“Time Magazine wrote an article saying like half native gum is now a thing and then we got invited to Dr Oz and all of a sudden we had a lot of people moms who watch Dr Oz buying the gum and it worked”

Earned Media Reveals The Audience You Didn't Engineer For — In Their Case, Moms

After the Indiegogo launch, earned media on Time and Dr Oz delivered a buyer segment Ryan hadn't engineered for: moms. The lesson is that press placements don't just drive traffic, they reveal which audience actually converts.