New Cosmos USA, the global leader in residential natural gas detectors, was preparing to launch their new product line, DeNova Detect, at the 2023 Consumer Electronics Show (CES). Operating in a controversial political climate surrounding natural gas appliances and a challenging environment where 4,200 annual home fires were caused by natural gas explosions, New Cosmos needed a strategic partner to navigate these complexities. The company required a comprehensive PR and social media strategy that would acknowledge the risks of natural gas while promoting the advantages of their innovative safety solutions. New Cosmos partnered with Zen Media to develop a 100-day sprint campaign that would generate substantial coverage around natural gas safety and successfully launch DeNova Detect at CES 2023.
Our team developed a multi-faceted approach targeting key stakeholders and trade outlets in the natural gas appliance, safety, and consumer technology industries. We created a comprehensive strategy spanning media relations, thought leadership, and social media amplification to build awareness, establish credibility, and position New Cosmos as “the voice of reason” in a politically charged environment. Through careful messaging development and media training, we ensured consistent communication that balanced safety concerns with the benefits of natural gas products.
We implemented a targeted media relations strategy that successfully captured the attention of trade publications and mainstream media. Our PR team crafted compelling press releases distributed through national newswires and used these as the foundation for personalized outreach to key media outlets. Through strategic newsjacking and thought leadership opportunities, we positioned New Cosmos’ business leaders at the center of relevant industry conversations.
Our social media team developed and executed an amplification strategy to extend the reach and lifespan of each media hit. By promptly sharing press coverage with strategic tagging of publications, people, and relevant organizations, we maximized visibility and engagement across platforms. This coordinated approach ensured that New Cosmos maintained a consistent presence throughout the 100-day campaign period.
Our team also provided comprehensive media training for New Cosmos executives, equipping them with clear talking points and messaging that positioned them as industry experts while navigating politically sensitive topics. This preparation enabled them to effectively communicate their value proposition during interviews, podcasts, and television appearances.
Our strategic approach ensured New Cosmos USA’s groundbreaking products made a significant impact at CES 2023. The company successfully showcased their innovation—the first-of-its-kind residential battery-powered wireless natural gas alarm in the U.S. that integrates with Amazon Sidewalk—to an engaged audience of industry professionals, retailers, and consumers. The campaign effectively balanced safety messaging with technological innovation, positioning New Cosmos as a forward-thinking leader in home safety.
By achieving a 689% increase in share of voice, our team demonstrated the effectiveness of our strategic PR and social media approach. The success of the campaign culminated in the Las Vegas City Mayor’s Office declaring January 6 as Natural Gas Safety Awareness Day, validating New Cosmos’ position as an industry leader in natural gas safety.
The campaign delivered substantial media coverage across trade and mainstream outlets, with executives featured in bylined articles, podcast interviews, and television segments. This visibility directly contributed to New Cosmos securing deals with multiple major big-box retailers, creating significant business opportunities and expanding their market reach.
The impact of our team’s work was further highlighted by New Cosmos’ decision to name Zen Media their agency of record, underscoring the value of the partnership and the tangible results achieved through the 100-day sprint campaign.
Minority and Women-Owned | DBE, MBE & SBE Certified | Creative + Communications + Conversions