Challenge

Remember when PokémonGo was all the rage in the summer of 2016? Law firm Perkins Coie certainly does. By 2016, they’d long been a go-to law firm for innovative technology companies – including developers of augmented and virtual reality (AR/VR) like that used to catch virtual Pokémon.

So while they were enthusiastic about the mobile app’s success, they were also concerned about losing ground to new entrants clamoring for market share. They were the preeminent legal authorities on AR/VR – and wanted their reputation to reflect it.

But in a space flush with newfound buzz, making their voices heard would be no easy task.

Solution

To stake Perkins Coie’s claim as the premier legal advisor in the AR/VR space, Greentarget counseled the firm to conduct an annual survey of startup founders, investors and industry executives. Our research team developed the AR/VR Survey Report from start to finish: drawing on insights from qualitative interviews, drafting quantitative survey questions, collecting and analyzing the data and writing the report itself.   

And upon completion, Greentarget’s media relations team carefully crafted pitches about the survey tied to relevant news hooks. Since the release of the first survey aligned with the launch of PokémonGo, the team offered the survey data to reporters covering the rising popularity of the mobile app, resulting in interviews with leading publications like the Associated Press and Fortune.

Greentarget has now developed three more iterations of the report – one per year – with fresh themes and questions about emerging legal considerations, industry investment and outlook, applications across other sectors, and global AR/VR adoption.

Impact

• Greentarget has secured more than 400 pieces of news coverage for the AR/VR report, in leading national publications like the Associated Press, Fortune, Forbes, Venture Beat and Fast Company. Reporters refer to survey data in news articles 12-18 months after the initial launch. Over the years, the report has helped the firm’s partners establish and maintain relationships with influential reporters, who now regularly turn to them for commentary.
• Social media posts Greentarget drafted around the report have resulted in some of the firm’s highest engagement rates – over 9,500 impressions for each survey iteration.
• Established the firm as an authority on the business issues facing industry stakeholders.
• The survey report, media hits, bylined articles and infographics highlighting the findings are consistently used as marketing collateral for client pitches and industry events.