The challenge

Peanut, the social networking app for mothers, enlisted us to announce the company closing on $5m in new funding, as well as the launch of its “Trying To Conceive” community network on the app. For such an announcement, it was critical for us to not only showcase Peanut’s strong business credibility but also show the company’s caring nature, where the hearts and minds of mothers are the focus.

The strategy

Knowing it was essential to cement Peanut as not only an incredibly successful and fast-growing business but also a brand that truly cared and listened to its audience, RA carefully crafted a multi-layer press release which was tailored for tech, business and female-consumer media verticals.


The results

Once the embargo lifted, RA’s outreach generated 18 positive pieces of top-tier coverage in titles such as Forbes, Techcrunch, The Daily Telegraph, Yahoo! Style and Evening Standard and an estimated 757 million reach across the media verticals, successfully showcasing Peanut’s business acumen as well as a true supporter of mothers around the world.