43 clippings, 460 million reached: How our PR strategy for Cloudpillo delivered major results in just 3 months
The brief
In January 2025, Cloudpillo embarked on an ambitious journey to gain more brand awareness in Germany for the upcoming year. Known for its focus on improving sleep 💤, Cloudpillo made a name for itself with its adjustable pillow filled with flakes of memory foam, which adapts to the sleeper’s head. Thanks to a zipper on the side, the pillow allows users to adjust the amount of foam flakes and the thickness of the pillow. Cloudpillo launched this mission with us earlier this year. It’s safe to say we’re aiming for the stars 🌟 — and no, not just in our dreams.
To position Cloudpillo as a leading brand in Germany, we strategically committed to high-quality features and participation in renowned product tests. This approach not only ensures the quality of our products but also reinforces our commitment to innovation and consumer trust. Our campaigns include regular press releases, founder and expert interviews, media pitches, and creative initiatives such as surveys and product placements in tests and reviews. Through these efforts, we aim to generate consistent and impactful coverage in national newspapers, lifestyle, and health-oriented media, building strong media relationships that will permanently establish our brand in the German market.
The campaign
Cloudpillo’s main goal was clear from the start: to boost brand visibility and establish a unique market presence. Over the past three months, our strategy has focused on strategic PR campaigns and crafting impactful content. What better way to generate positive coverage than by introducing the brand and its product in a way that excites journalists? By letting them experience the product firsthand, they truly appreciated its qualities.
A key part of this strategy was developing content around timely and relevant themes, such as national awareness days. We leveraged moments like Valentine’s Day or daylight savings to create engaging stories that resonated with audiences and offer product samples to journalists. Additionally, we conducted a survey among more than 600 Cloudpillo customers, gathering compelling insights into sleep quality, habits, and preferences. This data-driven approach resulted in over 30 media clippings, reinforcing Cloudpillo’s credibility. Furthermore, Cloudpillo earned a prestigious test seal from CHIP, receiving an impressive 8 out of 10 rating. These achievements positioned Cloudpillo as a trusted authority across lifestyle, technology, consumer, and news platforms over the past three months.
Although Cloudpillo was relatively unknown in the market, we successfully sparked media interest around the topic of healthy sleep habits and secured coverage within the first three months of our collaboration. Building strong relationships with journalists, through consistent outreach, ongoing conversations, and follow-ups was a top priority and proved to be a valuable investment.
Why PR mattered for Cloudpillo
"Expanding into Germany wasn’t just about market entry for us — it was about building credibility in a market known for high standards and strong competition. We had already seen success in the Netherlands through performance-driven growth, but to gain real traction in Germany, we knew we needed more than just paid media. We needed trust.
That’s where PR played a key role. We wanted to be visible in the right places — from lifestyle and wellness media to national publications — and with stories that felt authentic and relevant. Not just mentions, but narratives that connected with people who care about sleep and quality.
Laika helped us get there. Their team moved quickly, understood our positioning, and delivered creative campaigns that cut through the noise. The results speak for themselves, but more importantly, we’ve built a foundation for long-term brand presence and visibility in Germany."
The results
In just three months: 43 clippings, over 460 million people reached, multiple Tier 1 media hits, and most importantly a thrilled client and a proud Laika team 🚀. This success included features in top-tier outlets such as CHIP, Gala, and GQ, covering everything from sleep improvement to product quality and the benefits of high-end pillows for diverse audiences. Additionally, our survey results gained traction in publications like Merkur.de, HNA, RUHR 24, Frankfurter Rundschau and TZ, to further solidify Cloudpillo’s media presence.
Looking ahead, we plan to expand its PR efforts to support key product launches and deepen storytelling around sleep innovation. We will also explore strategic brand collaborations that resonate with broader audiences, while continuing to pitch timely, seasonal narratives. These efforts aim to strengthen trust with our target audience, elevate Cloudpillo’s credibility and expand its presence across top-tier media outlets.
Selected media
About the cooperation with Laika
"We entered Germany with strong ambitions and a differentiated product — but in such a competitive market, we knew that performance marketing alone wouldn’t be enough. Through smart storytelling, timely campaigns, and relentless execution, Laika helped us unlock a new level of visibility, fast. This collaboration has not only amplified our brand presence, but also laid the foundation for long-term credibility and trust"
Thank you, Cloudpillo for the fantastic teamwork.
We are excited for all the incredible things we will accomplish together in the future!
