Introducing a New Tech Category Through Strategic PR and Educational Storytelling
Client
Firefly Mobile (USA)
Role
Strategic Marketing & Public Relations Director
(Strategy, leadership, and execution)
Contex
In 2006, mobile phones were rapidly expanding in Colombia, but were exclusively associated with adults. Firefly, a U.S.-based company, aimed to introduce a mobile phone designed specifically for children, featuring parental controls, pre-programmed contacts, and safety-focused functionality.
The launch had to be executed without paid advertising, relying entirely on public relations and earned media.
Challenge
- Introduce a children-focused mobile device into a skeptical market.
- Anticipate concerns from parents, educators, and experts.
- Localize international research for the Colombian cultural context.
- Drive awareness and trust solely through earned media.
Without a strong narrative, the product risked rejection or misinterpretation.
Strategy
I designed an educational, trust-first communication strategy, focused on credibility over promotion:
- Analysis of international studies and media coverage.
- Cultural adaptation of messaging to local concerns.
- Storytelling centered on child safety and parent–child communication.
- Proactive response to potential objections around privacy and technology use.
The strategy positioned Firefly as a responsible solution, not a commercial trend.
Execution
- Specialized press releases and journalist kits.
- Direct media relations and pitching.
- Educational content for parents:
- Demonstration videos
- Infographics
- Responsible-use guides
- Ongoing coordination with Firefly’s international team.
Impact
- National media coverage through earned press.
- Strong positioning of the product as a safety and communication tool.
- Informed public discourse around children and technology.
- Market visibility achieved without advertising investment.
Expertise: Content Strategy · Communications · Journalism · Storytelling · Digital Content · Audio/Video
