mophie - Consumer Product Launch


mophie, a virtually unknown brand, was set to launch its external battery product for the iPhone, and needed to make noise in the crowded marketplace while educating general consumers on the category.


Havas Formula was retained in 2009 to create consumer excitement and secure media coverage for mophie’s first juice pack battery case and has worked with the brand since to establish mophie as the clear leader in the external battery power category with products for nearly every smartphone, tablet and USB-enabled device on the market.


  • Develop pre-launch seeding program for select media to receive exclusive access to new innovations prior to launch
  • Establish relationships with key industry influencers for third party endorsement in major national news outlets
  • Conduct bi-annual New York and San Francisco media tours to showcase product and demonstrate new innovations, targeting consumer media
  • Execute promotions with general consumer  brands to make external rechargeable battery relevant to consumers’ everyday needs
  • Participate in key consumer technology events to develop relationships with industry media contacts
  • Drive social media engagement through promotions, giveaways and key co-branding partnerships 


  • Secured 1,145 unique media placements, garnering 2.1 billion impressions and $6.7 million in ad equivalency
  • Conducted in-person briefings with more than 60 media in NYC and SF
  • Secured coverage in every top-tier outlet across verticals, from WSJ, NYT, Reuters, Fast Company and Forbes to CNN, the Today show, Fox Business, Rolling Stone, InStyle, TIME and Travel + Leisure
  • Developed co-branding initiatives with, tarte Cosmetics, and Alice + Olivia, reaching more than 300,000 new consumers
  • Recommended participation in 2011 SXSW, resulting in more than $68K in on-site sales
  • PR identified by client as a “direct contributor” to mophie placing #214 on the Inc. 500, growing from $2.6M to nearly $50M in revenue in three years

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