The Challenge

In a market rife with debate and skepticism around location-sharing technology, Life360 faced the challenge of relaunching itself in Australia as a trusted, positive force in family life. Our task was to shift the narrative, elevating Life360 from a misunderstood tech product to the go-to family safety app empowering people across the country. 

The Solution

We relaunched Life360 in market with a human-first comms strategy designed to tap into both the emotional and practical value of the industry-leading technology. To ground the brand in the everyday lives of Australian families, each storytelling lever we pulled was rooted in hyper-local cultural relevance.

At the core was a dynamic always-on comms hub targeting parents, Life360’s most engaged and influential audience. We anchored earned storytelling in real-life experiences, using compelling Australian case studies paired with wide-ranging data to highlight key use cases, demonstrate demand, and ultimately humanise the technology providing an immediate sense of trust.

This was supported by thought leadership from Life360’s CEO to build credibility and amplified by a network of respected key opinion leaders to extend reach and lend authority to our narrative, a critical step in shifting negative perceptions through professional endorsement.

Reputation remained a central pillar. We collaborated closely with the team on robust issues management to anticipate and address concerns with confidence, ensuring the brand was set up not just for launch success, but long-term resilience and credibility.

To further extend reach and spark conversation, we brought hero use cases, from the parental back to school juggle to driving safety, to life through playful, platform-native influencer content. This channel-specific approach allowed us to soften the surveillance narrative and instead highlight the app’s role in connection, care and peace of mind on social through relatable comedy and light-hearted, social-first storytelling.

All activity worked together to produce a clear shift in brand perception: increasing awareness, growing share of voice, and positioning Life360 as a trusted family ally. This uplift translated directly into commercial impact, fuelling growth in downloads, upgraded memberships, and engagement.