Consumer Technology PR: Carbonite
Airfoil reinforces online backup industry with Carbonite recognition
Carbonite Inc. had built an acclaimed online backup product and needed to build its brand image with potential consumer and small business customers as well as distribution partners.
Challenge: The company turned to Airfoil, a leader in consumer tech public relations, as its corporate public relations firm in 2007 to enhance the Carbonite brand, support its rapid growth and increase share of voice within the competitive landscape.
Solution: Airfoil built an educational campaign to highlight the technical product attributes of Carbonite and benefits of online backup for consumers and small businesses. Our consumer PR firm leveraged traditional, online and social media PR channels to deliver the educational message and supported the launch of Carbonite for Mac, numerous Carbonite product upgrades and the introduction of new features such as Remote Access.
In addition to the educational component, Airfoil built a thought-leadership campaign to showcase the rapid growth of Carbonite and the success of CEO and Founder David Friend. When Carbonite signed major deals with Sun, Acer, Lenovo, Packard Bell and other tech industry giants around the world, our technical PR agency supported the announcement with strategic media relations and press outreach to highlight the importance of the deals to the growth of the online backup industry.
Results: The rapid growth of Carbonite has continued as it has seen major increases in customers and revenue. It now has backed up more than 25 billion files and restored more than 2 billion files for customers around the world. The company has customers in more than 120 countries and has raised $47 million in venture capital. Airfoil’s consumer technology PR strategies for Carbonite have led to features in USA Today and the New York Times.
The company was named a WebWare 100 winner by cNet and Lifehacker awarded Carbonite with the title of “Best Windows Backup Product. As Carbonite continues to expand, Airfoil continues to develop consumer technology and electronics PR strategies that support and fuel the growth of Carbonite.
Discover how Airfoil's consumer tech PR expertise grows businesses. Contact us to learn how our integrated PR and marketing communications services continue to grow technology businesses.