Case Study
CORPORATE / service communication
Opening ears in the DACH market for Acast
The results
14
MONTHS
56
ARTICLES SECURED
+28 million
REACH
The brief
Acast started with a clear goal into 2021 – expanding its presence in the DACH region. Luckily, they quickly became aware of us, the Laika Space Dogs, through the recommendation of one of our former clients.
The Swedish podcast company is a pioneer with its open podcast ecosystem and offers a powerful marketplace for monetizing those. With a portfolio of more than 66,000 podcasts, Acast currently hosts shows in politics, comedy, leisure, and lifestyle. The platform is made for podcasters all over the world ‒ no matter if big or small, everyone should be able to find their audience, and monetize their craft on their own terms. One of the key innovations is bringing dynamic ad insertion to podcasting — allowing brands to easily place up-to-date messaging, tailored to each listener, across thousands of shows.
Immediately, it became clear that Acast was keen to increase brand awareness, particularly in key national, consumer and podcast media, but also in lifestyle, marketing, and national media with the aim of driving more podcast users to the platform and to find more advertisers in the long run.
The campaign
Our plan was based on a few fundamental pillars: First, it was important for Laika, to let the media and people look behind the curtains to see what modern, environmentally friendly and fair logistics look like. To do this, we initially had to educate people about the problems that traditional last-mile logistics creates: air pollution and CO2 emissions, traffic jams, noise pollution, and the lack of space in cities. Wherever possible, we also backed this up with data. Media such as Terra X had the opportunity to stop by Liefergrün and check out the new logistics player on the market.
At the same time, we accompanied Liefergrün's rapid growth with a variety of news topics that we successfully placed with the media through targeted exclusive and news embargo strategies—which were then sent out widely. From investment news in Handelsblatt, to an Austria expansion successfully placed in local media, to announcing the Schenker investment and partnership in the logistics trade press—with an extremely high number of relevant news and updates, we successfully transported the rapid evolution of the start-up to be seen as a relevant challenger of established parcel service providers such as DHL, and Hermes & Co. Wherever possible, and relevant to international media, we collaborated with our partner Oldstreet Communications to draw the attention of English-speaking media to this rising star in the logistics market—including placement in UK's Business Insider.
Another pillar of our successful concept is thought leadership. Through interviews, podcasts and placing guest articles, we communicated how to achieve a truly green last mile to decision-makers and consumers, we positioned Niklas as a pioneer and challenger in the industry, and brought the Liefergrün brand into the minds of people and the media. After a news-rich period, it’s this second pillar in particular that we want to expand even more in the future—especially now that Niklas has been nominated for Forbes 30 Under 30. We can certainly reach for the stars here, and we will continue to hear a lot about Liefergrün in the future. After all, the future is green!
“We brought Laika on board with a broad goal - to increase brand awareness in Germany. Throughout the 15 months we worked together, the team secured a wide variety of impactful media placements that ensured Acast was front of mind with relevant media and that our news was covered effectively. We appreciate their help in the mission of showcasing Acast’s Marketplace as the home of podcast buying and in making sure all podcasters find their valuable audience and make more money.”
Amy Townley, PR Director international by Acast
Selected Media
Thank you, Acast!
It’s a pleasure working with you!