The brief

When zenloop approached us in February 2018 the challenge was clear: to introduce the new SaaS startup of former Flaconi co-founders Paul Schwarzenholz, Björn Kolbmüller and Lukasz Lazewski with a bang in the German market. Besides a crowded market, there was one more challenge to solve: the Net Promoter Score (NPS) that zenloop bases its business model on is well known in the US, but not so in the DACH market. Therefore, we couldn’t just launch the new company, but we also had to think about a long-term education campaign and explain the importance of this metric for e-commerce businesses in the German-speaking markets.

The campaign

In close collaboration with co-founder Paul Schwarzenholz, we developed the messaging and communications strategy for the launch campaign. We also updated all necessary documents and set up target media and event lists for the young company, but that’s a given.

We decided to give the company’s founding story as an exclusive to one of our top tier media targets: t3n. The media outlet is read by many e-commerce professionals, digital talents and investors, so we saw a great fit to see the story spread from there. And we were right: While we were approaching more publications afterwards, the article was picked up by other media outlets as well. Even months after the article release, it was brought up with the zenloop team, when they visited trade fairs.

To keep the momentum and zenloop on everyone’s radar, we continued after this launch with thought leadership content, customer case studies, speaker applications, media relations during conferences, and data stories from the rich dataset of zenloop’s system. We organized our work around the zenloop news pipeline, internal ressources and business goals.

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

The brief

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

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

The campaign

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

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

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

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

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

The results

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

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

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

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

The brief

Creating an attention boost in just three months? That was our task in a PR push project for Webbosaurus. The company has been on the market for ten years and originally started as a social media agency. In the meantime, Webbosaurus has developed into a SaaS provider for social listening and review monitoring. At the end of 2020, they were looking for an extra dose of media love to increase their brand awareness, boost leads and bring its own B2B expertise with a focus on SMEs to the market. Above all, guest contributions had to be expanded. They did not have to wait long: Laika was able to generate regular coverage in relevant target media within a short period of time – despite editorial staffs being stretched thin by the Corona pandemic.

The campaign

While at the beginning the focus was on the core solution of the social listening tool, Laika soon moved the topic of review monitoring into the foreground as the collaboration progressed. The intent here was on explaining the immense influence that reviews on the internet have on customers’ purchasing decisions. Through interviews and guest articles, Laika was able to provide best-practice examples to medium-sized retailers in particular on how they can react in the event of bad reviews.

In addition to case studies, we focused on clear guidance and checklists in guest articles, highlighting the expertise of Webbosaurus and positioning the two founders Philipp Rodewald and Jan Bartels as a strong voice and inspiring thought leaders in the public eye. In addition to high-reach titles such as W&V, we were also able to reach other important industry magazines with this strategy, including etailment, Onlinehändler-News, and VDI-Nachrichten in print. That way, Laika successfully helped retailers understand why review monitoring is the tool of choice for effectively thinking outside the box and listening more closely to their own customers.

Thank you, Webbosaurus!
Always happy to work with you again!

The brief

Time is our most valuable asset. But using it wisely is sometimes not so easy. In a professional context, time and time management play a particularly important role, not only because legal regulations on working hours and their recording must be complied with. It is much more important to be aware of your time in order to use it as efficiently as possible – to make time valuable.

This is the mission of the Belgian company Protime. Already the market leader in time recording and workforce management in the Benelux countries, there is still a lot of potential for the company in the DACH region. In order to exploit this potential and come a step closer to its vision of becoming the number one in Europe when it comes to time management, Protime approached LAIKA. The aim was to raise awareness of the brand outside of its Belgian home country and to draw attention to it as an expert in time management in all its facets.

The campaign

To achieve our common goals, we focused on HR and business media as well as specialist media from Protime’s core industries such as retail and logistics. In the first step, we sent out a press release about Protime’s market entry in Germany in order to emphasize the importance of the German market for the company to the media in addition to the news.

We then made regular offers for guest articles and interviews in order to anchor Protime in the minds of journalists and to present the CEO as an expert on the topic of time management. The topic allows for many perspectives, so thematic diversity was our trump card. We were able to combine the topic of time management with various aspects of the New Work concept and thus bring Protime into ongoing discussions about work-life balance, hybrid work, artificial intelligence, skills shortages, productivity and work routines.

In addition, the campaign also dealt with current legal aspects, such as the obligation to record working hours or access controls. In particular, we were able to profitably address the upcoming Working Hours Act on several occasions. The questions of when it will come into force and what practical implementation options are available are currently regularly discussed in the media. By referring to currently relevant topics, we were able to position Protime as a pioneer in time management and workforce management on several occasions.

Another important strategic pillar of the campaign was the data stories, which we created in collaboration with YouGov Germany. We were able to show, through two data stories, that the different generations in the labor market perceive the topic of time management extremely differently and also associate different expectations with it, which explicitly dealt with the views of the older and younger generation with regard to questions about working hours, time management and everyday working life in general. In general, the topics of time management and work-life balance in combination with statistical data met with broad interest from the media.

The results

During our nine-month collaboration, we were able to record 22 clippings. HR outlets such as Persoblogger or HR performance as well as nationally renowned media with a wide reach such as FAZ or Business Insider and Business Punk included Protime in their coverage. We were able to reach over 56 million people in the DACH region: A thoroughly pleasing result, considering that Protime had ventured into the German market for the first time from a communications perspective. In view of this, we can proudly say that we have achieved our goals of positioning Protime as an expert in the field of time management and increasing brand awareness – from virtually zero to over 56 million. And we’re not stopping there – our journey continues. Stay tuned!

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

The brief

Since March 2018 Laika is the trusted PR partner of orderbird, the leading iPad POS system for restaurant, bars and the hospitality industry in general. Initially engaged to support the internal comms team with thought leadership content and high level journalist contacts only, we soon grew into a bigger role for the Berlin based “grown-up”. Our overall communications objective: Manifest the market leader position of orderbird and make it a permanent fixture in the financial services sector, introduce new services and features, establish the founders as thought leaders and hospitality experts and attract talent via employer branding storytelling.

The campaign

As a full-service press office we support orderbird with corporate communications, B2B PR, conference and award programs as well as employer branding storytelling. A major milestone for orderbird in 2022 was the successful sale of its shares to Nets/the Nexi Group, for which we provided expert communications support and acted as trusted advisors.

Other services we provide include the external communication for investment rounds or half-yearly to annual sales reports. We also support orderbird in collaborations, such as with TV chef Christian Rach or with new legal regulations of the German Federal Ministry of Finance, such as the “Kassensicherungsverordnung” through a well thought-out PR mix consisting of guest contributions, interviews, data stories or press releases.

With a strong focus on data stories and thought leadership content we’re looking forward to continuing our work.

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

The brief

This case study is special because Neuron Soundware was our first ever client as Laika. The Prague based startup engaged Laika in a last minute project. They wanted to meet with journalists during TechCrunch Disrupt Berlin in 2017. What started as a standalone project, soon developed into a series of campaigns for the machine whisperer who detects maintenance issues in engines and machines via their sound.

Neuron Soundware’s PR goals have been clear: First to raise awareness for their technology with German media, then to communicate their first successful pilot projects and finally build lasting relationships with selected journalists. And that’s what we did.

The campaign

In order to work within a small budget and limited time resources, we used events such as TechCrunch Disrupt or Hannover Messe as a foundation to orchestrate stories and meetings with selected journalists and Neuron Soundware co-founder and CEO Pavel Konecny.

As a result, Laika secured media coverage and thought leadership opportunities in Handelsblatt, Die Welt, and other media outlets, and built lasting relationships with trade publications such as Industry of Things.

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

The brief

Founded in 2007, mindsquare AG quickly expanded, building an impressive client portfolio leveraging strong online marketing to attract clients. Fortunately, our shared connection through Neptune Software allowed us an early chance to connect and impress them with our work, leading to our first collaboration on a case study. This initial exchange sparked interest, and mindsquare AG saw an opportunity to enhance their own case study portfolio in order to showcase their successes and expertise. They recognized the value in leveraging compelling narratives to showcase the results they achieve for their clients in order to attract even more new business and decided to partner with us.

The brief was clear from the start: mindsquare AG wanted us to craft persuasive case studies that not only highlighted their achievements with their clients but also positioned them as thought leaders for all things IT consulting, digital transformation, and enterprise solutions. Driven by their vision to improve the IT world, they sought to showcase the real impact of their work—helping businesses of various sectors navigating complex challenges and implementing fitting solutions. Our goal was to create a series of case studies that would resonate with prospective clients while building long-term trust and credibility in the industry.

The campaign

To ensure the case studies truly captured the essence of mindsquare’s work and demonstrated their impact, we established a two-step process. The first step involved conducting in-depth interviews with mindsquare’s consultants. These conversations allowed us to gain a thorough understanding of each project, including the initial challenges, strategic approach, and the solutions mindsquare AG implemented. The second step focused on engaging directly with mindsquare AG’s clients. Through detailed discussions, we explored their specific challenges, the factors that led them to choose mindsquare AG, and the tangible business outcomes they achieved as a result of the collaboration. These first-hand conversations provided valuable insights, adding depth to each case study. Throughout the whole process we aligned the content with the respective parties, always matching the content with their brand voice and messaging.

In addition to the case studies, we also worked on thought leadership articles that were published in niche media. These articles focused on the insights and expertise mindsquare AG had developed through their client work, positioning them as trusted IT-leaders. Our thought leadership pieces were featured in industry publications such as Digitale Welt, IT Daily and MIDRANGE Magazine.

The results

The result was a robust collection of 14 case studies within 10 months that spoke to various industries, challenges, and solutions. Along with the case studies, our thought leadership efforts positioned mindsquare AG as a trusted voice in IT consulting and digital transformation.

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

The brief

Kimble Applications helps professional service organisations run their project-based businesses. The cloud-based Professional Services Automation (PSA) software enables services organizations to kick-start growth and cultivate best practice across business processes. Global leaders in consulting, software and hi-tech such as NTT Data, TCS, Sage and Canon use Kimble to optimize resource utilisation, profitability and business scalability. Despite this great customer track record, Kimble was not widely known in the DACH region yet, when the company approached Laika for communications support in 2018.

Therefore the mission for our pack of space dogs was clear: Let’s change this!

The campaign

Our main message: In times of digital transformation and a growing demand for flexibility and agility in corporate structures, companies need a strong partner to secure growth and employee happiness alike. Well, hello Kimble!

One of our challenges has been to find the right balance between business, tech and HR press while establishing Kimble as an innovative technology provider and management expert that keeps the employee top of mind. Starting from close to 0 awareness in the DACH market, a non-German leadership team client side and a very competitive market, we challenged ourselves to create an impactful PR strategy based on thought leadership, product news and data driven storytelling.

Our comms list of to do’s included:

• Educating the DACH media and market about PSA in general and about the Kimble product suite notably (e.g. by issuing press releases about product and market update)
• Developing a thought leadership voice for Kimble in DACH on topics such as agile organisations and modern management styles (e.g. by placing bylines and leadership statements)
• Aligning Kimble’s comms campaigns with the need of the DACH media landscape by listening to journalist feedback and setting up an advanced issues monitoring for Kimble related topics
• Planning and implementing cooperations with selected media targets for exclusive bylines and interviews
• Establishing a strong set of data and survey stories cross-market with the US and UK proving the need for professional service automation as well as providing unique insights for journalists to leverage
• Supporting the internal Kimble team with localisation efforts for their website, social media and other comms channels (e.g. by developing a XING profile with the Kimble sales team in DACH)
• Strategically sourcing relevant industry events and supporting Kimble’s own events
• Developing and placing customer case studies to support the Kimble sales team in DACH

Long story short: The hard work paid off. 💪

Bit by bit, we secured more space in publications such as Capital, IT Business, Cloud Computing Insider, Silicon.de, Marconomy, WirtschaftsWoche and others.

Thank you, Kimble!

It’s been a pleasure working with you!

The brief

In August 2024, Famly, a cloud-based platform designed to make kindergarten life easier for everyone involved, reached out to us to hit the German media landscape. The challenge? We only had one month to do this. We accepted. Although the Famly App is used by some kindergartens in Germany, they haven’t used PR as a channel in the German market yet and wanted us to use the acquisition of the German competitor Steppkes as an entry point to raise its profile in Germany. They were hoping to leverage this acquisition to boost visibility and cement their reputation in the crowded German market for “kita” (daycare) solutions. Famly came to us with this news in hand, seeking a PR strategy that would maximize brand awareness.

However, we saw an opportunity to create an even broader impact by steering away from acquisition-focused messaging. Instead, we crafted a media approach that aimed at positioning Famly as a burgeoning yet powerful voice addressing the pressing challenges of Germany’s kita system – an issue that resonates with nearly every manager, teacher, administrator, and parent.

We had one month to make things happen and show Famly the potential of the German market, so we got to work and hit the ground running.

The campaign

Beside the sole acquisition news, our team designed tailored pitches to reach distinct media sectors: tech, parenting, nationals, business, local and societal outlets. Given the deeply ingrained challenges of the German daycare system – think high demand, staff shortages, long waitlists, less time for daycare – our approach was to link Famly’s solutions to broader more day-to-day pain points that resonate with every kindergarten and parent.

With extensive support from Famly, who provided a demo session, all insights we needed and data to bolster our storytelling, we set our outreach plan in motion, connecting Famly with top outlets in each category. Our proactive approach also tapped into our media expertise and deep relationships, securing visibility across high-impact publications.

The results

High-profile placements across major publications bolstered Famly’s reputation in a market where daycare issues are notoriously challenging. Clippings included publications in Computer Bild (13.4M UVM), Familie.de (2.9M UVM) and Startup Mag (1.5K UVM) reaching audiences across both tech and family-focused demographics. Besides that, Spiegel (75.6M UVM) came back to us for an interview to be held at the end of the year. This initial media success not only created brand awareness for Famly, but also established the company as a potential key player in the ongoing conversation about improving daycare accessibility and making life easier for everyone involved within the kindergarten environment.

Conclusion

Our work with Famly showcased our ability to strategize with agility, adapting stories to actual media needs and creating relevant narratives beyond a straightforward pitch and within a tough time frame. By focusing on how to get the best results for our client – even if it meant pivoting from the original news angle – we delivered a powerful, high-profile introduction for Famly in the German market.

Thank you, Famly!

It was a pleasure to work with you!

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!