Case Study
PRODUCT PR

How We Didn’t Bang Our Head Against the Wall but Put It Into an Ostrichpillow to Show Media How to Relax

Client

Ostrichpillow
www.ostrichpillow.com

Project Date

January - July 2022

Services

B2C & Product PR
Lifestyle PR

7

months

The Result

1.492.873

REACH

13

Articles secured

The brief

While designing self-care products that support people's well-being since 2012, the Spanish self-care brand Ostrichpillow wanted to grow its brand awareness and sales with its new product range in the DACH market. To accomplish this goal, the company turned its head to Laika Communications. With their Original Napping Pillow, Ostrichpillow has managed to conceptualize and produced what is probably the most intimate, on-the-go mobile-sleeping-space ever. In addition to the Original Napping Pillow, products such as the Heated Neck Wrap and the Light Versatile Pillow have already attracted attention in the USA. After COVID hit the company hard (travel ban) they were excited to step into promoting contemporary self-care and lifestyle rather than plain travel products. Laika supported this cause by creating experiences with the products in selected lifestyle media.

The campaign

Ostrichpillow is already enjoying great success in the US. Recently, CNN reported on the Spanish company. To build on this milestone, Ostrichpillow was off for another important market and adventure. We at Laika quickly realized that there was a great fit between the both of us, and were therefore very proud to be part of Ostrichpillow’s new strategy. For the DACH region we adapted the entire communication and focused less on the travel aspect, but more on products towards self-care, which played an essential role in our further strategy development. In a first step, we planned a big outreach with a press release that went out to our best lifestyle contacts, including Brigitte, Emotion, slow, freundin, happinez, mavida, Women's Health and green LIFESTYLE. We were curious about the feedback and wanted to test how the market would react. Because we expected that many still underestimate the topic of self-care and its importance – which has been confirmed. After receiving the first responses, we quickly decided to make our pitches even more personal and targeted. We offered the beneficial products for testing and felt that many people had to experience for themselves first.

The results

This quickly paid off for Ostrichpillow. We were able to win over wide-reaching media outlets such as Men’s Health, Brigitte, mavida and Fancy magazine. It was particularly noticeable that this was a topic area in which the products were often used for raffles, as self-care and also travel played an important role for many readers in their personal lives – especially after Covid. As an extra, we celebrated additional successes in The HARBOR magazine, Gala, OFFICE ROXX, Reisen Exclusiv and mavida as well as coming up coverage in Vogue NL autumn/winter issue.