Connected thinking. Illuminating a new category.
Launching during the pandemic, Zuma Array introduced a revolutionary connected lighting solution into an already crowded and often confusing smart home market. To unlock growth, the brand needed more than awareness. It needed understanding. Our role was to build credibility, educate audiences and position Zuma Array as the lighting brand reshaping the future of connected living.
The Potential:
The connected home category was growing rapidly, but consumer understanding remained low and the market was fragmented. Zuma Array had developed genuinely differentiated technology, yet as a new entrant it lacked the profile needed to attract media attention, retail partners and investor confidence.
The opportunity wasn't simply to generate coverage. It wasto become the brand that defined the conversation around intelligent lighting.
The Insight:
People don't adopt technology they don't understand.
For Zuma Array to gain traction, the technology first needed translating into tangible consumer benefits. Independent voices, trusted media and industry experts would be far more influential than brand messaging alone. By educating the market through credible third parties, we could accelerate both awareness and commercial opportunity.
The Idea:
We built an integrated earned communications programme designed to educate, influence and create momentum across consumer, technology and trade audiences.
Our approach combined:
- Strategic media relations across national, consumer, technology and trade publications.
- Founder interviews across podcasts and broadcast media to tell the innovation story.
- Independent product reviews with leading technology journalists.
- Experiential showroom visits to demonstrate the technology first-hand.
- Trade show participation and industry award submissions to build sector credibility.
- Introductions to leading kitchen and bathroom retailers through our established KBB network, creating new commercial partnerships.
- By combining earned influence with industry connections, we helped Zuma Array cut through category complexity and establish itself as a credible innovator.
The Impact:
In just eight months, the programme delivered measurablebusiness impact:
- Coverage across more than 75national, consumer, trade, retail and design publications.
- A combined circulation andmonthly unique audience of 59 million.
- New sales partnerships with majorkitchen and bathroom retailers.
- Increased awareness of ZumaArray's connected lighting technology among consumers, media and industrydecision-makers.
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