CASE STUDY: HEALTHCARE / CONSUMER
Molekule
VSC and Molekule built the most successful challenger brand in air purification. Our campaign earned 100+ media placements reaching 793m people and earning the distinction of Time’s Best Invention.
The Story
How Molekule became known as the only air filter to "destroy vs. capture"
With a saturated market of air purifiers, we sought to differentiate Molekule from a slew of similar products while justifying the product’s higher price point when compared with less high-touch competitors.
Strategy & Tactics
We established Molekule as the first and only air purifier that actually destroys harmful indoor air pollutants by positioning their breakthrough PECO technology against the prevailing HEPA alternative with “destroy vs. capture” storytelling. Our outreach messaging efforts were focused around those who could benefit most dramatically from the relief Molekule provides.
We engaged a comprehensive reviews plan among vetted high-value, low-risk targets at top-tier lifestyle and consumer publications, as well as more specific health and parenting blogs and submitted for key design and consumer awards.
The Results
Through our media relations, we secured dozens of stories spanning tech, business, and consumer publications, with a potential viewership of more than 793M unique monthly viewers.
Molekule has generated publicity and praise from global media outlets, most notably being named one of TIME’s Best Inventions of 2017.
793M
UMVs
106
Top Tier Placements
23
Gift Guides
14
Initiatives
Goop
I've been obsessed with Molekule...! I like to imagine it's like having hundreds of superpowered plants releasing clean, fresh air all around me.
-Kristen Chang
Tech Crunch
Meet Molekule, the sleekest air purifier on the market.
-Sarah Buhr
TIME
Most air filters improve air quality by trapping harmful pollutants... Molekule takes that idea one step further—by destroying them altogether.