Securing top media to elevate brand visibility

A leading flexible work platform was growing rapidly and needed to increase brand awareness while driving app downloads. Despite its expanding presence, the company needed national media validation to solidify its reputation as a trusted leader in flexible work and reach new audiences at scale. The challenge was to secure top-tier media coverage that would not only elevate brand credibility but also directly impact user acquisition and engagement.

Strategy

To achieve these goals, I developed and executed a high-impact media relations strategy designed to maximize visibility and drive conversions, including:
Compelling Data-Driven Storytelling – Positioned the company as a thought leader in workforce trends by leveraging proprietary data insights to shape newsworthy stories.
Targeted Media Outreach – Secured in-depth coverage in top-tier national broadcast, business, and technology outlets, positioning them as the go-to expert on labor market trends.
Executive Thought Leadership & Spokesperson Training – Developed clear, high-impact messaging for executives to ensure strong, compelling media interviews that reinforced the company’s value.
Proactive Newsjacking & Trend Analysis – Reacted quickly to labor market shifts and economic reports, ensuring Instawork was included in high-visibility workforce discussions.

Results

• 350% increase in earned media coverage YoY, expanding brand awareness and visibility.

• Became a top 20 business app in the Apple app store.

• 50,000+ app downloads directly attributed to media coverage, driving significant user acquisition growth.

• Over 1 billion UVM (unique visitors per month) in media reach, increasing exposure to millions of potential users.

• Secured high-profile coverage in top-tier media outlets, including:

  • CNN – Featured in national segments discussing workforce trends.

  • NBC News Now – Highlighted Instawork’s role in addressing labor shortages.

  • CBS Mornings – National TV segment showcasing how Instawork is shaping the gig economy.

  • CNBC – Positioned Instawork’s executives as thought leaders in the future of work.

Impact

Through a targeted, data-driven PR strategy, the platform achieved not only increased brand credibility but also direct business impact, with significant app download growth driven by national media exposure. By positioning the company as an industry leader in workforce trends, the platform was able to capture the attention of job seekers and businesses, solidifying its role as a driving force in the flexible workforce.