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.

The brief

Already the best-selling brand of sub-$100 stereo and true-wireless headphones in the US, Skullcandy asked Laika to help them become the #1 choice for youthful, adventurous audio consumers in DACH. With the forthcoming Skull-iQ voice platform and a strong roadmap of product and culture-driven collabs, the brief was clear: build brand awareness in top-tier tech, gaming, lifestyle and national media to ultimately drive online sales.

The campaign

We started by (re)acquainting our closest tech and lifestyle contacts with the brand through targeted seeding and hands-on testing. That groundwork paid off: when Skull-iQ launched, we ran an embargoed pitch to select journalists before a wider roll-out, landing coverage in tier-one German tech titles like Netzwelt and Heise that introduced Skull-iQ, Push Active and Grind Fuel to DACH audiences.

As the holiday season approached, we leveraged raffle opportunities to reach sports, lifestyle and women’s media, stepping in with in-house product photography when assets were missing. Among others, desired featured Skullcandy in its advent calendar—extending our reach beyond core tech.

Momentum & milestones (2021–2025)

2021 – Platform & performance.

Launch of Skull-iQ on Push Active and Grind Fuel set the stage for hands-free control and OTA feature updates—the hook for tech media in DACH.

2022 – Gaming re-entry.

Skullcandy returned to gaming with SLYR, SLYR Pro and PLYR. Our outreach broadened from tech to gaming media and communities, with news and tests across outlets like Notebookcheck and Gamezoom. Co-branded drops (e.g., Street Fighter, Pit Viper) kept lifestyle interest high.

2023 – Culture collabs & flagships.

Limited editions with Burton and TMNT added cultural heat. On the product side, Crusher ANC 2 and Mod sustained review interest in mainstream titles.

2024 – Sustainability & ANC for everyone.

Skullcandy introduced EcoBuds—earbuds designed to halve their carbon footprint—alongside accessible ANC options like Rail ANC and the new on-ear Icon ANC. These launches helped us tell a broader story: performance meets sustainability and inclusivity on price.

2025 – Headline partnerships & next-gen line-up.

A highlight of the year was welcoming Tony Hawk as a Skullcandy ambassador and the launch of Method 360 ANC (sound by Bose) to anchor the active line. We also supported the premium Aviator 900 ANC over-ears and the gaming-centric Crusher PLYR 720, extending the narrative into travel, premium ANC and 4D gaming audio.

Influencers & community

Beyond classic media work, we consistently tapped micro-influencers across sports, lifestyle and gaming for authentic, steady-state reach and UGC. This dovetailed with Skullcandy’s own creator/athlete programs (e.g., Boundary Breakers), reinforcing credibility with the brand’s communities in arts, music, and board sports.

The results

Among many highlights, Skullcandy’s 2022 return to gaming with SLYR, SLYR Pro and PLYR opened doors beyond our core tech base and sparked coverage in dedicated gamer outlets (e.g., Gamezoom, Gaming Deputy) while also landing write-ups in broader tech/lifestyle titles like Basic Tutorials, Caschys Blog and Notebookcheck, plus mainstream reach via n-tv’s Crusher ANC 2 review. From 2023–2025 we kept momentum with culture- and sustainability-led launches — from the Burton and TMNT collabs to EcoBuds — giving editors fresh storylines across boardsports, gaming and green tech. In 2024 the revived Icon ANC broadened on-ear appeal, and in 2025 the Tony Hawk partnership and Method 360 ANC (featuring “Sound by Bose”) delivered another spike in awareness and reviews; new flagships like Aviator 900 ANC and Hesh 540 ANC further strengthened the premium tier.

Closing the chapter

Our collaboration concluded at the end of September 2025. Four years and four months after kick-off in June 2021, Skullcandy’s brand presence in DACH is stronger, broader and more credible—across tech, gaming, lifestyle and culture. We hand over with momentum, clear storylines (performance, culture, sustainability) and a network that’s warmed up for the next chapter. Thank you for a great time together, Skullcandy!

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

The brief

Laika still feels its inner child! The team was excited to hear about kinderkiez, brought to life by Berlin-based father of two kids, Felix Stock. He reinvented a classic: individual play rugs that show your own neighborhood. The goal was to manage the PR launch campaign for kinderkiez and of course making sure, that lots of kids scream “yeah” while unwrapping their Christmas presents.

To create media attention before Christmas Laika focussed on a combination of classical PR work and Influencer relations.

The campaign

An important part of the launch campaign included engaging with family-focused Influencers from Germany to spread the word about kinderkiez. Without any additional media budget, Laika managed to interest even some bigger 10k+ Instagram influencers. Find here some examples of their enthusiastic feedback.

With some additional coverage (e.g. the TV broadcast by rbb Abendschau) the number of unique visits on the website increased by over 700%, resulting in a successful Christmas sale. Merry Christmas, kinderkiez!

Thank you, kinderkiez!

It’s been a pleasure to work with you!

The Brief

In early 2023, we received a unique proposal to assist HMD Global, the maker of Nokia phones, which already had a reputation as one of the world’s leading developers and marketers of smartphones and feature phones. The company was seeking a fresh approach to their communications, as well as new ideas and creative actions from a long-term partner who thinks outside the box. Well, they found what they were looking for. After analyzing HMD’s strengths, weaknesses, opportunities, and threats, we developed our comms strategy, key messaging and defined the goals we wanted to reach throughout our cooperation. This included creating target-specific content for tech and lifestyle media, focussing mainly on earned media, planning HMD’s presence at important industry events such as Mobile World Congress (MWC), Internationale Funkausstellung (IFA) and more. After this, we were able to jump right in supporting HMD’s new product launches, company releases, and other significant news.

The campaign

With the objectives of growing the awareness of HMD in tech and lifestyle media, as well as positioning the brand as a leader in sustainable tech, we began building relationships with journalists and influencers. Despite the short notice, we successfully planned and executed a press dinner with over 20 media representatives as part of the MWC 2023 in Barcelona. During the event, we emphasized HMD’s commitment to sustainability and repairability, showcasing the newly launched Nokia G22 smartphone developed in collaboration with iFixit, a global community focused on repairing consumer electronics. Following this impactful start to our partnership, we continued to convey HMD’s sustainability story through different approaches, highlighting the company’s shift towards European-based manufacturing. This narrative not only added depth to our messaging but also positioned HMD as a leader in responsible manufacturing within the tech industry. Key media coverage during these initial weeks included features in CHIP, Computer Bild, Heise, Spiegel, PC Welt, W&V, and Die Zeit.

While sustainability was a prominent storyline throughout 2023, another main focus was on the topic of digital detox and digital well-being. Prioritizing our PR efforts on the Nokia 2660 Flip, we pitched a diverse range of media outlets with tailored content pieces for selected target groups, resulting in coverage in titles such as GIGA, Notebookcheck, and Tagesspiegel, among many others. Additionally, during the IFA 2023, we took the opportunity to meet with the media (again during a dinner, everybody likes to eat, right?), deepen our relationships, and discuss the company’s most significant developments.

Laika also played a pivotal role in HMD’s company rebranding, transitioning from licensing Nokia phones to also producing their own devices. Through strategic guidance and communication support, we helped articulate HMD’s evolving identity and vision to the media and consumers alike. To kick things off here, we organized yet another press dinner during MWC 2024 (all great things come in threes), while also securing interviews with HMD’s C-Level executives, including media outlets like Handelsblatt. The storyline focused on HMD elevating their brand game, expanding beyond Nokia phones and tablets to introduce new devices under their own brand. One notable highlight was the announcement of their collaboration with Mattel to release a Barbie-themed Flip phone in 2024. Once again, we secured numerous press clippings in important media outlets from the DACH region, including Caschys Blog, Connect, Der Standard, Futurezone, GameStar, Techbook, and many others.

The results

Throughout our one-year collaboration, we secured more than 750 press clippings with a total reach of over 6.86 billion monthly views. The integration of sustainability, repairability, and digital well-being as central themes played a crucial role in driving this success. Throughout our partnership, we successfully positioned HMD as a thought leader by organizing interviews with their CMO, Lars Silberbauer, and their General Manager Central Europe, Eric Matthes. While tech media played a significant role in building HMD’s reputation in the German-speaking landscape, we also secured coverage in high-profile publications such as desired, Hifitest, OUTDOOR Magazin, Merkur, Kurier, and other national and regional newspapers.

Through cultivating positive media relationships, crafting compelling narratives, and supporting HMD’s rebranding efforts, we successfully enhanced the brand’s reputation as a pioneer in sustainable technology and digital well-being.

Thank you, HMD Global!

It was a pleasure working with you!

The Brief

Generator tasked Laika with organizing a stellar opening party for their Berlin Alexanderplatz location within just one month. Our mission was clear: make it an unforgettable event by hiring celebrity DJs, generating media buzz, and attracting top influencers to attend and post about the event. This involved:

1. Securing high-profile DJs: Finding and booking DJs who would draw a crowd and keep the party buzzing.
2. Media outreach: Ensuring coverage from top-tier media outlets to maximize publicity.
3. Influencer engagement: Bringing in influencers whose presence and posts would amplify the event’s reach.
4. Event coordination: Managing all logistics, from the red carpet setup to coordinating with photographers and staff.
5. Post-event coverage: Ensuring follow-up media coverage and social media posts to keep the buzz alive.
   
   

The campaign

With only a month to work with, we had to launch our PR and influencer rocket at lightspeed! The Laika crew immediately started researching media and influencers that fit the Generator brand, reaching out to DJ booking agencies, and organizing social media takeovers.

We hit the ground running, opening an agency war room with the client to maintain high-speed coordination. Our first mission: visiting both Generator locations in Berlin to immerse ourselves in the brand. Then, we began sending out media and influencer invites, followed by a big post-event sendout featuring celebrity red carpet shots taken by a step-and-repeat photographer from our trusted network. Because at Laika, we believe in fostering a collaboration of talents to assemble the perfect crew for each client’s mission.

The results

Our event attracted celebrities like Kim Gloss, drawing the attention of major outlets such as B.Z., Journalists from Rolling Stone were so impressed, they stayed until the bar was emptied. We also captivated hospitality trade media with intriguing news, complete with facts, figures, and photos directly from the location.

The cast of Germany’s Next Top Model attended, turning the red carpet into an impromptu catwalk. Influencer Yasmin Bal took over Generator’s Instagram for the event, adding even more buzz.

We also cooperated with radio energy for an exclusive give away, offering some spots on the guest list to lucky winners.

Long story short – a full success!

Generator’s Berlin Alexanderplatz opening was a stellar event that generated significant media coverage and social media engagement. Together, we achieved liftoff and soared to new heights!