Case Study
B2b

Fast-Track to media: How we brought Famly to the German spotlight in record time

 
 

Client

Famly
https://www.famly.co/de

prOJECT date

October 2024

Services

B2B

B2C

 

The results

1

Month

3

Articles Secured

16.3 M

Reached

 

The brief

In August 2024 Famly, a cloud-based platform designed to make kindergarten life easier for everyone involved, reached out to us to hit the German media landscape. The challenge? We only had one month to do this. We accepted. Although the Famly App is used by some kindergartens in Germany, they haven't used PR as a channel in the German market yet and wanted us to use the acquisition of the German competitor Steppkes as an entry point to raise its profile in Germany. They were hoping to leverage this acquisition to boost visibility and cement their reputation in the crowded German market for “kita” (daycare) solutions. Famly came to us with this news in hand, seeking a PR strategy that would maximize brand awareness.

However, we saw an opportunity to create an even broader impact by steering away from acquisition-focused messaging. Instead, we crafted a media approach that aimed at positioning Famly as a burgeoning yet powerful voice addressing the pressing challenges of Germany’s kita system – an issue that resonates with nearly every manager, teacher, administrator, and parent.

We had one month to make things happen and show Famly the potential of the German market, so we got to work and hit the ground running.

 

The campaign

Beside the sole acquisition news, our team designed tailored pitches to reach distinct media sectors: tech, parenting, nationals, business, local and societal outlets. Given the deeply ingrained challenges of the German daycare system – think high demand, staff shortages, long waitlists, less time for daycare – our approach was to link Famly’s solutions to broader more day-to-day pain points that resonate with every kindergarten and parent.

With extensive support from Famly, who provided a demo session, all insights we needed and data to bolster our storytelling, we set our outreach plan in motion, connecting Famly with top outlets in each category. Our proactive approach also tapped into our media expertise and deep relationships, securing visibility across high-impact publications.

 

The results

High-profile placements across major publications bolstered Famly’s reputation in a market where daycare issues are notoriously challenging. Clippings included publications in Computer Bild (13.4M UVM), Familie.de (2.9M UVM) and Startup Mag (1.5K UVM) reaching audiences across both tech and family-focused demographics. Besides that, Spiegel (75.6M UVM) came back to us for an interview to be held at the end of the year. This initial media success not only created brand awareness for Famly, but also established the company as a potential key player in the ongoing conversation about improving daycare accessibility and making life easier for everyone involved within the kindergarten environment.

 

Conclusion

Our work with Famly showcased our ability to strategize with agility, adapting stories to actual media needs and creating relevant narratives beyond a straightforward pitch and within a tough time frame. By focusing on how to get the best results for our client – even if it meant pivoting from the original news angle – we delivered a powerful, high-profile introduction for Famly in the German market.

 

“Working with LAIKA was a fantastic experience. From the very start, their professionalism and approachable communication style made the process smooth and enjoyable. The kick-off call set a clear and collaborative tone, and having everything organized in a shared Google Drive folder ensured transparency and easy access for all parties involved. Their responsiveness via Slack was remarkable; we always felt like our questions and ideas were welcomed and addressed quickly.

We especially appreciated how open they were to feedback and suggestions. Their efforts led to three publications in the German market—a great starting point for gauging our presence in this space.

Overall, this collaboration helped us lay the groundwork for our PR efforts in Germany. LAIKA's structured approach, quick communication, and genuine enthusiasm for the project made this partnership both productive and enjoyable.”

Levke Sydow, Marketing Manager DACH

 

Selected Media

 
 

Thank you, Famly!

It was a pleasure to work with you!