CHALLENGE
Toby Brown became the youngest founder ever to receive funding from a major Silicon Valley VC. The brief for Propeller: tell his story with credibility, secure influential media recognition, and support his O-1A extraordinary ability visa application, all on a minimal budget.
The challenge required careful navigation. Toby needed to be positioned as a serious AI founder, not a novelty headline. The campaign needed evidence of national and specialist media recognition to meet strict visa criteria. And with no paid spend available, every strategic choice had to work hard.
OUR APPROACH
We built a precision media strategy anchored by one high-impact exclusive. The Times was selected for its authority, reach and influence across business and mainstream audiences. The feature needed to do more than introduce Toby. It had to validate him.
From there, we developed a tightly sequenced plan that focused on credibility, momentum and safe handling of a teenage founder engaging with national media:
• Exclusive full-page feature and front-page trail in The Times
• Media coaching and safeguarding protocols for Toby and his family
• National broadcast and online outreach to extend the story’s reach
• Specialist targeting across tech and start-up media to reinforce industry relevance
• Youth-focused storytelling to engage future founders and educators
• International angles in US media to support visa requirements
The campaign prioritised editorial integrity and strategic sequencing. Every placement needed to strengthen credibility, expand reach and align with the demands of the visa application.
RESULTS
• 22 pieces of coverage across national, broadcast, youth and international media
• Full-page exclusive in The Times with a front-page lead
• Live broadcast interviews on Sky News, BBC London and BBC Five Live
• Features on BBC Online, Mail Online and Evening Standard
• Front-cover profile in First News reaching 2.6 million young readers
• Tech and investment exposure via San Francisco Standard and Tech Funding News
• Named in The Times “30 Most Inspiring People Under 30”
• 3 million estimated views
• 483 million audience
• 27k engagements
The campaign expanded Toby’s visibility across the UK and US, positioning him as a credible young AI founder with global ambition. Beem’s story became more than a headline. It set a foundation for Toby’s next chapter as an emerging voice in the AI and start-up ecosystem.