Arlo's brand mission is Engineering A Worry-Free World—an ideal based on the fact that people work hard to pull together the resources to buy a home. They grow their families and, when they reach their mid-30s to early-40s, worry begins to creep into the back of their minds. Our goal in launching this brand has been to demonstrate how Arlo can protect the things you care about most in and around your home—with a "smarter" solution.
Instead of using fear tactics (as other home security companies do) we made friends with the bad guys. We put their previous criminal knowledge to good use and created Burglar On Demand, a live security advice service on Twitter that's powered by ex-burglars.
Turning the category's "fear tactics" upside down, we kicked off our campaign with a 4-minute video in which a burglar with a disguised face and altered voice helps a family wiseup to their home's weak spots while safeguarding it with Arlo smart home security products.
This video drove to our Burglar On Demand HQ, where our live Twitter service (which is staffed by real ex-burglars) focused on answering questions and scanning Twitter for oversharers bragging about their #bigpurchases. We used all these opportunities to educate our audience on risky behaviors. Additionally, we bought paid search terms like "handyman" and "dog walker" to warn people of the risk of burglars posing as domestic help. In the end, Burglar On Demand started a smarter conversation on home security that was fun and useful, rather than scary—and that doubled sales, as well.