Case Study
B2C / TECH / LIFESTYLE PR

Making Germany’s households cleaner and smarter with Tineco

Client

Tineco
www.tineco.com

Project date

June 2022 - present

Services

B2C / TECH / LIFESTYLE PR

The results

19

MONTHS

940

ARTICLES SECURED

9.98 B+

REACH

The brief

While Tineco was already a well-known brand in the US and Chinese markets when we started our collaboration in mid-2022, many potential customers in the DACH region remained unaware of the company and its smart cleaning and household devices. To address this, Tineco approached Laika for assistance in enhancing their reputation through increased general brand awareness, trust, and media coverage. Additionally, Tineco aimed to educate both consumers and businesses about the benefits of their brand and products, ultimately driving online sales. While new smart vacuum cleaners were already being launched at the beginning of our cooperation, there were also plans to further penetrate German-speaking households with smart appliances, including Tineco's first smart toaster, TOASTY ONE.

The campaign

As we at Laika have always had a penchant for clean working environments and smart technologies, we gladly accepted this challenge. To kick things off, our plan involved winning over the hearts and words of influential German tech journalists. By leveraging their credibility, knowledge, and expertise through critical product reviews, we aimed to expand our target group to include lifestyle media, thereby reaching more households and potential customers. This approach allowed us to create a cohesive storyline that resonated with early adopters before engaging a broader audience.

Our first step was to reach out to our closest tech contacts and provide them with test products to thoroughly try out. After all, what better way to demonstrate the effectiveness of a cleaning device than by showcasing a neat and shiny home? Additionally, we offered selected media samples for giveaways and raffles to generate even more buzz. These efforts were accompanied by special deal announcements such as Prime Day. As anticipated, our plan yielded the desired results and garnered coverage in influential media outlets such as Futurezone, Basic Tutorials, and Inside Digital.

Having established a foundation in the German-speaking market, Tineco set its sights on participating in IFA for the first time. It became our responsibility to support Tineco in all aspects of communication, from arranging media appointments to providing on-site assistance. As it was Tineco's inaugural participation in the prestigious 'Internationale Funkausstellung' here in Berlin, the anticipation and excitement were palpable. And we can proudly say that the event was a resounding success. From meeting various editors and journalists to presenting the brand in the best possible light, IFA exceeded our client's expectations. Building on this triumph, we continued to strengthen our support for Tineco the following year by incorporating influencer management and press conference assistance into our repertoire. Once again, the results were outstanding.

After the trade shows, it was time to shine the spotlight on the new flagship products introduced at IFA. This prompted us to expand our focus beyond tech media and engage with larger national news outlets. Through this strategy, we secured coverage in prestigious publications such as N-TV, FAZ, Caschys Blog, Wirtschaftswoche, Heise, and W&V. Many other media outlets also expressed interest in featuring Tineco. Furthermore, we facilitated paid media partnerships during major sales events like Prime Day and Black Friday, which opened additional doors for future collaborations with important media outlets.

The results

As with any product-driven company, the launch of a new product is quickly followed by the anticipation of the next one. Reflecting on the past 19 months of our work for Tineco, we have successfully secured over 940 media clippings (unpaid and paid) to date. These include coverage in various media outlets, ranging from tech and lifestyle publications to national and trade publications. Notable highlights include features in BILD, N-TV, FAZ, and many other prominent German-speaking media outlets. Additionally, we provided support to Tineco during their two participations at one of the world's most important trade shows.

While our achievements in the past have painted a highly positive picture, we eagerly look forward to the new year and the continuation of our excellent partnership. Our primary focus is to nurture and cultivate long-lasting relationships with leading lifestyle media. Furthermore, we are dedicated to preparing Tineco's communications for upcoming significant events, enabling the brand to further enhance its reputation in the German market and continue its growth trajectory.