R. Riveter

Services Offered:

Media Relations
Product Reviews and Round-Ups
Press Support
Seasonal Gift Guides
Awareness Campaigns
Traditional & Digital PR Services
Product Launch Campaigns and strategic product launches
Thought Leadership
Broadcast Media Tour for Veteran Story Opportunities
TV segments in Key Media Markets
Competitor Analysis and Measuring Share of Voice versus Competitors

Impact Achieved

61 live media opportunities
Accumulated a reach of 887,886,812 media impressions
Obtained top-tier media opportunities with major publications such as FOX News, FOX 39, The Business Journal, Sirius XM, News Break, NewsMax, USA Today, CBS Mornings, Digital Journal, Benziga and One America News Network.

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.

Riveter is a purpose-driven brand that manufactures expertly designed, handcrafted handbags made by military wives. Their advocacy is driven by its owners, Lisa Bradley and Cameron Cruse’s desire to aid military wives such as them to lead meaningful careers. With Publicity For Good’s help, R. Riveter amassed a total estimated reach of over 796 million distributed across over 50 media opportunities.

Read more about our work with R. Riveter here

MEDIA QUOTES

Another military spouse, Lisa Bradley, was in the same predicament: arriving in north Georgia’s Blue Ridge Mountains with an MBA and no prospects for work. They met in the summer of 2011, and launched R.Riveter on Veterans Day of that same year, staking their futures on the historic symbolism of the eleventh day of the eleventh month. From day one, the brand has been as much about the story as the handbags it produces. The name was inspired by Rosie the Riveter, the World War II cultural icon who symbolized the contribution women made to the workforce and, by default, to winning the war. The company’s mission was never just about making handbags, it was entirely about making career opportunities for military spouses.

Triangle Business Journal

Founders Lisa Bradley and Cameron Cruse explain in a statement, "April is Month of the Military Child. As a military spouse-owned company, R. Riveter knows first-hand the resilience a family of a service member must possess. We know it is not easy making frequent moves, being apart from a parent, or having to continually adjust to new norms. There are challenges that come with the service lifestyle, and while it is often the decision of the service member and their spouse-military children are born into these sacrifices. We aim to bring attention to and celebrate all the military children who serve every day in their own way."

Benzinga

R. Riveter was founded by two military spouses looking to create meaningful work to support military families. Named after the iconic Rosie the Riveter, the company has crafted American-made handbags, including small crossbody bags and large totes. Aside from bags, R. Riveter has expanded the product range for the home into a line of signature candles with scents like fig and sandalwood or violet and magnolia.

USA Today