Case Study
PRODUCT PR

Do you speak Deutsch? - Language Learning Platform Chatterbug Conquers German Media.

Client

Chatterbug
chatterbug.com

Project Date

August 2019 - December 2021

Services

Product PR
Media Relations

The Result

+123 Mio

REACH

The brief

Chatterbug approached us at the young age of two business years. With a big funding round coming up, it was clear what Chatterbug was looking for: a big splash in the media — a here-we-are moment. But this was just the beginning. Being a product with many indistinguishable competitors, the challenge was to emphasize Chatterbug’s specific strengths to make the platform stand out, and how Chatterbug always strives to make the learning experience more and more easy and a joyous event rather than a chore. We were there during various evolutionary stages of the product — and each stage had to be thoughtfully introduced to the German media.

The campaign

Our cooperation started with announcing the substantial funding Chatterbug received. The strategy was straightforward. The founders of Chatterbug knew each other from their time at GitHub — a platform for programmers that was sold to Microsoft — and are unified by their love for tech and languages. So they were no strangers to the industry, and we crafted a compelling storyline around the protagonists, Scott Chacon, Tom Preston-Werner, Russell Belfer and Liz Clinkenbeard, and their new business endeavor, to approach the relevant business outlets with.

Throughout the cooperation, we worked towards different objectives. We won over the business outlets by offering founder interviews and a compelling founding story. In addition, we were targeting more consumer oriented outlets, communicating Chatterbug’s latest features, such as Chatterbug Streams, to reach potential users. Being convinced by the quality of the product itself, one of Laika’s main strategy included offering journalists the opportunity to test the platform themselves. It was not the easiest way to go, as time was scarce for journalists due to the ongoing pandemic, but in the end, it was a fruitful one, as the results below show.

Additionally, we reached out to broadcast media. Producing snackable language learning content is part of Chatterbug’s daily biz. Hence, the company works with charismatic camera-ready hosts — a fact we knew to use to the company’s advantage, as can be seen in the RBB video below.

The result

Chatterbug got top tier hits across the board — from lifestyle to tech to public service media: Gründerszene, BILD, t3n, Jolie, RBB, to name a few gems. Check out the gallery below for three selected highlights, which display the broad variety of target audiences reached.