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 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 December 2022, Woola presented us with a distinctive proposition. The Estonian start-up, committed to creating eco-friendly packaging for e-commerce and retail from surplus sheep wool, aimed to not only amplify its media visibility but also extend invitations to existing partners and potential customers. Having successfully organized Woola events in locations like Stockholm, Paris and Copenhagen, showcasing their products and narrating their story, they now aimed to replicate this achievement in the German market. The aim is to attract media attention similar to what they received in the previous cities. Recognizing our expertise, they enlisted Laika to orchestrate B2B communication and event PR tailored to this objective.

Our mission had a clear objective with a touch of warmth—supporting Woola’s mission to transform the packaging industry’s single-use mentality toward sustainable solutions, a cause we already successfully championed in the past for LivingPackets.

The campaign

The key strategy for our event PR was centered on introducing Woola to journalists, brands, decision makers and influencers, leveraging our established network to ensure a substantial and lasting impact. It became evident that our primary focus was on the DACH region with the Woola experience events, in order to enhance awareness of their products and company.

Once the strategy was in place, our attention shifted to introducing the innovative products to the DACH market. This involved securing impactful coverage in relevant national, local, business, retail, e-commerce, and logistics media, as well as select lifestyle titles. The spotlight was on versatile wool wraps, reusable bottle sleeves, and cushioning wool that could be recycled, returned, or industrially composted, capturing the attention of journalists as we initiated our partnership.

Recognizing the significance of establishing a solid foundation, we chose to step back before delving into the event. Acknowledging that attending an event without prior knowledge might result in reduced commitment, our priority was to first introduce the products. This drew attention, swiftly noticed by media outlets such as: Frundscene, Logistik Heute and the Packaging Journal.

The subsequent crucial stage involved captivating journalists, decision-makers, and influencers through a compelling promotional strategy. Our approach placed emphasis on delivering information about the event, the company, and its products in Woola’s distinct tone— purposeful and environmentally conscious. This strategy was designed not only to optimize attendance, but also to enhance brand awareness effectively. Notably, Frank Puscher, the deputy editor-in-chief of Meedia and the events moderator, provided coverage, garnering attention in multiple articles for the subsequent developments.

Our plans don’t always unfold as seamlessly in reality as they appear in the strategy presented to clients, and this was evident in our experience with Woola. Despite our extensive efforts to generate interest and secure attendance for the event, we faced challenges that resulted in a more limited guest list just a week before the scheduled date. Registrations were lower than anticipated, and the feedback from journalists and influencers frequently mentioned challenges such as the perceived inconvenience of timing, despite our proactive approach in pitching and sending save-the-dates well in advance. It’s worth noting that other external factors, such as vacations, may have played a role in the turnout. Faced with this challenge, we took a more traditional PR approach by personally reaching out to journalists via phone calls. Fortunately, this strategy resulted in a better-than-expected turnout, but it undeniably caused some stressful moments.

The results

The journalists had the unique opportunity to tour the Woola Experience exhibition alongside Anna-Liisa Palatu, CEO and co-founder of Woola. During the visit, insights were gained into how the company is revolutionizing the packaging and shipping of products. The event also featured a panel discussion with experts from the sustainability and packaging industry, including Frauke Schoon, Ethics Communications Engagement & Outreach at Lush (also our client at that time) and Tanja Tanskanen, Sustainability Manager at Ampler Bikes. The focus of the discussion was the challenges of achieving a plastic-free future of packaging. Additionally, attendees had the chance to meet the Woola team in person, explore their products, and participate in hands-on testing. Looking back on it, it feels good to know that we helped Woola shift the packaging industry away from single-use materials to more sustainable solutions.

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

The brief

When a former agency colleague approached us to help him communicate for an innovative e-commerce packaging solution, we wondered: What does a technology agency such as us have to do with what we thought were cardboard boxes? But we soon learned that THE BOX is neither made from cardboard, nor a trivial solution. It actually might be the key to solve the many problems e-commerce faces – from becoming more sustainable to tracking valuable goods. So what makes THE BOX so exciting?

For starters this smart packaging can be reused up to 1000 times before being repurposed for the next delivery cycle. It is also equipped with numerous sensors to track the parcel, change address etc. With its sophisticated technology, THE BOX offers a safe and convenient alternative to conventional shipping with cardboard boxes, which makes additional packaging waste unnecessary. The overall market for this is estimated to be worth several trillion euros and part of a broader discussion linking best solutions and practices enabling better growth, service and sustainability in logistics. Currently, over 100 billion cardboard boxes are shipped each year in e-commerce alone, causing 700 million trees to be cut down each year. In addition, several million tons of plastic waste ends up in the oceans every year. And 85% of all customers are dissatisfied with the last mile experience. LivingPackets meets this market situation with THE BOX and has already been awarded several prizes, including the coveted Innovation Awards at CES 2020.

So what’s our job then? Well, to let the world know about this innovation and to educate the media and market about the dimension of the current problem with cardboard and plastic packaging waste which does not only end up in our trash bins, but also our oceans. Further, we are there to teach consumers and journalists about LivingPackets unique profit sharing concept called “Sharing Angel” and to support creating a demand for THE BOX with (e-commerce) retailers.

The campaign

Kick-starting our work end of December 2019 we jumped right into the CES madness in January organising media interviews on the ground and after the event. Once the LivingPackets team returned home from Las Vegas we started working together on a long-term PR strategy including a mix of media tours and (podcast) interviews, thought leadership and news announcements such as a 5 million Euro milestone for LivingPackets crowdfunding campaign. Having been hit by the Covid-19 crisis in March we helped explain how e-ink displays like the one on THE BOX could help the future of contactless deliveries. By closely monitoring the DACH media landscape on topics such as sustainable shopping, logistics and investment we reached out to journalists covering these areas to build a long term relationship and to explain all sorts of questions before LivingPackets planned roll-out of THE BOX end of this year.

6 months into the collaboration we secured a total of 31 clippings prior to product roll-out. Among them are top tier media such as Business Insider, FAZ, Süddeutsche Zeitung, Deutschlandfunk and DIE WELT. A successful start for a desperately needed solution to help our environment.

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

The Brief

New year, new PR opportunities? That’s exactly what last-mile logistics company DODO thought. At the beginning of this year, they became our new client, aiming to establish DODO as a leading expert in last-mile logistics among e-commerce and logistics managers in Germany and Austria.

DODO specializes in same-day delivery for e-commerce and grocery orders, with a mission to delight their clients’ customers across all 14 segments. Based in Prague, they currently operate in six European countries. Their secret weapon, GAIA, is an in-house developed logistics platform that ensures speed, reliability, and sustainability. Proud to be one of the fastest-growing tech companies, DODO’s clientele includes major names such as Tesco, BILLA, KFC and Decathlon.

Our partnership with DODO is thrilling primarily because it aligns our long-term communication objectives with their vision: a relentless drive to enhance their media prominence in comparison to key competitors. We are focusing on three key areas: last-mile logistics, technology and innovation, and sustainability—areas where we excel. Recognizing the importance of spreading their story and setting high standards for the last-mile logistics industry, DODO sought our PR expertise to amplify their voice and solidify their position as leaders in logistics PR within Germany and Austria. To achieve DODO’s objectives, we strategically leveraged our expansive network and forged new alliances with both conscientious journalists and established media entities in both countries.

The Campaign

Our strategy positions DODO as a trustful reliable logistics partner. Within our strategy we target key sectors such as business, technology, logistics, nationals, e-commerce, transportation and additional podcasts, this to highlight the company’s impact and relevance within the industry.

Focused on these objectives, our campaign reinforces DODO’s role in the changing last-mile logistics industry and addressing their interesting, own made GAIA technology. A new technology for precise customer order forecasting. The goal: to optimize the last mile. By disseminating this message through various media outlets, our goal is to provide readers with the expertise, position, voice and knowledge the company has in this industry. With significant coverage from outlets like Logistra and Transport, it marks a great initial success.

But we didn’t stop there, eager to position DODO as a thought leader and voice in the industry—we decided to go the extra mile, and this time, we had the logistics to back it up. To achieve this, we adopted a media hijacking strategy, leveraging existing media channels, platforms, and trends to gain attention, increase visibility, and spread our message.

When we learned that Getir and Gorillas had officially withdrawn from the German market in mid-May, we saw an opportunity. We decided to pitch the question, “Is it even possible to deliver groceries profitably?” to journalists covering the news. This approach paid off significantly, as we scored a major hit with Handelsblatt!

The Results

In the six months we’ve collaborated, we achieved eight media clippings, reaching over 18 million views, and garnered attention from Handelsblatt—and we’re just getting started. With these impressive accomplishments under our belt, we eagerly anticipate the future of this partnership, aiming to go the extra mile together.

The brief

In January 2025, Cloudpillo embarked on an ambitious journey to gain more brand awareness in Germany for the upcoming year. Known for its focus on improving sleep 💤, Cloudpillo made a name for itself with its adjustable pillow filled with flakes of memory foam, which adapts to the sleeper’s head. Thanks to a zipper on the side, the pillow allows users to adjust the amount of foam flakes and the thickness of the pillow. Cloudpillo launched this mission with us earlier this year. It’s safe to say we’re aiming for the stars 🌟 — and no, not just in our dreams.

To position Cloudpillo as a leading brand in Germany, we strategically committed to high-quality features and participation in renowned product tests. This approach not only ensures the quality of our products but also reinforces our commitment to innovation and consumer trust. Our campaigns include regular press releases, founder and expert interviews, media pitches, and creative initiatives such as surveys and product placements in tests and reviews. Through these efforts, we aim to generate consistent and impactful coverage in national newspapers, lifestyle, and health-oriented media, building strong media relationships that will permanently establish our brand in the German market.

The campaign

Cloudpillo’s main goal was clear from the start: to boost brand visibility and establish a unique market presence. Over the past three months, our strategy has focused on strategic PR campaigns and crafting impactful content. What better way to generate positive coverage than by introducing the brand and its product in a way that excites journalists? By letting them experience the product firsthand, they truly appreciated its qualities.

A key part of this strategy was developing content around timely and relevant themes, such as national awareness days. We leveraged moments like Valentine’s Day or daylight savings to create engaging stories that resonated with audiences and offer product samples to journalists. Additionally, we conducted a survey among more than 600 Cloudpillo customers, gathering compelling insights into sleep quality, habits, and preferences. This data-driven approach resulted in over 30 media clippings, reinforcing Cloudpillo’s credibility. Furthermore, Cloudpillo earned a prestigious test seal from CHIP, receiving an impressive 8 out of 10 rating. These achievements positioned Cloudpillo as a trusted authority across lifestyle, technology, consumer, and news platforms over the past three months.

Although Cloudpillo was relatively unknown in the market, we successfully sparked media interest around the topic of healthy sleep habits and secured coverage within the first three months of our collaboration. Building strong relationships with journalists, through consistent outreach, ongoing conversations, and follow-ups was a top priority and proved to be a valuable investment.

The results

In just three months: 43 clippings, over 460 million people reached, multiple Tier 1 media hits, and most importantly a thrilled client and a proud Laika team 🚀. This success included features in top-tier outlets such as CHIP, Gala, and GQ, covering everything from sleep improvement to product quality and the benefits of high-end pillows for diverse audiences. Additionally, our survey results gained traction in publications like Merkur.de, HNA, RUHR 24, Frankfurter Rundschau and TZ, to further solidify Cloudpillo’s media presence.

Looking ahead, we plan to expand its PR efforts to support key product launches and deepen storytelling around sleep innovation. We will also explore strategic brand collaborations that resonate with broader audiences, while continuing to pitch timely, seasonal narratives. These efforts aim to strengthen trust with our target audience, elevate Cloudpillo’s credibility and expand its presence across top-tier media outlets.

Thank you, Cloudpillo for the fantastic teamwork.

We are excited for all the incredible things we will accomplish together in the future!