The brief

PaulCamper is the largest and fastest growing platform for RV sharing in Europe, serving those who love adventure, freedom, and the individuality that comes with it. Founded in 2013, with great passion for camping and attention to detail, PaulCamper today has a fleet of more than 5,500 RVs in Germany, Austria and the Netherlands. The renters come from all over the world, with over 500,000 rental nights already arranged via the platform.

When PaulCamper approached us, their main goal was to position the company as the leading platform for camper van and motor home enthusiasts, enhance visibility, and expand reach within the target audience, ultimately fostering a deeper connection with the freedom of road trips and experiential travel.

The campaign

PaulCamper entrusted us with a compelling mandate: to augment their prominence, heighten their visibility, and broaden their influence going beyond RV enthusiasts. The goal: igniting the passion for road trips and experiential travel within a broader audience.

Our collaboration marked the start of an exciting journey to support PaulCamper’s mission in changing the travel industry. As we delved into the essence of their brand, we unearthed unexplored potential and captivating narratives, eagerly awaiting dissemination. This involved conducting extensive brand research and story mining to uncover these narratives.

Our primary objective was to formulate a PR campaign that not only conveys but also exults in the fundamental principles of liberty, connectivity, and the enchantment of immersing oneself in the wonders of nature. We aspired to strike a chord with explorers in search of a distinctive and authentic means to discover Europe. To achieve this, we developed a comprehensive PR strategy that celebrated these core values in a series of media pitches.

We executed this task through targeted outreach to media outlets and influencers.

Within our strategy, we crafted a narrative constellation with the explicit intention of propelling the brand to celestial heights. Our approach revolves around kindling a fervor for adventure and exploration, accentuating the unrivalled freedom of road trips, and the transformative potential of experiential travel. This approach guided the creation of engaging content and media outreach, ensuring the narrative constellation came to life as a successful PR campaign.

The results

In a proactive campaign that harmonized creativity with strategy, we successfully executed 15 compelling pitches, capturing the attention of media outlets and securing valuable clippings. We also conducted a survey, generating insightful results which we presented to relevant media platforms and will continue to leverage in the upcoming travel season.

Our commitment to thought leadership was evident as we crafted a byline that gained traction, further enhancing our client’s visibility.

As a testament to our dedication, we had the privilege of interviewing PaulCamper’s founder, Dirk Fehse, for Antenne Brandenburg, cementing our client’s position as an industry leader and innovator.

Furthermore, our approach extended beyond quick wins; we laid the groundwork for a long-term communication strategy that fosters enduring relationships with media professionals and journalists.

The brief

While designing self-care products that support people’s well-being since 2012, the Spanish self-care brand Ostrichpillow wanted to grow its brand awareness and sales with its new product range in the DACH market. To accomplish this goal, the company turned its head to Laika Communications. With their Original Napping Pillow, Ostrichpillow has managed to conceptualize and produced what is probably the most intimate, on-the-go mobile-sleeping-space ever. In addition to the Original Napping Pillow, products such as the Heated Neck Wrap and the Light Versatile Pillow have already attracted attention in the USA. After COVID hit the company hard (travel ban) they were excited to step into promoting contemporary self-care and lifestyle rather than plain travel products. Laika supported this cause by creating experiences with the products in selected lifestyle media.

The campaign

Ostrichpillow is already enjoying great success in the US. Recently, CNN reported on the Spanish company. To build on this milestone, Ostrichpillow was off for another important market and adventure. We at Laika quickly realized that there was a great fit between the both of us, and were therefore very proud to be part of Ostrichpillow’s new strategy. For the DACH region we adapted the entire communication and focused less on the travel aspect, but more on products towards self-care, which played an essential role in our further strategy development. In a first step, we planned a big outreach with a press release that went out to our best lifestyle contacts, including Brigitte, Emotion, slow, freundin, happinez, mavida, Women’s Health and green LIFESTYLE. We were curious about the feedback and wanted to test how the market would react. Because we expected that many still underestimate the topic of self-care and its importance – which has been confirmed. After receiving the first responses, we quickly decided to make our pitches even more personal and targeted. We offered the beneficial products for testing and felt that many people had to experience for themselves first.

The results

This quickly paid off for Ostrichpillow. We were able to win over wide-reaching media outlets such as Men’s Health, Brigitte, mavida and Fancy magazine. It was particularly noticeable that this was a topic area in which the products were often used for raffles, as self-care and also travel played an important role for many readers in their personal lives – especially after Covid. As an extra, we celebrated additional successes in The HARBOR magazine, Gala, OFFICE ROXX, Reisen Exclusiv and mavida as well as coming up coverage in Vogue NL autumn/winter issue.

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

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!