Submitted by Stride Social LTD

Ring Doorbell Creator Campaign

Stride Social ran a creator campaign for Ring's new doorbell across product review, home and technology verticals, reporting 300 万以上 views on the resulting content.

643k+likes (点赞量)
18k+shares (转发量)
300views (观看量)

Case in 60 seconds

Ring is established in home security and best known for its flagship Ring Doorbell, and the stated objective was awareness for a newly launched doorbell rather than for the brand as a whole.

The campaign appears to turn on category familiarity, because a home security device is judged on demonstrated function rather than on claims, so audiences already following product review, home and technology creators were the readiest to register a new doorbell.

The organizing choice was vertical fit rather than broad reach, with partners drawn from product review, home and technology so the content landed with the audiences those verticals already gather.

Stride Social selected product review, home and technology vertical creators, who produced video content built around the product's features and the selling points of the new doorbell in order to raise interest among potential buyers.

Stride Social reports 300 万以上 views, 643k+ likes and 18k+ shares across the campaign content, and attributes to the work a rise in brand awareness and wider reach for the new product.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Audiences following product review, home and technology creators, which the page frames as the target vertical audience for the new doorbell, alongside potential buyers of home security products.
Home security hardware is assessed on demonstrated function, and the page frames the task as awareness for one specific new doorbell rather than for the category, so the work needed creators whose audiences already evaluate devices.
Ring appears in the work as the product under review rather than as the narrator, since the page describes creators producing the videos and presenting the features and selling points themselves.
Based on the available evidence, the campaign assumes that audiences considering a home device respond to a creator demonstrating it in context, which is why product review, home and technology verticals were chosen over general lifestyle reach.

Creative & Execution System

Assets & channels

  • video

Partners

  • Stride Social LTD (lead_agency)

Creator role

  • 产品测评类和家居类、科技类垂直达人 (product review, home and technology vertical creators)

Results & Evidence

MetricValueResult type
likes (点赞量)643k+performance
shares (转发量)18k+performance
views (观看量)300 万以上video_views

Why Stride Social LTD's strategy worked

  1. 1

    Casting for vertical fit rather than follower scale gives a demonstrable product access to audiences already assessing purchases in that category, which is where feature-led video does most of its work.

  2. 2

    Where a brand is carried by one flagship product, creator video appears to work as a way of separating a new release from the familiar one, because the format shows what changed rather than asserting it.

  3. 3

    Engagement here concentrated in approval rather than distribution, since Stride Social reports 643k+ likes against 18k+ shares, which reads as a reminder that review-format content is watched to evaluate rather than to forward.

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