The Brief

Tea reimagined—without tea bags! When TEABALLS approached us in the summer of 2025 with their water-soluble tea balls, the mission was clear: We didn’t just want to support the high-selling fourth quarter—we wanted to generate significant media buzz to take brand awareness to the next level. The goal? A B2C final push that would make the brand a must-have in holiday coverage just in time for gift-giving.

The challenge: The timeline was tight. When we began working together, many newsrooms were already in the midst of planning their holiday-themed coverage. Nevertheless, we took on the mission with enthusiasm—determined to effectively position TEABALLS in the media despite our late start.

The Campagne

When our collaboration began, TEABALLS already had a media presence—but it was far from being widely recognized. At the same time, the company had a strong, sustainable product that required some explanation. Our task was to reintroduce TEABALLS to the media—even though neither the brand nor the product was entirely new to the market.

A key communication strategy was the new partnership between TEABALLS and BRITA. It provided a credible opportunity to reposition the company and highlight TEABALLS’ socially relevant mission—a mission that unites both brands: enabling people to adopt environmentally friendly and healthy drinking habits. The announcement immediately generated significant media interest. Numerous editorial teams wanted to experience TEABALLS for themselves, so we sent targeted product samples to selected media outlets.

At the same time, we launched an additional outreach campaign to lifestyle media with the goal of prominently featuring TEABALLS in Advent calendar giveaways. The response was consistently positive and led to numerous high-quality giveaway placements with wide reach.

Following the launch with BRITA, the next coup followed: the collaboration between TEABALLS and the cult brand Em-eukal. Here, modern innovation met nostalgic childhood memories. We positioned the tea balls with Vitamin Plus as the “must-have” for the winter months—a perfect symbiosis that resonated with the target groups (and editorial teams) on both a functional and emotional level.

The Results

Throughout the collaboration, we were able to secure numerous media placements in well-known lifestyle publications as well as in traditional news and society magazines. These targeted PR efforts significantly increased TEABALLS’ visibility and successfully established the brand in the media.

In particular, the collaboration with BRITA generated strong journalistic interest and resulted in editorial coverage in renowned media outlets such as Stern. In addition, placements in Advent calendar giveaways in publications like myself, Für Sie, Women’s Health, and Men’s Health achieved broad reach and a strong presence among the relevant target audience.

The newly gained attention also enabled a sampling campaign as part of the goodie bags at Generation WOW Events. In addition to our B2C successes, we also made an impact in the B2B sector and positioned founder Simon Schmidt as the face of the brand—including through an interview with StartupValley that addressed the question: “Why do we still drink tea the same way we did 100 years ago?”

The brief: Breaking the fashion-only ceiling

When Vinted came to us in 2025, the second-hand platform was already much more than just fashion, allowing members to buy and sell items such as home goods, electronics, and collectables. However, most people still mainly associated it with second-hand clothing.

Starting with Vinted’s New Eras Again campaign, the goal was to shift this perception and make the platform’s broader use more visible and better understood. Vinted’s challenge was to communicate this shift in a way that felt relevant to both consumers and media, without alienating the core fashion community.

As a communications partner, Laika was a natural fit for this task. With deep experience in consumer and lifestyle communications, a strong focus on cultural and product innovation, and close collaboration with partners across the space, we sit at the intersection of brands, audiences, and cultural change.

The campaign: From insights to narrative structure

First, we focused on strategic localisation: translating what New Eras Again should mean for the German market bringing strategic council in shaping that narrative.

The second step was a deep media audit. We spoke directly with key editors from Tier 1 outlets including Brigitte/Gala, t3n, InStyle Watson, BUNTE and RTL, unpacking their 2026 editorial priorities and their potential reservations around Vinted’s non-fashion categories. This moved us beyond assumptions and gave us a clear, real-time view of the narrative gaps we needed to close.

From there, we translated the insights into three clear narrative pillars:

• Data-led authority: using Vinted’s own metrics to surface proprietary insights into German member behaviour
• News hijacking: embedding Vinted into wider cultural and economic conversations
• Seasonal relevance: anchoring home and electronics categories in moments where second-hand utility becomes most relevant

Finally, we moved into bigger brand activation. To bring the strategy truly to life and to editors, we designed an experiential press format anchored by campaign ambassador Marie Nasemann, captured by our in-house photographer. Instead of a standard press presentation, we created a living room dialogue, an intentional format choice that mirrored the intimacy of home, and personal electronics categories.

This worked on two levels:

First, Marie became the bridge between fashion and home. Drawing on her own life transition (moving and decluttering), the conversation shifted from selling clothes to navigating life stages. Her curation of both fashion and home objects made the idea tangible: Vinted is not just about what you wear but how you live.

Second, the environment itself was designed as a reset of expectations. From 1:1 interview access to circular details like repurposed floral arrangements used in branded materials, every touchpoint reinforced the same idea: the Vinted ecosystem is as curated and considered as the media we were speaking to.

By embedding New Eras Again into a lived experience, we gave journalists both the emotional hooks and visual proof points to move the conversation from second-hand fashion to modern circular living.

The results: Shifting perception in the German market

In the first eight months of our collaboration, we helped reposition Vinted from a transactional marketplace into a go-to source for media commentary on second-hand consumption.

• We built on Vinted’s steady media drumbeat and secured 23 standout feature stories in premium German outlets, reaching a combined audience of over 586 million. These weren’t routine product mentions, but high-value, editorially driven pieces in Tier 1 media that elevated the brand narrative. (you may want to call them statement pieces in the Vinted clipping wardrobe ;))
• Beyond coverage volume, the bigger shift was in perception: Vinted increasingly became a reference point for journalists covering second-hand culture and smarter consumption. We saw a growing number of unsolicited inbound requests for commentary and expert input.
• By anchoring the campaign in lifestyle relevance rather than just used goods, we successfully repositioned Vinted among German press as a comprehensive multi-category destination. This strategic shift moved the narrative beyond a fashion-first perspective, garnering coverage that highlighted the platform’s expanding footprint in home decor, electronics, books, and collectables.

The era of fashion-only positioning is evolving. Vinted has significantly expanded its footprint within the German second-hand market, increasingly becoming a recognized destination for circular shopping beyond apparel. By diversifying its reach, the platform has successfully signaled its presence in the home, electronics, and lifestyle sectors to both the media and a growing community of enthusiasts.

Cheers to the Vinted team for the partnership. Excited for what’s next—and everything still in (second-hand) store.

The brief

In September 2025, grell, a German audio startup founded by legendary headphone engineer Axel Grell, approached us to support the launch of their latest product, the OAE2.

After nearly three decades shaping the headphone industry at Sennheiser, Axel Grell set out to build something fundamentally different: a family-run company focused on uncompromising sound quality, engineering excellence, and long-term thinking — in contrast to an industry increasingly driven by features, apps, and lifestyle positioning.

The challenge was clear: position grell beyond a niche audience of audio enthusiasts, establish the OAE2 as the next brand’s flagship product, and translate credibility into visibility and sales.

Building on grell’s strengths, we developed a PR strategy focused on earned media, clear messaging, and targeted storytelling across tech and audio specialist media.

The campaign

We positioned grell as a credibility-first challenger in a hype-driven market.

At the center stood the OAE2 – a headphone based on research results from a mutual project of grell with Leibniz University Hannover, featuring a new acoustic concept and a strong focus on durability and precision.

We leveraged Axel Grell’s legacy to build trust with media, while keeping the spotlight firmly on the product. Through targeted outreach, review samples, and briefing calls with journalists, we translated deep tech into compelling stories for both specialist and broader tech audiences.

Our communication followed a clear three-phase approach:

• Pre-launch: build anticipation and visibility
• Launch: maximize coverage and reach
• Post-launch: sustain momentum and strengthen trust

The results

We secured 35+ press clippings across key tech and audio media, including heise online, connect, t3n, and Notebookcheck.

Coverage ranged from announcements to in-depth reviews, with multiple positive test results highlighting the OAE2’s unique sound concept. High-reach placements, including heise online and Krone, helped expand visibility far beyond the core audiophile community.

By combining a strong founder story with a differentiated product narrative, we successfully positioned grell as a credible alternative in the high competitive consumer audio market — proving that engineering can cut through the noise.

When WiiM came to us, they faced a challenge most brands would love to have: great products, a growing community, but zero brand recognition in the DACH market outside the hardcore hifi world. The WiiM Sound and WiiM Sound Lite were technically brilliant. RoomFit calibration. Parametric EQ. Display-driven control. Everything Sonos used to stand for, but better and smarter.

The challenge? Nobody outside the insider forums knew that yet. We tackled it together with their UK lead agency Liz Wilkinson PR – they drove the EU strategy – we owned the DACH execution. That split is where the magic happened: one unified message, two teams who know their markets inside out. Across Germany, Austria, and Switzerland, in five months flat.

Quality over quantity

We didn’t blast press releases into the void and hope something just sticks. That’s not how you build credibility with audiophiles. These people read Hifi magazines cover to cover. They compare frequency responses. They know the difference between “sounds good” and “measures well.”

So we went straight to the gatekeepers. Together with the LWPR team, we kept the sampling tight, targeted to the reviewers whose opinions actually move units in the DACH market. We made sure WiiM landed on the right desks, not every desk, and that the reviews had real depth. When audiophile editors spent time with the devices, they didn’t just say “nice speaker.” They validated the tech: the RoomFit calibration, the parametric EQ, the whole package. That’s the kind of coverage you can’t buy, you earn it.

The numbers

63 placements in 5 months only. Zero filler. Here’s how it breaks down:

• 39 news pieces: fast visibility at launch, right when people were searching for the product. HIFI.DE, stadt-bremerhaven.de, and the rest of the DACH tech press cycle picked up the story because we timed it right, not because we spammed it.
• 24 in-depth reviews: the real foundation. These are the articles that still rank on Google six months later, that truly boost your SEO and GEO performance. The ones where a journalist actually lived with the product and wrote about it with conviction. Every single one confirmed what we set out to prove: WiiM delivers audiophile sound at a price that makes Sonos look like a lifestyle tax.

Total reach: 26.73 million. But here’s the thing — reach is just a number if it hits the wrong people. Ours hit exactly the people who were looking for a modern, display-driven audio solution. No scatter, no waste.

What actually changed

Before we started, WiiM was a niche player in the DACH market – known in forums, invisible in the mainstream. After five months? WiiM is a recognized name in smart audio. The reviews did the heavy lifting: technical depth built trust, news coverage built visibility, and together they created something you can’t fake – momentum.

That’s the foundation for sustainable brand growth. Not a spike. Not a moment. A pole position.

The brief

In the summer of 2025, iconic BIKINI BERLIN approached us with a clear ambition: to move beyond traditional retail and further establish the Concept Shopping Mall as an urban space for culture and inspiration.

The goal was to create a high-quality public event that would attract new audiences, activate existing communities, and generate meaningful media attention, while remaining fully embedded in the center’s commercial ecosystem.

Our mission: to develop, produce, and communicate an event that would emotionally recharge the BIKINI BERLIN brand and turn the center into a place people come to stay—and shop.

The campaign

Our strategic answer was the Reading Retreat—a counterpoint to the city’s constant noise and pace. We chose the timing deliberately around the Nationwide Reading Day (Bundesweiter Vorlesetag) and Berlin Fairytale Month (Berliner Märchenmonat), providing strong cultural relevance and editorial hooks. For this autumn weekend, BIKINI BERLIN transformed into a cozy, story-filled living room in the middle of Berlin’s urban jungle. The mall became a space for slowing down, listening, reading, and connecting.

The program combined:

• curated readings with bestselling and culturally relevant authors
• reading lounges featuring a curated selection of classics and trending titles from popular genres like New Adult, Romantasy, and Dark Academia—made possible through sponsorships we organized with two leading publishing houses
• creative writing workshops for BIKINI BERLIN Society Members
• a family program with fairy-tale elements, reading corners and craft activities

The event was designed as a holistic brand experience: culturally relevant, visually strong, emotionally resonant, and accessible to a broad audience—from families and literature lovers to young urban creatives.

We coordinated a network of over 15 partners including publishers, creators, and on-site service providers, while managing the event within an active retail environment.

Strategic pillars

The format was designed around three core drivers of impact: cultural timing, low-threshold participation, and built-in content generation.

• Brand repositioning
  From shopping destination to experiential cultural space
• Public event as media trigger
  Creating a format with inherent editorial relevance
• Community building
  Bringing together literature fans, creators, and families for a real-life experience that turned a shared passion into a deep human connection
• Tenant integration
  Increasing visibility and footfall for selected shops and partners
• Membership activation
  Offering exclusive experiences for BIKINI BERLIN Society Members

Media attention was generated through the event itself and amplified via professional photo and video documentation, which was subsequently pitched to local lifestyle, culture, and city media.

Scope

Laika led the project end-to-end, covering strategy, production, partnerships, and communications. Key responsibilities included:

• Overall project management and event concept development
• Experience and spatial concept development for event areas, including mood direction, site walkthroughs, and coordination of furnishing
• Full program curation and scheduling across two event days
• Acquisition and management of all partners (authors, moderators, workshop facilitators, family program, publishers, retailers)
• Support in securing catering partners
• Copywriting support for website, newsletter, social media, signage, and print materials
• Development of interactive formats (e.g. event gamification and scavenger hunt)
• Press relations and media support on-site
• Stakeholder coordination on-site
• Support of execution, including setup supervision
• During the event, we managed on-site operations from coordinating service providers and supporting talent to handling media representatives and overseeing the overall visitor experience.

Program & experience design

At the heart of the event were three headline readings, each accompanied by Q&A sessions and meet-and-greet opportunities. All featured female authors with strong resonance among younger audiences, particularly within the fast-growing New Adult segment shaped by platforms such as BookTok and Bookstagram.

Friday’s headliner, bestselling author Melanie Raabe, engaged audiences with excerpts from her latest publication, a non-fiction work exploring mindfulness and everyday creativity. The program also featured creators-turned-authors Josi Wismar and Doris R. Thomas, effectively bridging digital fandom and physical experience.

All featured titles were available for purchase on-site through a partnership with the local bookstore Timbooktu, with signing sessions following each reading creating direct interaction between authors and audiences while driving retail integration.

Complementing the stage program, a curated Reading Lounge—developed with Ravensburger, dtv Verlag, and Bookbot—invited visitors to browse and engage with both classic and contemporary titles.

A standout activation was Bookbot’s “blind date with a book” concept: wrapped books accompanied by short teaser notes. The format proved highly effective: Visitors actively engaged, shared their picks on social media, and tagged both BIKINI BERLIN and Bookbot, generating organic reach beyond the event itself.

To deepen engagement, we introduced several interactive touchpoints: A gamified event flyer in the form of a “Reading Retreat Tic-Tac-Toe” encouraged visitors to explore different parts of the program, while a scavenger hunt, with 50 wrapped BIKINI BERLIN coffee table books as prizes, further increased participation and dwell time. A dedicated photo moment—a cozy reading setup integrated into the space— encouraged visitors to take and share photos, supporting organic reach.

Creative writing workshops in collaboration with Schreibhain Berlin were offered exclusively to BIKINI BERLIN Society members, while allowing on-site sign-ups ensured accessibility and contributed to membership growth.

On Saturday, a dedicated family program with Kunterbunt Berlin expanded the audience further. Activities included face painting, seasonal crafts, cozy reading tents, and a live storytelling session by a professional fairytale narrator, creating a multi-generational experience aligned with the broader thematic context of Berlin Fairytale Month.

The results

The Reading Retreat showed how the right cultural format can do what matters most for a retail space: bring people in. By tapping into relevant cultural moments and working with authors and creators who already have strong, engaged audiences, the event generated attention beyond BIKINI BERLIN’s existing visitors.

Coverage in key Berlin lifestyle and city media was further amplified through organic social media reach—especially on Instagram and TikTok—driven by the participating authors and their communities.

This visibility translated directly into increased footfall. The event Saturday was one of the strongest visitor days at BIKINI BERLIN in 2025, with +8% compared to an average Saturday.

Once people were there, the format encouraged them to stay and explore. The mix of readings, lounges, workshops, and family activities created multiple entry points into the experience. Visitors moved through the space, spent more time on-site, and engaged with nearby stores, especially in gastronomy and concept retail.

The event was also designed with content in mind from the start. Visual moments, interactive formats, and creator involvement led to continued visibility beyond the event weekend, extending its reach and impact.

Overall, the Reading Retreat showed that cultural programming can work within a commercial environment—bringing in new audiences, strengthening positioning, and activating the space in a meaningful way.

The brief

In March 2025, we received a request that deeply moved us. The sender was ASTI – Acid Survivors Trust International, a non-profit organization based in the UK. ASTI is committed to the worldwide prevention of acid attacks and supports survivors on their path to healing. Their vision: a world without corrosive violence.

They approached us with the following task: ASTI wanted us to develop an attention-grabbing campaign that would put the issue of acid attacks in the textile industry on the agenda of the German fashion industry. The only requirement was the timeframe, as the campaign was to take place in the midst of the hustle and bustle of Berlin Fashion Week – during the peak season of style and glamour. Our goal was to confront and move the media, fashion companies as well as the public.

The campaign

Our strategy was to appear visibly and be impossible to miss – while always remaining respectful towards survivors. With a three-part stunt, emotional imagery, and targeted media work, we primarily wanted to achieve one thing: discourse. And specifically, not about aesthetics, but about responsibility.

1. LED Truck: Awareness on Wheels

From Monday to Wednesday (30.06.–02.07.), a large-scale branded LED truck drove across Berlin. Instead of conventional billboards, we deliberately used the hotspots of Berlin Fashion Week and heavily frequented areas: the Uber Arena, the Kurfürstendamm, the Brandenburg Gate, and more, to bring the message to where it needed to be seen.

The key visuals highlighted the contrast between fashion’s beauty and the harsh reality that its production sites can enable acid attacks. Most attacks occur near textile industry centers, where corrosive substances are easily accessible.

2. Image Projection: Two-faced

On the evening of June 30th, we transformed a house facade on Warschauer Straße into a projection surface for a fictional fashion cover. However, the high-gloss aesthetic of the magazine turned into a visual with powerful messages about acid attacks in the fashion industry. A silent moment in pulsating Berlin – documented for social media and the press.

3. Live Performances: Confrontation meets Couture

On Tuesday and Wednesday, the heart of the campaign followed: Live performances at highly frequented Fashion Week locations such as:

• Kurfürstendamm, 01.07.25 – at the doors of the fashion shows of MARKE and BUZIGAHILL
• Brandenburg Gate, 01.07.25 – Photoshoot with LED Truck
• Uber Arena, 02.07.25 – at the entrance of the KILIAN KERNER show
• Haus der Visionäre, 02.07.25 – in front of the doors at the HADERLUMP ATELIER BERLIN show

The results

Our campaign was loud, emotional, and effective – and became visible exactly where it mattered.

• First publication in FACES Magazine
• Interview with FUNKE (myself)
• Increased interaction on ASTI’s social channels
• Engagement of fashion photographers and influencers
• ASTI positioned as a relevant voice in the fashion industry
• Doors opened for potential clean supply chain partnerships with fashion brands

Together with ASTI, we showed that social issues also have their place amidst the glamour of Fashion Week. The campaign was a first, but crucial, step in bringing the issue of acid attacks more strongly into the fashion industry.

The campaign

Just as a rocket has to be maintained and its departure into space has to be precisely prepared, it is also important in the PR world to develop a good strategy before acting – our included the pillars

• Spread the word with corporate communication announcements (expansion, investment round, …)
• Vertical B2B PR by targeting businesses cross-industry and sector by sector
• Create a steady drumbeat for B2C to reach new talents with a proactive and confident approach to flexible work models, a plea for more acceptance, respect and humble approach to simplified work and pushing the importance of new work
• Establish the company and its spokespersons as thought leaders
• Quick wins by proactively leveraging what’s already out there
• Preparation for the case of emergency by creating a crisis comms guide implementing a crisis workshop

Keeping Zenjobs back free and work together hand in hand by being a partner for all (comms) concerns, for example we supported Zenjob to find an interim head of comms and set up a joint radio promotion.

Opening up to new target groups besides students, launching in new cities, being on a path of internationalization and successfully closing a major financing round, Zenjob already brought a lot to the table we could communicate on. Gründerszene, Personalwirtschaft or Techcrunch – you name it – we got the attention of top media outlets. Besides the major milestones, however, it was also important to maintain a strong drumbeat and to position Zenjob as a thought leader and trailblazer. For the latter, we focused on Zenjob’s core themes of new work with focus on the flexibilisation of the working world as well as the Gen Z, digitalization and creating a fair platform economy. To do so, we resorted to several tactics:

Let’s go bananas about data (stories)!

We love data, you love data – everyone loves data, especially when they provide interesting insights. Fortunately, Zenjob’s data stories do just that! Whether the Gen Z study or Zenjobs „Jobspiegel“: We have aimed high and hit the mark by convincing high-profile media such as HR Journal, W&V, der Standard, t3n, Haufe, Horizont or BusinessPunk of the results.

Thank you, Zenjob!
It was a pleasure to work with you!

The brief

What once began with a clear goal of improving the world with an ad-free private search engine that protects both data and users, has evolved into much more than just a change in the status quo in the world of private search engines. Xayn, which originated from an AI research project at the University of Oxford and Imperial College London, continued to further develop its product, evolving into pioneering next genAI for large organizations. The Berlin-based startup builds secure, sovereign, and sustainable AI systems that help companies and institutions leverage the power of language models at scale.

Laika was called upon for support during this crucial developmental phase—covering for Xayn’s Head of Communications’s parental leave. Our role extended beyond strengthening their already robust media presence—we strategically set the course to lead Xayn into the next generation of AI, highlighting how Xayn’s technology stood at the forefront of innovation, redefining the landscape of intelligent search, and personalized recommendations.

The campaign

While navigating the internal challenges of realignment and communicative positioning, our multifaceted approach positioned the company as a thought leader in data privacy and digital responsibility. We encompassed various aspects, from corporate communications to advice pieces, speaking engagements, and meticulous product communication.

To amplify our messaging, we strategically leveraged insightful testimonials from key figures within the company, notably Dr. Leif-Nissen Lundbæk, co-founder and CEO, and Professor Michael Huth, co-founder and Senior Researcher as well as Head of the Department of Computing at Imperial College London.

At the same time, we underscored Xayn’s employer branding initiatives, spotlighting key actions such as their implementation of a four-day workweek, and the signing of their diversity charter. Simultaneously, we maintained a robust media relations and press office, promptly addressing incoming inquiries and ensuring that Xayn’s story resonated across different channels.

Ensuring the perpetuity of our comms & PR successes, we seamlessly integrated them into the realm of social media, amplifying Xayn’s narrative across digital platforms. Daily monitoring and monthly reporting were integral components, allowing us to adapt and refine our strategy continuously.

In essence, our multifaceted approach was not just about disseminating information but orchestrating a symphony of communication elements, strategically aligned to uphold the foundational hum of corporate and consumer news for Xayn.

The results

While supporting Xayn’s repositioning and highlighting their goal to enhance our daily digital experiences through cutting-edge AI, we concurrently elevated the discourse around data privacy and digital responsibility. Our efforts resonated not only with industry professionals but also with a broader audience, emphasizing the significance of conscious and ethical choices in the digital realm.

In the six months of our project collaboration, we secured 11 clippings—ranging from tech outlets, to business, to national and HR media such as Fortune, Human Resources Manager, and Computer Bild.

Our collaborative journey with Xayn has solidified the company’s influential position in the market, leaving a lasting impact on the discourse surrounding data privacy and digital responsibility.

Thank you, Xayn!
It’s a pleasure working with you!

The brief

How do you keep the momentum up for a wedding planning service, once the wedding season is over? How can a young startup gain media attention in such a competitive market as the wedding industry? These were the challenges that WonderWed was facing when they approached us. They wanted us to raise their profile while nobody was talking about weddings in the off-season. Yet it was a task we immediately loved because who wouldn’t want to work for a company that cares about the most important day in many people’s lives?

The campaign

We combined different stories and story angles in order to gain the attention of journalists while they didn’t yet care about the next wedding season. Whether it was letting the female founders talk about their productivity tools or the lack of female entrepreneurs or doing data evaluations of the wedding season 2018: We came up with a variety of content tailored to the media outlets that were the right match for WonderWed’s target audience.

To support the platform we also turned our attention to the many service providers that WonderWed was hosting on their website. With their help we create a trends guide for 2019: from the wedding dress to jewelry and wedding cakes that bring a tear of joy to your eye – WonderWed knows what’s trending in 2019.

Media outlets such as DIE WELT, InStyle, Brigitte, freundin and t3n loved our ideas and covered the two founders, their story and our wedding trends in 2019. Not too bad for a 3-months-project!

Thank you, WonderWed!
It’s been a pleasure to work with you!

The brief

Tineco, a leading innovator in smart home appliances known for its vacuums and cleaning solutions, aimed to boost its presence at IFA 2023, one of the world’s biggest consumer electronics trade shows. The brand set out to increase awareness, showcase its latest products, and connect directly with its audience. Our strategy? Leverage TikTok and Instagram influencers to create engaging, high-quality content at their booth. This approach aimed to reach a broad yet relevant audience, amplifying visibility and sparking excitement around their innovations during the event.

The campaign

IFA 2023 was a competitive space filled with top tech brands, and Tineco wanted to stand out. The challenge was to generate impactful, engaging influencer content that would highlight Tineco’s innovative products while resonating with the diverse audience at the event. Our strategy focused on two primary objectives: generating buzz around Tineco’s booth and driving product visibility through paid collaborations on Instagram and TikTok.

Influencer selection: We selected a diverse group of influencers from niches like Pet Influencers, Mum Influencers, Lifestyle Influencers, and Clean Influencers, all of whom have strong followings and high engagement rates on TikTok and Instagram. This target group has a high need for proper cleaning, making them ideal for showcasing Tineco’s products. These influencers were chosen for their ability to create authentic, relatable content that resonates with Tineco’s audience, emphasizing the brand’s benefits in a real-world, accessible way. Their personal connection to the audience helped drive the message that Tineco products are essential for maintaining a clean, organized home.

Paid collaborations: To make an impact at IFA 2023, we facilitated paid collaborations with influencers to visit the Tineco booth, experience the products firsthand and create engaging content for Instagram and TikTok. These influencers generated live coverage, behind-the-scenes shots, and interactive moments, bringing the brand experience directly to their followers.

The results

The seven paid influencer collaborations generated high-quality content that significantly boosted Tineco’s visibility at IFA 2023. The campaigns not only increased brand awareness and product visibility at the event but also extended Tineco’s reach beyond the trade show. Influencer posts across Instagram and TikTok garnered thousands of likes, shares, and comments, sparking excitement and conversations about Tineco’s booth and products. The engagement ranged from 500 to 4,000 views per piece of content (Story, Reel, or Post), reflecting the strong connection influencers had with their followers. The engaging content encouraged attendees to visit the booth and experience Tineco’s innovative smart home solutions in person, resulting in increased foot traffic and direct consumer interaction. Influencers effectively showcased Tineco’s new products, emphasizing key features such as functionality, ease of use, and innovation. This approach not only generated a buzz around the products, but also fostered long-term interest, ensuring Tineco remained top-of-mind with consumers long after the event.