Peanut
Service
Consumer PR
Industry
Consumer Tech
(Overview)
Peanut, the ‘Tinder of Moms’, is the social media network made by mums, for mums. Created by Michelle Kennedy, formerly of Bumble, the app seeks to help mothers and pregnant women meet like-minded women and make friends with other parents. Peanut raised $5m in a Series A VC funding from Index Ventures to expand to its newest community: those who are trying to conceive - women on their journey to motherhood. R. Agency, as Peanut’s retained consumer and corporate agency, was briefed to deliver both messages - the raise and the new feature - to mums, investors and partners. The news was to land globally and both messages were to be of equal weight.
(Project Details)
R. Agency utilised the significant investment announcement to grab reporters’ attention, whilst offering interviews with Michelle Kennedy to share her insights on why she wanted to expand Peanut’s audience to those at the beginning of their parenthood journey. Utilising Michelle’s personal and professional story of womanhood and motherhood, R. Agency landed numerous embargoed interviews across UK national media.
Peanut, the ‘Tinder of Moms’, is the social media network made by mums, for mums. Created by Michelle Kennedy, formerly of Bumble, the app seeks to help mothers and pregnant women meet like-minded women and make friends with other parents. Peanut raised $5m in a Series A VC funding from Index Ventures to expand to its newest community; those who are trying to conceive - women on their journey to motherhood. R. Agency, as Peanut’s retained consumer and corporate agency, was briefed to deliver both messages - the raise and the new feature - to mums, investors and partners. The news was to land globally and both messages were to be of equal weight.
Results
R. Agency successfully shifted the positioning of Peanut as an app just for mums to an app for women across different life stages. With a plethora of coverage across nationals, business and technology titles, R. Agency created a movement which saw Peanut land ‘App of the day’ on the Apple App Store and increase downloads by 7% in the week of the launch of ‘Trying to Conceive’.
