The success of integrating product PR, corporate communication, and influencer marketing

How we boosted Frameo’s awareness

CASE: Frameo

Since 2015, the Danish start-up, Frameo, has developed, manufactured, and marketed software for digital picture frames making it simple for customers around the world to share their pictures with friends and family. They have had great success within the areas of Smart Home and Smart Living where they are established as market leader for digital picture frames.

As a young start-up with lots of drive and ambition to expand internationally, Frameo teamed up with Discus Communications to boost awareness of the company and its products.

A well-coordinated digital strategy put Frameo on the map

With a clear strategy and corresponding tactics, we developed an integrated PR and communication approach which included both product PR, influencer marketing and corporate communication to fulfil the following objectives:

  • Increase awareness around Frameo’s picture frames through product PR, tests, and reviews opportunities
  • Increase awareness around Frameo’s picture frames through partnerships with selected micro-influencers
  • Increase awareness around Frameo as a successful start-up company through corporate communication and targeting potential partners and investors

”As a start-up, we didn’t have that much experience with PR agencies and therefore didn’t know what to expect. We simply had a positive gut feeling right from the preliminary workshop, and the results from working with Discus Communications have truly been great.”

– Nikolaj Schmidt, Co-founder, Frameo


Within the first six months, we were able to tick all the above objectives:
  • Securing 27 product reviews and 12 mentions. This included a feature in the Danish morning television show Go’Morgen Danmark at TV2 where the host, David Guldager, presented Frameo’s products and showed how easy they are to use
  • Setting up collaborations with 20 micro-influencers who shared news about Frameo to their Instagram followers
  • A major interview with the national daily Jyllands-Posten followed by six additional articles focusing on the start-up success story in publications such as ITWatch and Finans, among others.
  • A total reach of more than 5.000.000.