Interview Buddy
AI Interview Platform — Media & PR Launch
Overview
Interview Buddy is an AI-powered interview coaching platform that needed to build authority and trust in a market sceptical of AI-driven feedback. The product was strong, but early adopters were hesitant. BuildStory bypassed traditional marketing entirely and focused on earned media and founder positioning to create credibility.
The Challenge
Needed to build authority and trust for an AI product in a sceptical market. The product was great, but early adopters were hesitant about AI-driven interview feedback. Paid ads would not establish the credibility required — only earned media placements in trusted outlets would move the needle.
Impact
The Approach
We bypassed traditional marketing and focused purely on earned media. We positioned the founder as a thought leader on the future of hiring and AI ethics — developing a contrarian narrative that attracted top-tier editorial attention rather than relying on press releases.
Visual Direction
A founder-forward media presence with a clear, confident narrative on AI in hiring. All media materials designed to feel authoritative and editorial, not product-promotional.
What We Did
- ✛Developed a contrarian founder narrative and targeted media pitches
- ✛Secured exclusive placements in top-tier tech publications including TechCrunch and Forbes
- ✛Media training and interview preparation for the founding team
- ✛Coordinated a synchronised launch across Product Hunt and PR channels
- ✛Built spokesperson positioning that held up to editorial scrutiny
Earned Media Strategy
Rather than sending generic press releases, we built a contrarian editorial narrative around AI ethics in hiring — a story that editors at top-tier tech publications actively wanted to cover. Each pitch was tailored to the specific outlet's angle and audience, securing genuine editorial placements rather than sponsored content.
Launch Coordination
We synchronised the Product Hunt launch with the first wave of press placements, creating a compound effect where each channel amplified the other. Community engagement on Product Hunt drove waitlist signups while press coverage provided the credibility signals that converted sceptical early adopters.
UX Strategy
How We Thought About It
Coordinate a synchronised launch across Product Hunt and PR channels to create a momentum moment — amplifying each placement with community engagement and social proof to maximise waitlist signups.
The Result
What We Achieved
Secured feature placements in TechCrunch and Forbes, driving 10,000+ waitlist signups and providing the credibility needed to close a seed funding round.
Visit interviewbuddy.com“The PR strategy was masterful. Getting featured in Forbes didn't just give us users — it gave us the credibility we desperately needed to close our seed round.”
BuildStory TM
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