The brief

The first Spiced Academy opened its doors in 2015. Since 2020, the 12-week coding bootcamps are offered in Stuttgart, Cologne and Hamburg. Founded and led by Frederik Aldag, Spiced Academy trains Data Scientists and full-stack web developers and enables them to enter the digital economy.

When Spiced approached us, their goal was to raise awareness and attention for their training program. The team also wanted to differentiate itself from other coding camps. Challenge accepted!

What that meant for our work: On the one hand, we knew we had to appeal to the target grou through meaningful stories that convince them of the training quality. On the other hand, our task was to push the general topic of coding bootcamps in the media and create special trust in the Spiced Academy brand.

The campaign

Although there were a few international providers of coding bootcamps, the concept of extremely fast – and therefore very intensive – training for programmers had not yet reached the mainstream media in Germany.

So we came up with a strategy that aimed to educate the public about the 3-month intensive courses while at the same time building trust in this new form of education. Part of our concept was also to present Spiced Academy as the answer to the IT skills shortage and to highlight the proven expertise of the head coaches.

We felt the best way to do this was through direct on-site experience. So we invited media such as Handelsblatt to take part in one of the courses – which was met with great interest. The result of this approach can now be read on Handelsblatt.de. Furthermore, a unique selling proposition of the Spiced Academy is the high quality of the training, which is primarily provided by head coaches with many years of professional experience. This gave us the opportunity to place them in expert podcasts as well. For example, Dr. Kristian Rother got invited by Capital to discuss with “So techt Deutschland”. A special highlight was the visit of a camera crew from n-tv , which resulted in the report “Startup lehrt Programmieren in zwölf Wochen”.

The result? Spiced Academy’s brand awareness was increased through coverage on Handelsblatt, Capital, n-tv, and many others. Following the various publications, the Spiced Academy also confirmed a significant increase in website traffic and program sign-ups. Especially the signups are a proud achievement that shows the potential of PR to create trust and drive business success.

Thank you, Spiced Academy!
It’s been a pleasure working with you :)

The Brief

Berlin is the city of contemporary history: millions of visitors come to Berlin every year because the city breathes history at every turn. Nearly 200 museums provide insight into special topics: Cannabis, Ramones, lipsticks – none so far gives a quick overview of Germany’s history. Berlin is no exception: nowhere else in the world is there a museum about the history of a nation, in a comprehensive and immersive way suited for visitors of all age. In one hour, the Deutschlandmuseum tells 2,000 years of German history. In anticipation of the grand opening of Deutschlandmuseum, a highly anticipated cultural event, the organizers aimed to generate significant media interest. Their objective was to secure extensive coverage across local, regional, and national media, as well as in trade publications.

To accomplish this, meticulous planning and flawless execution of the press conference were paramount. With their prior experience at the Spionagemuseum, there were high expectations for attracting both Berliners and tourists to this new immersive museum. Due to their previous experiences at the Spionagemuseum, there were high expectations, for the participating press. In addition to large media companies such as dpa and rbb, the focus was also on the involvement of trade media and portals

The Campaign

The official start of the campaign and all other preparations for the grand opening of the Deutschlandmuseum began a month in advance. Given the tight schedule, we conducted calls with the responsible managers, designers, and creative minds of the museum to strategize our approach. Our primary objective was to capture media attention for the opening. To achieve this, we focused on crafting compelling press releases, assembling visually appealing promotional materials, and planning an engaging press conference. We also briefed key local and national press in advance and invited them to an exclusive press event.

Given the challenges, including the limited timeframe for organizing the press conference, we placed great emphasis on swift and efficient coordination. A positive and widespread media response was crucial for the success of the press conference, aligning with the official opening of the museum. We proactively reached out to local media in Berlin and directed them to the available media kit.

Through these strategic efforts, we successfully maximized media coverage and were pleased to welcome authors and representatives from BILD/B.Z., Damals, Deutsche Welle, HIMBEER Berlin, rbb 88.8, rbb Abendschau, staycation.berlin, Berliner Zeitung, blog.inberlin.de, Tagesspiegel, tipBerlin, and rbb online to the press conference. Our goal was to spark anticipation and curiosity among the audience, encouraging them to explore the museum and experience its exhibits firsthand.

Outcomes

By leveraging efficient communication, planning, and strategic engagement, the press conference for the grand opening of Deutschlandmuseum gathered media from TV, broadcast and local papers. The press conference generated a total of 21 clippings, mostly in Tier 1 regional newspapers. The coverage not only informed the public about the grand opening but also piqued their interest, leading to increased footfall at the museum. The media coverage contributed significantly to shaping a positive public perception of Deutschlandmuseum, establishing it as a must-visit cultural destination.

The event not only garnered substantial media coverage but also participated in creating a buzz in the community, ensuring a successful launch for the museum. The effective coordination with the museum and use of resources were key for a well-executed media strategy in the success of cultural events of this magnitude.

The Brief

In March 2024, Cornerstone, a leader in workforce agility solutions, approached us to enhance their media presence in the DACH region. Although Cornerstone has been active in the DACH markets for over a decade, serving more than 7,000 customers and 140 million users in 186 countries, including iconic brands like Roche, Siemens, and DHL, their media visibility has remained relatively low. That’s where we come in to change that — and it was an instant perfect match. Just like Laika, Cornerstone is tech-driven and has innovation at its core. They focus on solutions that enable organizations to identify skills gaps and development opportunities, retain and engage top talent, and provide multi-modal learning experiences to meet the diverse needs of the modern workforce. Since March, we have been working together to raise awareness among the media and the public about the needs of the modern workforce and position Cornerstone as a key player in the market, ensuring that people are at their best– and when they are, organizations are too.

The Campaign

In the beginning, our focus was on reintroducing Cornerstone to the German media market. While the company was not new, awareness of it was low, and it was flying under the radar of many journalists. This was opportune timing, as Cornerstone was just about to launch Cornerstone Galaxy, a comprehensive new workforce agility platform designed to build high-performing, future-ready organizations and people, in early May 2024. This development not only gave us a newsworthy angle to bring the company back into the spotlight, but also made Cornerstone more approachable to journalists.

To complement the Galaxy launch, Cornerstone also kicked off its global event series, Connect Live, where customers and journalists were invited to embark on this new journey together. These events showcased both the Galaxy platform and Cornerstone’s latest acquisition of Talespin, making immersive learning experiences accessible and sharing the company’s future goals and vision. We invited select journalists to the German event, giving them the opportunity to get to know the company better, understand its vision, and engage in one-on-one conversations on-site.

All of this set the tone for Cornerstone’s reintroduction to the media market. Building on this, our goal was to establish Cornerstone as a thought leader, particularly on topics that are crucial for companies worldwide, such as workforce readiness. The world of work is changing rapidly, and if employees aren’t prepared, neither is the organization. This is where workforce agility comes in, helping to close the workforce readiness gap.

In 2025 AI became a widely discussed topic in the media landscape and for many service providers – and also for Cornerstone. They implemented AI into their services, helping companies analyse their employees’ hidden strengths, create learning roadmaps for them and even offer immersive virtual training programs. Because digitalization in Germany is still behind, compared to other markets, we helped Cornerstone to share their experiences with AI implementation in HR, with German journalists.

By demonstrating Cornerstone’s value as a thought leader and approachable service provider who is genuinely invested in its clients’ success, we are not just bringing Cornerstone to the forefront of media attention—we are making the company shine.

The Results

It’s safe to say that the DACH media landscape welcomed Cornerstone with open arms. After working together for over 1 year and 9 months, starting with a phase of reintroducing the company to the media and then further establishing them as a thought leader for employee education, re-skilling, and AI implementation in HR, we’ve successfully secured 57 articles and interviews in prominent outlets such as t3n, it-daily or Capital, and many others, reaching approximately 24.2 million people in total. We truly enjoyed working with Cornerstone and are excited to see what the future holds for them.

The Brief

Chatterbug approached us at the young age of two business years. With a big funding round coming up, it was clear what Chatterbug was looking for: a big splash in the media — a here-we-are moment. But this was just the beginning. Being a product with many indistinguishable competitors, the challenge was to emphasize Chatterbug’s specific strengths to make the platform stand out, and how Chatterbug always strives to make the learning experience more and more easy and a joyous event rather than a chore. We were there during various evolutionary stages of the product — and each stage had to be thoughtfully introduced to the German media.

The Campaign

Our cooperation started with announcing the substantial funding Chatterbug received. The strategy was straightforward. The founders of Chatterbug knew each other from their time at GitHub — a platform for programmers that was sold to Microsoft — and are unified by their love for tech and languages. So they were no strangers to the industry, and we crafted a compelling storyline around the protagonists, Scott Chacon, Tom Preston-Werner, Russell Belfer and Liz Clinkenbeard, and their new business endeavor, to approach the relevant business outlets with.

Throughout the cooperation, we worked towards different objectives. We won over the business outlets by offering founder interviews and a compelling founding story. In addition, we were targeting more consumer oriented outlets, communicating Chatterbug’s latest features, such as Chatterbug Streams, to reach potential users. Being convinced by the quality of the product itself, one of Laika’s main strategy included offering journalists the opportunity to test the platform themselves. It was not the easiest way to go, as time was scarce for journalists due to the ongoing pandemic, but in the end, it was a fruitful one, as the results below show.

Additionally, we reached out to broadcast media. Producing snackable language learning content is part of Chatterbug’s daily biz. Hence, the company works with charismatic camera-ready hosts — a fact we knew to use to the company’s advantage, as can be seen in the RBB video below.

The Result

Chatterbug got top tier hits across the board — from lifestyle to tech to public service media: Gründerszene, BILD, t3n, Jolie, RBB, to name a few gems. Check out the gallery below for three selected highlights, which display the broad variety of target audiences reached.