverage trusted voices, executing an authenticity-focused social media strategy, and implementing a comprehensive PR strategy to secure top national media & trade coverage that elevated their presence and authority within the lifesaving tech space.
The Result
The Result: Our integrated strategy continues to deliver tangible, measurable results, successfully launching Overwatch x Rescue into the consumer adventure space and establishing significant brand awareness from the ground up. Within the first year, we amplified their story to a total audience reach of 2.8 billion, securing 537 media mentions and an ad value equivalent of $25.8 million through key placements in Forbes, Gear Junkie, Advnture.com, PCMag, WIRED, NYT’s Wirecutter, and more. This media momentum directly fueled explosive community growth, driving a 1,976.25% increase in Instagram followers, proving our ability to turn bold stories into bigger impact.
