Public Relations Case Study

Integrated Campaign Helps Rapid Robotics go from Stealth to Scale at Lightning Speed

Rapid Robotics solves US manufacturing’s biggest problem: operating the industrial machines that perform 80% of the tasks on a typical factory floor amidst a chronic labor shortage that COVID-19 turned into a full-blown crisis. But Rapid had to overcome entrenched skepticism from manufacturers jaded by their experience with robotic solutions that over-promised and under-delivered, and cost more than small manufacturers could afford. The strategy: instead of bedazzling buyers with AI jargon, focus on Rapid’s practical plug-and-play proposition and innovative, OpEx-friendly subscription pricing.

With this storyline, we achieved widespread coverage across business, trade and tech media – underpinned with a paid media program – that directly generated inbound interest from customers, investors and talent.

Key Results

Seed funding exclusive in TechCrunch; Series A exclusive in Forbes, Series B feature coverage in WSJ, TechCrunch, VentureBeat and Silicon Angle

Multimedia feature in Reuters with global syndication

Product coverage across every key trade, e.g. Plastics Technology, Plastics News, Automation World, Control Automation, Robot Report

Coverage led to several high-quality inbound leads within 24 hours. Within six months of launch, Rapid was able to report significant levels of brand awareness among prospects and investors as a result of the PR and paid media efforts, with customers consistently reporting they had seen the ads and articles prior to making contact

Approach

By positioning Rapid’s product as a ‘ready-to-work robot’ that required no CapEx investment, we were able to concisely communicate its key differentiators and overcome buyer skepticism. We turned this messaging into copy for Rapid’s launch website

A strategic approach to funding news resulted in outsize coverage. We placed the Seed round in TechCrunch and made a simultaneous product announcement in manufacturing trades, which led to rolling coverage that drove inbound interest for months

An exclusive feature in Forbes around the Series A was designed to provide credibility in support of sales. The story focused on Rapid’s market traction

For Series B, we aimed for broad reach and highlighted Rapid’s regional expansion plans to secure widespread coverage including WSJ and Reuters, as well as local publications to support Rapid’s sales efforts in the Upper Midwest

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