How Peanut Built a Social Media Network for 5 Million+ Moms

Watch out documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomM

In this live-recorded episode, Phoebe Corcoran, Brand & Communications Lead at Peanut, tells us how a two-person marketing team fuels the world’s fastest-growing social network for women across fertility, pregnancy, motherhood, and menopause. We discuss how they used real-time user insights to create headline-grabbing ideas - from the #FourSmiles statue takeover that spotlighted post-partum depression to the raw, viral power of #InvisibleMothers, a campaign that generated 100 million+ impressions and global press.

Throughout the conversation, Phoebe shares the art-and-science balance that lets Peanut punch above its weight: mining community data for emotional hooks, knowing when to deploy “hero” creative versus hard-working performance assets, and orchestrating guerrilla-style out-of-home activations that cost peanuts yet earn national coverage. If you want to learn how to scale your business on startup budgets while resonating with millions, then this episode is for you.

Watch the video version of this podcast on Youtube ▶️: 

📚 Chapters:

• 00:22:20 – What you need to do differently ⚡
• (00:00:00) – Intro 🎙️
• (00:01:57) – Phoebe’s favourite challenger brands 🏆
• (00:02:55) – What is Peanut? 📲
• (00:07:30) – Invisible mothers campaign 😊
• (00:14:25) – Choosing the best ideas  👀
• (00:17:21) – Art & Science balance ⚖️
• (00:22:20) – What you need to do differently ⚡

🖊️Mentioned in the show:

• Peanut app
• Maternal Mental Health Alliance
• #InvisibleMothers campaign
• Here We Flo

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Phoebe Corcoran of Peanut in this episode.

Find Rival online at www.wearerival.com & LinkedIn

Find Eric on LinkedIn.

Find Phoebe on LinkedIn

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024