Arlo, the smart home security company that spun off from Netgear four years ago and has since become an industry leader without doing any major advertising, takes the plunge today with the launch of a national brand awareness campaign titled “Protect Your Everything.”
Prior to this, Arlo had “been focused on lower-funnel activities to drive sales,” Lily Knowles, senior vice president of sales and marketing, tells Marketing Daily. “Now that the brand is more established, our goal is to reach a broader audience to showcase the benefits of Arlo’s smarter security solutions.”
Even without national advertising, Arlo was the second largest home security camera brand globally in 2021, behind only Amazon’s Ring, according to Strategy Analytics. (Wyze, Google’s Nest, and Alarm.com rounded out the top five).
“Protect Your Everything,” from creative agency Haymaker, begins with ads focusing on “Uncertainties at the Office”: a 30 spot featuring all of Arlo’s products, and two :15 spots, one featuring security cameras, the other wireless video doorbells. The ads will run on outlets including Bravo, Discovery, ESPN, HGTV, Hulu, Paramount+, Peacock and Travel Channel.
Campaign media, which also includes endemic display and paid social, is being handled in-house by a team that was assembled quickly after Palisades Media Group, which had been tapped as media agency, shut down suddenly last month.
“The shift is a testament to Arlo’s nimble nature,” Knowles says, “being able to adjust less than two weeks ahead of launch to get the campaign across the finish line."
The commercials focus on a woman at work in an office who’s obsessed with anxieties about her home -- which are personified by several co-workers who look very much like her. The multiple looks are pulled off by Oscar-winning makeup artist Barney Burman (for “Star Trek,” 2009).
Arlo cites a commissioned OnePoll survey conducted last September which showed that 42% of Americans feel unsafe in their homes.
For example, consumers might ask “Did my kids make it home safely? Did my package get stolen? Did I leave the stove on?” says Knowles. “Whether working from the office or remotely, running errands or on vacation, we can all relate to the mountain of uncertainties tied to everyday life.”
A second wave of ads, titled “Uncertainties on Vacation,” will debut Oct. 10.
“Protect Your Everything” will run through December.