Mellow, the innovative kitchen tech startup, transformed a smart sous-vide device into a $200,000+ pre-order success through strategic DIY public relations and founder-driven marketing.
From Engineering to PR Mastery
The founder, Ze Pinto Ferreira, was a mechanical engineer with a vision to revolutionize home cooking. He understood the power of media coverage.
Instead of waiting for the press to find them, he proactively reached out to over 100 reporters directly.
The Power of Direct Outreach
Mellow’s founders personally tackled PR, despite it being outside their immediate expertise. Their direct-to-reporter outreach approach was a simple yet effective strategy.
This dedicated PR effort paid off nicely:
- Immediate Traction: $64,000 in pre-orders within just 3 days
- Sustained Growth: Over $200,000 in pre-orders in under a month
- Media Coverage: Features in major tech publications like TechCrunch and TheNextWeb
Breaking Traditional Boundaries
What sets Mellow apart is how they overcame their lack of formal PR expertise without hiring expensive agencies.
The founders took it upon themselves to learn PR strategies, build personal connections with journalists, and craft narratives that resonated with their audience. This also allowed for direct control over their message, ensuring that every detail of their story was communicated with authenticity and precision.
Their experience demonstrates that even technical founders, when determined and proactive, can master marketing and PR to drive significant pre-launch success.
Let Mellow’s story inspire you to embrace your own narrative.
Think outside the box and be proactive!
⚡️ Quick Hits
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