The Mission

Hong Kong-based Peeba, a B2B wholesale platform for boutique and artisanal brands, sought to distinguish itself in the APAC market, providing retailers with unique, trending products. Despite prior efforts with a large PR firm, Peeba struggled to gain impactful media attention. With a seed fundraising announcement and the rollout of an innovative “Sell First, Pay Later” (Net-60) payment model, Peeba engaged Eleven International to build awareness and credibility with retailers.

The campaign’s dual objective was to secure top-tier media coverage while establishing Peeba as a trustworthy, go-to platform for APAC retailers. Since Peeba’s Net-60 model allowed retailers to trial new inventory without upfront payment, the challenge was to position this business model as credible and beneficial, dispelling any “too good to be true” doubts among prospective users.

The Strategy

To bring Peeba’s innovative value proposition to the forefront, Eleven International developed a messaging strategy that highlighted its relevance in the post-pandemic retail landscape:

• Focus on APAC and Retailer Needs: The campaign emphasized Peeba’s deep understanding of the APAC market and how its Net-60 model had provided a lifeline for retailers struggling through COVID-19 disruptions. The “Sell First, Pay Later” feature allowed retailers to try new products without risk, offering a crucial safety net when foot traffic and revenue were low.

• Tying Peeba’s Model to Pandemic Recovery: By framing Peeba as a timely, supportive solution, Eleven connected Peeba’s platform with the broader trend of digital tools helping businesses adapt to changing conditions. This human interest angle captured the attention of both tech and retail journalists, positioning Peeba as a brand with both practical solutions and empathy for the challenges retailers faced.

• Strategic Media Outreach: To generate impactful coverage, Eleven combined Peeba’s seed funding news with its unique business model, pitching the story to a mix of tech, retail, and business media outlets. The goal was to secure a steady cadence of high-profile media attention, beginning with the fundraising announcement and followed by ongoing thought leadership opportunities.

The Results

Eleven International’s targeted strategy delivered a strong media presence, establishing Peeba’s credibility and supporting its growth efforts:

• Tier-One Media Coverage: Peeba’s fundraising and platform launch attracted widespread attention, with coverage in TechCrunch, Tech in Asia, International Business Times, Technode, Retail in Asia, DealStreetAsia, and PYMNTS. These placements introduced Peeba to the broader retail and tech communities in APAC, enhancing its visibility and brand trust.

• Momentum with Additional High-Profile Outlets: To sustain interest, Eleven secured follow-up features in Forbes and The CorporateTreasurer, as well as an interview on Channel News Asia (CNA), extending Peeba’s reach within business and retail audiences.

• Thought Leadership and Industry Credibility: With ongoing supply chain challenges affecting retailers, Peeba’s cross-border insights led to thought leadership placements in Reuters, South China Morning Post (SCMP), and Nikkei Asia. These opportunities highlighted Peeba’s industry knowledge, further cementing its role as a valuable resource for APAC retailers navigating supply chain complexities.

Eleven International’s campaign successfully positioned Peeba as a supportive, innovative platform in the APAC wholesale market, building lasting credibility and fostering trust with its target retail audience.