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Propeller Group has been awarded Gold in the PR: Small Budget, Big Impact category at The Drum Awards 2025 for our campaign with Beem and its founder, Toby Brown.
Beem’s story is extraordinary. At just 16, Toby became the youngest founder to receive investment from a major Silicon Valley fund. Our challenge was to build widespread recognition using a budget under £10,000, relying entirely on earned media to support his 0-1A extraordinary ability visa application.
The team focused on precision storytelling. Rather than broad outreach, we identified one flagship placement to anchor the narrative and unlock further coverage. The Times delivered exactly that, with a full-page feature and front-page lead that positioned Toby as a credible figure in the AI space.
This sparked national and international attention, with further coverage across Sky News, BBC Five Live, BBC London TV and Radio, The One Show, BBC Online, Mail Online, Evening Standard, First News, San Francisco Standard and Tech Funding News. We also secured two speaking slots at London Tech Week and supported Toby’s inclusion in The Times list of the 30 most inspiring people under 30.
The results were significant: millions reached across print, broadcast, online and youth audiences, meaningful support for Toby’s visa application, and the establishment of Beem as a name to watch in the global tech ecosystem.
A special credit goes to Associate Director Kate Chaundy, who drove the campaign and accepted the award on the team’s behalf at The Drum Labs ceremony.
Click here to explore the full case study and the work recognised by the judges.