How we helped Yarbo mow and blow away Journalists at IFA – Showstopper
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.
Selected Media
