Media relations: Launching Limbo

We love a bit of investment media relations here at Radioactive, so we were very excited to help launch Limbo in the UK after it secured a $6 million see round led by Hoxton Ventures, known for investments in Deliveroo, Darktrace and Babylon Health. Other seed round backers included Shaquille O’Neal, Seedcamp, Apple executive Rory Sexton, rugby player Jamie Heaslip, and co-founders at a number of major technology industry companies including Intercom, PCH International, Yelp, Voxpro, and Web Summit.

Backed by 30 years of research and development, Limbo is a uniquely powerful, first-of-its-kind program that helps you lose weight and transform your health. Limbo combines cutting-edge biodata tracking with the proven psychological power of ‘nudges’ to help you quickly set new habits optimised for your individual biology – all without any calorie-counting or special meals, required exercise, nor complicated rules to remember.

Headquartered in New York, with a research centre in Cork, Ireland, and backers including NBA legend Shaquille O’Neal, Limbo needed coverage in the tech, consumer, and business press that would impress their investors and excite early-adopters.

The plan

A screenshot of Forbes coverage for Limbo's launch news.

To land that coverage we needed a straight-forward, investment-led PR strategy, leaning heavily on news of the money raised through Hoxton Ventures and Shaq, among others, as well as the expertise within the business. Early users gave us case study data that would impress consumer press, and the tech employed by Limbo gave us what we needed to entice the tech press. A seed round of $6 million didn’t hurt either!

We interviewed key stakeholders in the business to really understand the brand and the problem it solves in order to write our story. The death of Her Majesty, the Queen, meant the launch date had to be pushed back, but we had already secured our exclusive story with TechCrunch, and everything was in place for launch day. We chose to go out under embargo, a tactic not typically used in media relations anymore, but for investment news like this, particularly when there is an exclusive in place, embargos are the way to go.

Within hours of the first email approaches we had secured five of our eight top tier titles, and more from our secondary and tertiary tiers.


The results

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