CASE STUDY: LIFESTYLE / HARDWARE
Nanit
The first video baby monitor to use artificial intelligence (AI) and computer vision to track a baby’s sleep patterns and behavior.
The Story
How Nanit came to be known as the most advanced baby monitor ever created
Nanit was the first video baby monitor to use artificial intelligence (AI) and computer vision to track a baby’s sleep patterns and behavior, to help the whole family sleep better.
Our goal was to establish Nanit as a new parent’s best friend: a camera with sophisticated analytics that could send smart baby sleep data straight to their iPhone, sleek enough for the most couture nurseries – and not a “wearable.”
Strategy and Tactics
We built our campaign around two pillars: better sleep for babies and parents, and how computer vision could measure behavior without the need of an attached wearable.
We emphasized Nanit’s pioneering use of artificial intelligence and computer vision technology (the same tech used in driverless cars) to measure and differentiate between behaviors (i.e., is my baby sleeping or lying motionless with eyes closed but awake?).
We leveraged the press and consumer backlash against wearable baby monitors, as parents were skeptical of putting unproven electronic devices on essentially new humans. Nanit was the first baby-safe camera – one that doesn’t touch the child and is designed to prevent injury – plus features the highest level of security encryptions and an un-hackable video feed.
The Results
Nanit quickly became known as a leading smart baby monitor, surpassing its sales goals at launch (selling out of their first two batches of units within one month post-launch). The company received inbound interest and then struck distribution deals by several top retailers, including Amazon and Target, as well as key baby registry sites, including Babylist.
Our press program successfully garnered more than 212 pieces of coverage in the nine months since the company launched, with a total estimated reach of 592 million. Nanit started shipping devices to its customers in December 2016.
212
Stories
592M
UMVs
1
Shipped Device
Fortune
This Startup May Have Created The Smartest Baby Monitor Around
-Leena Rao
Forbes
The aesthetically sleek looking camera has been uniquely designed to track and analyze a baby's sleep patterns using smart algorithms while incorporating the highest safety standards.
-Meggen Taylor
BusyMommyMedia
Nanit is more than a baby monitor. Saying Nanit is just a baby monitor is like saying sleeping is just something you do to pass the time. Nanit does it all. It doesn't just detect motion. It classifies behavior. Think of it like a high tech sleep tracker for your baby.