We created a lot of content and spread it guerilla way aka bombarding facebook groups that were relevant. On the other hand we through all of our network as word of month is still one of the best way to market your company.
PR helped but did not make the whole difference.
Interesting on the "FB group spamming", that's a great idea to expand reach!
Did you have any PR coverage pre-launch then to collect more emails?
It was scattered as we won some pitch competitions and had a few interviews but we didn't focus on it.