Public Relations Case Study
Reaching a Key Target Persona
Rippling is one of the fastest-growing companies in the world. With a multi-billion dollar valuation, the company is well-known within the technology community as a runaway success with a charismatic founder and a unique concept: the ‘compound startup’. Its unique insight is that businesses have become encumbered by a plethora of point solutions which introduce inefficiency and friction. Compound software, on the other hand, puts employee data at the center of the business, tying together all functions, from HR to finance and IT, streamlining operations and reducing redundancy.
Rippling wanted to communicate this value to key actors in the buying process, starting with HR professionals. It wanted to deepen understanding of its value and its products, beyond its flagship payroll platform. So the company tapped Firebrand to help reach its target persona.
Firebrand’s approach was to identify the specific value Rippling delivered for each buyer persona and then to achieve comprehensive coverage across the trade media landscape for that audience.
Key Results
Broad coverage across HR trade publications, including HR Brew, HRO Today, HR Morning, Unleash, TLNT and Bloomberg Law.
Feature article in Fortune’s Success section, which syndicated to Yahoo! Finance and others.
10 byline articles placed, educating prospects about the positive impact of compound software on recruitment, performance management and even on CHRO careers.
Rippling incorporated media coverage into its go-to-market motions via email and paid social campaigns.
Approach
Leveraging the launch of a new feature, Firebrand negotiated an exclusive feature in a key HR trade to convey a much broader story about the company’s vision and value.
Tapped Rippling’s CHRO to convey the value to HR audiences via a series of features in HR publications.
Used data from a survey to bring awareness to the fact that businesses were effectively paying a ‘Task Tax’, by subjecting their HR, IT and finance professionals to unnecessary administrative tasks.
Implemented a robust byline program educating buyers on the implications of ‘Frankensystems’ (the opposite of compound software) on every HR function, from recruiting to performance management.
Mined blog posts and customer case studies for compelling and topical stories which were pitched to media or converted into customer byline articles.
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