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

One thing our space dogs love is the great outdoors, smelling the flowers and maybe even the occasional frolicking through Monbijou park, close to the Laika Office. So when Yarbo approached us in August for a Collaboration leading up to IFA, we were all ears.

Yarbo has been creating smart, modular solutions to care for and redefine the outdoors since 2015. While the company was founded in 2015, its first product officially launched in 2022 — marking the beginning of a new era in effortless outdoor maintenance. Yarbo makes it possible for customers to achieve perfectly maintained gardens and lawns with ease, no additional expertise needed. Naturally, Yarbo isn’t just about convenience; the company is dedicated to shaping the future of outdoor living through automation, intelligence, and seamless user experiences.

With that, Yarbo had an exciting task at hand for us. In 2025, they participated in IFA, one of the world’s leading trade shows for consumer electronics and home appliances, where global brands unveil their latest innovations and set the trends for the year ahead. In preparation for that, they also intended to appear at the Showstoppers Event before IFA, to mingle with interested journalists and industry professionals. This is where Laika came in, supporting Yarbo with their presence and journalistic contacts at the event.

The campaign

After kicking off our collaboration, we got right to work — laying down a trail of smart tech breadcrumbs that would lead journalists straight to Yarbo’s latest innovations. Our main goal? To create excitement ahead of IFA 2025 in Berlin and the ShowStoppers event, where Yarbo would showcase its newest lineup of modular, autonomous garden devices.

Before the first visitor even set foot in the exhibition hall, we began our proactive media outreach, connecting with trusted journalists in the German market to secure coverage and spark curiosity about Yarbo’s mission: redefining outdoor care through AI, modular design, and autonomy. By offering to meet with the Yarbo Team and test their products in person, we ensured that the media could truly experience Yarbo’s innovation first-hand. This being especially important because nothing builds trust like trying it yourself.

After sending out invitations, following up with journalists and scheduling time-slots for them to meet the experts of Yarbo at the booth, the ShowStoppers event and the IFA itself, we were ready for the big weekend.

At ShowStoppers, Yarbo’s booth was in a prime location, which allowed for direct contact and meaningful interactions with journalists and content creators alike. Many journalists who had already covered Yarbo in the past were present, but many new faces also came by. This shows how important it is for brands to make regular appearances at such events, to build strong and lasting relationships.

The results

Ultimately, this campaign proved that Yarbo’s story resonates. Through hands-on media engagement, authentic communication, and a focus on meaningful connections, we strengthened Yarbo’s position as an innovator in smart garden technology and laid the foundation for even greater visibility in the seasons to come. During the IFA, more than 6 journalists stopped by to talk to Yarbo, which has led to a strengthening of the relationship between the brand and the DACH media landscape.

The collaboration resulted in 14 clippings, 6 of which appeared in traditional media, while 8 of them were social media clippings. Special highlights were the clipping in OE24, “This robot mows, blows, and clears snow—is it revolutionizing gardening?” and the one in future zone, “IFA 2025: AI in the refrigerator and robots on the lawn”.

But this is not all, even after the IFA there were still incoming media-requests, which goes to show that event outreach shouldn’t be limited to the event itself. To unfold it’s full potential, communication needs to start in advance and continue even after the event. This is the only way to build enduring, strong relationships with journalists, as well as building consumer trust.

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 brief

One of the perks of our job at Laika is that we get to play around with new technologies a lot. Helping frontier tech succeed and gain popularity is what drives us. Therefore the whole Laika team was thrilled when the developer studio Nomtek approached us to organize a media tour during their visit at TechCrunch Disrupt 2018.

Our goal: To introduce the Magic Leap’s mixed reality glasses to a wider audience, discuss the potential of this new technology and raise brand awareness for Nomtek as one of the few selected developer partners of Magic Leap.

The campaign

In a last-minute approach, the Laika team and Nomtek decided to simply hi-jack the media audience being present at TechCrunch Disrupt. Instead of booking an expensive booth or waiting until next year to maybe secure a speaker slot, Laika simply organized media meetings on the go at the event as well as visits at the editorial offices of some Berlin-based publications. This way we were able to work effectively and efficiently within a small budget while being able to maximize the little time that the Nomtek had during their time in Berlin.

Jens durfte in Berlin die Augmented-Reality-Brille Magic Leap One ausprobieren und ein paar Games und Apps testen. Im Video verrät er euch, was er dabei erlebt hat und warum er von der Brille so fasziniert ist.
The campaign has been a major success: Nomtek met with BILD, Business Insider, Manager Magazin, golem and Androidpit. Within two weeks the media was buzzing!

And we didn’t stop there. In February 2019 we continued our collaboration with another exciting, but own event: A Magic Leap evening at our friends from The Family. You can read more about how we got a full house for nomtek here.

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

The brief

Neptune Software is a Norwegian tech company and one of the leading low-code, SAP-centric, enterprise app development platforms. Neptune Software’s solution, therefore, makes it easier to build business applications, and faster to integrate with any IT landscape, on any device or desktop to enable enterprise mobility. All business processes and user interfaces (SAP and non-SAP) can be modernized and optimized with the full benefits of Fiori UX and ABAP.

While Neptune Software was recognized several times by the Gartner Magic Quadrant as a major player (a research methodology providing competitive positioning for technology providers), the notion of low-code is just now getting more and more visibility in business and the media. Neptune Software came to us with the goal to establish the platform as a leader in the DACH Region and expand its reputation beyond SAP. After exploring and executing story angles and tactics for Neptune Software for three years now, we are now expanding PR activities in other markets and exploring new topics. Neptune Software is currently diving deeper into no-code solutions for businesses. The company has gained great visibility and credibility in the IT sector, and a variety of trade B2B press over the years. Our goal is to keep the ball rolling and elevate Neptune Software’s position in the low-code/no-code industry even more, by allowing experts and clients to share their knowledge and experience with the Neptune DX Platform. Neptune Software is also establishing its messaging in additional markets, namely in the UK and Ireland, with our dear friends from Clearbox.

The campaign

With the Neptune DX Platform and the new no-code toolkit, the tech company builds a bridge between business and IT, meaning between IT experts and citizen developers. The platform connects both worlds to improve business processes and enable digital transformation. This has shaped the core message that has been guiding our PR activities.

For our PR strategy, we work with Neptune Software’s great expertise in different verticals (retail, logistics, energy, etc.) and case studies. Therefore, we take a look at the specific needs of each industry in terms of low-code and/or no-code. By pitching and writing bylines and thought leadership pieces for these media sectors, we build the expert profile of Neptune Software and the team. For that, we focused on different aspects:

First, we needed to make the technology itself more visible and create a better understanding of its advantages: “Agile makes mobile: With the rapid application on track for digitization”, “Low code or pro code?” and “5 reasons to work with low code technology”, were some successful headlines.

Then, Neptune Software provided us with case studies that we then used to elaborate on the benefits of business applications, with concrete examples in different industries, to create stories like “All processes in one app: Digitization of the supply chain”, “Suddenly digital: How retailers become mobile”, “How the energy industry is becoming a driver of digitization”, and more.

We also have the ongoing task to pitch the impact of low code and no code on our work habits to media—with Neptune Software representatives, for example, and users, explaining how IT and manager jobs evolve with technology. That’s how we got Christoph Garms, Managing Director of Neptune Software Germany, to talk with the W&V-Tech Podcast “Die digitale Viertelstunde”. For Thorsten Wolf, Development Consultant for Neptune Software, we developed a piece on his job as an ABAP-Developer: “What does an ABAP-Developer actually do?”. Recently, the CEO, Andreas Sulejewski, wrote about “Empathy driving innovation” and New Work in HR and Business Media.

With the above strategy and tactics, we’ve been able to secure 60+ clippings with a reach of over seven million readers. In the meantime, Neptune Software is developing its PR activities in more countries and conducting studies with media partners to bolster its brand awareness and expert status. Together, we want to keep creating synergies and push success stories to reach for more stars in the world of low code.

The brief

navabi is one of our first clients at Laika. But our history goes back even further in time: Before setting out to start her own agency, our founder Ela worked for the Aachen and London based plus size fashion leader as a freelance consultant and during a previous agency job.

Long before navabi and Laika met the online retailer had already made its name with plus size customers from allover the world. Laika’s mission therefore is to simply amplify the navabi messages from time to time via selected PR projects that all have one message: navabi embraces body diversity and positivity and fights for a fair representation of all body types in the media and fashion industry.

The campaign

navabi is never afraid to pick a battle and neither are we. Whether it was answering a body shaming “beach body ready” campaign by putting out a competitor ad with navabi’s own version of models ready to hit the waves or whether it was attacking Victoria’s Secrets outdated beauty standards with very own navabi angels – the online retailer gets creative when it comes to fighting for body equality.

And navabi also does not shy away from tackling the problem hands-on: There are not enough stock photos of plus size women taken to ensure a fair representation? navabi produces their own and puts it out there for free. There are no kids cut out books with body and diverse women to dress up? navabi creates its own version and gifts it to customers so that kids can early on experience that beauty comes in all sizes and shapes. Media does not represent plus size women to their fair share, but refuses to realise this? navabi takes it upon itself to count the hard facts and reach out to the media with proven numbers. Diversity projects are too little funded? navabi launched its own Global Talent Fund to change this. Plus size bloggers are not invited to the majority of shows during Berlin fashion week? navabi organizes a whole loft for them to come together to discuss, dress up and party.

Besides advising navabi on how to execute those creative ideas, Laika handles the DACH media relations to make sure that the world knows about them. Whether it is exclusive interviews with navabi influencer and fashion designer Hayley Hasselhoff, daughter of the Uber famous (at least in Germany) David Hasselhoff, or background talks with fashion industry trade media to explain navabi’s approach to own brands – Laika makes sure to build and foster journalists relations for the e-commerce player. And of course – from time to time we also help out with the daily “bread & butter PR” whether it is fashion mailers, visiting editorial offices with latest collections or hiring news. There is always something happening in the world of navabi.

All of the above combined made us secure top tier placements in media such as DIE WELT, Stylebook, Horizont, Internet World Business, W&V, Fashion United, TextilWirtschaft and many others. And hopefully, many more to come.

Thank you, navabi!
And keep up the fight!

The brief

FEMNA was about to launch their pregnancy Indiegogo campaign #therealityofpregnancy when they reached out to us. They were looking for someone to spread the word for their campaign as well as their social engagement for pregnant women and midwives in Kenya.

The campaign

Our initial strategy was to put FEMNA on the German media map and to support the company with the launch. We wanted to establish FEMNA not only as a startup but as a movement that is breaking with taboos around female health by offering herbal-based wellness products for all phases of a woman’s life.

Laika reached out to media and selected mommy bloggers to provide them with product samples and more information about FEMNA’s most recent pregnancy product launch as well as their social engagement in Kenya. Additionally, we positioned Emily and Maxie as strong and rising female founders and organized a launch party for FEMNA’s Indiegogo campaign #therealityofpregnancy.

We generated coverage in highly regarded national, lifestyle and business media such as Die WELT, Refinery29 and LEAD Digital. Furthermore Business Punk voted Maxie among the top 100 entrepreneurs to look out for in 2019.

The brief

In late November 2023, Ecosia embarked on a mission to enhance its visibility within DACH media. Their goal was to extend beyond the conventional role of a search engine and tree-planting platform. Through strategic media placements, Ecosia sought to spotlight its innovations and climate initiatives, positioning itself as a pioneering force in these domains.

As the world’s greenest search engine, Ecosia is a not-for-profit tech company deeply committed to environmental conservation. They channel 100% of their profits towards initiatives that benefit the planet, particularly through tree planting projects. With over 200 million trees already planted worldwide, Ecosia is making a tangible difference in combating climate change. Their mission is simple yet powerful: to empower individuals to take climate action in their daily lives. By using Ecosia as a search engine, users directly contribute to tree planting, wildlife protection, and community empowerment.

Recognizing the importance of spreading their message and setting high standards for forest restoration, Ecosia sought a PR agency to amplify their voice and solidify their position as leaders in sustainability within DACH.

The campaign

Our strategy positions Ecosia as a bold challenger alongside industry giants like Google and Microsoft, establishing it as an authoritative voice in political climate change discourse. We target key sectors such as business, national affairs, sustainability, lifestyle, and technology, leveraging prominent broadcast platforms like TV and podcasts to highlight the company’s innovation and relevance.

Focused on these objectives, our campaign reinforces Ecosia’s pivotal role in navigating new climate legislation and addressing pressing environmental concerns. It emphasizes seamlessly integrating Ecosia into daily life and empowers users to effortlessly make a positive environmental impact. By disseminating this message through various media outlets, our goal is to provide users with the knowledge necessary to make informed decisions. With significant coverage from platforms like CHIP and GIGA, it marks a great initial success.

By using accessible imagery to explain complex issues, we facilitate a deeper understanding of Ecosia’s mission and impact among journalists and consumers alike. This not only bolsters their credibility but also cultivates trust and engagement within their audience. And because we scored two interviews within our first couple of weeks for Ecosia: Frankfurter Rundschau and FAZ, you can state it was a rocket launch of our partnership.

In every space journey, flawless outcomes aren’t assured. Similarly, with this venture, we encountered challenges. After adjusting our strategy, we ultimately overcame a significant hurdle: broadcast attention. Despite multiple follow-ups, immediate success eluded us. But we didn’t give up! Instead of pushing Ecosia, we talked to media about the impact of the digital markets act for society. Eventually we got featured on ZDF Morgenmagazin and Volle Kanne, marking a significant triumph. Our latest TV achievement came as part of our April Fools’ stunt. We landed a feature on taff—and the cherry on top? Not just once, but twice in a single week. This wasn’t your typical textbook pitching process. By collaborating closely with the editorial team, we shaped the stunt into a true WIN-WIN for everyone involved.

The results

In the first year, we achieved over 210 clippings and an incredible reach of more than 7 billion views! We captured the attention of numerous major media outlets and left a noticeable impact in the DACH region – and the best part is: we’re just getting started! With this impressive success, we look ahead with energy and excitement to what’s still to come. Our goal remains to inspire and empower people to contribute to climate protection every day – and we’re determined to make even more happen together!

The Brief

At Laika, we partnered with Carousel Dancing, an EU-funded research project using VR technology to combat loneliness and promote well-being through dance. This initiative creates an immersive virtual world where users can reconnect with their bodies and find joy in movement.

Launched in 2021 and concluding its research phase end 2024, Carousel Dancing’s central objective is combating loneliness. The project addresses challenges like isolation, accessibility, and lack of time that keep people from traditional dance studios. Studies confirm the profound health benefits of dancing, including reducing loneliness, enhancing decision-making, and improving overall well-being.

The project partners DFKI, Grassroots-Arts, Edinburgh Napier University, Aalto University and VIVITnet S.A.S.ambition to make dance accessible to all from wherever they are at any time. Notably, loneliness affects one in three people aged 18 to 53, with rates as high as 44% among those under 30, according to the German Federal Institute for Population Research.

As Carousel Dancing transitions into a market-ready product post-2024, its debut at Gamescom offers a chance to spotlight its potential and raise awareness about its vision for a more connected world.

The Campaign

Our mission was simple, to amplify the project’s voice and ensure its message reached the right audience and set the stage for its future market entry. So how did we achieve this?

Inviting media to the booth: We engaged local Cologne journalists and Gamescom-attending media, including journalists from the UK, offering them a firsthand experience of the project’s immersive VR dance world.
Expert statements & interviews: We pitched interviews and expert commentaries to German media, positioning the project as a thought leader in combating loneliness through innovative tech solutions.
As the project seeks to break barriers and build bridges through dance, it was vital that we secured diverse media coverage. From gaming and tech portals to health and lifestyle publications, our outreach strategy will emphasize the societal and individual benefits of dance, as well as the groundbreaking use of VR technology in fostering connection.

We’ll spotlight the project’s universal appeal—dance transcends language, heritage, and age—inviting journalists to step into the VR experience themselves. Through press kits, expert interviews, and thought-leadership storytelling, we aimed to inspire audiences and set the stage for the project’s next big leap.

The Impact

With a strong showing at Gamescom and widespread media coverage, this innovative research project will be well-positioned for its post-2024 transformation into a market-ready product. During the event, outlets such as ZDF – Volle Kanne, Gamesmarkt, The Gamer Guide, Computer Base, Computerspiel Schule (alongside Game-Based Podcast), and PC Gamer visited the booth. In addition to journalists, some Twitch streamers also stopped by to check out Carousel Dancing. By showcasing Carousel Dancing’s ability to address isolation and enhance well-being, we helped ensure it gained visibility among stakeholders, built long-term partnerships, and, ultimately, positioned the project to make a lasting impact.