Lisa Bradley and Cameron Cruse, two military wives, sought for a way to provide military spouses, like them, with meaningful careers. It’s with this mission that they founded R. Riveter, a purpose-driven brand that produces carefully handcrafted handbags made by the women they desire to help. R. Riveter sought Publicity For Good to help raise awareness for their products and educate its audience about the benefits of supporting the brand, its products and their unique mission—all while increasing their market share and the brand and its owners’ thought leadership. R Riveter wanted strategic press so that they could generate buzz that results in brand awareness and website and retail traffic.
We focused our attention on securing features in major military, lifestyle, business, regional and national publications for product sampling and reviews, feature articles and interviews with influencers to spread the word about the products and mission of R. Riveter. We devised an integrated communications plan using strategic product launching and seasonal pitching strategies..
Publicity For Good heavily focused on TV interviews of the founders on national and top regional markets that target military towns and military media as well. We also leveraged on the following key awareness days: Veteran’s day, Fourth of July, Military Appreciation Month, National Military Day and Military Family Month. We supplemented whatever media opportunity we obtained with news releases and supported the brand during all product launches and awareness day campaigns.
We helped R. Riveter launch a series of press campaigns targeting national and local outlets that their market turns to for product recommendations, including veteran- and military-focused outlets, news programs, and fashion- and female-focused websites. We also worked on getting features focusing on Lisa and Cameron. For new products, partnerships, and promos, efforts aimed at creating buzz were also launched.
Since working together in August of 2021, we were able to secure a total of 61 live media opportunities for R. Riveter and we’ve generated a total reach of 887,886,812 media impressions from these. Our biggest hits with R. Riveter are our features in FOX News, National News CBS Mornings with Gayle King, First Coast News, FOX 39, Military.com, USA Today, NewsMax, NewsBreak, Digital Journal and Sirius XM, among many others in digital media, influencer blogs and print media. Our efforts perfectly aligned with the brand’s goal of securing placements in media and highlighting its unique brand story and its advocacy.
Our current strategy for R Riveter involves pitches for the brand to be included in themed round-ups for military spouses, female entrepreneurs, lifestyle and business and pitch interviews with Cameron and Lisa and articles detailing the origin and growth of the company.