Headquartered in Vancouver, Instant Financial developed an app providing employees with daily access to their hard-earned money. Instant Financial wanted a PR partner to boost brand awareness throughout North America, increase web traffic to the site, and generate sales leads. We suggested a strategy that included both media relations and social media. Within the media, trade titles were targeted first to build buzz and credence amongst industry experts. Next, we targeted wider-reaching US top-tier outlets with business audiences. On social, we developed a brand persona that embodied the values and mission of Instant Financial while appealing to the multiple audiences identified. Tactics such as contests and online engagement efforts were used to drive followers and boost online interaction.