How IMOTO's PR strategy achieved 35 million impressions in one week
Discover how IMOTO's strategic PR campaign achieved 35 million impressions in a week, gaining international recognition for their electric motorcycles and green energy initiatives.
It is no secret that the most effective way to gain media attention is by having a concrete PR strategy. Done right, your brand name is not only included in your target media list but also triggers organic coverage from media interested in your brand’s key message.
IMOTO, an Indonesian automotive startup, has made significant strides in the electric motorcycle industry with a potential positive impact on the environment and the Indonesian economy.
Their newly launched motorcycle, VISION.Ev, features fast-charging technology that recharges the battery from 20% to 80% in 30 minutes, a 5.5 kWh battery with a 160 km range, and a top speed of 105 km/h. Advanced features include a touchscreen infotainment system, keyless entry, and tracking applications. However, this was not the only message IMOTO wanted to convey in their PR campaign.
The bigger vision of their product is to tackle Indonesia's pollution, especially in urban areas where transportation significantly impacts air quality. IMOTO believes that transitioning to electric motorcycles can significantly reduce harmful emissions like carbon dioxide and nitrogen oxides. "VISION.Ev’s zero-emission technology helps lower pollution levels, contributing to cleaner air and a healthier environment," says Abhishek S. Yadav, Co-Founder of IMOTO.
IMOTO's PR campaign highlights their commitment to sustainable mobility and cleaner air, aiming to create a positive impact beyond building brand reputation. This approach resulted in their latest PR campaign for the VISION.Ev product launch being covered by over 25 prominent media outlets in Indonesia and internationally, including e27, Technode Global, Deal Street Asia, and major Indonesian media like bisnis.com, KONTAN, and Media Indonesia, with an estimated 35 million impressions. Additionally, the organic effect of their PR campaign led to further invitations from media interested in covering more of IMOTO's story.
Here are some key takeaways from IMOTO's PR strategy during their product launch that you can apply.
Their key message is not only about the product launch
Promoting a new product is crucial, but incorporating additional messages can enhance the impact of your PR strategy. IMOTO effectively employed this approach in their campaign. Beyond introducing VISION.Ev, an electric motorcycle that fast-charges in 30 minutes and features advanced technology like a touchscreen system and keyless entry, the company emphasized their broader vision.
A key part of their PR message highlighted IMOTO's commitment to green energy and local economic support by achieving a 75% domestic component level (TKDN) in their products. This approach aligns with the principle of impactful branding: showing value through tangible commitments rather than just telling.
The launch of the VISION.Ev aligns with the Indonesian government's efforts to promote sustainable transportation and reduce carbon emissions. In May 2024, the government allocated a US$455M subsidy for electric vehicle (EV) purchases and plans to build at least 32,000 EV charging stations over the next six years. During the product launch, IMOTO announced plans to build 200 EV charging points to support this initiative. This reinforces the idea that a brand’s key message should demonstrate its positive market impact, not just its product features.
By incorporating these elements into their PR strategy, IMOTO provided a compelling case study in effective messaging and brand positioning.
Falencia Naoenz
Selecting media that aligns with your business
IMOTO collaborated with Content Collision (C2) and DreyaComm to maximize their PR strategy. This collaboration involved targeted press conferences and media distribution to gain international media exposure.
Partnering with Content Collision (C2), the company targeted media outlets that align with their industry and mission. This approach ensures reaching an audience that shares their vision. From the campaign, IMOTO successfully got coverage in international media such as Deal Street Asia, Technode Global, e27, and imotorbike.my.
Locally, DreyaComm facilitated comprehensive press conferences and other PR efforts to boost visibility. Choosing specialized PR partners ensures a well-executed, trackable campaign, driving measurable results. This strategy highlights the importance of aligning media efforts with business goals for effective PR.
Proudly include your future plans
Though it was previously mentioned at the product launch that IMOTO is building both EV products and an EV ecosystem, they also included their future plans in their PR strategy to strengthen this message. Future strategies include:
- Expanding international presence through more media engagements and global events.
- Strengthening the local market by increasing EV charging points and enhancing product features.
- Collaborating with partners to promote sustainability and economic development.
Stating future plans also increases the potential for journalists interested in the same topic to return to IMOTO for more stories related to their short-term or upcoming initiatives.
Results and impact
The collaboration with DreyaComm and C2 resulted in significant media coverage, enhancing IMOTO's visibility both locally and internationally. The PR campaign resulted in over 35 million impressions within a week, demonstrating the effectiveness of the strategy and the widespread interest in IMOTO’s story. This coverage highlighted both the products and the company's sustainability efforts.
- Brand Awareness: The campaign increased IMOTO’s visibility, positioning it as a reputable brand in the electric motorcycle industry.
- Customer Engagement: Detailed features of VISION.Ev attracted interest from motorcycle enthusiasts and environmentally conscious consumers.
- Industry Recognition: The campaign positioned IMOTO as a key player in the electric vehicle market, drawing attention from industry stakeholders and potential partners. The commitment to high TKDN (local content requirement) was also well-received, highlighting support for local industries and job creation.
- Environmental Impact: Promoting electric motorcycles helped reduce carbon emissions, and the planned rollout of 200 EV charging points supported broader green energy initiatives.
IMOTO’s PR strategy has laid a strong foundation for its growth and recognition globally. By focusing on technological innovation and sustainability, IMOTO not only markets its products but also contributes to a greener future and supports local economic development.
Content Collision provides performance-based digital PR services and B2B content marketing services for tech startups in APAC and beyond. Book a discovery call to learn more.
