In my previous role in VC, a significant part of my work—and that of my comms team—was dedicated to helping our portfolio companies fundraise.
While building brand narratives and securing media coverage were core responsibilities, half of the job was about turning visibility into subsequent investment dollars. In the fast-moving startup ecosystem of Southeast Asia, getting in front of the right investors at the right time can make all the difference for a young company.
One of the best examples of this in action was a campaign we executed for Jakarta-based Rosé All Day Cosmetics (RADC)—an up-and-coming local beauty brand that had strong traction but remained under the radar for global investors, relatively speaking. Through a well-executed PR campaign, we helped RADC turn a small internal bridge round into a full-fledged growth-oriented funding round, attracting international investors and driving a 1,027% valuation uplift. Here’s how we did it:
When RADC set out to raise an internal bridge round from ACV, the goal was simple: secure additional capital to fuel its expansion in Indonesia’s fast-growing beauty market. As a digital-native brand with a strong community and newly reported profitability, RADC had built a loyal customer base—but had yet to take center stage in the international investment community.
The Growth Story That Needed to Be Told
By 2023, RADC had achieved impressive milestones:
- 6x revenue growth in just one year
- Profitability with plans for aggressive expansion
- Strong customer retention and omnichannel growth (both online and offline)
- A dedicated community, winning multiple industry awards for its clean beauty products
With these achievements in mind, our job was to elevate the brand’s visibility and position it as Indonesia’s next beauty powerhouse.
Crafting the Perfect Media Narrative
The strategy was clear: Tell RADC’s story in a way that would resonate with both startup investors and consumer-focused media.
We developed a compelling media narrative emphasizing three key themes:
- Growth & Profitability – Unlike many consumer startups that burn cash for market share, RADC had achieved growth with capital efficiency. This was a major differentiator.
- A Thriving Local Beauty Market – The Indonesian beauty industry was on track for double-digit annual growth, fueled by 145 million Millennial and Gen-Z consumers eager for premium local brands.
- A Founder-Led Vision with Strong Execution – Co-founder Tiffany Danielle, a Forbes 30 Under 30 entrepreneur, and her team had successfully built a brand that resonated deeply with Indonesian women.
The PR Campaign: A Well-Timed Growth Story
We launched a strategic PR campaign with a simple but powerful press release, titled:
"Rosé All Day Cosmetics reports 6x growth surge, profitability, and expansion plans"
This piece highlighted:
- The brand’s financial success
- Its plans to expand nationwide and enter other Southeast Asian markets
- Its commitment to clean beauty and product innovation
Within days, leading startup and consumer media in Indonesia and Southeast Asia picked up the story. RADC was featured in multiple publications, gaining high-value exposure just as it was speaking with potential investors.
How PR Directly Drove Investment
The story caught the attention of DSG Consumer Partners (DSG) and SWC Global, two major players in consumer investments. SWC Global saw the potential for regional expansion and recognized the brand’s strong operational efficiency. DSG was impressed by RADC’s ability to build a nationally loved brand with capital discipline.
Both firms entered the round, catapulting the originally small bridge round into a significantly larger and more meaningful deal.
The 1,027% Valuation Uplift
While the firm’s valuation remains confidential, the PR campaign’s impact was undeniable. Following the funding round, RADC’s valuation increased by 1,027%.
This wasn’t just about raising capital—it was about unlocking long-term value for the brand.
How PR Can Supercharge Fundraising
For founders and businesses looking to raise investment, RADC’s story highlights a few critical takeaways:
- Visibility Drives Investment – Investors can’t back what they don’t know exists. Strategic PR ensures your brand is on their radar.
- Storytelling is as Important as Metrics – Growth numbers are impressive, but a well-crafted narrative makes investors excited about the future.
- Timing is Everything – PR should be aligned with fundraising efforts to maximize momentum.
- Media Credibility Builds Trust – Being featured in trusted publications adds third-party validation that reinforces investor confidence.
At a time when startups are competing for attention, PR is a powerful, underutilized tool in venture capital and fundraising. When executed correctly, it’s not just about media coverage—it’s about unlocking real business value.
If you’re a founder preparing to raise a round, ask yourself: Is your brand’s story being told to the right people? If not, it might be time to make a plan.
Mission Media is a PR, marketing, and creative consultancy built for the now in Southeast Asia. A future-focused reputation partner, we boost your brand equity and share of voice in the local market with intelligence and authenticity. Check out our services and get in touch.
