Case Study
B2C / TECH / LIFESTYLE PR

Calling all tech and lifestyle: How we got the media excited for HMD Global

Client

HMD Global
www.hmd.com

Project date

February 2023 - March 2024

Services

B2C / TECH / LIFESTYLE PR

The results

13

MONTHS

750+

ARTICLES SECURED

6.86B+

REACH

The brief

In early 2023, we received a unique proposal to assist HMD Global, the maker of Nokia phones, which already had a reputation as one of the world's leading developers and marketers of smartphones and feature phones. The company was seeking a fresh approach to their communications, as well as new ideas and creative actions from a long-term partner who thinks outside the box. Well, they found what they were looking for. After analyzing HMD’s strengths, weaknesses, opportunities, and threats, we developed our comms strategy, key messaging and defined the goals we wanted to reach throughout our cooperation. This included creating target-specific content for tech and lifestyle media, focussing mainly on earned media, planning HMD’s presence at important industry events such as Mobile World Congress (MWC), Internationale Funkausstellung (IFA) and more. After this, we were able to jump right in supporting HMD's new product launches, company releases, and other significant news.

The campaign

With the objectives of growing the awareness of HMD in tech and lifestyle media, as well as positioning the brand as a leader in sustainable tech, we began building relationships with journalists and influencers. Despite the short notice, we successfully planned and executed a press dinner with over 20 media representatives as part of the MWC 2023 in Barcelona. During the event, we emphasized HMD's commitment to sustainability and repairability, showcasing the newly launched Nokia G22 smartphone developed in collaboration with iFixit, a global community focused on repairing consumer electronics. Following this impactful start to our partnership, we continued to convey HMD's sustainability story through different approaches, highlighting the company's shift towards European-based manufacturing. This narrative not only added depth to our messaging but also positioned HMD as a leader in responsible manufacturing within the tech industry. Key media coverage during these initial weeks included features in CHIP, Computer Bild, Heise, Spiegel, PC Welt, W&V, and Die Zeit.

While sustainability was a prominent storyline throughout 2023, another main focus was on the topic of digital detox and digital well-being. Prioritizing our PR efforts on the Nokia 2660 Flip, we pitched a diverse range of media outlets with tailored content pieces for selected target groups, resulting in coverage in titles such as GIGA, Notebookcheck, and Tagesspiegel, among many others. Additionally, during the IFA 2023, we took the opportunity to meet with the media (again during a dinner, everybody likes to eat, right?), deepen our relationships, and discuss the company's most significant developments.

Laika also played a pivotal role in HMD's company rebranding, transitioning from licensing Nokia phones to also producing their own devices. Through strategic guidance and communication support, we helped articulate HMD's evolving identity and vision to the media and consumers alike. To kick things off here, we organized yet another press dinner during MWC 2024 (all great things come in threes), while also securing interviews with HMD's C-Level executives, including media outlets like Handelsblatt. The storyline focused on HMD elevating their brand game, expanding beyond Nokia phones and tablets to introduce new devices under their own brand. One notable highlight was the announcement of their collaboration with Mattel to release a Barbie-themed Flip phone in 2024. Once again, we secured numerous press clippings in important media outlets from the DACH region, including Caschys Blog, Connect, Der Standard, Futurezone, GameStar, Techbook, and many others.

The results

Throughout our one-year collaboration, we secured more than 750 press clippings with a total reach of over 6.86 billion monthly views. The integration of sustainability, repairability, and digital well-being as central themes played a crucial role in driving this success. Throughout our partnership, we successfully positioned HMD as a thought leader by organizing interviews with their CMO, Lars Silberbauer, and their General Manager Central Europe, Eric Matthes. While tech media played a significant role in building HMD's reputation in the German-speaking landscape, we also secured coverage in high-profile publications such as desired, Hifitest, OUTDOOR Magazin, Merkur, Kurier, and other national and regional newspapers.

Through cultivating positive media relationships, crafting compelling narratives, and supporting HMD's rebranding efforts, we successfully enhanced the brand's reputation as a pioneer in sustainable technology and digital well-being.