The brief:

Raise the profile of an exciting new app and its inspiring founder


The plan:

Two strands of PR activity to put the brand and its face, Michelle Kennedy, at the centre of relevant conversations


The project:

Peanut is a social networking app for mothers that’s relatable, real and useful. The business came to Rebecca Abigail to ask for help with two activities: raising their profile within their target audience and positioning the app’s founder, Michelle Kennedy, as a leading female CEO and thought leader in tech entrepreneurship.


By monitoring the news agenda and conversations taking place in relevant communities, Rebecca Abigail secured timely, meaningful coverage for the app in lifestyle media, the news agenda and business pages. Press landed in top-tier publications across a range of topics to tick off both objectives in a single campaign. Today, the app has more than 500,000 members and Michelle is recognised as a source of leading commentary on topics from parenting to entrepreneurship and female leadership.