LIFE360

GIVING THE LIFE360 NARRATIVE A 180 TURN

Despite being used by 1 in 8 families, location-sharing app Life360 wasn’t seeing its dominance in the market being reflected in the media. Life360 came to DKC to help highlight the narrative that the app is changing the way people connect, better stand out among competitors with higher brand recognition, and dispel the negative narrative that portrayed the product as a “digital leash” used by overbearing parents.

(LOCATION) SHARING IS CARING

DKC set out to flip the helicopter parent narrative, crafting a survey that yielded key insights into how Gen Z thinks about and uses location sharing apps. The results? Contrary to media narratives, it turned out that Gen Z loves location sharing, highlighting how it represents safety and peace of mind for a stressed out and anxious generation.

MAPPING THE MESSAGE

To bolster storytelling, DKC sourced a third-party expert and educational psychologist to serve as the Life360’s consumer spokesperson, while CEO Chris Hulls lent his insights on the company’s explosive growth to drive a concurrent business narrative. DKC’s efforts resulted in impactful earned features in Good Morning America, The Wall Street Journal, Fast Company, Fortune, Entrepreneur, Business Insider and the Daily Mail all of which highlighted our survey data and positioned Life360 CEO Chris Hulls as an expert on this major new trend emerging among Gen Z.