Our work

Owlet:
Empowering Parents

Owlet, the first and only FDA-cleared smart baby monitor on the market, aims to empower and ease parental stress by monitoring key vital signs during sleep. In late 2023, Owlet was granted De Novo FDA clearance for their Dream Sock, which wraps gently around the baby’s foot, tracking an infant’s pulse rate and oxygen saturation levels to alert parents if these readings drop below safe levels.

Insight & Idea

As the first-of-its-kind baby monitoring technology to receive this FDA clearance, Owlet and Diffusion set out to demonstrate the brand’s commitment to bringing peace of mind to tech-savvy, working and health-conscious parents who could benefit from its products. As such, Diffusion conducted large-scale outreach around the company’s FDA-cleared products, encouraging journalists to include “FDA-cleared,” peace-of-mind messaging.

Diffusion supported Owlet’s presence at CES and Pepcom by planning, creating and executing a booth that provided peace of mind and created a space that would attract attendees on-site. The key tactic was a “relaxation corner,” including private massages for visitors – a nice break from the busy show floor.

Following CES, Diffusion conducted a robust media sampling campaign, ensuring that Owlet’s Dream Duo 2 was placed in the hands of the right reporters for first-person reviews and in-depth stories. Diffusion also conducted proactive outreach around Owlet’s key technological differences compared to others on the market, alongside parent and real-user testimonials and major sale moments that drove awareness during prime consumer interest and purchasing periods.

Impact & Action

Owlet and Diffusion’s presence at CES resulted in coverage in key mainstream and consumer tech outlets like Wired, The Verge, Gearbrain and USA Today’s Reviewed, as well as awards from TechRadar and Tom’s Guide.

In the months that followed, Diffusion cemented Owlet as the trusted device for smart baby monitoring, totaling over 160 pieces of earned media coverage and 3.8 billion impressions for the year (2023). 33% of those pieces focused on the ever-important FDA-clearance messaging.

Additionally, Diffusion’s sampling program boasted a 100% increase, getting samples in the hands of key media, including Buzzfeed, SheKnows, and more. The team also far exceeded affiliate goals, with a 250% increase in affiliate sales quarter over quarter.